在許多廣告中，常常會使用廣告模特兒的面部表情來傳達品牌的訊息。相較於其他面部表情，笑容更常被用來提升品牌形象。過去研究顯示，微笑會使人感覺較有能力，燦笑則較為友善且更具社交性的。本研究以過去的笑容研究為基礎，發展假說，針對不同廣告模特兒笑容強度、品牌—顧客關係與消費者自我建構以及中介機制處理流暢性對廣告效果的影響進行討論。

本研究以實驗設計法進行，操弄廣告模特兒笑容強度(微笑vs.燦笑)、品牌—顧客關係(交易型vs.共享型)與消費者自我建構(獨立我vs.相依我)三個自變數，為2x2x2三因子實驗，透過兩個實驗，以廣告態度、品牌態度兩個不同的依變數，探討三個自變數對廣告效果產生的交互作用。

研究結果發現，廣告模特兒笑容強度與品牌—顧客關係與消費者自我建構具有交互作用影響，消費者自我建構為獨立我的情況下，使用微笑廣告模特兒比燦笑廣告模特兒比較能產生較佳的廣告效果，尤其是交易型品牌—顧客關係下；消費者自我建構為相依我的情況下，使用燦笑廣告模特兒比微笑廣告模特兒比較能產生較佳的廣告效果，尤其是共享型品牌—顧客關係下，處理流暢性則可用來解釋以上效果背後的消費者行為機制。

Facial expressions are usually used to express messages of brand in ads. Compared with other facial expressions, smiles are more often used to enhance brand images. Previous research suggests that a slight smile conveys that the person is competent while a broad smile infers that the person is friendly and sociable. Based on previous research on effects associated with smiles, we develop hypotheses of how the selection of smile intensity should be subject to brand-customer relationship and consumer self-construal. Processing fluency is proposed as the underlying mechanism behind advertising effectiveness.

This research uses experimental design to investigate the effects of smile intensity of the model, brand-customer relationship and consumer self-construal. A 2 (smile intensity: slight smile vs. broad smile) x2 (brand-customer relationship: exchange vs. communal) x2 (consumer self-construal: independent self-construal vs. interdependent self-construal) factorial design is conducted. In Study 1, self-construal is assessed as an individual difference variable. In Study 2, brand-customer relationship is measured through individual differences in relationship orientation. Attitudes toward to the ad and brand attitudes serve as the two dependence measures in advertising effectiveness.

Results from two experiments suggest that consumer self-construal moderate the relationship between model’s smile intensity and brand-customer relationship on advertising effectiveness. A model’s slight smile is more effective than a model’s broad smile when independent self-construal, especially the brand-customer relationship is perceived as exchange. A model’s broad smile is more effective than a model’s slight smile when interdependent self-construal, especially the brand-customer relationship is perceived as communal. Processing fluency is found as the underlying mechanism to explain the aforementioned phenomenon.

論文審定書 i
摘要 ii
Abstract iii
目錄 v
表次 viii
圖次 x
第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 3
第四節 研究目的與問題 4
第五節 研究架構 5
第貳章 文獻回顧 7
第一節 前言 7
第二節 廣告模特兒笑容 7
第三節 品牌—顧客關係 11
第四節 自我建構 16
第五節 處理流暢性 18
第六節 小結 19
第參章 研究設計與方法 20
第一節 前言 20
第二節 研究假說與架構 20
第三節 兩個實驗建立 26
第四節 小結 27
第肆章 實驗一設計 28
第一節 前言 28
第二節 研究變數操作型定義與衡量 28
第三節 研究設計 34
第四節 小結 35
第伍章 實驗一結果分析 36
第一節 前言 36
第二節 樣本背景資料 36
第三節 信度分析 37
第四節 研究設計之操弄檢定 38
第五節 研究假設之檢定 40
第六節 小結 50
第陸章 實驗二設計 52
第一節 前言 52
第二節 研究變數操作型定義與衡量 52
第三節 研究設計 56
第四節 小結 57
第柒章 實驗二結果分析 58
第一節 前言 58
第二節 樣本背景資料 58
第三節 信度分析 59
第四節 研究設計之操弄檢定 60
第五節 研究假設之檢定 63
第六節 小結 77
第捌章 結論與建議 78
第一節 前言 78
第二節 研究結果討論 78
第三節 研究貢獻 80
第四節 研究限制 82
第五節 未來研究與建議 83
第六節 總結 85
參考文獻 86
附錄一:實驗一正式問卷 96
附錄二:實驗二正式問卷 116

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