現今的廣告充斥在生活中的各個角落，對消費者而言，廣告是他們進行購物決策的關鍵，因此企業經常透過不同的廣告形式，來試圖提升消費者對於產品的態度、購買意願。本研究針對消費者在處理廣告訊息時，時常發生的「心理模擬」機制，探討引發消費者心理模擬的前因為何，以視覺產品描繪 (廣告圖片) 與廣告文案類型 (文字) 的角度切入，探討兩者對於心理模擬及後續廣告效果的影響；此外，亦檢視產品類型在心理模擬形成中扮演的角色，以及不同類型代言人的加入如何影響心理模擬的形成。
　　本研究共執行三個實驗，研究結果發現：(1)視覺產品描繪之動作適配(相較於不適配)，會產生較佳態度反應；(2)敘事型文案(相較論述型)可引發較多心理模擬、較佳廣告效果；(3)視覺產品描繪和廣告文案類型的互動關係效果，會因心理模擬視角的衝突與否而有所不同，另外，功利型產品(相較於享樂型)會強化視覺產品描繪和廣告文案類型之搭配，對於心理模擬之生成效果；(4)心理模擬會中介廣告效果之生成；(5)真人與人型虛擬代言人(相較於動物型)，較有助引發心理模擬，並可產生較佳產品態度；(6)代言人類型的相對效果，會受到視覺產品描繪、廣告文案類型所干擾。
本研究結果對於心理模擬、視覺產品描繪、代言人類型等相關研究領域有其理論貢獻，並可供不同產品業者如何有效利用心理模擬機制引發較佳廣告效果、以及廣告代言人類型選擇之參考。

Advertising is now ubiquitous. Advertisements exert a key influence on the purchasing decisions of most consumers. Marketers thus use various types of advertising to communicate product benefits and enhance consumer product attitudes and purchase intentions. This paper addresses the mechanism by which advertisements induce mental simulation in consumers, who process the received advertising messages. The use of advertising pictures and copies to evoke different types of mental simulation was investigated to explore the effect of visual product depictions and types of advertising on advertising effectiveness. The possible moderating effect of product types and the impact of different types of spokespersons were also explored.
Three experiments were conducted to test the research hypotheses. The research results indicate the following key findings. (1) Match of visual product depiction would lead to better attitudinal resposnes compared with mismatch. (2) Narrative advertising (vs. argument advertising) can induce more mental simulation and generate better advertising effects. (3) The interactive effects between visual product depictions and advertising types are changeable, depending on whether the viewpoint of two sources of mental simulation is conflicted. Additionally, the combination of visual description and advertising types has higher explanatory power on mental simulation effect within utilitarian products compared with hedonic products. (4) Mental simulation mediates the advertising effects. (5) Spokespersons and human-like spokescharacters, compared with animal-like ones, can induce more mental simulation and lead to better product attitudes. (6) The relative effect of spokesperson types was moderated by visual product depictions and advertising types.
Research results enhance the understanding of using advertisements to induce mental simulation, and enrich the studies on visual product depictions as well as spokesperson types. The findings can also guide advertisers regarding the appropriate use of advertising elements to induce mental simulation in consumers when advertising various types of products, and provide suggestions on the selection of spokesperson types to increase advertising effectiveness.

第一章 緒論 1
第一節 、研究背景 1
第二節 、研究動機 4
第三節 、研究問題 8
第四節 、研究目的 9
第二章 文獻探討 11
第一節 、心理模擬與視覺產品描繪 11
一、 心理模擬 11
二、 心理模擬類型 11
三、 引發心理模擬的因素 12
四、 心理模擬的效果 14
五、 小結 15
第二節 、廣告類型 16
第三節 、產品類型 17
第四節 、代言人類型 18
第三章 實驗一 21
第一節 、研究架構 21
第二節 、研究假說 22
一、 視覺產品描繪對心理模擬、廣告效果之影響 22
二、 廣告文案類型對心理模擬、廣告效果之影響 23
三、 視覺產品描繪與廣告文案類型的互動效果 24
四、 產品類型的干擾效果 26
第三節 、研究方法 27
一、 樣本與實驗設計 27
二、 實驗刺激與前測 28
三、 實驗程序 34
四、 變數衡量 35
第四節 、資料分析 39
一、 研究樣本敘述統計分析 39
二、 變數的平均值、標準差及量表信度分析 41
三、 操弄性檢驗 42
四、 假說驗證 44
五、 討論 60
第四章 實驗二 66
第一節 、研究方法 66
一、 樣本與實驗設計 66
二、 實驗刺激與前測 67
三、 實驗程序 69
四、 變數衡量 69
第二節 、資料分析 71
一、 研究樣本敘述統計分析 71
二、 變數的平均值、標準差及量表信度分析 73
三、 操弄性檢驗 74
四、 假說驗證 76
五、 討論 82
第五章 實驗三 85
第一節 、研究架構 85
第二節 、研究假說 86
第三節 、研究方法 89
一、 樣本與實驗設計 89
二、 實驗刺激與前測 90
三、 實驗程序 96
四、 變數衡量 96
第四節 、資料分析 98
一、 研究樣本敘述統計分析 98
二、 變數的平均值、標準差及量表信度分析 100
三、 操弄性檢驗 101
四、 假說驗證 104
五、 討論 134
第六章 後測 139
第七章 結論與建議 141
第一節 、研究發現與討論 141
第二節 、研究意涵 145
一、 理論意涵 145
二、 實務意涵 151
第三節 研究限制與未來方向 154
第八章 參考文獻 158
一、 中文文獻 158
二、 英文文獻 161
三、 附錄一──前測一問卷 171
四、 附錄二──前測二問卷 177
五、 附錄三──前測三問卷 186
六、 附錄四──前測四問卷 191
七、 附錄五──實驗一問卷 199
八、 附錄六──實驗二問卷 209
九、 附錄七──實驗三問卷 218

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