台灣近年愈來愈重視相關社會公益及慈善服務。非營利組織通常面臨的主要困境之一為經費不穩定，所以目前許多組織都開始重視採用公益廣告激發大眾關注社會議題，提升助人行為意圖。為了達到廣告目的，洞悉閱聽人對公益廣告的反應便是重中之重。
本研究主要採用2（感性訴求：正面情緒VS.負面情緒）*2（心理模擬：過程導向VS.結果導向）雙因子實驗設計法，檢驗五個假說。實驗結果獲得以下發現：（1）感性訴求廣告會顯著影響廣告效果，正面情緒訴求較負面情緒訴求會產生較佳的廣告效果；（2）感性訴求會正向影響閱聽人的同理心，閱聽人的同理心會正向影響廣告效果之廣告態度與助人行為意圖；（3）感性訴求會透過閱聽人的同理心進而影響廣告效果；（4）不同的心理模擬會調節感性訴求對同理心的影響；（5）在正面情緒訴求的公益廣告中，採用過程導向的心理模擬策略會較結果導向的心理模擬策略產生較高的同理心；（6）在負面情緒訴求的廣告中，採用結果導向的心理模擬會有較高的同理心。
本研究結果對於感性訴求、心理模擬等相關領域有其理論貢獻，並指出正面情緒訴求與負面情緒訴求、過程導向與結果導向心理模擬的相對效果；且在實務意涵上，本研究結果可提供業者如何有效利用心理模擬機制引發較佳的同理心，從而達到較佳的廣告效果。

In recent years, social welfare and charitable services are receiving more and more attention in Taiwan. Fiscal instability is one of the biggest challenges of social welfare nonprofits. In order to increase the will of helping others, many organizations are beginning to pay attention to how to stimulate public concern with public service ads. In order to inspire people to help others, it is important to understand how people respond to public service ads.
This study used an experimental method in 2 (emotional appeal: positive emotions vs. negative emotions) * 2 (mental simulation: process-focused vs. outcome-focused) factorial design to test five hypotheses. In particular, the analytical results reveal the following: (1) Emotional appeal advertising significantly influences the advertising effects (attitudes towards the ads and purchase intention), with positive emotional appeal more effective than negative emotional appeal; (2) Emotional appeal positively affects people's empathy, which positively affects the advertising effects; (3) Emotional appeals affect advertising effectiveness through empathy; (4) Different types of mental simulations moderate the effect of emotional appeal on empathy; (5) In the public service advertisements with positive emotional appeals, a process-focused mental simulation type elicited more empathy than the outcome-focused mental simulation type; and (6) In the public service advertisement with negative emotional appeals, the outcome-focused mental simulation received more empathy than the process-focused mental simulation.
The results of this study have a theoretical contribution to the related fields such as emotional appeal, empathy, mental simulation and so on. In addition, they help to reveal the relative effects of positive and negative emotions. They also help to clarify the relative effects of process-focused and outcome-focused mental simulation. At last, they can guide the industry in terms of how effective use of mental simulation leads to better empathy, so as to achieve better advertising effects.

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 5
第三節 研究目的 6
第二章 文獻探討 7
第一節 公益廣告 7
第二節 廣告訴求類型 8
第三節 廣告效果 11
第四節 感性訴求與廣告效果 13
第五節 LAZARUS認知評估理論 15
第六節 情緒與同理心 17
第七節 同理心與廣告態度、行為意圖 18
第八節 心理模擬（MENTAL SIMULATION） 20
第九節 心理模擬調節作用 22
第三章 研究方法 26
第一節 研究架構 26
第二節 實驗設計 26
第三節 實驗程序 34
第四節 變數衡量 35
第四章 資料分析 41
第一節 研究樣本 41
第二節 變數之平均值、標準差與量表信度分析 43
第三節 研究變數之操弄性檢定 43
第四節 假說驗證 45
第五節 討論 51
第五章 結論與建議 54
第一節 研究發現 54
第二節 理論貢獻 56
第三節 實務意涵 60
第四節 研究限制 62
第五節 未來研究方向 63
參考文獻 66
中文文獻： 66
英文文獻： 68

附錄 80
前測一問卷 80
前測二 問卷 84
正式實驗問卷1（實驗組） 89
正式實驗問卷2（實驗組） 93
正式實驗問卷3（實驗組） 97
正式實驗問卷4（實驗組） 101

表次
表2-1 廣告訴求分類 9
表3-1 正面情緒與負面情緒的問項 29
表3-2 圖片內容 29
表3-3 心理模擬的題項 31
表3-4 文案內容 32
表3-5 實驗組研究設計 35
表3-6 廣告態度衡量問項 36
表3-7 行為意圖量表 37
表3-8 正面情緒與負面情緒的問項 38
表3-9 心理模擬的題項 39
表3-10 同理心的問項 40
表4-1 受測者基本資料之敘述性統計 42
表4-2 變數之平均數、標準差與量表信度分析數值表 43
表4-3 感性訴求類型之統計數值 44
表4-4 心理模擬類型之統計數值 45
表4-5 不同變數單因子變異數分析 46
表4-6 感性訴求類型對廣告態度、行為意圖、同理心之平均數 46
表4-7 同理心與廣告效果之線性回歸 47
表4-8同理心中介效果之PROCESS分析（模型四） 48
表4-9 感性訴求、心理模擬類型與同理心之相關矩陣（N=120） 49
表4-10 不同變數對同理心單因子變異數分析 50
表4-11 正面情緒訴求時，心理模擬各組之平均值 50
表4-12 負面情緒訴求時，心理模擬各組之平均值 50
表4-13 實驗假說驗證彙整表 53

圖次
圖3-1 研究架構圖 26
圖4-1 心理模擬類型調節作用圖 50

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