無論是政府或是非營利組織，常常以社會行銷廣告的方式向民眾宣導理念亦或提倡特定行為。其中罪惡感與羞恥感這兩種負面情緒類型，是最常被用來說服民眾的。本研究探討權力程度與利己利他廣告訴求如何影響廣告閱聽者在罪惡感或羞恥感的情緒下觀看廣告的廣告效果。本研究以實驗設計法進行，包括負面情緒類型(罪惡感 vs.羞恥感)、廣告訴求(利己 vs.利他)與權力程度(高 vs.低)三個自變數，為2x2x2 三因子實驗，實驗一衡量廣告閱聽者本身的權力特質，建立四種不同的實驗情境；實驗二將權力視為心理狀態，操弄廣告閱聽者的權力程度，建立八種不同的實驗情境，以上實驗皆透過廣告態度、行為意圖兩個依變數，探討不同情境對廣告效果的影響。

研究結果發現，負面情緒類型與廣告訴求具有交互作用影響，罪惡感情緒下需搭配利他廣告訴求；羞恥感情緒下需搭配利己廣告訴求。另外，在受訪者為低權力下，誘發其產生罪惡感並搭配使用利他廣告訴求時會有較佳的廣告效果；在受訪者為高權力下，誘發其產生羞恥感並搭配使用利己廣告訴求時會有較佳的廣告效果，以及知覺訊息流暢性在本研究中具有中介效果。依據此結果，行銷人員欲藉由這兩種負面情緒的操作，需要考慮目標客群的權力程度以及廣告訴的搭配使用，以得到最佳的廣告效果。

Social marketing is used by government and nonprofits to integrate marketing concepts with appropriate approaches to influence individuals’ and communities’ behaviors and enhance social well-being. Two major types of negative emotion (guilt and shame) are popular. This research proposes two moderators: self/other-benefit appeals and power. Two experimental studies with 2 (negative emotion type: guilt vs. shame) x2 (advertising appeal: self-benefit vs. other-benefit) x2 (power: high vs. low) between-subjects design are conducted. Power is assessed through a measurement scale while power is manipulated through a priming task. Attitudes toward the ad and behavioral intention as serve dependent measures.

Results indicate a three-way interaction among negative emotion type, advertising appeal and power. When people are with low power, an other-benefit appeal primed with guilt feelings is more effective. When people are with high power, a self-benefit appeal primed with shame feelings is more effective. Processing fluency is found to be the underlying mechanism to explain the phenomena above. The findings provide insights into social marketing by delineating the role of factors including guilt and shame and moderating effects of advertising appeal and power on public response to social marketing ads.

論文審定書 i
謝誌 ii
摘要 iii
Abstract iv
目錄 v
表次 vii
圖次 ix
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 5
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 負面情緒類型：罪惡感與羞恥感 7
第三節 廣告訴求：利己與利他 12
第四節 權力程度 14
第五節 小結 17
第參章 研究設計與方法 18
第一節 前言 18
第二節 研究假說與架構 18
第三節 兩個實驗建立 22
第四節 小結 23
第肆章 實驗一設計與分析 24
第一節 前言 24
第二節 研究變數操作型定義與衡量 24
第三節 研究設計 30
第四節 實驗一結果分析 31
第五節 實驗一之限制討論 44
第六節 小結 46
第伍章 實驗二設計與分析 47
第一節 前言 47
第二節 研究變數操作型定義與衡量 47
第三節 研究設計 51
第四節 實驗二結果分析 52
第五節 知覺訊息流暢性的中介效果討論 66
第六節 小結 69
第陸章 結論 70
第一節 前言 70
第二節 研究結果討論 70
第三節 研究貢獻 73
第四節 研究限制 75
第五節 未來研究與建議 76
第六節 小結 77
參考文獻 79
附錄一、 實驗一正式問卷一 84
附錄二、 實驗二 正式問卷一 104

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