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    题名: 情緒、決策情境與社會規範對於支持環保程度之影響
    How emotions, decision-making situations and social norms influence the degree of support for environmental protection
    作者: 張鈞皓
    Chang, Chun Hao
    贡献者: 邱志聖
    張鈞皓
    Chang, Chun Hao
    关键词: 情緒
    決策情境
    社會規範
    支持環保程度
    emotions
    decision-making situations
    social norms
    degree of support for environmental protection
    日期: 2011
    上传时间: 2012-04-17 09:10:02 (UTC+8)
    摘要: 環保這類型的公益議題，其資源並不如一般企業或是營利單位來的充裕，因此我們更應該重視環保議題之廣告支出所能獲得的效益，希望能在有限的廣告預算之下，取得最佳的效果，促成本研究選擇環保議題作為廣告效果探討主軸的想法。
    過去Griskevicius等人對於情緒效果的研究，確實指出消費者所帶有的不同情緒確實對於廣告的效果有所影響。而本研究認為，消費者在做出選購決策時候，其廣告效果除了受到情緒的影響之外，消費者在做出決策當下所處的環境是公開的還是私人的也十分重要。
    此外，雖然環保議題逐漸受到重視，但在每個不同的國家、社會之中，其受重視的程度並不相同，因此會存在不同的環保重視程度，而本研究認為這種對環保有著不同重視程度的現象是屬於一種社會規範的概念，期也會影響廣告的效果。

    因此根據以上想法，本研究決定以下四個主要研究問題：
    (一) 探討情緒對於支持環保程度的影響。
    (二) 探討決策情境對於支持環保程度的影響。
    (三) 探討社會規範對於支持環保程度的影響。
    (四) 探討情緒、決策情境以及社會規範之間對於支持環保程度的交互作用效果。

    本研究對於以上四個主要研究問題，發展了六個主要假設，透過實驗方法，得到以下五大結論。

    1. 若是選擇在網路、電視這類型比較屬於私人環境的媒介播放廣告，或者消費者可以在比較隱私的環境之作出決策的時候，應該選擇能夠喚起觀眾浪漫渴望的愛情片時段來撥放這類廣告，較為有效。
    2. 若是當廣告主選擇在公開環境的資訊媒介撥放廣告，或者是消費者的決策與行為會被大眾一同檢視之時，則應該選擇能夠喚起消費者的恐懼情緒的恐怖片時段來撥放廣告。
    3. 社會規範對於消費者的行為影響效果顯著，因此在進行環保廣告的動作前，應先透過描述性規範的使用，告知消費者社會中的其他人都是重視環保的。
    4. 在私人環境之下，當整體社會中所存在的社會規範是重視環保之時，環保廣告時段的選擇，就應該選在能夠喚起浪漫渴望的愛情片時段，如此才能夠強化廣告的效果。
    5. 若是社會中所普遍存在的社會規範是不重視環保的，應該要先透過描述性規範來改變消費者心中所認知的社會規範方向，再進行進一步的環保教育，如此才能收到良好的環保教育效果。
    The public welfare issue such as environmental protection doesn’t have rich resources. We have to pay more attentions on the efficiency of environmental protection advertisement.
    Griskevicius already indicate that the consumers with different emotions will affect the efficiency of the advertisement. Besides the emotion issue, we believe that different decision- making situations will also affect the efficiency of the advertisement. Finally, we believe “social norms” is another factor which affect the efficiency of the advertisement.
    Based on the above discussion, we propose four major research questions:

    1.To discuss how the emotions affect the degree of support for environmental protection.
    2.To discuss how the decision-making situations affect the degree of support for environmental protection.
    3.To discuss how the social norms affect the degree of support for environmental protection.
    4.To discuss the interactive effects of emotions, decision-making situations and social norms to the degree of support for environmental protection.

    We use the experimental methods and proposed six hypotheses to find out the answer of the above three research questions. Finally, we got five conclusions:

    1.If we want to broadcast the ads on a private media, such as internet and TV channels, we should do this during romantic movie. It will be more efficiency.
    2.If we want to broadcast the ads on public media, we should choose the horror movie hours. It will be more efficiency.
    3.Social norms have a significant influence on the efficiency of the ads. Before we broadcast the ads, we should use the descriptive norms to educate the consumers that the people in the society are all pay attention to the environmental protection issues.
    4.Under the private situation and the environmentally friendly society, we should choose the romance movie hours to broadcast our ads. It will be more efficiency.
    5.If we want to broadcast the environmental protection ads in a society which is not environmentally friendly, we should use the descriptive norms to educate the people that the people are all very care about the environmental issues.
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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    98351028
    100
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0098351028
    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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