本研究嘗試探討善意嫉妒與惡意嫉妒的消費者面對推廣訊息時，不同的自我相關性且廣告是以單面訊息或雙面訊息呈現時，是否對於消費者的品牌認同產生影響。具體來說，本研究企圖檢視「嫉妒」對於品牌認同的影響是否會受到訊息多面性以及自我相關性的影響。本研究預測:(1) 當自我相關性低的情況下，善意嫉妒的消費者與惡意嫉妒的消費者之品牌認同無顯著差異，但在自我相關性高的情況下，善意嫉妒的消費者會比惡意嫉妒的消費者產生更好的品牌認同; (2) 在廣告以單面訊息呈現的情況下，善意嫉妒的消費者會比惡意嫉妒的消費者產生更好的品牌認同，而在廣告以雙面訊息呈現的情況下，善意嫉妒的消費者與惡意嫉妒的消費者之品牌認同無顯著差異; (3) 在自我相關性低且廣告是以單面訊息呈現的情況下，善意嫉妒的消費者會比惡意嫉妒的消費者產生更好的品牌認同; 在自我相關性低且廣告是以雙面訊息呈現的情況下，善意嫉妒的消費者與惡意嫉妒的消費者之品牌認同無顯著差異; 在自我相關性高且廣告以單面訊息呈現的情況下，善意嫉妒的消費者會比善意嫉妒的消費者產生更好的品牌認同; 在自我相關性高且廣告是以雙面訊息呈現的情況下，惡意嫉妒的消費者會比善意嫉妒的消費者產生更好的品牌認同。
關鍵字：品牌認同、嫉妒、自我相關性、訊息多面性

This research attempts to explore how the moderating roles of message sidedness and self-relevancy in the impact of consumers’ envy on brand identification. Specifically, this research aims to explore whether the message sidedness, self-relevancy and consumers’ envy have a significant impact on brand identification. This research predicts that (1) when self-relevancy is low, consumers with benign envy appear to engender no differential brand identification over those who with malicious envy; on the contrary, when self-relevancy is high, consumers with benign envy appear to engender more favorable brand identification than those who with malicious envy; (2) when the message is one-sided, consumers with benign envy appear to have more favorable brand identification than those who with malicious envy; on the contrary, when the message is two-sided, consumers with benign envy appear to engender no differential brand identification over those who with malicious envy; (3) in addition, when the message is one-sided and self-relevancy is low, consumers with benign envy appear to engender more favorable brand identification than those with malicious envy; however, when the message is two-sided and self-relevancy is low, consumers with benign envy appear to engender no differential brand identification than those who with malicious envy. At last, when the message is one-sided and self-relevancy is high, consumers with benign envy appear to engender more favorable brand identification than those who with malicious envy; however, when the message is two-sided and self-relevancy is high, consumers with malicious envy appear to engender more favorable brand identification than those who with benign envy.
Keywords: brand identification, envy, self-relevancy, message sidedness

中文部分
鍾明秀（2013）。品牌社群參與動機與認同對品牌忠誠度影響之研究－以 Facebook 品牌粉絲專頁為例。世新大學碩士論文，台北市。
簡智宜與陳建榮 (2017) 。中華職棒活動行銷與品牌忠誠度之研究—以品牌認 同為中介變數。台灣體育運動管理學報，17(2)，135-161。
羅文輝與程曉萱 (2012) 。谷歌退出中國新聞的第三人效果研究。資訊社會研究，第二十三期。
吳志正與許碧芬 (2001)。社會交易理論與雙面訴求廣告對消費者購買意願之影響。中華管理評論，4(2)，51-60。
陳正男、丁學勤、林素吟及劉若蘭 (2005)。廣告的訊息訴求方式、訊息正反性、訊息來源可信度與消費者認知需求對廣告效果之影響。中山管理評論，13(1)，107-142。
尚榮安、陳禹辰及林重光（2009）。說一個好故事－同理心與部落格的廣告效果。資訊管理學報，16（4），1-19。

英文部分
Asch, S. E. (1946). Forming impressions of personality. Journal of Abnormal and Social Psychology, 41(3), 258-290.
Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, Spring 96, 38(3) , 102-120.
Baumeister, R. F., Finkenauer, Catrin, Vohs & Kathleen, D. (2001). Bad is stronger than good. Review of General Psychology, 5(4), 323-370.
Beckman, S. R., Formby, J. P., Smith, W. J., & Zheng, B. H. (2002). Envy, malice and pareto efficiency: An experimental examination. Social Choice and Welfare, 19, 349-367.
Benedicktus, R. L., Brady, M. K., Darke, P. R., & Voorhees, C. M. (2010). Conveying trustworthiness to online consumers: reactions to consensus, physical store presence, brand familiarity, and generalized suspicion. Journal of Retailing, 86(4), 322-335.
Bouhlel, O., Mzoughi, N., Ghachem, M. S., & Negra, A. (2010). Online purchase intention: Understanding the blogosphere effect. International Journal of e-business Management, 4(2), 37-51.
Chebat, J., Filiatrault, p., Laroche M. & Watson, C. (1988). Compensatory effects of cognitive characteristics of the source, the message, and the receiver upon attitude change. The Journal of Psychology,122(6), 609-621.
Dodds, W., Monroe, K., & Grewal, D. (1991). The effects of price, brand and store information on buyer's product evaluations. Journal of Marketing Research,28(3), 307-319.
Duffy, M. K., & Shaw, J. D. (2000). The salieri syndrome: Consequences of envy in groups. Small Group Research, 31, 3-23.
Eisend, M. (2006). Two-sided advertising: A meta-analysis. International Journal of Research in Marketing, 23, 187-198.
Eisend, M. (2007). Understanding two-sided persuasion: An empirical assessment of theoretical approaches. Psychology & Marketing, 24(7), 615-640.
Elster, J. (1991). Envy in social life, in Zeckhauser, R. J. (Ed.). Strategy and Choice, The MIT Press, MA, 49-82.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research,24(4), 343-373.
Fiske, S. T. (2010). Envy up, scorn down: how comparison divides us. The American Psychologist, 65(8), 698-706.
Fichter, C., & Jonas, K. (2008). Image effects of newspapers: How brand images change consumers' product ratings. Zeitschrift für Psychologie. Journal of Psychology, 216(4), 226-234.
Ghuge, S. (2010). The role of personal relevance and mood on the persuasive impact of gain and loss frames in advertising messages about a vaccine against alcohol addiction. Graduate Theses and Dissertations. Iowa State University.
Higgins, E. T. (1998). Promotion and prevention: regulatory focus as a motivational principle. In: Zanna, M. P. (Ed.). Advances in Experimental Social Psychology, 30, 1-46.
Hill, S. E., DelPriore, D. J. & Vaughan, P. W. (2011). The cognitive consequences of envy: attention, memory and selfregulatory depletion. Journal of Personality and Social Psychology, 101(4), 653-666.
Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research,29(6), 70-90.
Huang, K., Brooks, A. W., Buell, R. W., Hall, B. J., & Huang, L. (2018). Mitigating malicious envy: why successful individuals should reveal their failures. Harvard Business School.
Kao, D. T. (2015). Is cinderella resurging? The impact of consumers' underdog disposition on brand preferences: underdog brand biography and brand status as moderators. Journal of Consumer Behaviour, 14(5), 307-316.
Kao, D. T. (2019). The impact of envy on brand preference: brand storytelling and psychological distance as moderators. Journal of Product & Brand Management, 28(4), 515-528.
Kaufman, D. Q., Stasson, M. F., & Hart, J. W. (1999). Are the tabloids always wrong or is that just what we think? Need for cognition and perceptions of articles in print media. Journal of Applied Social Psychology, 29(9), 1984-1997.
Kim, C. K., Han, D. & Park, S. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206.
Kristofferson, K., Lamberton, C., & Dahl, D. W. (2018). Can brands squeeze wine from sour grapes? The importance of self-esteem in understanding envy’s effect. Journal of the Association for Consumer Research, 3(2), 229-239.
Kwon, H. H., Trail, G., & James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4), 540-554.
Lewicka, M., Czapinski, J. & Peeters, G. (1992). Positive-negative asymmetry or when the heart needs a reason. European Journal of Social Psychology , 22(5), 425-434.
Lange, J. & Crusius, J. (2015). Dispositional envy revisited: unraveling the motivational dynamics of benign and malicious envy. Personality and Social Psychology Bulletin, 41(2), 284-294.
Lange, J., Weidman, A. C. & Crusius, J. (2018). The painful duality of envy: Evidence for an integrative theory and a Meta-analysis on the relation of envy and schadenfreude. Journal of Personality and Social Psychology, 114(4), 572-598.
Lim, M. & Kim, J. (2018). Facebook users loneliness based on different types of interpersonal relationships: Links to grandiosity and envy. Information Technology & People, 31(3), 646-665.
May (2006). Good news and bad news: Asymmetric responses to economic information. The Journal of Politics, 68(2), 372-385.
Mael, F. B., & Ashforth, E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13, 103-123.
Mike, A. (1991). Meta-analysis comparing the persuasiveness of one-sided and two-sided messages. Western Journal of Speech Communication, 55 (Fall), 390-404.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Nandan, S. (2005). An exploration of the brand identity-brand image linkage: A communications perspective. Journal of Brand Management, 12(4), 264-278.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
Pierro, A., Giacomantonio, M., Pica, G., Giannini, A. M., Kruglanski, A. W., & Higgins, E. T. (2013). Persuading drivers to refrain from speeding: Effects of message sidedness and regulatory fit. Accident Analysis & Prevention, 50, 917-925.
Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847-855.
Parrott, W. G. & Smith, R. H. (1993). Distinguishing the experiences of envy and jealousy. Journal of Personality and Social Psychology, 64(6), 906-920.
Parks, C. D., Rumble, A. C. & Posey, D. C. (2002). The effects of envy on reciprocation in a social dilemma. Personality and Social Psychology Bulletin, 28(4), 509-520.
Petty, R. E. & J. T. Cacioppo (1984). Source factors and the elaboration likelihood model of persuasion. Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, 668-672.
Ramachandran, V. S. & Jalal, B. (2017). The evolutionary psychology of envy and jealousy. Frontiers in Psychology, 8:1619
Rozin, Paul , Royzman & Edward B. (2001). Negativity bias, negativity dominance and contagion. Personality and Social Psychology Review, 5(4), 296-320.
Smith, R. H., Parrott, W. G., Ozer, D. & Moniz, A. (1994). Subjective injustice and inferiority as predictors of hostile and depressive feelings in envy. Personality and Social Psychology Bulletin, 2(6) , 705-711.
Smith, R. H. (1991). Envy and the sense of injustice. The Psychology of Jealousy and Envy, Boston University 79-99.
Smith, R. H. (2004). Envy and Its Transmutations. The Social Life of Emotions, 43-63.
Smith, R. H. & Kim, S. H. (2007). Comprehending envy. Psychological Bulletin, 133(1), 46-64.
Shamay-Tsoory, S. G., Fischer-Shofty, M., Dvash, J.& Harari, H. (2009). Intranasal administration of oxytocin increases envy and schadenfreude (gloating). Biological Psychiatry, 66(9), 864-870.
Scalas, H. E. (2004). Narrative processing: building consumer connections to brands. Journal of Consumer Psychology, 14(1/2), 168-180.
Tai, K., Narayanan, J. & McAllister, D. J. (2012). Envy as pain: rethinking the nature of envy and its implications for employees and organizations. Academy of Management Review, 37(1), 107-129.
Trope, Y. & Liberman, N. (2003). Temporal construal, Psychological Review, 110(3), 403-421.
Thomas, M. & Tsai, C.I. (2012). Psychological distance and subjective experience: How distancing reduces the feelings of difficulty, Journal of Consumer Research, 39(2), 324-340.
Trope, Y. & Liberman, N. (2003). Temporal construal, Psychological Review, 110(3), 403-421.
Trope, Y. & Liberman, N. (2010), Construal-level theory of psychological distance. Psychological Review, 117(2), 440-463.
van de Ven, N. (2016). Envy and its consequences: Why it is useful to distinguish between benign and malicious envy. Social and Personality Psychology Compass, 10(6), 337-349.
van de Ven, N., Zeelenberg,M. & Pieters, R. (2009). Leveling up and down: the experiences of benign and malicious envy. Emotion (Washington,D. C.), 9(3), 419-429.
van de Ven, N., Zeelenberg, M., & Pieters, R. (2010). The envy premium in product evaluation. Journal of Consumer Research, 37(6), 984-998.
van de Ven, N. (2017). Envy and admiration: emotion and motivation following upward social comparison. Cognition and Emotion, 31(1) , 193-200.
Winter, S., & Krämer, N. C. (2012). Selecting science information in Web 2.0: How source cues, message sidedness, and need for cognition influence users' exposure to blog posts. Journal of Computer-Mediated Communication, 18(1), 80-96.
Yu, Z., Hao, J. & Shi, B. (2018). Dispositional envy inhabits prosocial behavior in adolescents with high self-esteem. Personality and Individual Differences, 122, 127-133.
Yalin, L. I. (2015). The Severity of negative events in enterprises affects consumers' brand Attitude. Social Behavior & Personality: An International Journal, 43(9), 1533-1546.
Zheng, X., Baskin, E. & Peng, S. (2018). The spillover effect of incidental social comparison on materialistic pursuits: the mediating role of envy. European Journal of Marketing, 52(5/6), 1107-1127.