The Study of The Extent of Context Effects : An Approach of Interpretation Level

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研究生：	楊智鈞 Yang, Chih-Chun
論文名稱：	The Study of The Extent of Context Effects : An Approach of Interpretation Level
指導教授：	蕭中強 Hsiao, Chung-Chiang
口試委員:
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 科技管理研究所 Institute of Technology Management
論文出版年：	2009
畢業學年度：	97
語文別：	英文
論文頁數：	113
中文關鍵詞：	共同品牌、情境效果、同化效果、對比效果
外文關鍵詞：	co-branding, context effect, assimilation, contrast
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在過去關於情境效果的研究中，少有關於程度的討論，不論是同化效果或是對比效果，影響程度差異的因素都關係著管理者對於產品策略與決策的依據。對管理者而言，一個不變的原則是以最少的成本達到最好的效果，以共同品牌的例子來說，如果管理者無法了解怎樣的ㄧ個情境品牌才會對公司本身產品的目標品牌達到一個較佳的同化效果，亦或是無法了解到什麼樣子本身產品的目標品牌適合去和另外一個情境品牌產生同化效果，則公司資源並不能獲得有效的利用。
本研究以部份過去情境效果的研究為基礎，證明了情境效果的程度會受到三個變數的影響，第一個證明了當目標對象的模糊程度越高時，同化效果或是對比效果的程度就會越大；第二個證明了當情境對象的模糊程度越低時，同化效果或是對比效果的程度就會越大；第三個證明了當目標對象與情境對象的差異越小時，同化效果或是對比效果的程度就會越大。在研究中將以機率的概念為基礎來解釋程度差異發生的成因，並以建構之數學模型來模擬上述三個變數所帶來的程度差異，最後透過實驗來證明上述變數的影響方式與假設及數學模型模擬結果的相符。

摘要    ii
ABSTRACT    iii
TABLE OF CONTENTS    v
LIST OF FIGURES    viii
CHAPTER 1  INTRODUCTION    1
1  Motivation    1
2  Study Purpose    2
CHAPTER 2  LITERATURE REVIEW    3
1  Context Effect    3
2  Feature-Matching model    3
3  Inclusion-Exclusion model    4
4  Dimensional Range Overlap model    4
5  Reciprocity Hypothesis    6
CHAPTER 3  PROPOSED THEORY AND HYPOTHESES    7
1  The Nature of Probability    7
1.1  The intensity of connection    7
1.2  The dispersion of the perception of element    8
1.3  The probability    9
1.4  The measure item and probability    10
2  Interpretation Level and Interpretation Range    11
2.1  Interpretation level    11
2.2  Interpretation range    12
3  Judgment and Interpretation Level    13
4  Dimensional Range Overlap model and Interpretation Level    14
5  Hypothesis for the Extent of Assimilation and Contrast    17
CHAPTER 4  THE SIMULATION OF CONTEXT EFFECT ON PROPOSED FUNCTIONS    42
1  The Function for Assimilation    42
2  The Simulation for Assimilation    43
3  The Function for Contrast    47
4  The Simulation for Contrast    49
CHAPTER 5  THE EXPERIMENTS FOR THE EXTENT OF ASSIMILATION    55
1  Experiment One    57
1.1  Method    57
1.2  Results    59
2  Experiment Two    61
2.1  Method    61
2.2  Results    64
3  Experiment Three    66
3.1  Method    66
3.2  Results    68
CHAPTER 6  THE EXPERIMENTS FOR THE EXTENT OF CONTRAST    71
1  Experiment Four    73
1.1  Method    73
1.2  Results    75
2  Experiment Five    77
2.1  Method    77
2.2  Results    80
3  Experiment Six    82
3.1  Method    82
3.2  Results    84
CHAPTER 7  THE EXPERIMENTS FOR THE EXTENT OF ASSIMILATION OF CONTEXT    87
1  Experiment Seven    87
1.1  Method    87
1.2  Results    89
2  Experiment Eight    91
2.1  Method    91
2.2  Results    92
3  Experiment Nine    94
3.1  Method    94
3.2  Results    95
CHAPTER 8  THE EXPERIMENTS FOR THE EXTENT OF CONTRAST OF CONTEXT    98
1  Experiment Ten    98
1.1  Method    98
1.2  Results    100
2  Experiment Eleven    102
2.1  Method    102
2.2  Results    103
3  Experiment Twelve    105
3.1  Method    105
3.2  Results    106
CHAPTER 9  GENERAL DISCUSSION    109
1  Conclusion    109
2  Contribution    110
3  Limitation and Future Research    110
REFERENCE    112

                                

Herr, P. M. (1989). Priming Price: Prior Knowledge and Context Effects. Journal of Consumer Research, 16 (June), 67-75.
Herr, P. M., Sherman, S. J., & Fazio, R. H. (1983). On the Consequences of Priming: Assimilation and Contrast Effect. Journal of Experimental Social Psychology, 19 (July), 323-340.
Higgins, E. T., & Brendl, C. M. (1995). Accessibility and Applicability: Some “Activation Rules” Influencing Judgment. Journal of Experimental Social Psychology, 31, 218-243.
Higgins, E. T., & King, G. A. (1981). Accessibility of Social Constructs: Information-Processing Consequences of Individual and Contextual Variability. In Personality, Cognition, and Social Interaction, eds. Nancy Cantor and John F. Kihlstrom, Hillsdale, NJ: Lawrence Erlbaum Associates, 69-121.
Hsiao, C. C. (2002). The Reciprocity Hypoesis as a Explanation of Perception Shifts in Product Judgment. Unpublished doctorial dissertation, Purdue University, West Lafayette, Indiana.
Hsiao, C. C., & Chien, Y. W. (2001). Dimensional Overlap Model for Explanation of Contextual Priming Effects. Advances in Consumer Research, 28, 136.
Schwarz, N., & Bless, H. (1992). Constructing Reality and its Alternatives: Assimilation and Contrast Effects in Social Judgment. In L. L. Martin & A. Tesser (Eds.). The construction of social judgments. 217-245. Hillsdale, NJ: Erlbaum.

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