本研究試圖以秘密效應與性別刻板樂器作為調節變項，探討其對於逃避型依附對廣告喜好度的影響。本研究分為兩個實驗，受試者在實驗一中進行2（秘密效應：秘密文案 vs. 非祕密文案）× 2（性別刻板樂器：女性樂器 vs. 男性樂器）而在實驗二中進行2（逃避依附: 高逃避 vs. 低逃避）× 2（秘密效應：祕密文案vs. 非祕密文案）× 2（性別刻板樂器：女性樂器vs.男性樂器）。本研究結果顯示：（1）當廣告加入秘密消費文案時，高逃避依附的消費者會比低逃避依附的消費者有較高的廣告喜好度；（2）當廣告加入非祕密消費文案時，低逃避依附的消費者會比高逃避依附的消費者有較高的廣告喜好度；（3）當廣告背景音樂是使用女性樂器時，低逃避依附的消費者會比高逃避依附的消費者有較高的廣告喜好度（4）當廣告背景音樂是使用男性樂器時，高逃避依附的消費者會比低逃避依附的消費者有較高的廣告喜好度（5）當廣告加入秘密文案且背景音樂是使用女性樂器時 ，高逃避依附的消費者與低逃避依附的消費的廣告喜好度是沒有顯著差異的；而當廣告加入非秘密文案且背景音樂是使用女性樂器時 ，高逃避依附的消費者會比低逃避依附的消費者有較高的廣告喜好度；另外，當廣告加入秘密文案且背景音樂是使用男性樂器時 ，高逃避依附的消費者會比低逃避依附的消費者有較高的廣告喜好度；然而當廣告加入非秘密文案且背景音樂是使用男性樂器時 ，高逃避依附的消費者與低逃避依附的消費的廣告喜好度則無顯著差異。

This research aims to examine the influence of the secrecy effect and gender stereotype instruments on avoidant attachment and ad liking. Two studies were conducted in this research. In Study 1, a total of 257 participants were assigned to a 2 (secrecy effect: secret vs. non-secret context) × 2 (gender stereotype instruments: feminine vs. masculine) between-subjects design. In Study 2, 286 participants were assigned to a 2 (avoidant attachment: high vs. low) × 2 (secrecy effect: secret vs. non-secret context) × 2 (gender stereotype instruments: feminine vs. masculine) between-subjects design. The research revealed several findings. First, highly avoidant consumers tend to form more favorable evaluations of ads featuring secret consumption context. However, low-avoidant consumers are likely to form more favorable evaluations of ads featuring non-secret consumption context. Second, consumers with high avoidance tendencies might exhibit adverse reactions to advertisements utilizing feminine instrument. On the other hand, consumers with high avoidance may favor music featuring masculine instruments despite the potential sense of threat such music may convey. Last, when an advertisement employs a secret context and features music with feminine instruments, it is likely to be favorably received by both highly avoidant and low-avoidant consumers; however, when an advertisement utilizes a non-secret context and incorporates music with feminine instruments, it may compromise the congenial atmosphere, leading low-avoidant consumers to form more favorable evaluations. In contrast, when an advertisement features a secret context and includes music with masculine instruments, consumers with high avoidance tend to form more positive evaluation; however, when an advertisement presents a non-secret context and utilizes music with masculine instruments, highly avoidant consumers tend to show no differential ad liking over low-avoidant consumers.

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