感官行銷策略中的視覺呈現形式（例如：產品和包裝形狀、LOGO形狀和廣告），為最常用來吸引消費者關注的方法，因此本研究欲瞭解消費者的建構水準（抽象或具象思維）會如何形塑對視覺刺激的表徵方式，並探究LOGO的字體和顏色組合對產品吸引力所帶來的影響效果。實驗一透過請受試者觀看以不同的字體和顏色組合設計的品牌LOGO，來探討建構水準（思維模式）如何影響消費者對產品的吸引力評估，總共114位受試者被隨機分配至2（字體彎曲度：高/低）×2（顏色組合：相似色/互補色）受試者間設計；而實驗二除了將消費者的建構水準改為情境操弄與更改實驗刺激物（LOGO名稱和產品類型），其餘流程皆與實驗一相同，總共251位受試者被隨機分配至2（建構水準：抽象/具象思維）×2（字體彎曲度：高/低）×2（顏色組合：相似色/互補色）受試者間設計。結果顯示當在相對應的產品情境下，呈現不同字體和顏色組合設計的LOGO時，抽象和具象思維的消費者對產品吸引力評估確實會有所差異。根據研究結果，行銷人員可以針對不同建構水準的客群，制定相異且客製化的美感策略，以提升消費者對產品吸引力的知覺。

Sensory marketing strategies in visual modalities (such as product and package shape, logo shape and advertisements) are the most common way to directly attract consumers. Consequently, this research aims to investigate how construal levels (abstract vs. concrete mindsets) shape the representation of visual stimulus and explore the latent and unconscious effect of typeface and color combinations on consumers’ perceived product attractiveness. Experiment 1 investigated how construal level influences consumers’ perceived product attractiveness, through viewing the brand logos characterized by different typeface and color combinations. A total of 114 participants were randomly assigned to a 2 (typeface curvature: high vs. low) ×2 (color combination: analogous vs. complementary) between-subjects design. Experiment 2 replicated the procedure of Experiment 1 except for the manipulations of construal level, logo name and product type. A total of 251 participants were randomly assigned to a 2 (construal level: abstract vs. concrete mindsets) ×2 (typeface curvature: high vs. low) ×2 (color combination: analogous vs. complementary) between-subjects design. Results indicated that consumers with abstract or concrete mindsets tend to engender differential perceived product attractiveness when they are exposed to logos characterized by different typeface and color combinations. Research findings suggested that marketers should formulate differential aesthetic strategies for consumers with varied mindsets to enhance their perceived product attractiveness.

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