摘要
隨著時代的進展，資訊傳播越來越發達，無所不在的媒體訊息，充斥在生活中。雖然如此，對於外界的刺激我們並不是都照單全收，而是有經過選擇的，此一現象可歸因為個人差異。也就是說，性格會影響到人們的偏好。
害羞在過去常常僅侷限於社交或自我效能方面的探討，較少人把它視為是一種人格特質，以及探討它在日常生活中對個體造成了什麼樣的影響。因此，本研究試著把受測者之害羞程度分成高害羞與低害羞，並探討在不同的廣告訴求及不同的產品類型下，個體的廣告態度是否有所差異。
本研究即針對檢驗不同害羞程度的個體在廣告訴求與產品類型中對廣告態度之表現，因此採取2(害羞：高vs.低) x 2(廣告訴求:理性vs.感性) x 2(產品類型:享樂性vs.功能性) 的實驗設計。本研究共發出260份問卷，有效問卷240份，並以描述性統計、獨立t檢定、ANOVA進行問卷之分析。
本研究所獲得的結論如下：相對於低害羞的消費者而言，高害羞的消費者對於感性廣告訴求及享樂性產品會產生較好的廣告態度；相對於高害羞的消費者而言，低害羞的消費者對於理性廣告訴求及功能性產品會產生較好的廣告態度。進一步分析的結果指出，低害羞的消費者可能因對功能性產品擁有潛在的好感，以至於理性與感性兩種廣告訴求對低害羞消費者的廣告態度並無顯著差異。

Abstract
With the advent of era and the advancement of information communication, people are placed among clustered media messages. However, people with differential personality traits tend to select and process different limited messages. Specifically, people’s preferences can be moderated by their personalities.
In previous literature, shyness is confined to social and self-efficacy, and is rarely treated as one of personality traits and thus is rarely examined how it affects customers’ attitudes. Accordingly, this thesis dichotomizes shyness into low-shy and highly-shy groups based on a median split, followed by examining the moderating effects of advertising appeals and product types on advertising attitudes.
As stated above, this thesis aims to examine the interaction effects of shyness, advertising appeal and product types on advertising attitudes. A 2 (shyness: high vs. low) x 2 (advertising appeal: rational vs. emotional) x 2 (product types: hedonic vs. utilitarian) between-subject factorial design was applied in this thesis. Descriptive statistics analysis, T-test and ANOVA were utilized for quantitative data analysis. 240 out of the 260 surveys were collected.
This thesis concludes that, as compared with the low-shy consumers, the highly-shy customers tend to engender more favorable advertising attitudes toward hedonic products, as well as emotional appeals. On the contrary, as compared with the highly-shy consumers, the low-shy customers tend to engender more favorable advertising attitudes toward utilitarian products, as well as rational appeals. Furthermore, low-shy customers are likely to engender favorable attitudes toward utilitarian products, regardless of advertising appeals.

中文部分
吳明隆、涂金堂 (2010)。SPSS與統計應用分析。台北市：五南。
吳倩儀 (2004)。網路團體諮商方案對國小高年級害羞兒童輔導效果之研究(未出版之碩士論文)。國立台南師範學院，台南市。
吳靜吉 (1985)。害羞 寂寞 愛。台北市：遠流。
呂冠瑩 (2008)。行銷學。新北市：新文京開發。
李靜瑤 (譯)(2000)。害羞再見(原作者Bruno, F. J.）。台北市：精美。
周祝瑛 (2007)。學雜費之外：台灣地區大學生教育費用之研究。教育研究月刊，154，1-23。
林婉蓉 (2005年1月)。SAVRIN是怎麼開始幸福的？30雜誌，5，23-27。
林龍達 (2007)。害羞特質, 社會評價與臉孔表情對國小高年級兒童視覺注意力之影響(未出版之碩士論文)。國立臺灣師範大學，台北市。
金磊 (譯) (1987)。害羞的孩子 (原作者：P. G. Zimbardo & S. L. Radl) 。台北市：遠流。
侯怡君 (2003)。害羞大學生社交情境之心理歷程與特質研究(未出版之碩士論文)。國立高雄師範大學，高雄市。
紀夙娟 (2008)。消費者自信心對特定交易滿意度影響之研究-以產品形態為干擾變項。企業管理學報，(78)，57-83。
徐育芳 (2002)。不同涉入程度與品牌知名度對比喻性廣告之廣告效果影響(未出版之碩士論文)。國立台北大學，台北市。
徐達光 (2003)。消費者心理學。台北市：東華書局。
徐靜儀 (2002)。廣告訴求對廣告效果影響之研究-以網頁廣告為例(未出版之碩士論文)。東吳大學，台北市。
祝鳳岡 (1996)。廣告理性訴求之策略分析。廣告學研究，8，1-26。
祝鳳岡 (1998)。廣告策略之探討-系統建構觀點。廣告學研究，10，31-49。
張雅婷 (2010)。資訊複雜度對偏好一致性的影響(未出版之碩士論文)。國立中央大學，桃園縣。
郭崇廷 (2012)。產品類型、廣告修辭與品牌承諾對消費者說服的影響(未出版之碩士論文)。實踐大學，台北市。
陳俊伶 (2005)。害羞、社交自我效能以及主觀幸福感之相關研究-以軍校生為例(未出版之碩士論文)。國立政治作戰學校，台北市。
陳潔儒 (2002)。探討不同產品之廣告所引發的情感反應、認知反應、廣告態度、與廣告說服力之因果關係(未出版之碩士論文)。國立成功大學，台南市。
黃俊英 (2005)。行銷學的世界。台北市：天下遠見。
楊宥鈴 (2012)。廣告訴求方式和產品類型對廣告態度之影響(未出版之碩士論文)。國立高雄大學，高雄市。
廖淑伶 (2007)。消費者行為：理論與應用。新北市：前程文化。
廣告量專欄：2013年09月份台灣地區【有效廣告量】統計報告(無日期)。廣告與市場。2013年12月1日，取自http://www.xkm.com.tw/HTML/report/effectadex/201309effectadex.pdf
蘇素美 (1995a)。大學生害羞現況之調查及其相關因素之研究。中華輔導學報，3，200-229。
蘇素美 (1995b)。害羞現狀之探討。學生輔導通訊，39，104-111。
蘇素美 (1996)。害羞量表編制及其相關因素之研究(未出版之碩士論文)。國立高雄師範大學，高雄市。

英文部分
Adaval, R. (2001). Sometimes it just feels right: The differential weighting of affect-consistent and affect-inconsistent product information. Journal of Consumer Research, 28(1), 1-17.
Alm, C. (2007). The role of shyness and self-focused attention for attribution of reactions in social situations to internal and external causes. Scandinavian Journal of Psychology, 48, 519–527.
Alm, C., & Lindberg, E. (1999). Attributions of shyness-resembling behaviors by shy and non-shy individuals. Personality and Individual Differences, 27(3), 575-585.
Ang, S. H., & Lim, E. A. C. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising, 35(2), 39-53.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4),
644-656.
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 14(4), 538-555.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170.
Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective (6th ed.). New Jersey: McGraw-Hill.
Bishop, G., Spence, S. H., & McDonald, C. (2003). Can parents and teachers provide a reliable and valid report of behavioral inhibition? Child Development, 74, 1899–1917.
Buss, A. H. (1980). Self-consciousness and social anxiety. San Francisco: Freeman.
hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Carducci, B. J. (2000). Shyness: The new solution. Psychology Today, 33(1), 38-46.
Carducci, B. J., & Stein, N. D. (1988, April). The personal and situational pervasiveness of shyness in college students: A nine-year comparison. Southeastern Psychological Association. Symposium conducted at the meeting of the New Orleans, LA.
Carducci, B.J., & Zimbardo, P. G. (1995). Are you shy? Psychology today, 28(6), 34-82.
Chaudhuri, A., & Holbrook, B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Cheek, J. M., & Buss, A. H. (1981). Shyness and sociability. Journal of Personality and Social Psychology, 41(2), 330-339.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
Crozier, W. R. (2002). Shyness. The Psychologist, 15(9), 460-463.
Crozier, W. R. (2010). The puzzle of blushing. The Psychologist, 23(5), 390-393.
Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. Journal of Consumer Research, 12(3), 281-300.
Garg, N., Wansink, B., & Inman, J. J. (2007). The influence of incidental affect on consumers' food intake. Journal of Marketing, 71(1), 194-206.
Hirschman, E. C. (1980). Attributes of attributes and layers of meaning. Advances in
Consumer Research, 7(1), 7-12.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging
concepts, methods and propositions. Journal of Marketing, 46, 92-101.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of consumer research, 9(2) 132-140.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420.
Jackson, T., Fritch, A., Nagasaka, T., & Gunderson, J. (2002). Towards explaining
the association between shyness and loneliness: A path analysis with American
college students. Social Behavior and Personality, 30, 263–270.
Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 20(3), 12-23.
Kempf, D. S. (1999). Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products. Psychology & Marketing, 16(1), 35-50.
Kevinraj (2008, Oct 2). Advertising [Online forum comment]. Retrieved from http://issuesinimc.wikispaces.com/Advertising
Kim, Y. K., Kang, J., & Kim, M. (2005). The relationships among family and social interaction, loneliness, mall shopping motivation, and mall spending of older consumers. Psychology & Marketing, 22(12), 995-1015.
Kotler, P. (1991). Marketing management: analysis, planning, implementation and control (7th ed.). NJ: Prentice-Hall.
Kotler, P., & Armstrong, G. (2001). Principles of marketing (9th ed.). NJ: Prentice-Hall.
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological processes and advertising effects, 45-63.
Lutz, R. J., & Swasy, J. L. (1977). Integrating cognitive structure and cognitive
response approaches to measuring communication effects. Advances in Consumer Research, 4(1), 363-371.
Lyness, D'Arcy (2013). Shyness. Retrieved from http://kidshealth.org/teen/your_mind/emotions/shyness.html#
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting content. Journal of Marketing, 53(2), 48-65.
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the
consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(4), 451-464.
Mishra, A. (2009). Indian perspective about advertising appeal. International Journal of Marketing Studies, 1(2), 23-34.
Mitchell, A. A., & Olson, J. C. (1981). Are product attitude beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332
Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American
advertising appeals. Journal of Advertising Research, 27(3), 51-59.
Nan, X. L. (2006). Affective cues and brand extension evaluation: Exploring the influence of attitude toward the parent brand and attitude toward the extension ad. Psychology & Marketing, 23(7), 597-616.
Okada, E. M. (2005). Justification effects on consumer choice of hedonic and
utilitarian goods. Journal of Marketing Research, 32 (1), 43-53.
Pilkonis, P. A. (1977). The behavioral consequences of shyness. Journal of Personality, 45(4),596-611.
Pervin, L. A. (1985). Personality: Current Controversies, Issues, and Directions, Annual Review of Psychology, 36, 83-114.
Rubin, K. H., Nelson, L. J., Hastings, P., & Asendorpf, J. (1999). The transaction between parents’ perceptions of their children’s shyness and their parenting styles. International journal of behavioral development, 23(4), 937-957.
Ruiz, S., & Sicilia, M. (2004). The impact of cognitive and/or affective processing styles on consumer response to advertising appeals. Journal of Business Research, 57(6), 657-664.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of interactive marketing, 21(4), 76-94.
Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446.
Valentiner, D. P., Mounts, N. S., Durik, A. M., & Gier-Lonsway, S. L. (2011). Shyness mindset scale. PsycTESTS, 50(8), 1174-1179.
Zimbardo, P. G. (1977). Shyness: What it is. what to do about it. WA: Addison-Wesley.
Zimbardo, P. G. (1982). Shyness and the stresses of the human connection. In. Goldberger, L., & Breznitz S. (Eds.), Handbook of stress: Theoretical and clinical aspects (466-481). New York: Free Press.