本研究試圖探討虛榮心是否會影響消費者對廣告吸引力的感知，並探討廣告訴求和社會比較在之中的調節效果。研究共設計了兩項實驗：實驗一討論身體虛榮對廣告吸引力的影響，實驗二則是討論成就虛榮對廣告吸引力的影響。研究方法採取2（虛榮心：高與低）× 2（廣告訴求：溫暖與能力）× 2（社會比較：向上與向下）受試者間設計，以了解變項之間的交互作用。研究結果主要發現:（1）當廣告以能力為廣告訴求時，高虛榮心的消費者比低虛榮心的消費者覺得廣告更有吸引力。另一方面，當廣告以溫暖為廣告訴求時，兩項實驗顯示出不同的結果，在實驗一中，低虛榮心的消費者比高虛榮心的消費者覺得廣告更有吸引力，但在實驗二中，高虛榮心和低虛榮心的消費者感覺到的廣告吸引力沒有差異。（2）當在觀看廣告前經歷了向上社會比較的情境，高虛榮心的消費者會比低虛榮心的消費者覺得廣告更有吸引力。反之，當在觀看廣告前經歷了向下社會比較的情境，高虛榮心和低虛榮心的消費者對廣告吸引力的看法並不會不同。

This research attempts to examine whether the personality trait of vanity affects consumers' perceived attractiveness of advertising, and also explores the moderating roles of advertising appeal and social comparison. Research design two studies: study 1 discusses the impact of physical vanity and study 2 discusses the impact of achievement vanity. Participants were recruited and randomly assigned to a 2 (vanity: high vs. low) × 2 (advertising appeal: warmth vs. competence) × 2 (social comparison: upward vs. downward) between-subjects design to understand the interaction effect between variables. The key finding demonstrates that (1) When an advertisement is characterized by competence appeal, consumers with high vanity are likely to perceive higher advertising attractiveness than those with low vanity. On the other hand, when an advertisement is characterized by warmth appeal, two studies obtained different results. Consumers with low vanity are likely to perceive higher advertising attractiveness than those with high vanity in study 1, but in study 2 there is no difference in perception. (2) When exposed to a context of upward social comparisons, consumers with high vanity are likely to perceive higher advertising attractiveness than those with low vanity. On the contrary, when exposed to a context of downward social comparisons, there is no different perception of advertising attractiveness between consumers with high vanity and those with low vanity. Overall, these findings provide important insights into the factors that influence consumers’ perception of advertising attractiveness.

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