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1、行銷評論,2005年夏季第2卷,第2期,頁171-192罪惡與羞慚對消費者決策的對比效應邱文彬國立高雄餐旅學院餐旅管理研究所萬金生國立高雄餐旅學院通識教育中心張明旭國立高雄餐旅學院烘焙管理系摘要人們常藉由休閒或旅遊活動調適心情,情緒體驗亦為從事這些活動的關鍵因素。最近研究指出負向心情對於人們決策扮演重要角色,負向心情的調適是否旅遊偏好或決策有所影響呢?本研究根據心情修補假說,檢驗罪惡、羞慚兩種負向心情對於旅遊偏好的對比效應。根據罪惡、羞慚的本質,對於旅遊的偏好而言,由於罪惡者重視謙虛、利他與分享、以及犧牲,應該偏好低自我彰顯的旅遊活動,對於熟識
2、同伴有較高的親和需求,傾向認同自力解脫的宗教信念。對於羞慚者而言,由於極欲挽救外在貶抑眼光,重視面子與社會贊許,透過社會贊許等外力以求解脫,應該偏好高自我彰顯的旅遊活動,對於熟識同伴的親和需求較低,較認同他力解脫之宗教信念。前測建立罪惡與羞慚兩種心情的實驗操弄典範,正式實驗採取單因子受試者間設計,自變項包括焦慮與難過兩種情緒狀態,依變項為旅遊選擇組合的相對偏好與選擇。研究發現支持心情修補假說的預測,顯示罪惡與羞慚的心情對於消費者的旅遊決策存在對比效應。關鍵字:心情修補假說、消費者決策、旅遊偏好、羞慚、罪惡172行銷評論TheContrastin
3、gEffectofGuiltandShameonConsumer’sDecision-MakingWen-BinChiouNationalKaohsiungHospitalityCollegeChin-ShengWanNationalKaohsiungHospitalityCollegeMing-HsuChangNationalKaohsiungHospitalityCollegeAbstractPeopleusuallyengageinleisureortravelactivitiestoadjustmood;andemotionalexpe
4、riencesareoneofthecrucialpartsoftheseactivities.Recentlyresearcheshavefoundthatnegativemoodsplayacriticalroleonindividuals’decisionmaking.Basedonmood-repairhypothesis,thisresearchwasaimedtoexaminethecontrastingeffectofguiltandshameontravelpreferences.Accordingtotheessenceoft
5、hetwonegativemoods,individualswithguiltarelikelytoappreciatehumidity,toengageinprosocialandsharingbehaviors,andtosacrificethemforliberalization.Thus,theytendtopreferlowself-prideactivity,possesshigherneedofaffiliationforfamiliarpartners,andappreciateindependent-salvationonre
6、ligiousbeliefintravelexperiences.Onthecontrary,individualswithshameareapttosaveothers’depreciation,toappreciatefaceandsocialapproval,andtoliberalizefromnegativemoodbysocialappreciation.Therefore,theytendtopreferhighself-prideactivity,possesslowerneedofaffiliationforfamiliarp
7、artners,andappreciatedependent-salvationonreligiousbeliefintravelexperiences.Theresultsoflaboratoryexperimentsupportedthepredictionsandindicatedthattherewereprominentdifferentialimpactsofguiltandshameontravel’sdecision-making.173MarketingReviewKeywords:mood-repairhypothesis,
8、decision-making,travelpreferences,shame,guilt壹、緒論不同的負向情緒或心情可能對於人們決策(decisio