本研究嘗試探討了消費者的內隱理論對於品牌的影響，加入了產品種類廣度的寬窄一起探討品牌是否會因為搭銷商品的互補性高低而影響品牌自身的吸引力。本研究結果顯示：（1）、相對於增長論消費者而言，實體論消費者對推出窄的產品種類廣度的品牌會產生較佳的品牌吸引力，但對增長論消費者而言，品牌推出寬的產品種類廣度的商品反而會產生較佳的品牌吸引力；（2）、相對於增長論消費者，實體論消費者更可能會對互補性高的搭銷產品產生較佳的品牌吸引力；相反地，相比實體論消費者，增長論消費者更可能會對互補性低的搭銷產品產生較佳的品牌吸引力；（3）、當品牌提供窄的產品種類廣度時同時搭銷互補性低的商品，增長論消費者與實體論消費者對於品牌吸引力無顯著差異，但當品牌提供窄的產品種類廣度時同時搭銷互補性高的商品，實體論消費者會比增長論消費者產生較佳的品牌吸引力；相對地，當品牌提供寬的產品種類廣度時同時搭銷互補性低的商品，增長論消費者會比實體論消費者產生較佳的品牌吸引力，但當品牌提供寬的產品種類廣度同時搭銷互補性高的商品，增長論消費者與實體論消費者對於品牌吸引力無顯著差異。

This research attempts to examine the impact of implicit theory on brand attractiveness, as well as the moderating roles of assortment size and complementarity of bundle items. Research findings demonstrate that (1) As compared with consumers who are incremental theorists, those who are entity theorists engender stronger brand attractiveness for brands characterized by small assortments; whereas on the contrary, consumers who are incremental theorists engender stronger brand attractiveness for brands characterized by large assortments; (2) As compared with consumers who are incremental theorists, those who are entity theorists tend to engender stronger brand attractiveness for brands that produce complementary bundles; whereas on the contrary, as compared with consumers who are entity theorists, those who are incremental theorists tend to engender stronger brand attractiveness towards brands that produce noncomplementary bundles; (3) In addition, for small assortments of products, when the brand produces bundles with noncomplementary products at the same time, it appears to engender no differential brand attractiveness from consumers, regardless of their implicit theory dispositions; however, for small assortments of products, when the brand produces bundles with complementary products at the same time, it appears to engender stronger brand attractiveness for consumers who are entity theorists over incremental theorists. In contrast, for large assortments of products, when the brand produces bundles with noncomplementary products at the same time, it appears to engender stronger brand attractiveness for consumers who are incremental theorists over entity theorists; however, for large assortments of products, when the brand produces bundles with complementary products at the same time, it appears to engender no differential brand attractiveness for consumers, regardless of their implicit theory dispositions.

TABLE OF CONTENTS
CHAPTER 1
Introduction----------------------------1
CHAPTER 2
Theoretical Background------------------5
2.1 Brand Attractiveness----------------5
2.2 Implicit Theory---------------------5
2.3 Assortment Size---------------------9
2.3.1 Interaction Effects of Implicit Theory and Assortment Size on Brand Attractiveness--------------------11
2.4 Complementarity of Bundle Items-----14
2.4.1 Interaction Effects of Implicit Theory and Complementarity of Bundle Items on Brand Attractiveness----17
2.4.2 Interaction Effects of Implicit Theory, Assortment Size and Complementarity of Bundle Items on Brand Attractiveness----19
CHAPTER 3
Methodology-----------------------------25
3.1 Research Framework------------------25
3.2 Pretests of Stimulus Material-------25
3.3 Sample and Data Collection----------27
3.4 Questionnaire Design and Measure----29
3.4.1 Study 1---------------------------29
3.4.2 Study 2---------------------------31
CHAPTER 4
Results---------------------------------33
4.1 Study 1 Results---------------------33
4.2 Study 2 Results---------------------41
CHAPTER 5
Conclusions-----------------------------51
5.1 General Discussion------------------51
5.1.1 Interaction Effects of Implicit Theory and Assortment Size on Brand Attractiveness--------------------51
5.1.2 Interaction Effects of Implicit Theory and Complementarity of Bundle Items on Brand Attractiveness----52
5.1.3 Interaction Effects of Implicit Theory, Assortment Size and Complementarity of Bundle Items on Brand Attractiveness---52
5.2 Theoretical Contribution------------54
5.3 Practical Implications--------------57
5.4 Limitations and Future Research-----59
References------------------------------61
Appendix
1. Implicit Theory of Personality Scale-71
2. Questionnaire 1----------------------72
3. Questionnaire 2----------------------76
4. Questionnaire 3----------------------88
5. Questionnaire 4----------------------84
6. Questionnaire 5----------------------88
7. Questionnaire 6----------------------92
8. Questionnaire 7----------------------96
9. Questionnaire 8----------------------100
10. Questionnaire 9---------------------104
11. Questionnaire 10--------------------108
12. Questionnaire 11--------------------112
13. Questionnaire 12--------------------116
 
LIST OF FIGURE
Figure 1. Research Framework------------25
Figure 2. Interaction of implicit theory × assortment size on brand attractiveness--------------------------35
Figure 3. Interaction of implicit theory × bundle item complementarity on brand attractiveness-37
Figure 4. Interaction of implicit theory × small assortment × bundle item complementarity on brand attractiveness---39
Figure 5. Interaction of implicit theory × large assortment × bundle item complementarity on brand attractiveness---41
Figure 6. Interaction of implicit theory × assortment size on brand attractiveness--------------------------43
Figure 7. Interaction of implicit theory × bundle item complementarity on brand attractiveness-45
Figure 8. Interaction of implicit theory × small assortment × bundle item complementarity on brand attractiveness---47
Figure 9. Interaction of implicit theory × large assortment × bundle item complementarity on brand attractiveness---49
 
LIST OF TABLE
Table 1. Study 1 Descriptive Summary of Participants----27
Table 2. Study 2 Descriptive Summary of Participants----28
Table 3. Univariate Analysis of the Effects of Implicit Theory and Assortment Size on Brand Attractiveness-----------------33
Table 4. Dependent Measure across Implicit Theory × Assortment Size --------------------------------------------------------34
Table 5. Univariate Analysis of the Effects of Implicit Theory and Bundle Item Complementarity on Brand Attractiveness-----36
Table 6. Dependent Measure across Implicit Theory × Bundle Item Complementarity-----------------------------------------36
Table 7. Univariate Analysis of the Effects of Implicit Theory and Bundle Item Complementarity on Brand Attractiveness-----37
Table 8. Dependent Measure across Implicit Theory × Bundle Item Complementarity-----------------------------------------38
Table 9. Univariate Analysis of the Effects of Implicit Theory and Bundle Item Complementarity on Brand Attractiveness-----39
Table 10. Dependent Measure across Implicit Theory × Bundle Item Complementarity-----------------------------------------40
Table 11. Univariate Analysis of the Effects of Implicit Theory and Assortment Size on Brand Attractiveness-----------------42
Table 12. Dependent Measure across Implicit Theory × Assortment Size --------------------------------------------------------43
Table 13. Univariate Analysis of the Effects of Implicit Theory and Bundle Item Complementarity on Brand Attractiveness-----44
Table 14. Dependent Measure across Implicit Theory × Bundle Item Complementarity-----------------------------------------45
Table 15. Univariate Analysis of the Effects of Implicit Theory and Bundle Item Complementarity on Brand Attractiveness-----46
Table 16. Dependent Measure across Implicit Theory × Bundle Item Complementarity-----------------------------------------47
Table 17. Univariate Analysis of the Effects of Implicit Theory and Bundle Item Complementarity on Brand Attractiveness-----48
Table 18. Dependent Measure across Implicit Theory × Bundle Item Complementarity-----------------------------------------49
Table 19. Hypothesis Results----------------------------50

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