本研究試圖探討不同求偶思維的情境，是否會對消費者的品牌偏好產生影響。以隱喻廣告與產品稀少性做為干擾變數，探討此二變數是否會對消費者之品牌偏好產生干擾作用。並根據文獻探討所推論的構面與假說進行變項之間的差異研究，以心理學實驗法進行 2（求偶思維：是 vs.否）× 2（隱喻廣告：明喻 vs.暗喻）× 2（產品稀少性：供給性稀少 vs.需求性稀少)的受試者間實驗設計。本研究結果發現：(1) 使用明喻廣告時，非求偶思維的消費者會比求偶思維的消費者產生較高的品牌偏好；使用暗喻廣告時，求偶思維並不會對品牌偏好產生顯著差異；(2) 當產品為供給性稀少時，求偶思維的消費者會比非求偶思維的消費者產生較高的品牌偏好；當產品為需求性稀少時，求偶思維並不會對品牌偏好產生顯著差異；(3) 使用明喻廣告且產品為供給性稀少時，求偶思維並不會對品牌偏好產生顯著差異；使用明喻廣告且產品為需求性稀少時，非求偶思維會比求偶思維的消費者產生較高的品牌偏好；使用暗喻廣告且產品為供給性稀少時，求偶思維會比非求偶思維的消費者產生較高的品牌偏好；但使用暗喻廣告且需求性稀少時，求偶思維並不會對品牌偏好產生顯著差異。

This research attempts to explore the impact of different scenarios of mating mind-set on their brand preference, as well as the moderating effects of metaphors used in the ad and the scarcity of the products. A 2 (mating mind-set: yes vs. no) × 2 (ad metaphors: low vs. high) × 2 (scarcity appeal: demand vs. supply) between-subjects factorial experimental design is conducted. Research findings indicate that (1) For a low metaphorical ad, people with non-mating mind-sets are likely to engender stronger brand preference than those with mating mind-sets; on the contrary, for a highly metaphorical ad, no differential brand preference between people with mating mind-sets and those with non-mating mind-sets. (2) For an ad characterized by the supply scarcity appeal, people with mating mind-sets are likely to engender stronger brand preference than those with non-mating mind-sets; on the contrary, for an ad characterized by the demand scarcity appeal, no differential brand preference between people with mating mind-sets and those with non-mating mind-sets. (3) For a low metaphorical ad, supply scarcity appeal is likely to elicit no differential brand preference between people with mating mind-sets and those with non-mating mind-sets; in contrast, for a low metaphorical ad characterized by the demand scarcity appeal, people with non-mating mind-sets are likely to engender stronger brand preference than those with mating mind-sets. Moreover, for a highly metaphorical ad characterized by the supply scarcity appeal, people with mating mind-sets are likely to engender stronger brand preference than those with non-mating mind-sets; in contrast, for a highly metaphorical ad characterized by the demand scarcity appeal, no differential brand preference between people with mating mind-sets and those with non-mating mind-sets will be found.

摘要
目錄
第一章 緒論 1
1.1 研究背景以及研究動機 1
1.2 研究問題 3
1.3 研究範圍 4
1.4 研究流程 5
第二章 文獻探討與假說推論 7
2.1 品牌偏好(Brand Preference) 7
2.2 求偶思維（Mating Mind-Sets） 9
2.3 隱喻廣告（Ad Metaphors） 12
2.4 產品稀少性（Scarcity Appeal） 15
第三章 研究方法 18
3.1研究架構 18
3.2實驗及問卷設計 19
3.2.1實驗一 19
3.2.2實驗二 22
3.3 問卷回收對象 24
3.4資料分析 26
第四章 結果 27
4.1實驗一 27
4.1.1 操弄檢定 27
4.1.2假說檢定與結果 32
4.2 實驗二 39
4.2.1 操弄檢定 39
4.2.2假說檢定與結果 43
4.3 研究結果總結 50
第五章 討論 51
5.1綜合討論 51
5.1.1求偶思維與隱喻廣告對於品牌偏好具有交互作用 51
5.1.2求偶思維與產品稀少性對於品牌偏好具有交互作用 51
5.1.3求偶思維、隱喻廣告與產品稀少性對於品牌偏好具有交互作用 52
5.2學術貢獻 53
5.3 實務貢獻 54
5.4 研究限制與未來研究建議 56
第六章 參考文獻 57
附錄1問卷1 66
附錄2問卷2 71
附錄3問卷3 76
附錄4問卷4 81
附錄5問卷5 86
附錄6問卷6 91
附錄7問卷7 96
附錄8問卷8 101
附錄9問卷9 106
附錄10問卷10 111
附錄11問卷11 116
附錄12問卷12 121
附錄13問卷13 126
附錄14問卷14 131
附錄15問卷15 136
附錄16問卷16 141

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