本研究旨在探討消費者在經驗社會排除後對於補償偏好的影響程度，並加入數字可除性和笑容強度加以討論，了解其交互作用對社會排除消費者的影響。本研究採發放網路問卷方式，以一般消費者為研究對象，採用2（社會排除：外顯排除/內隱排除）×2（數字可除性：可除數字/不可除數字）×2（笑容強度：寬闊笑容/細微笑容）受試者間實驗設計來進行資料收集。研究發現：一. 相對於可除數字，內隱排除消費者可能與外顯排除消費者的補償偏好無顯著差異，也有可能比外顯排除消費者具有更高的補償偏好; 二. 相對於不可除數字，外顯排除消費者和內隱排除消費者的補償偏好無顯著差異; 三. 對於寬闊笑容，內隱排除消費者比外顯排除消費者具有更高的補償偏好; 四. 對於細微笑容，外顯排除消費者比內隱排除消費者具有更高的補償偏好; 五．在可除數字和寬闊笑容的狀況下，內隱排除消費者比外顯排除消費者有具有較高的補償偏好; 六. 在可除數字和細微笑容的狀況下，內隱排除消費者可能與外顯排除消費者之補償偏好無顯著差異，也有可能比外顯排除消費者具有更高的補償偏好; 七. 在不可除數字和寬闊笑容的狀況下，外顯排除消費者和內隱排除消費者之補償偏好無顯著差異; 八. 在不可除數字和細微笑容的狀況下，外顯排除消費者比內隱排除消費者具有較高的補償偏好程度。根據研究結果，廠商可針對社會排除以及類似性質族群，制訂更完善的行銷規劃，以改善此種消費者在消費過程中經歷社會排除後的感受。

The research focuses on consumer preference towards compensation after experiencing explicit and implicit social exclusion, as well as the moderating roles of numerical divisibility and smile intensity. This research conducted 2 three-factor experiment designs: 2（social exclusion: explicit exclusion vs. implicit exclusion）× 2（numerical divisibility: divisible number vs. indivisible number）× 2（smile intensity: broad vs. slight）. Through an Internet survey, the results demonstrate that, (1) For divisible numbers, implicit social exclusion consumers are likely to engender no differential or higher compensation preference over explicit social exclusion consumers; (2) For indivisible numbers, explicit social exclusion consumers are likely to engender higher compensation preference than implicit social exclusion consumers; (3) For broad smiles, implicit social exclusion consumers are likely to engender higher compensation preference than explicit social exclusion consumers; (4) For slight smiles, explicit social exclusion consumers are likely to engender more compensation preference than implicit social exclusion consumers; (5) For divisible numbers and broad smiles, implicit social exclusion consumers are likely to engender higher compensation preference than explicit social exclusion consumers; (6) For divisible numbers and slight smiles, implicit social exclusion consumers are likely to engender no differential compensation preference over explicit social exclusion consumers; (7) For indivisible numbers and broad smiles, implicit social exclusion consumers are likely to engender no differential or higher compensation preference over explicit social exclusion consumers; (8) For indivisible numbers and slight smiles, explicit social exclusion consumers are likely to engender higher compensation preference than implicit social exclusion consumers. Research findings demonstrate the psychological distinctions between implicit and explicit exclusion consumers, and propose the practical implications regarding consumers’ preference toward compensation for marketers.

CHAPTER 1
1 Introduction ·····································································································1
CHAPTER 2
2 Background Overview and Theoretical Development·····················································3 2.1 Compensation···························································································
3 2.2 Social Exclusion························································································4
2.2.1 Interaction Effects of Social Exclusion and Compensation Preference··················8 2.3 Numerical Cognition and Numerical Divisibility···················································9
2.3.1 Interaction Effects of Social Exclusion and Numerical Divisibility on Compensation Preference·····················································································11
2.4 Smile Cognition and Smile Intensity······························································· 13
2.4.1 Interaction Effects of Social Exclusion and Smile Intensity on Compensation Preference ······················································································16
2.4.2 Interaction Effects of Social Exclusion, Numerical Divisibility and Smile Intensity on
Compensation Preference····································································17
CHAPTER 3
3Methodology···································································································21
3.1 Research Framework ················································································21
3.2 Sample and Data Collection ········································································21
3.3 Questionnaire Design and Measure································································23
3.3.1 Study 1 ························································································23
3.3.2 Study 2 ························································································24
CHAPTER 4
4 Results ·········································································································26
4.1 Study 1 Results ·······················································································26
4.2 Study 2 Results ·······················································································33
CHAPTER 5
5 Conclusions ···································································································42
5.1 General Discussion···················································································42
5.1.1 Interaction Effects of Social Exclusion and Numerical Divisibility on Compensation Preference·····················································································42
5.1.2 Interaction Effects of Social Exclusion and Smile Intensity on Compensation Preference·····················································································43
5.1.3 Interaction Effects of Social Exclusion, Numerical Divisibility and Smile Intensity on Compensation Preference ·····························································43
5.2 Theoretical Contribution ············································································46
5.3 Practical Implications ···············································································48
5.4 Limitations and Future Research···································································50 References·······································································································52
Appendix
1. Questionnaire 1 ······························································································64
2. Questionnaire 2 ······························································································68
3. Questionnaire 3 ······························································································72
4. Questionnaire 4 ······························································································76
5. Questionnaire 5 ······························································································80
6. Questionnaire 6 ······························································································84
7. Questionnaire 7 ······························································································88
8. Questionnaire 8 ······························································································92
9. Questionnaire 9 ······························································································96
10. Questionnaire 10 ··························································································100
11. Questionnaire 11 ··························································································104
12. Questionnaire 12 ··························································································108
13. Questionnaire 13 ··························································································112
14. Questionnaire 14 ··························································································116
15. Questionnaire 15 ··························································································120
16. Questionnaire 16 ··························································································124

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