框架訊息通常用於說服和促進健康行為。本研究採用健身產業常用的廣告訊息作為研究設計，將體形從胖到瘦的變化海報定義為增益框架訊息(Gain framed messages)，而將體形從瘦到胖的海報定義為損失框架資訊(Loss framed messages)。兩項研究表明，增益框架訊息引發的正面情緒會鼓勵人們鍛鍊身體。情緒傳染效應解釋由增益框架訊息所引發的正向情緒會影響個人的判斷和行為。此外，研究發現，認為自己有吸引力的人接觸到增益框架訊息有更高的運動意願。個人化配對效應解釋了人格特質與說服效果之間的關係。認為自己有魅力的人具有更積極的人格特質，例如自信和自尊高，這與增益框架訊息相呼應，從而增加說服力。這項研究有助於框架訊息的設計和了解潛在機制，並探索個人特質作為調節變量，為說服文獻提供更多見解。

Framed messages are commonly used in persuasion and promoting health behavior. This study defines body shape change poster from chubby to thin as gain framed messages, whereas body shape from thin to chubby as loss framed messages. Two studies show that positive emotions induced from gain framed messages encourage people to exercise. Emotional contagion effect is driven by framed messages that elicit positive emotions and thus influences individuals’ judgement and behavior. Moreover, the studies find out those who perceive themselves attractive exposed to gain framed messages tend to have higher exercise intention. Personalized matching effects explain the relationship between people’s characteristics and persuasion effectiveness. Perceived attractive people have more positive personal traits such as confidence and high self-esteem, which correspond to gain framed messages present, thus increase persuasion. This research contributes to framed message designs as well as underlying mechanisms and explore personal trait as a moderating variable to provide more insights in persuasion literature.

ACKNOWLEDGEMENT I
ABSTRACT II
TABLE OF CONTENTS IV
LISTS OF TABLES AND FIGURES V
TABLES V
FIGURES V
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH QUESTIONS 2
1.3 CONTRIBUTIONS 4
CHAPTER 2 LITERATURE AND HYPOTHESES 6
2.1 CONCEPTUAL MODELS 6
2.2 CONTRIBUTION TABLE AND DISCUSSION 7
2.3 LITERATURE REVIEW 14
2.4 HYPOTHESES DEVELOPMENT 20
CHAPTER 3 METHODOLOGY 26
3.1 OVERVIEW OF STUDIES 26
3.2 EXPERIMENTAL DESIGN 29
3.3 DATA COLLECTION 30
3.4 MEASUREMENT 33
3.5 RELIABILITY AND VALIDITY TESTS 35
3.6 STUDY 1 AND RESULTS 36
3.7 STUDY 2 AND RESULTS 43
CHAPTER 4 DISCUSSION 51
4.1 THEORETICAL IMPLICATIONS 51
4.2 MANAGERIAL IMPLICATIONS 55
4.3 LIMITATION AND FUTURE RESEARCH 56
REFERENCES 60

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