本研究主要探討不同情感需求（Need for Affect）的消費者是否會對廣告偏好產生影響，並以隱喻及笑容作為調節變項。本研究採用兩個實驗，分別進行實驗一2（隱喻：高度隱喻 vs. 低度隱喻）×2（笑容：真誠的笑容 vs. 虛假的笑容），以及實驗二2（隱喻：高度隱喻 vs. 低度隱喻）×2（笑容：燦爛的笑容 vs. 輕微的笑容）的受試者間實驗設計，包含四種不同的情境。實驗一及實驗二皆以量表測量受試者的情感需求傾向，並接續將四種不同類型的廣告隨機分配給受試者，透過結合隱喻及笑容的廣告圖文，去了解受試者們對廣告的偏好程度以及對廣告中隱喻及笑容的反應。研究結果顯示一、隱喻（高度隱喻與低度隱喻）與笑容（真笑與假笑）對於不同情感需求的消費者，在廣告偏好具有交互作用。二、當廣告是以高度隱喻的方式呈現，且出現真笑時，接近情感需求的消費者可能會比迴避情感需求的消費者產生更強烈的廣告偏好。三、當廣告是以低度隱喻的方式呈現，且出現真笑時，接近情感需求的消費者的廣告偏好與迴避情感需求的消費者無差異。四、廣告是以高度隱喻的方式呈現，且出現假笑時，迴避情感需求的消費者的廣告偏好與接近情感需求的消費者無差異。五、當廣告是以低度隱喻的方式呈現，且出現假笑時，迴避情感需求的消費者可能會比接近情感需求的消費者產生更強烈的廣告偏好。六、隱喻（高度隱喻與低度隱喻）與笑容（燦笑與微笑）對於不同情感需求的消費者，在廣告偏好具有交互作用。七、當廣告是以高度隱喻的方式呈現，且出現燦笑時，接近情感需求的消費者可能會比迴避情感需求的消費者產生更強烈的廣告偏好。八、當廣告是以低度隱喻的方式呈現，且出現燦笑時，接近情感需求的消費者的廣告偏好與迴避情感需求的消費者無差異。九、當廣告是以高度隱喻的方式呈現，且出現微笑時，迴避情感需求的消費者的廣告偏好與接近情感需求的消費者無差異。十、當廣告是以低度隱喻的方式呈現，且出現微笑時，迴避情感需求的消費者可能會比接近情感需求的消費者產生更強烈的廣告偏好。
本研究的結果可在實務上提供建議，相關業者可以根據本研究的結果去分析不同類型消費者的偏好和需求，進一步做出市場區隔並制定出更具針對性的行銷策略，進而提升廣告的效益，且能更有效地吸引和留住目標消費者。

This study primarily investigates whether consumers with different need for affect (NFA) have varying preferences for advertisements, with metaphors and smiles as moderating variables. The study conducts two experiments: Experiment 1 with a 2 (metaphor: highly metaphorical vs. low metaphorical) × 2 (smile: Duchenne smile vs. non-Duchenne smile) between-subjects design, and Experiment 2 with a 2 (metaphor: highly metaphorical vs. low metaphorical) × 2 (smile: broad smile vs. slight smile) between-subjects design, encompassing four different scenarios. Both experiments measured participants' need for affect using a scale, followed by random assignment of four types of advertisements to participants. Results demonstrated that: (1) There are interaction effects among metaphors (highly metaphorical vs. low metaphorical), smiles (Duchenne smile vs. non-Duchenne smile), and needs for affect on ad preferences. (2) When presented a highly metaphorical ad with Duchenne smile, consumers with high need for affect tend to show stronger ad preferences compared to those with low need for affect. (3) When presented a low metaphorical ad with Duchenne smile or a highly metaphorical ad with non-Duchenne smile, there is no difference in ad preferences between consumers with high and low need for affect. (4) When presented a highly metaphorical ad with Duchenne smile, consumers with low need for affect tend to show stronger ad preferences compared to those with high need for affect. (5) There are interaction effects among metaphors (highly metaphorical vs. low metaphorical), smiles (broad smile vs. slight smile), and needs for affect on ad preferences. (6) When presented a highly metaphorical ad with broad smile, consumers with high need for affect tend to show stronger ad preferences compared to those with a low need for affect. (7) When presented a low metaphorical ad with broad smile or a highly metaphorical ad with slight smile, there is no difference in ad preferences between consumers with high and low need for affect. (8) When presented a low metaphorical ad with slight smile, consumers with low need for affect tend to show stronger ad preferences compared to those with high.
The results of this study can provide practical recommendations. Relevant businesses can use these findings to develop appropriate marketing strategies, segmenting the market based on different types of consumers to achieve the maximum advertising effectiveness.

目錄
第一章 緒論 1
1.1研究背景 1
1.2研究動機 1
1.3研究問題 2
1.4研究流程 2
第二章 文獻探討與假說推論 3
2.1情感需求（Need for Affect） 3
2.2隱喻 5
2.3笑容 6
2.4廣告偏好 10
2.5情感需求與隱喻（高度隱喻與低度隱喻）對於廣告偏好的交互作用 11
2.6情感需求與笑容（真笑與假笑）對於廣告偏好的交互作用 14
2.7情感需求、隱喻（高度隱喻與低度隱喻）與笑容（真笑與假笑）對於廣告偏好的交互作用 16
2.8情感需求與笑容（燦笑與微笑）對於廣告偏好的交互作用 19
2.9情感需求、隱喻（高度隱喻與低度隱喻）與笑容（燦笑與微笑）對於廣告偏好的交互作用 21
第三章 研究方法 25
3.1研究架構 25
3.2實驗及問卷設計 26
3.2.1實驗設計 26
3.2.2情感需求衡量 27
3.2.3隱喻操弄 29
3.2.4笑容操弄 29
3.2.5廣告圖文 32
3.2.6廣告偏好衡量 36
第四章 研究結果 37
4.1實驗一 37
4.1.1資料收集 37
4.1.2情感需求衡量 38
4.1.3隱喻操弄檢定 38
4.1.4笑容操弄檢定 39
4.1.5廣告偏好衡量 39
4.1.6假說檢驗 39
4.1.7實驗一假說驗證結果彙整 47
4.2實驗二 48
4.2.1資料收集 48
4.2.2情感需求衡量 49
4.2.3隱喻操弄檢定 49
4.2.4笑容操弄檢定 50
4.2.5廣告偏好衡量 50
4.2.6假說檢驗 50
4.2.7實驗二假說驗證結果彙整 58
第五章 討論 59
5.1綜合討論 59
5.1.1情感需求與隱喻對廣告偏好的影響 59
5.1.2情感需求與笑容對廣告偏好的影響 59
5.1.3情感需求、隱喻與笑容對廣告偏好的影響 60
5.2學術貢獻 61
5.3實務貢獻 61
5.4研究限制與未來發展 63
5.4.1研究限制 63
5.4.2未來發展 63
參考文獻 64
附錄一 實驗一問卷一 72
附錄二 實驗一問卷二 77
附錄三 實驗一問卷三 82
附錄四 實驗一問卷四 87
附錄五 實驗二問卷一 92
附錄六 實驗二問卷二 97
附錄七 實驗二問卷三 102
附錄八 實驗二問卷四 107

圖目錄
圖1 研究流程 2
圖2 實驗一研究架構 25
圖3 實驗二研究架構 26
圖4 實驗一情感需求與隱喻對廣告偏好交互作用之影響 41
圖5 實驗一情感需求與笑容對廣告偏好交互作用之影響 42
圖6 實驗一情感需求、隱喻及笑容對廣告偏好交互作用之影響 44
圖7 實驗一情感需求、隱喻及笑容對廣告偏好交互作用之影響 46
圖8 實驗二情感需求與隱喻對廣告偏好交互作用之影響 52
圖9 實驗二情感需求與笑容對廣告偏好交互作用之影響 53
圖10 實驗二情感需求、隱喻及笑容對廣告偏好交互作用之影響 55
圖11 實驗二情感需求、隱喻及笑容對廣告偏好交互作用之影響 57

表目錄
表1 情感需求量表（中英文對照） 27
表2 真誠的笑容 30
表3 虛假的笑容 30
表4 燦爛的笑容 31
表5 輕微的笑容 32
表6實驗一廣告圖文 33
表7 實驗二廣告圖文 35
表8 實驗一受試者描述統計表 37
表9 實驗一情感需求衡量 38
表10 實驗一隱喻操弄檢定 38
表11 實驗一笑容操弄檢定 39
表12 實驗一情感需求與隱喻對廣告偏好的變異數分析 40
表13 實驗一情感需求與隱喻對廣告偏好交互作用之影響 40
表14 實驗一情感需求與笑容對廣告偏好的變異數分析 41
表15 實驗一情感需求與笑容對廣告偏好交互作用之影響 42
表16 實驗一情感需求與笑容對廣告偏好的變異數分析（在高度隱喻的情況下） 43
表17 實驗一情感需求與笑容對廣告偏好的變異數分析（在低度隱喻的情況下） 43
表18 實驗一情感需求、隱喻及笑容對廣告偏好交互作用之影響 44
表19 實驗一情感需求、隱喻及笑容對廣告偏好交互作用之影響 45
表20 實驗一假說驗證結果彙整 47
表21 實驗二受試者描述統計表 48
表22 實驗二情感需求衡量 49
表23 實驗二隱喻操弄檢定 49
表24 實驗二笑容操弄檢定 50
表25 實驗二情感需求與隱喻對廣告偏好的變異數分析 51
表26 實驗二情感需求與隱喻對廣告偏好交互作用之影響 51
表27 實驗二情感需求與笑容對廣告偏好的變異數分析 52
表28 實驗二情感需求與笑容對廣告偏好交互作用之影響 53
表29 實驗二情感需求與笑容對廣告偏好的變異數分析（在高度隱喻的情況下） 54
表30 實驗二情感需求與笑容對廣告偏好的變異數分析（在低度隱喻的情況下） 54
表31 實驗二情感需求、隱喻及笑容對廣告偏好交互作用之影響 55
表32 實驗二情感需求、隱喻及笑容對廣告偏好交互作用之影響 56
表33 實驗二假說驗證結果彙整 58

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