現在社會上充滿著許多懷舊訴求的行銷手法，過去研究多著重於懷舊訴求的廣告效果，近年來漸漸有研究關於懷舊對後續所引發的正面行為，但卻鮮少有學者談論懷舊所引發的後續負面行為加以探討，本研究主要在了解誘發懷舊後如何影響消費者對於後續的減少永續行為，並探討消費者在不同的內隱人格理論下的影響。

本研究包含前測及三個實驗，前測主要是調查台灣民眾對環境的現況感受，確認台灣民眾如果思考過去，一般都會認為過去環境是相對比較美好的，而現在的環境是較差的；實驗一主要是檢驗懷舊對永續消費的負面影響，並探討此對消費者行為負面影響後的機制，實驗二跟實驗三則是進一步討論不同內隱人格理論的消費者可能帶來的干擾效果，以2x2的實驗設計方法探討誘發懷舊（有誘發懷舊 vs. 無誘發懷舊），與不同的內隱人格理論（本質論 vs. 成長論）對永續消費的影響，透過不同操弄與測量，以強化本研究之外部性。

本研究結果顯示，被誘發懷舊的消費者，相對於無誘發懷舊的消費者，會減少永續消費的行為；同時本研究也發現、對現況的失落感、而進一步低身分連續性可用來解釋懷舊引發後續對減少永續消費行為背後的行為機制。接著，內隱人格理論作為調節變數被進一步檢驗，在無誘發懷舊的情況下，本質論的消費者相比成長論的消費者，更少從事永續消費的行為。在有誘發懷舊的情況下結果卻是相反，成長論的消費者相比本質論的消費者，更減少從事永續消費的行為。最後，本研究結果提供行銷上的實務貢獻，行銷人員在推廣永續消費行為時，應該避免誘發懷舊情懷可能造成的副作用，可以透過激發本質論的內隱人格理論降低對消費者從事環保行為可能產生負面的效果。

Nostalgic appeals are popular in marketing practice. Substantive amount of research has shown advertising effects associated with nostalgia. Recent research also shows that nostalgia can enhance consumer positive behaviors (e.g., increase charity giving, more patience, positive well-being and reduce desire for money). This research contributes to this evolving research stream by proposing that nostalgia will reduce subsequent sustainable consumption behavior. In the current research, we further propose that, compared with entity theorists, incremental theorists will be less likely to engage in sustainable consumption behavior. People believing in incremental theorists tend to consider the importance of freedom to engage in different behaviors across contexts and times in accordance with a dynamic environment and recognize the changes. Since the current environment is considered as worse than that in previous times, such perceptions of changes will lower incremental theorists’ willingness to engage in green behaviors.
The current research contains a pre-test and three studies. The pre-test is conducted to show that adults in Taiwan generally perceive the current environment is worse than the environment years ago and would not feel that they can go back to the old days. Study 1 shows that, compared with non-nostalgia, individuals evoked with nostalgia show less intention to take sustainable consumption. Studies 2 and 3 explore the moderating effects of implicit self-theories with different manipulations and measures.
The results indicate that, compared with those who are not evoked by nostalgia, people evoked by nostalgia show a lower tendency in sustainable consumption. Emotional sense of loss with the present situation and then the disruption in identity continuity serve as the sequential underlying mechanisms behind the above phenomena. Self-implicit theory is further confirmed as a moderator. Without inducing nostalgia, entity theorists are more likely to decrease the sustainable consumption behaviors than are incremental theorists. Opposite patterns are found when nostalgia is induced, incremental theorists are more likely to reduce the sustainable consumption behaviors than are entity theorists. Finally, the findings of this study provide warnings regarding the use of nostalgia for marketers in sustainable consumption behavior and some remedies to improve the negative effects of nostalgia.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 3
第四節 研究目的與問題 5
第五節 研究流程 6
第貳章 文獻探討 8
第一節 前言 8
第二節 懷舊的定義 8
第三節 懷舊的後續行為決策 9
第四節 永續消費 12
第五節 對現況的失落感 15
第六節 身分連續性 15
第七節 內隱人格理論 16
第八節 小結 23
第參章 研究方法與研究設計 24
第一節 前言 24
第二節 研究架構與假設 24
第三節 實驗設計建立 27
第四節 前測目的 29
第五節 前測問卷設計與執行過程 29
第六節 前測問卷分析 31
第七節 小結 32
第肆章 實驗一設計與結果 33
第一節 前言 33
第二節 研究變數的操作型定義及衡量 33
第三節 研究設計 42
第四節 實驗一研究分析 42
第五節 小結 48
第伍章 實驗二分析與結果 49
第一節 前言 49
第二節 研究變數操作型定義與衡量 49
第三節 研究設計 54
第四節 實驗二研究分析 55
第五節 小結 60
第陸章 實驗三設計分析與結果 61
第一節 前言 61
第二節 研究變數操作型定義與衡量 61
第三節 研究設計 63
第四節 實驗三研究分析 63
第五節 小結 68
第柒章 結論與建議 69
第一節 前言 69
第二節 研究結果討論 69
第三節 研究貢獻 71
第四節 研究限制 73
第五節 未來研究建議 74
第六節 小結 75
參考文獻 77
附錄一 前測問卷 83
附錄二 實驗一正式問卷1 (誘發懷舊) 85
附錄二 實驗一正式問卷2 (無誘發懷舊) 90
附錄三 實驗二正式問卷1 (誘發懷舊x本質論) 95
附錄三 實驗二正式問卷2 (誘發懷舊x成長論) 99
附錄三 實驗二正式問卷3 (無誘發懷舊x本質論) 103
附錄三 實驗二正式問卷4 (無誘發懷舊x成長論) 107
附錄四 實驗三正式問卷1 (誘發懷舊x內隱人格理論) 111
附錄四 實驗三正式問卷2 (無誘發懷舊x內隱人格理論) 114

TVBS新聞(民國107年3月9日)，民調 / 空氣品質拉警報！ 8成民眾怨空汙嚴重。取自：https://news.tvbs.com.tw/life/881130
Abeyta, A. A., Routledge, C., & Juhl, J. (2015). Looking Back to Move Forward: Nostalgia as a Psychological Resource for Promoting Relationship Goals and Overcoming Relationship Challenges. Journal of Personality and Social Psychology, 109(6), 1029-1044.
Anable J., Lane, B., & Kelay, T. (2006). An Evidence Base Review of Public Attitudes to Climate Change and Transport Behaviour: Final Report. Contract No. PPRO 004/006/006, Dep. Transp., London.
Ax, C. (2001). Slow Consumption for Sustainable Jobs. In M. Charter and U. Tischner (Eds.), Sustainable Solutions (pp. 60-65). Greenleaf, Sheffield.
Baldwin, M., Biernat, M., & Landau, M. J. (2015). Remembering the Real Me: Nostalgia Offers a Window to the Intrinsic Self. Journal of Personality and Social Psychology, 108(1), 128-147.
Batcho, K. I. (2007). Nostalgia and the Emotional Tone and Content of Song Lyrics. The American Journal of Psychology, 120(3), 361-381.
Bell, D. E. (1985). Disappointment in Decision Making Under Uncertainty. Operations Research, 33(1), 1-27.
Bluck, S., & Alea, N. (2008). Remembering being me: The Self Continuity Function of Autobiographical Memory in Younger and Older Adults. In F. Sani (Ed.), Self Continuity: Individual and Collective Perspectives (pp. 55-70). New York, NY, US: Psychology Press.
Cao, X. & Mokhtarian, P. L. (2005). How do Individuals Adapt Their Personal Travel? A Conceptual Exploration of the Consideration of Travel-related Strategies. Transport Policy, 12(3), 199-206.
Chandler, M. J., & Proulx, T. (2008). Personal Persistence and Persistent Peoples: Continuities in the Lives of Individual and Whole Cultural Communities. In F. Sani (Ed.), Self Continuity: Individual and Collective Perspectives (pp. 213-226). New York, NY, US: Psychology Press.
Cheung, W.-Y., Wildschut, T., Sedikides, C., Hepper, E. G., Arndt, J., & Vingerhoets, A. J. J. M. (2013). Back to the Future: Nostalgia Increases Optimism. Personality and Social Psychology Bulletin, 39(11), 1484-1496.
Chiu, C., Dweck, C. S., Tong, J. Y., & Fu, J. H. (1997). Implicit Theories and Conceptions of Morality. Journal of Personality and Social Psychology, 73(5), 923-940.
Chiu, C., Hong, Y., & Dweck, C. S. (1997). Lay Dispositionism and Implicit Theories of Personality. Journal of Personality and Social Psychology, 73(1), 19-30.
Cooper, T. (2008). Slower Consumption Reflections on Product Life Spans and the “Throwaway Society.” Journal of Industrial Ecology, 9(1-2), 51-67.
Cottrell, C. (2018). Self-Efficacy, Implicit Theories of Ability, and 2 x 2 Achievement Goal Orientation: A Mediation Analysis in Collegiate Athletics (Electronic Theses and Dissertations, Georgia Southern University). Retrieved from https://digitalcommons.georgiasouthern.edu/etd/1786 (Assessed on November 18, 2019)
David, E. B. (1985). Disappoint in Decision Making Under Uncertainty. Operations Research, 33(1), 19-27.
Davis, C. G., Nolen-Hoeksema, S., & Larson, J. (1998). Making Sense of Loss and Benefiting from the Experience: Two Construals of Meaning. Journal of Personality and Social Psychology, 75(2), 561-574.
Davis, C. G. & Nolen-Hoeksema, S. (2001). Loss and Meaning: How do People Make Sense of Loss? American Behavioral Scientist, 44(5), 726-741.
Dweck, C. S., Chiu, C., & Hong, Y. (1995). Implicit Theories and Their Role in Judgements and Reactions: A World from Two Perspectives. Psychological Inquiry, 6, 267-285.
Dweck, C. S. & Leggett, E. L. (1998). A Social-Cognitive Approach to Motivation and Personality. Motivation and Personality, 95(2), 256-273.
Gössling, S., Garrod, B., Aall, C., Hille, J., & Peeters, P. (2011). Food Management in Tourism: Reducing Tourism’s Carbon “Foodprint.” Tourism Management, 32(3), 534–543.
Haslam, C., Holme, A., Haslam, S. A., Iyer, A., Jetten, J., & Williams, W. H. (2008). Maintaining Group Memberships: Social Identity Continuity Predicts Well-being After Stroke. Neuropsychological Rehabilitation, 18(5-6), 671-691.
Havlena, W. J. & Holak, S. L. (1997). Nostalgia and Nostalgia - Proneness: Classification and Measurement. Working Paper. College of Staten Island, New York.
Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the World Through Green-Tinted Glasses: Green Consumption Values and Responses to Environmentally Friendly Products. Journal of Consumer Psychology, 24(3), 336-354.
Hogg, N. & Jackson, T. (2008). Digital Media and Dematerialization. Journal of Industrial Ecology, 13(1), 127-146.
Huang, N., Zuo, S., Wang, F., Cai, P., & Wang, F. (2017). The Dark Side of Malleability: Incremental Theory Promotes Immoral Behaviors. Frontiers in Psychology, 8:1341.
Huang, X. (Irene), Huang, Z. (Tak), & Wyer, R. S. (2016). Slowing Down in the Good Old Days: The Effect of Nostalgia on Consumer Patience. Journal of Consumer Research, 43(3), 372-387.
Iyer, A. & Jetten, J. (2011). What’s Left Behind: Identity Continuity Moderates the Effect of Nostalgia on Well-Being and Life Choices. Journal of Personality and Social Psychology, 101(1), 94-108.
Jackson, T. (2005). Live Better by Consuming Less? Is There a “Double Dividend” in Sustainable Consumption? Journal of Industrial Ecology, 9(1-2), 19-36.
Jackson, T. (2009). Prosperity Without Growth? The Transition to a Sustainable Economy. Retrieved from http://www.sd-commission.org.uk/data/files/publications/prosperity_without_growth_report.pdf (Assessed on November 18, 2019)
Jackson, T., Jager, W., and Stagl, S. (2004). Beyond Insatiability: Needs Theory, Consumption and Sustainability. In Reisch, L. & I. Røpke (Eds.), Consumption: Perspectives from Ecological Economics (pp. 1-34). Cheltenham: Edward Elgar.
Jordan, J., Leliveld, M. C., & Tenbrunsel, A. E. (2015). The Moral Self-Image Scale:
Measuring and Understanding the Malleability of the Moral Self. Frontiers in Psychology, 6: 1878, 1-16.
Juhl, J., Routledge, C., Arndt, J., Sedikides, C., & Wildschut, T. (2010). Fighting the Future with the Past: Nostalgia Buffers Existential Threat. Journal of Research in Personality, 44(3), 309-314.
Kwon, J. & Nayakankuppam, D. (2015). Strength Without Elaboration: The Role of Implicit Self-Theories in Forming and Accessing Attitudes. Journal of Consumer Research, 42(2), 316-339.
Landau, M. J., Solomon, S., Pyszczynski, T., & Greenberg, J. (2007). On the Compatibility of Terror Management Theory and Perspectives on Human Evolution. Evolutionary Psychology, 5(3), 476-519.
Lasaleta, J. D., Sedikides, C., & Vohs, K. D. (2014). Nostalgia Weakens the Desire for Money. Journal of Consumer Research, 41(3), 713-729.
Levy, S. R., and Dweck, C. S. (1998). Trait- Versus Process-Focused Social Judgment. Soc. Cogn. 16(1), 151–172.
Levy, S. R., Stroessner, S. J., & College, B. (1998). Stereotype Formation and Endorsement: The Role of Implicit Theories. Journal of Personality and Social Psychology, 74(6), 1421-1436.
Lickel, B., Hamilton, D. L., & Sherman, S. J. (2001). Elements of a Lay Theory of Groups: Types of Groups, Relational Styles, and the Perception of Group Entitativity. Personality and Social Psychology Review, 5(2), 129-140.
McCann, W. H. (1941). Nostalgia: A Review of the Literature. Psychological Bulletin, 38(3), 165-182.
McConnell, A. R. (2001). Implicit Theories: Consequences for Social Judgments of Individuals. Journal of Experimental Social Psychology, 37(3), 215-227.
Miller, C. H., Burgoon, J. K., & Hall, J. R. (2007). The Effects of Implicit Theories of Moral Character on Affective Reactions to Moral Transgressions. Social Cognition, 25(6), 819–832.
Molden, D. C., & Dweck, C. S. (2006). Finding “Meaning” in Psychology: A Lay Theories Approach to Self-Regulation, Social Perception, and Social Development. American Psychologist, 61(3), 192–203.
Mont, O. & Bleischwitz, R. (2007). Sustainable Consumption and Resource Management in the Light of Life Cycle Thinking. European Environment, 17(1), 59-76.
Montford, W. J., Leary, R. B., & Nagel, D. M. (2019). The Impact of Implicit Self-Theories and Loss Salience on Financial Risk. Journal of Business Research, 99, 1–11.
Muehling, D. D. & Pascal, V. J. (2011). An Empirical Investigation of the Differential Effects of Personal, Historical, and Non-Nostalgic Advertising on Consumer Responses. Journal of Advertising, 40(2), 107-122.
Neeb, D. M., Faier, J. A., & Unger, L. S. (1989). The Effect of Nostalgic Advertising: An Experiment. In Gordon, P. G. and Kellerman, B. J. (Eds.), Advances in Marketing, (pp. 128-132). New Orleans: Southwestern Marketing Association.
Hines F. & Peattie K. (2006). Critical Review of Data for Environmental Impacts of Household Activities: Executive Summary Report. Project Report. London: defra.
Hirsch, A. R. (1992). Nostalgia: A Neurophychiatric Understanding. In John F. S., Jr. and Brian S. (Eds.), Advances in Consumer Research, (pp.390-395). NA.
Park, J. K. & John, D. R. (2012). Capitalizing on Brand Personalities in Advertising: The Influence of Implicit Self-theories on Ad Appeal Effectiveness. Journal of Consumer Psychology, 22(3), 424-432.
Park, J. K. & John, D. R. (2018). Judging a Book by its Cover: The Influence of Implicit Self-Theories on Brand User Perceptions. Journal of Consumer Psychology, 28(1), 56-76.
Pascal, V. J., Sprott, D. E., & Muehling, D. D. (2002). The Influence of Evoked Nostalgia on Consumers' Responses to Advertising: An Exploratory Study. Journal of Current Issues & Research in Advertising, 24(1), 39-47.
Peattie, K. (2010). Green Consumption: Behavior and Norms. Annual Review of Environment and Resources, 35(1), 195-228.
Peters, R. (1985). Reflections on the Origin and Aim of Nostalgia. Journal of Analytical Psychology, 30(2), 135-148.
Plaks, J. E., Stroessner, S. J., Dweck, C. S., & Sherman, J. W. (2001). Person Theories and Attention Allocation: Preferences for Stereotypic Versus Counter Stereotypic Information. Journal of Personality and Social Psychology 80(6), 876–893.
Rees, W. (1992). Ecological Footprints and Appropriated Carrying Capacity: What Urban Economics Leaves Out. Environment and Urbanization, 4(2), 121-130.
Renaud, J. M., & McConnell, A. R. (2007). Wanting to be Better but Thinking You Can’t: Implicit Theories of Personality Moderate the Impact of Self-Discrepancies on Self-Esteem. Self and Identity, 6(1), 41–50.
Routledge, C., Wildschut, T., Sedikides, C., & Juhl, J. (2013). Nostalgia as a Resource for Psychological Health and Well-Being: Nostalgia and Psychological Health. Social and Personality Psychology Compass, 7(11), 808-818.
Ropke, I. (2001). The Environmental Impact of Changing Consumption Patterns: A Survey. International Journal of Environment and Pollution, 15(2), 127-145.
Risku-Norja, H., & Mäenpää, I. (2007). MFA Model to Assess Economic and Environmental Consequences of Food Production and Consumption. Ecological Economics, 60(4), 700-711.
Rubik, F. & Frankl, P. (2005). The Future of Eco-Labelling: Making Environmental Product Information Systems Effective. Sheffield, UK: Greenleaf
Sani, F. (2008). Schism in Groups: A Social Psychological Account. Social and Personality Psychology Compass, 2(2), 718-732.
Sedikides, C., Wildschut, R. and Baden, Denise (2004) Nostalgia: Conceptual Issues and Existential Functions. In Greenberg, Jeff, Koole, Sander L. and Pyszczynski, Tom (Eds.), Handbook of Experimental Existential Psychology (pp. 200-214). New York, USA. Guildford Press.
Sedikides, C., Wildschut, T., Arndt, J., & Routledge, C. (2008). Nostalgia: Past, Present, and Future. Current Directions in Psychological Science, 17(5), 304-307.
Seitz, M. A. & Peattie, K. (2004). Meeting the Closed-Loop Challenge: The Case of Remanufacturing. California Management Review, 46(2), 74-89.
Schaefer, A. & Crane, A. (2005). Addressing Sustainability and Consumption. Journal of Macromarketing, 25(1), 76-92.
Stern, B. B. (1992). Historical and Personal Nostalgia in Advertising Text: The Fin de siècle Effect. Journal of Advertising, 21(4), 11-22.
Susan, S. & Liao, S. W. (2013). I Was Therefore I Am: Creating Self-Continuity Through Remembering Our Personal Past. International Journal of Reminiscence and Life Review, 1(1), 7-12.
Tam, K. P., Shu, T. M., Ng, H. K. S., & Tong, Y. Y. (2013). Belief about Immutability of Moral Character and Punitiveness Toward Criminal Offenders. Journal of Applied Social Psychology, 43(3), 603–611.
Trope, Y. & Liberman, N. (2003). Temporal Construal. Psychological Review, 110(3), 403-421.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior. Journal of Consumer Psychology, 17(2), 83-95.
Unger, L. S., Mcconocha, D. M., & Faier, J. A. (1991). The Use of Nostalgia in Television Advertising: A Content Analysis. Journalism Quarterly, 68(3), 345-353.
Vallacher, R. R. & Wegner, D. M. (1989). Levels of personal agency: Individual variation in action identification. Journal of Personality and Social Psychology, 57(4), 660-671.
Wang, F., and Sun, X. (2016). Absolute Power Leads to Absolute Corruption? Impact
of Power on Corruption Depending on the Concepts of Power One Holds. European Journal of Social Psychology, 46(1), 77–89.
Wang, L., Jia, J., & Sun, D. (2018). Nostalgia and Pro-Environment Behavior: The Mediation Effect of Place Attachment. World Applied Sciences Journal, 36(3), 408-412.
Weber, J. M., Hair, J. F., & Fowler, C. R. (2000). Developing a Measure of Perceived Environmental Risk. Journal of Environmental Education, 32(1), 28-35.
Weenolsen, P. (1988). Transcendence of Loss Over the Life Span. New York: Hamisphere.
Wildschut, T., Sedikides, C., Arndt, J., & Routledge, C. (2006). Nostalgia: Content, triggers, functions. Journal of Personality and Social Psychology, 91(5), 975-993.
Wurthmann, K. (2017). Implicit Theories and Issue Characteristics as Determinants of Moral Awareness and Intentions. Journal of Business Ethics, 142(1), 93-116.
Yorkston, E. A., Nunes, J. C., & Matta, S. (2010). The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions. Journal of Marketing, 74(1), 80-93.
Yucel-Aybat, O. & Hsieh, M. H. (2016) . Consumer Donations: The Roles of Implicit Theories and Appeal Types. In Page, M. Stefano, P. & Duluth (Eds.), Advances in Consumer Research (pp.697-698). NA.
Zhou, X., Wildschut, T., Sedikides, C., Shi, K., & Feng, C. (2012). Nostalgia: The Gift That Keeps on Giving. Journal of Consumer Research, 39(1), 39-50.