本研究結合心智能力分類面向與解釋水平理論，提出人體器官(例如：牙齒、肝臟及眼睛) 兩種風格的擬人化。理智風格的擬人化表現理性的心智能力，而情感風格的擬人化表現感性的心智能力。此兩種風格各自連結到不同的解釋水平。先導研究中發現，理智風格的擬人化與高解釋水平相關，情感風格的擬人化則與低解釋水平相關。因為理智型的心智能力誘發理智的思考，與高解釋水平相關，而感性的心智能力較偏重直覺情緒反應，與低解釋水平相關。本研究進行四個實驗，結果顯示當人們的關注焦點放在事件的原因時、當人們認為事件發生在遙遠的未來時、或是使用第二人稱代名詞描述人們與擬人化物體的關係時，理智風格的擬人化較有說服力。反之，當關注焦點在結果、預期事件在近期發生、或是使用第一人稱複數代名詞時，情感風格的擬人化有較強的說服效果。本研究進一步研究發現感知規範信念可以解釋消費行為背後的機制。本研究提供行銷人員在保健產品廣告上使用。

This research combines dimensions of mind perception with construal level theory and proposes that human organ (e.g., tooth, liver, and eye) can be anthropomorphized with two styles. Agency-style anthropomorphism demonstrates the sensible mental capacities, and experience-style anthropomorphism showed emotional mental capabilities. Each anthropomorphism styles relates to different construal levels. The sensible perception of agency-style anthropomorphism is related to cognitive elaboration which is associated with high-level construal processing. Experience-style anthropomorphism is associated with intuitive emotional mental capacities which is associated with low-level construal processing. Four experiments are conducted. The results showed that agency-style anthropomorphism is more effective when a perspective focus on cause, a far temporal distance, or a second-person pronoun is used. Experience-style anthropomorphism is more effective with a perspective focus on consequence, a close temporal distance, or a first-person plural pronoun. This research further showed that perceived normative belief explains the interactive effects above. This research provides implications to marketers when promoting healthcare products.

論文審定書 i
ACKNOWLEDGEMENT ii
摘要 iii
ABSTRACT iv
TABLE OF TABLES viii
TABLE OF FIGURES viii
TABLE OF APPENDICES xii
CHAPTER 1 INTRODUCTION 1
1.1 Preamble 1
1.2 Research Origins 1
1.3 Research Motivation 4
1.4 Research Objectives and Questions 8
1.5 Thesis Structure 9
CHAPTER 2 LITERATURE REVIEW 11
2.1 Preamble 11
2.2 Anthropomorphism 11
2.2.1 Positive Influences of Anthropomorphism in Health-related Contexts 12
2.2.2 Negative Influences of Anthropomorphism in Health-Related Contexts 19
2.3 Dimension of Mind Perception: Agency and Experience 22
2.4 Anthropomorphic Styles 28
2.4.1 Agency-style Anthropomorphism 28
2.4.2 Experience-style Anthropomorphism 29
2.5 Construal Level Theory 31
2.6 Effects of Perspective Focus 34
2.7 Effects of Temporal Distance 35
2.8 Effects of Pronoun Use 37
2.9 Perceived Normative Belief 43
2.10 Chapter Summary 44
CHAPTER 3 HYPOTHESES DEVELOPMENT AND RESEARCH FRAMEWORK 45
3.1 Preamble 45
3.2 Hypotheses Development 45
3.2.1 The Moderating Effects of Perspective Focus 46
3.2.2 The Moderating Effect of Temporal Distance 50
3.2.3 The Moderating Effect of Pronoun Use 53
3.2.2 Perceived Normative Belief as the Underlying Mechanism 56
3.3 Research Framework 59
3.4 Chapter Summary 61
CHAPTER 4 METHODOLOGY AND EXPERIMENTAL DESIGN 62
4.1 Overviews of Studies 62
4.2 Pilot Study 63
4.3 Study 1: Perspective Focus as Moderator 70
4.3.1 Method of Study 1 71
4.3.2 Results of Study 1 75
4.3.3 Discussion of Study 1 81
4.3 Study 2: Temporal Distance as Moderator 82
4.3.1 Method of Study 2 83
4.3.2 Results of Study 2 86
4.3.3 Discussion of Study 2 92
4.4 Study 3a: Eye-tracking Experiment Testing Pronoun Use as Moderator 92
4.4.1 Method of Study 3a 93
4.4.2 Results of Study 3a 97
4.4.3 Discussion of Study 3a 105
4.5 Study 3b: Field Experiment Testing the Perceived Normative Belief as Mediator 107
4.5.1 Method of Study 3b 107
4.5.2 Results of Study 3b 111
4.5.3 Discussion of Study 3b 119
4.6 Chapter Summary 120
CHAPTER 5 CONCLUSION 125
5.1 Preamble 125
5.2 General Discussion 125
5.3 Contributions 128
5.3.1 Theoretical Contributions 128
5.3.2 Methodological Contributions 131
5.3.3 Managerial Contributions 132
5.4 Research Limitations 134
5.5 Directions for Future Research 135
5.6 Final Conclusion 137
REFERENCES 138
APPENDICES 159

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