近年來，罪惡訴求的應用變得廣泛且多元，從慈善廣告到享樂品廣告皆可見對消費者罪惡感的不同應用，然罪惡感作為人們一種負面情緒，如何成功逆向行銷才是關鍵。本研究鎖定享樂性產品，主要探討罪惡感作為誘惑之廣告類型的適切性，以及應如何有效操作以帶來較佳的廣告效果，並進一步研究罪惡訴求與觀眾情緒狀態、框架訊息之間的搭配關係。
本研究共規劃兩個實驗，皆以平面廣告圖作為實驗刺激，實驗一採一因子受測者間實驗設計，首先區分罪惡訴求為未使用vs.適度使用vs.高度使用，並檢測誘惑感知的中介機制，實驗結果發現：誘惑感知在罪惡訴求與產品態度、購買意願之間存在中介效果，且適度使用罪惡訴求(vs.未使用vs.高度使用)，透過提升誘惑感知，態度反應表現最佳。實驗二則採(罪惡訴求:未使用 vs. 適度使用) x2 (情緒狀態:開心vs.悲傷) x2 (訊息框架:獲得vs.損失)之三因子受測者間實驗設計，共8組實驗組，測試情緒狀態和訊息框架如何干擾罪惡訴求之作用。實驗結果發現：情緒狀態與訊息框架本身並不干擾罪惡訴求的廣告效果，然情緒狀態和訊息框架的組合，會干擾罪惡訴求對產品態度和購買意願的影響，在開心情緒搭配獲得框架(vs.損失框架)、悲傷情緒搭配損失框架(vs.獲得框架)下會進一步地強化產品態度與購買意願的有利影響。
本研究聚焦在罪惡訴求的廣告效果，為罪惡感受提供新的理解，並建立誘惑感知在其中作用機制的重要性，以此增加罪惡訴求於商業行銷情境下如何利用以促成享樂消費之了解，並結合情緒和訊息框架的理論，釐清罪惡訴求的邊界條件，供廠商精準地因應不同情緒狀態的引發，設計適切的廣告訊息，有效地應用罪惡。

Guilt appeal has been increasingly used in advertising. However, guilt is often seen as a negative emotion, so how to reverse its negative association is the key of success marketing. This research focuses on hedonic products, investigating the relationship between evoked guilt and temptation perception, and also matches the guilt appeal, audience emotional state, and message frame to achieve better advertising effectiveness.
Two experiments were conducted in this study. The first experiment tested the mediated mechanism of temptation perception on guilt appeal. Results indicated that temptation perception has a mediating effect between guilt appeal and advertising effect. Meanwhile, the moderate use of guilt appeal (vs. not used vs. highly used), through the increased temptation perception, yields the best attitude responses. Experiment 2 was a 2(guilt appeal: not used vs. moderate use) x2 (emotional state: happy vs. sad) x2 (message frame: gain vs. loss) between-subjects design, examining the moderating effect of emotional states and message frames. The experimental results showed that the emotion and message frame do not individually moderate the advertising effect of guilt appeal, but the combination of emotion and message frame moderates the effect of guilt appeal on product attitude and purchase intention. Happy emotion with gain frame (vs. loss) and sad emotion with loss frame (vs. gain) strengthen the positive impact of moderate guilt appeal on product attitude and purchase intention.
This study provides a new understanding of guilty feeling and establishes the importance of the temptation perception. By combining the theory of emotion and message frame, the current study clarifies the boundary conditions of guilt appeal effect, so that manufacturers can accurately respond to different emotional states, then design appropriate advertising messages to apply guilt appeals effectively.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 6
第四節 研究目的 7
第五節 研究範圍 7
第二章 文獻探討 9
第一節 罪惡感訴求 9
一、什麼是罪惡感 9
二、罪惡感分類與程度 9
三、罪惡感驅使的心理機制與隨後行為 10
四、罪惡感與消費行為 11
五、罪惡與誘惑 14
第二節 情緒 16
一、情緒的定義 16
二、情緒影響訊息處理 16
三、情緒與消費行為 17
四、負面情緒的優點 18
五、情緒與媒體情境 19
第三節 框架效應 20
一、框架效應與類型 20
二、目標框架之效果 (獲得/損失框架) 22
三、情緒與框架 23
第三章 研究架構與假說推論 25
第一節 研究架構 25
第二節 研究假說 25
一、罪惡的誘惑與快樂 25
二、罪惡感產生的消費矛盾 28
三、情緒狀態的干擾─心情維持/心情修復模式 28
四、獲得/損失訊息框架的干擾 29
五、獲得/損失訊息框架與情緒狀態之共同干擾 30
第四章 實驗一 32
第一節 研究方法 32
一、樣本與實驗設計 32
二、實驗刺激與前測 33
三、實驗程序 38
四、變數衡量 39
第二節 分析結果 40
一、研究樣本組成 40
二、變數之平均數、標準差和量表信度分析 42
三、操弄性檢驗與控制變數檢定 42
四、假說驗證 44
五、小結 49
第五章 實驗二 51
第一節 研究方法 51
一、樣本與實驗設計 51
二、實驗刺激與前測 52
三、實驗程序 55
四、變數衡量 56
第二節 分析結果 56
一、研究樣本組成 56
二、變數之平均數、標準差及量表信度分析 57
三、操弄性檢驗與控制變數檢定 59
四、假說驗證 60
五、小結 67
第六章 結論與建議 69
第一節 研究發現與討論 69
第二節 研究意涵 73
一、理論意涵 73
二、實務意涵 76
第三節 研究限制與未來研究方向 79
參考文獻 83
附錄 104
附錄一:前測一問卷 104
附錄二:前測二問卷 109
附錄三:實驗一問卷 111
附錄四:實驗二問卷 115

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