研究主要探討電視新聞字幕的數量及新聞屬性對閱聽人的新聞內容辨識及回憶程度的影響。研究結果顯示，收看低程度字幕的具體／圖像新聞的受試者的新聞內容辨識程度比收看低程度字幕的抽象／文字新聞的受試者好；這證實具體的影像或圖像確實對閱聽人辨認新聞內容有正面幫助。 受試者在收看新聞時對字幕的注意程度，以及不同程度的注意會否影響新聞內容辨識及回憶程度是本研究另一個研究目的。結果顯示，收看抽象／文字新聞，高程度字幕組的受試者，他們對跑馬燈的注意程度與新聞內容辨識程度呈現正相關，這表示越注意跑馬燈內容的受試者，新聞內容辨識程度越好；對地標的注意程度與新聞內容回憶程度則呈現負相關，顯示越不注意地標的受試者，新聞回憶程度越不好。至於低程度字幕組的受試者，他們對地標的注意程度與新聞內容辨識程度呈現正相關，這表示他們越注意地標，其新聞內容辨識程度越好。 性別是否對新聞內容辨識及回憶程度有影響也是本研究探討的一部分。研究結果顯示只有收看抽象／文字新聞，低程度字幕組的男受試者與女受試者的回憶程度有顯著差異，而且男受試者比女受試者好。 從各項研究結果的呈現足以發現，在統計上有顯著差異的都涉及抽象／文字新聞，無論是針對新聞屬性、對字幕的注意程度、或者性別，這顯示或許字幕的數量並不是影響閱聽人記憶的充分條件，新聞屬性才是關鍵。換言之，電視新聞製作人在製作字幕，或者設計鏡面上，美學不應該是唯一考量的因素，必須將新聞屬性納入考慮，配合不同的設計，對閱聽人學習電視新聞才能達到正面幫助。

本研究探討不同的廣告訴求應用在豪華手錶平面廣告。隨著奢侈品市場的不斷擴大，這一類的研究已經成為顯著的。然而，大多數以前的研究調查奢侈品消費行為和他們中的一些重點方面的內容。事實上，感性情緒表現手法是不可或缺的元素，用以組成的精品手錶廣告，試圖帶領讀者通過中樞或外週途徑來處理消息，引起積極的感覺，而非集中的價格本身。 要充分認識到概念，研究開發了兩個環節的研究過程中。第一步是了解和分析所收集的刺激，以檢查不同的內容，在每個廣告訴求廣告訴求的頻率。分析顯示，高檔手錶不僅僅只是高端商品，他們被轉移到不同的符號，嵌入的平面廣告，引起讀者的情緒刺激時，。第二個步驟是採訪的目標消費者是如何處理這些刺激，他們的回憶和態度的變化。所闡明的結果不一致的廣告訴求具有不同程度的召回，根據特定的目標群體。豪華的吸引力，最常用的廣告訴求，可能不一定有回憶度，因為視覺競爭激烈，類似的困難。此外，強大的回憶度，例如性感手法並不一定會導致積極的態度。每個廣告訴求有其長處和短處在回憶和態度的變化，根據不同類型的消費者，促進精品手錶，以達到最大的效果，使用合適的廣告訴求的重要性。 / This study investigated the different advertising appeals that are applied in luxury watch print ads. With the expanding market of luxury goods, the studies on this category have become significant. However, most prior studies investigated consumer behavior to luxury goods and few of them focused on aspect of content. In fact, advertising appeals are indispensible elements for composing print ads since luxury watch advertisers attempt to lead the readers to process messages via central or peripheral route, arousing positive feeling without concentrating the only price itself. To fully understand the notion, the study has developed research process in terms of two aspects. The first step is to understand the frequency of advertising appeals and analyze collected stimuli to examine different contents in each advertising appeal. The analysis demonstrated luxury watches are just more than high- end commodities; instead, they are transferred into various symbols, which are embedded in the print ads to arouse readers’ emotions while exposed to stimuli. The second step is to interview how target consumers process those stimuli, their recall and attitude change. The result articulated discrepant advertising appeals possess different degrees of recall based on specific target groups. Luxurious appeal, the most frequently used advertising appeal may have difficulty in being recalled because of fierce, similar visual competition. Besides, the strong recall, e.g. sex appeal does not necessarily lead to positive attitude. Each advertising appeal has its strengths and weaknesses in recall and attitude change based on various types of consumers, which shows the importance of making use of suitable advertising appeal for promoting luxury watch to reach the greatest effect.

本研究以幸福感作為成功老化的指標，試圖探究高齡者本身的感恩性情及正向回憶形式對其幸福感的影響。 研究一採「個別差異」的觀點，研究者認為相較於一些隨著老化而改變的生活狀況變項（如，身體健康、日常生活功能、經濟狀況、社交活動等因素），高齡者本身的感恩性情及正向回憶形式應更能影響其自評幸福的程度。研究者主要以調查法的方式，對355名55歲以上的高齡者進行團體或個別形式的量表施測。研究結果顯示，感恩性情及正向回憶形式的確與幸福感有密切的關聯，即使在控制基本人口及生活狀況變項的影響後，感恩性情及正向回憶形式仍有助於提升個體的幸福感（其可增加的預測變異量介於6.0%~9.6%）。研究一也將幸福感的三個成分（生活滿意度、正向情緒及負向情緒）分別做為依變項，進一步探討可能的中介模式，結果發現：（1）「正向回憶形式」能完全中介感恩性情對正、負向情緒的影響，但僅能部分中介感恩性情對生活滿意度的影響。而（2）「感恩情緒」則能完全中介感恩性情對正向情緒的影響，但僅能部分中介感恩性情對生活滿意度的影響，卻完全無法中介感恩性情對負向情緒的影響。此外，正向回憶形式與感恩情緒兩中介變項各有其獨特的中介效果，無法相互取代。 研究二則採取實驗法的方式進行，用以檢視感恩情緒與幸福感的因果關係。受試者為75名參與終身學習的高齡者，研究者嘗試以不同感恩情緒的激發方式，來設計適合於高齡者的幸福感提升方案。有些高齡者被要求聚焦在現在生活中的感恩經驗（日常感恩組），有些則是寫出過去生命裡的感恩事件（人生感恩組），研究者認為當高齡者在回憶書寫這些感恩經驗時，可再經驗及品嚐感恩情緒。另有兩組高齡者則分別被要求書寫現在生活中的重要事件（日常要事組）或僅單純回答問卷、不進行其他書寫（無操弄控制組）來做為對照組。研究者對這些不同組別，分別進行分析，探討這些不同操弄對高齡者幸福感是否有提升的作用。研究結果顯示，經過七週的書寫後，相較於「無操弄控制組」，「日常感恩組」在正向情緒上有提升的現象，但在生活滿意度及負向情緒則未出現明顯差異。進一步分析顯示，幸福感中正向情緒的提升效果完全透過感恩情緒連動正向情緒而得。然而該效果頗為短暫，在研究結束後於一個月所做的追蹤調查就發現該效果已然消失。研究結果也顯示，「人生感恩組」並未能提升幸福感，其可能的原因或許是因為過去人生的感恩經驗已經太過遙遠，因此無法讓高齡者真正再次經驗到感恩情緒，所以也無法有效地提升個體的幸福感。另外，研究者也發現了一個頗為有趣的結果，就是「日常要事組」造成的影響與「日常感恩組」相似，研究者認為之所以會出現這樣的結果，主要是因為「日常要事組」的受試者其所書寫的「要事」多半為正向事件，因此提高了其幸福的感受。 綜合上述兩個研究的結果，研究者認為，感恩及正向回憶形式對高齡者是否能有較佳的幸福感確實有一定程度的影響，且若能引導高齡者多注意其日常生活中值得感恩的事情或是正向事件，將能使其感受到更多的正向情緒，也有助於幸福感的提升。換言之，即使到了老年階段，只要用對了方法，要擁有幸福快樂的銀髮生涯其實並不難！ / This research, adopting positive emotion, negative emotion, and life satisfaction as the criteria of subjective well-being, tried to examine the effects of grateful disposition and the positive type of reminiscence on successful aging. In study1, the researcher proposed that grateful disposition and the positive type of reminiscence, among other life situation variables which changed with age (e.g., health condition, functions of daily life, economic status, and social activities), could predict the well-being of the elderly. Three hundred and thirty five participants who are over the age of 55 were surveyed in groups or individually. The results were as predicted, grateful disposition and the positive type of reminiscence could predict the well-being of the elderly, even after controlling for some basic life situation variables, they still could explain 6.0% and 9.6% of variance respectively. The mediation effects were also examined and results indicated that, (1) "the positive type of reminiscence” could completely mediate the effects of grateful disposition on positive and negative emotion, but only partially mediated the effects of grateful disposition on life satisfaction; (2) “grateful emotion” completely mediated the effect of grateful disposition on positive emotion, and partially mediated the effect of grateful disposition on life satisfaction, but did not mediate the effect of grateful disposition on negative emotion. Furthermore, these two mediator variables, the positive type of reminiscence and grateful emotion, had its own specific mediating effect, and could not replace each other. In Study 2, an experiment was conducted to examine the causal relationship between grateful emotion and well-being of the elderly. Seventy five elders who actively participated in life-long education classes were recruited. They were assigned to one of four different experimental conditions and received different instructions. The first condition was called the daily gratitude condition and participants were told to write down the grateful experience from their current daily lives. The second condition was called the life gratitude condition and participants were asked to recall the grateful events from their past. Participants in the third condition were told to write down their daily important events. In the last condition, which is also the control condition, participants were asked to fill up questionnaires only. The results indicated that, after seven weeks of writing, the elderly in the daily gratitude condition had significant more positive emotion than those who in the control condition. However, the effect was quite short-lived and it disappeared one month later after the writing manipulation. The results also indicated that writing down grateful events from the past did not enhance the subjective well-being, the elderly in the condition showed neither significantly higher positive emotion nor higher life satisfaction than those who in the control condition. It might be because these events were too far away to elicit the present emotion and feeling effectively. In addition, the result also revealed an interesting finding about the daily important events group. The elderly in this condition showed same degree of positive emotion and well-being as those who in the daily gratitude condition. It might be due to the fact that the elders who were asked to write down important daily events did record more positive events than negative events. In summary, it can be concluded that, gratitude and the positive type of reminiscence did have impact on the well-being of the elderly. We can successfully promote the elders’ well-being by leading them to savor their daily grateful events. We believe, even stepping into elderhood, people are still capable of pursuing their own well-being and can live a good life, if only they choose the right way!

本文主要探討「最低購買金額門檻」促銷，例如、「滿一千送一百」、「滿三千送三百」等對於消費者購物行為之影響。分為兩大研究主題：研究主題一旨在探討「最低購買金額門檻」促銷對購物決策與認知之影響，透過實地賣場購物實驗，瞭解該促銷能否提高購買金額、令消費者傾向去計算購買商品總價格，及帶來較高之知覺交易效用。 研究主題二則根據研究一中發現「最低購買金額門檻」促銷下消費者會傾向於心中計算總價格之結果，進一步探究該促銷是否會影響消費者對價格的認知，包括如價格記憶的正確性、及內部參考價格的影響，透過型錄購物及電腦網頁模擬購物之實驗來驗證。 根據上述兩大研究主題，本文中進行了三個實驗，皆同樣以提供10%折扣幅度，但未設定購買金額門檻的「九折優惠」促銷來做為控制組：研究一實驗在實際書店賣場舉行，以賣場門口發放三種促銷 (滿一千送一百、滿五百送五十、及九折優惠)折扣券方式，購物結束後再透過購物發票、賣場銷售資料及問卷衡量，瞭解消費者當日購物行為結果。 研究二則透過實驗室實驗法，以商品型錄模擬購物來瞭解消費者在「滿千送百」與「九折優惠」促銷下回憶商品價格正確性之差異；研究三實驗以電腦網頁模擬百貨公司購物，先讓受測者在兩種促銷 (滿三千送三百、九折優惠)情境下購買商品，觀察他們購物接近促銷金額門檻時，購買最後一件商品的選擇結果，之後再請受測者賣回所購買商品，並藉由訂價過程瞭解其內部參考價格水準。 本研究的主要發現，對於消費者購物行為影響方面：(1)「最低購買金額門檻」促銷確實能夠提高消費者購買的金額，符合定錨調整理論 (Tversky and Kahneman, 1974)推論之結果；(2)兩種促銷下的知覺交易效用結果則無法證實，推測由於實驗中「滿千送百」贈送的現金是緊接著消費決策後發生，延遲得到小額利得的感受不夠明顯，使得銀線原則 (Thaler, 1985)無法被驗證。 對於商品價格認知影響方面：(1) 當購買金額超過促銷門檻時，「最低購買金額門檻」促銷下的內部參考價格高於「直接折扣」促銷者；(2)在該促銷下消費者在心中計算總價格的比例明顯高於「直接折扣」促銷；(3)在該促銷下消費者因為必須計算總價格，使得價格回憶的正確性提高；(4)透過內部參考價格間接推估「最低購買金額門檻」促銷在購買金額超過促銷門檻時，有較高之交易效用。 / The present research explores the effects of “the minimum purchase requirement promotions” on consumers’ purchasing behavior. Study 1 examined consumers’ purchasing decisions in a field experiment with three types of promotional coupons randomly handed to customers: Purchase over $1000 and get a $100 cash reward, purchase over $500 and get a $50 cash reward, or 10% off price discount. Consumers’ invoices from the bookstore’s database were recorded, and questionnaires were used to measure transaction value and how these promotions influenced consumers’ shopping spending, and tendency to calculate total expense. Study 1’s findings show that consumers tend to calculate total expense under “the minimum purchase requirement promotion”. Study 2 and Study3 explored how this promotional type influences on consumers’ price cognition, including price recall accuracy and internal reference price. In Study 2, laboratory experiment was used: (a) purchase over $1000 and get a $100 cash reward and (b) 10% off price discount through manipulated catalog shopping. Study 3 was a computer-manipulated shopping experiment, with participants purchasing product in the shopping stage of experiment and selling the products in a later auction to ascertain their internal reference price under two different promotional frames (purchase over $3000 and get a $300 cash reward, and a 10% off price discount). Major findings about consumers’ purchasing decisions were: (a) as the inference of anchoring and adjusting heuristic theory (Tversky and Kahneman, 1974), consumers increase their spending; (b) the “requirement promotion” improvement of consumers’ transaction value cannot be proved as the inference of silver linings principle (Thaler, 1985) because the time delay was not obvious in the experiment. The results of the influence on price cognition were: (a) “the minimum purchase requirement promotion” had a higher internal reference price than regular price discount with total expense over the promotional threshold; (b) this promotion will increase consumers’ tendency to calculate total expense; (c) consumers have higher price recall accuracy in this requirement promotion; and (d) the internal reference price was used to infer that this promotion might have a higher transaction value with total expense over the promotional threshold.

80年代出生於蘇聯，筆者與童年伙伴們見證了國家極大變遷的時代，也成為了該年代的小孩。新俄羅斯的90年代讓我們親自體驗家鄉從「世界上最厲害」變成「最破爛的地方」180度的轉變。可我們從未想過，長大後會被社會學家輕易地稱之為遺失的世代。 蘇聯解體後的俄羅斯經歷了經濟大幅下滑和接踵而來的兩次金融危機，1993年和1996年兩次大規模的私有化運動，在加上俄羅斯社會秩序也因此差點崩潰，這些事件對俄國人民造成極大的衝擊，導致了社會發展停滯甚至倒退。當時我們的父母經歷了很恐怖的十年，可是我們自己也沒有想到，這一切對我們的世代造成了多大的隱形傷害。國家解體後，家裡沒有錢的小朋友跟其父母一同失去了被尊重的權利。而殘酷的90年代吞掉了很多的家長，也帶走了很多的夢想。普通人不是被逼辭職，就是幾個月沒領薪水，或是選擇離開家，到很遍遠的地方以健康換來薪水。當俄羅斯人民認識了市場經濟時，由蘇聯長輩帶大的我們都還沉浸於蘇聯生活態度、道德與世界觀。我們從小那麼用心準備邁入的那個世界徹底貶值了，突然間變得好陌生，並不像蘇聯兒童書與電影講的那樣。長大後，新社會的密碼我們無法揭開。雖然無法接受政府樹立的新時代理念，90年代的小孩，還堅信著做對社會有貢獻的工作才有意義，就算「做好事有好報」這個道理在現代社會眼裡已徹底失效。 作品內容平均分為文字、繪圖與相片三種文本；敘述風格以較單獨文字片段來解決故事經過的陳述。而且由於本作品是創作者整理過的回憶的緣故，內容大都是屬於情感層面，所以故事情境充分表達通過數位技術較容易達成的目標。相較傳統文字作品，數位技術有提供給創作者更多表達方式與傳達管道。所以筆者決定將《蘇聯遺失的小孩》本作品將以兩個形式呈現：印刷版與電子版（iBookAuthor2）。雖然都基於同樣的懷舊氛圍，傳統圖文書與電子書將成為兩個獨立的作品。

主體性，是作為相對於客體性而言之主觀存在，且同時是作為在客體性中的客觀存在。如此一種普遍地可能存在於一切認識活動中的雙重存在狀態，正是所謂的「主體性的悖論」。而根據胡塞爾現象學式的沈思回溯考察，這樣一種可能的悖論形態之形成的原因，無非就出於主體多少偏執「客觀存在性先行存在」作為認識活動的理所當然性的前提之故。因為此種由主體對客體性存在與否具有著強烈興趣而產生出的偏執，總是讓主體在對「客觀存在性如何先行存在」此一問題少有深思的情形下，或是有所盲目或是有所扭曲地將自身多少誤解為關聯於客體而共同存在於客體性之中，且同時還多少將此種主體-客體的關聯當作兩者間具有某種平行類比意義的根據，甚而多少誤解主體是客體的類比存在性且可來自於對客體的存在性進行抽象而得之補充抽象的東西。如此一來，不僅主體固有的本質存在方式多少被化約遮蔽地客體化了，客體作為主觀的被給予東西的意義也多少被片面地簡化了，甚至還有那種由最深刻的不可理解的悖論危險性，所帶來之「客觀存在性如何能被主觀地認識」此一非比尋常的認識活動/知識（真理）之謎。而根據胡塞爾現象學式的沈思回溯考察，唯有通過徹底的「懸擱」來全面克制對客體性存在與否的強烈興趣，主體的目光才能完全解除指向客觀存在性的束縛，而以自由的反思活動來真正深入自身的主觀存在性之中，「無悖論地」揭示出自身「如何」以固有的本質存在方式主觀地認識到一切作為客觀存在性之主觀被給予的「事物本身」。