本研究的主要目的是要透過「關係」的角度，團體（同一團體）偏私(In-Group Bias)行為上的表現，區別西方學者以社會認同理論(Social Identity theory)來作為解釋同一行為之內在機制的不同。 　　在西方學者以社會認同理論解釋內團體偏私行為基於社會心理學所具有的文化及地域性的特徵，以社會認同理論來解釋中國人此一現象的普遍性原則頗令人懷疑。所以研究者從中國人的社會文化背景下的「關係」角度出發，藉此闡釋「關係」對中國人內團體偏私行為可能的影響。 　　在研究一中，研究者認為純粹以西方的社會認同理論來解釋中國人的內團體偏私行為是不足的；其次，欲證實中國人的團體是建築在「自家人」的觀念上。研究者透過熟人與否及團體類別兩個變項的相互組，設計成四組受試者參與研究。從來自於政治大學的學生，所得到的結果發現，受試者對熟人有較大的偏私行為出現；以及對內團體成員亦出現偏私行為，結果支持研究者的假設，中國人的偏私現象除以社會類別化歷程解釋外，「有熟人關係」的偏私原因也必須考慮。而研究二中，則以情境故事的方法，將大學生受試分成二組實驗組，與一組控制組參與研究。透過變異數分析的統計程序，以證實研究一所得結果的真偽。同時，讓受試者從分配者、旁觀者及被分配者的身份去回答問卷上的問題，以了解受試者在這三種角色下的分配行為。結果發現與研究一有一致性的結論，即內團體偏私與熟人偏私的現象同時存在。

本研究包含兩個子研究。研究一的目的是想了解告急策略的可能內涵以及候選人使用告急策略的情形，並分析告急策略的效果。研究者以第五屆台北縣市立委候選人為探討對象，分析此次選舉中報紙廣告中告急策略之使用情形，同時探討候選人的民調支持度與形象評價與使用告急策略間的關係，以及告急策略的使用和民調支持度上昇率之間是否有關連性。 研究二進一步針對民國九十一年高雄市長與市議員選舉，以問卷調查法直接測量選民對告急策略的接受度與支持意願，並探討有哪些心理特質的選民比較會接受競選中的告急策略。回顧過去文獻，我們發現儒家思想強調的「集體權益」、「內團體偏私」和「政治道德觀」可能是影響選民對告急策略支持與否的三個因素。因此研究二除了探討「告急策略接受度」對「集體權益、內團體偏私、政治道德觀」與「選民對候選人╱政黨的支持意願」是否具有中介效果，也將一併探討選民對告急策略的接受程度。 整體而言，本研究發現候選人使用告急策略的頻次和其民調排名、形象評價無關，至於使用告急廣告的效果部分，研究結果顯示使用固票、催票和配票策略頻次越多的候選人，民調支持度上升的比率比較多。 在告急策略接受度的中介模式研究中，這三個選民心理特質產生了不同的結果。其中選民的「集體權益」特質，不但會透過催票、固票、挖票、配票策略接受度進行影響，還會直接影響選民對候選人╱政黨的支持意願。而「內團體偏私」對候選人╱政黨支持意願的增強，除了分別透過選民對催票、固票、配票策略接受度的中介外，也有直接的影響效果。至於「政治道德」部分，不但會透過催票、固票策略接受度的中介，也會有直接的影響效果。雖然結果不盡相同，但都表示「集體權益」、「內團體偏私」和「政治道德」的確有間接透過告急策略接受度，進而增加支持意願，但也有直接影響的力量。 不過選民的三種心理特質對告急策略接受程度的影響是不同的，對選民因告急策略而增加支持意願的影響程度也是有差異存在，其中「集體權益」的影響最大，其次是「內團體偏私」，至於「政治道德」的影響則是比較小。

近幾十年來的台灣，政治舞台上一直是由兩大政黨扮演主角。然而，兩大政黨支持者意識形態的嚴重分歧，導至在政黨政治的發展過程中，蒙上一層情緒化、不理性的陰影。本研究乃選擇了社會認同理論(Social Identity Theory)做為論文的理論依據，企圖探討這些問題。本研究目的是探討國內兩大政黨的支持者，如何形成其政黨認同，以及對政策的判斷是否受認同團體的影響而有所偏差。研究方法的使用，除了設計一問卷，來了解兩大政黨不同的意識形態，並企圖驗證台灣地區人民對於政策好壞的判斷，是否受其政黨支持屬性所左右。另外，在文獻的探討過程中，也對兩團成員的認同發展，做了一些探索與推論。前一部份符合心理學科學實驗的典範，後一部份則檢示歷史的發展，偏重於邏輯的推理。在實徵研究方面，分成兩個部分。研究一是使用一份自編的政黨意識形態問卷，施以大樣本問卷調查，比較兩大政黨支持者所具有的不同意識形態，以及不同的族群自我定義。研究二以一個實驗操弄來驗證內團體偏私現象。研究結果發現，新的族群分類方式正在取代原有的省籍分類，一種抽象的族群自我定義：「台灣人是台灣人」和「台灣人是中國人」的二分法，將台灣地區的人民劃分為兩個新族群。這兩個新族群恰與兩大政黨意識形態相符。另外以本省人和外省人為主的省籍情結並未消失，它只是轉化為上述的兩種抽象定義。因此，省籍的背景，加上個人對中國文化的信仰程度，決定了一個人的政黨認同取向。而一個政黨意識形態較強的人，在對政策的態度上，常常不知不覺的受到己團體意見所左右，而不能客觀地判斷政策的優劣。尤其以民進黨意識形態者所產生的這種內團體偏私較強，國民黨意識形態者的內團體偏私現象則較不明顯。最後，根據本研究的結果，對台灣政治生態發展所做的建議是，唯有將台灣意識或中國意識視為一種文化意識，而非族群意識。台灣地區人民才可能將族群認同與政黨認同分開 ，並發出理性的政黨認同，與團結的國家認同。 / There are two major political parties that play important roles in the scene of Taiwan politics. The KMT have government Taiwan area over fifty years, which came from mainland China. Being a minority group as opposed to the KMT, the natures of the DPP supporters are not as same as the members of the KMT. Their ancestors have lived in Taiwan for hundreds of years. Consequently, the ethno identity and the political identity are confused with each other for most of the people in Taiwan. Someone would choose suort one political group not because their cognition to politics, but because most their ethno background. It is to say, one whose fathers came from mainland china would mostly support the KMT than the DPP. One whose fathers were birth in Taiwan is mostly support the DPP than the KMT.The purpose of research is to find out the difference of ideology between two political groups. Besides I will utilize the real- life intergroup relationship for proving in-group bias. Two methods of research were adopted. One is historical research, and the other is an experimental method. The results reveal that there were different ideology in two groups. The KMT supporters usually have more conservative attitudes about politics. The DPP supporters have more open attitudes with their opinions. The ethno backgrounds usually display the role of accentuation. On the other hand, The in-group bias phenomenon has been partly proved. It means that there is a vivid in-group bias phenomenon in minority group. Someone who supports the DPPave a higher rating with the statement that talked by the DPP member. The conclusion of the research also reveals something. There were two opposed opinions rising to explain someone's identification for their sense of belonging. What opinions someone may choose are usually decided by their political identity. One who supports the KMT choose more likely the opinion "Taiwanese is also a Chinese." One who supports the DPP accept more likely the opinion "Taiwanese is just a Taiwanese." Because the two opinionsre abstract definition, so they are not decided by someone's descent. That is to say the traditional manners of ethno category by dialect are broken. The new manner of ethno category is not imposed by someone's descent. I am not optimistic about the phenomenon. The rise of the new ethno definition does not only completely displace the old system of category but also confused with each other. It must have the Taiwan people divided into more small groups. So I predict in the future, The ethno identity of Taiw people would be more complicated .

廣告的目的，是用來與「目標消費者」進行訊息溝通與傳達，而不是自我藝術美感的創作與表達。廣告的內容，是將「廣告訊息」，藉由編碼，正確的傳遞給目標消費者（閱聽人）。而有說服力的廣告，就會是可以幫助銷售的好廣告。在消費者對於廣告解讀的論述中，出現了許多影響訊息說服與溝通的閱聽人的心理意識，包括了消費者的特質、生活型態、價值觀，文化、社會認同、社會地位、群體同儕、品味、成就、以及夢想等。越能以這些因素，引起閱聽人共鳴，就能夠越容易完成訊息傳遞的目的。 而這些心理意識，就是「內團體意識」中，區分內、外團體的歸因要素。有了情感上的歸屬，訊息傳遞就可以比較容易。電視廣告在「內團體意識」的包裝下，消費者（想要）及（接受）的心理因素不斷的被提到，被群體「認同」的需求，一再的被滿足，期望一再的被塑造。隨著「內團體意識」的表現，在經歷了認知、情感、行為三個階段後，溝通目的才開始清楚的完成。 　　為瞭解「內團體意識」如何建構電視廣告訊息？有何表現上的可歸納的操作指標，本研究以內容分析法，選擇自1980年～現今2009年之間，具有「內團體意識」表現方式的電視廣告影片110支，以年代別及FCB模式商品分類別兩種方式，進行包括表達元素、表達形式、背景歸因、社會歸因、文化歸因、生活風格歸因、個體歸因等相關要素的表現分析與研究。 研究整理後發現，「內團體意識」在電視廣告訊息的表現中，以「情感認同」為核心，藉由「滿足需求」、「消費描述」及「建構想像」做為基本創意概念。另外，電視廣告片中大多必要且慣用「內團體意識」，甚至在許多的電視廣告中，會有一個或多個內團體意識的歸因元素同時存在。部份內團體意識，只是創意與橋段的表現，與原本要訴求對象的「團體意識」並不會衝突。最後也發現，似乎越是特殊的商品或勞務，就越需要使用「內團體意識」，來做為電視廣告中重要溝通核心。 關鍵字：內團體意識、廣告表現、團體認同、廣告訴求、團體偏私、核心概念、訊息解讀、情感認同、歸因要素、背景歸因、社會歸因、文化歸因、生活型態、個體歸因、廣告創意、訊息策略、說服理論。 / The intention of advertisement is to provide a message to the targeted consumer and communicate rather than a presentation of individual expression and creativity. The core meaning of an advertisement is to transfer a key message embedded with advertising means successfully to its target receiver; furthermore, an outstanding advertisement will be able to fulfill the intention of marketing and sales. An exposition regarding consumer advertisement decoding denoted numerous variables that potentially alter the protocol of message receiver and his way of interpreting a message. This includes an individual consumer’s characteristic, lifestyle, value, culture, social acceptance, social status, social circle, taste, accomplishment, and vision. Messages embedded with such variables tend to create sympathy between the message and the receiver; as a result, creates a psychological bonding in which grows more powerful whenever a new variable reaches its echo with the receiver. Such psychological behaviors are the essential attributes differentiating the in-group consciousness from out-group consciousness of an individual. With a sentimental bonding, messages can be transmitted more accurately and efficiently. Television advertisement exercise constant implicit of this in-group conscious behavior, by repeating intimation of “desire” and “acceptance” to the receiver, continuous fulfillment of ones the necessitate aspiration, and constant creation of expectation. As the realization of the in-group consciousness continues, the purpose of communication is only fully accomplished after an individual have gone through acknowledgement, emotion, and into action. To understand how in-group consciousness establishes and executes television ad messages and its protocols. This research suggested using content analysis; by selecting 110 Television ad clips that possesses in-group consciousness implementation in between 1980 to 2009 and analyze them in two ways–era differentiation and product type under FCB protocol. This study focused on observing and analyzing the performance of variables such as expressing element, expressing form, background, social, cultural, lifestyle, individual attributes, and other related elements. 　　After the compilation of results, this research suggests that most television ads exercise in-group consciousness intentionally to create a common attribute among its listeners. By establishing sensational acceptance as the core criteria, advertisements then elaborates on other attributes such as satisfying needs, consuming behavior, and image establishment to create the basic concept of creativity. Furthermore, this research shows that a large number of advertisements exercise one or more in-group consciousness attribute within them. Some of the in-group consciousness exercised in ads is portrayed simply due to creative and plotting needs and doesn’t actually create a conflict with the central in-group consciously. This research also found that the more unique or special a product or service is, the more dependant its advertisement will be on in-group consciousness. Keywords: in-group consciousness, advertisement performance, group acceptance, advertisement requirements, group favoritism, core concept, message interpretation, emotional acceptance, attributes factor, background attribute, social attribute, cultural attribute, lifestyle, individual attribute, advertisement creativity, message tactic, persuading theory.