In recent years, scholars have called for studies that explore framing effects in the context of the real world. A growing amount of research is devoted to the question of which real-world factors enhance, limit, or obliterate framing effects. However, the important question whether framing effects vary depending on the level of attitudinal ambivalence – a prevalent psychological phenomenon that is shown to have significance influence on media effects and attitude change – has not been addressed. Based on a web-based between-subject experimental study (total N=177), this research investigates whether and how attitudinal ambivalence affects framing effects. The study shows that both the effects of the positive framed message (i.e., the message emphasizing a favorable consideration to the issue selected) and negative framed message (i.e., the message which emphasize unfavorable consideration) are affected by the level of attitudinal ambivalence. In particular, the positive framing effect is enhanced by the higher level of attitudinal ambivalence, while the negative framing effect gets weakened. These opposite results could be explained by the hypothetical mechanism of interaction, which holds that attitudinal ambivalence affects framing effects via affecting the role of predisposition in moderating framing effects. This hypothetical mechanism is supported by the experimental evidence. In addition, the theoretical and practical implications of this research will be discussed. / 近年來，不少學者均呼籲要在現實世界的情境中探索框架效應。而近年亦有越來越多的研究，專注於去探討有什麼現實世界的因素，會加強、削弱甚或是消除框架效應。然而，在這研究範疇中，還有一條重要卻尚未被處理過的問題 - 框架效應的影響，會不會因矛盾心態程度上的不同而有所變化？矛盾心態是世實世界中的一個常見心理現象。已有證據顯示，它會對其他的媒體效應、及態度轉變有來顯著的影響。 / 本文會以網上組間實驗的證據為基礎，探討矛盾心態會否及會如何影響框架效應。實驗結果顯示，矛盾心態分別影響了正面的框架化訊息 (正面訊息強調利好於事件的考慮)及反面的框架化訊息(反面訊息強調不利於事件的考慮)的影響。具體來說，矛盾心態加強了正面框架化訊息的影響，卻削弱了負面訊息的影響。這樣相反結果，可以被本文假設的相互作用機制所解釋。這機制假定，矛盾心態對框架效應的影響，是在個人回應框架訊息的過程中，通過改變個人傾向的影響力而產生的。實際的實驗結果，亦支持了這個假設的機制。 / 本文亦會探討這項研究的學術意義及實用意義。 / Lee, Po Chiu Ivan. / Thesis M.Phil. Chinese University of Hong Kong 2013. / Includes bibliographical references (leaves 206-223). / Abstracts also in Chinese; appendixes includes Chinese. / Title from PDF title page (viewed on 18, October, 2016). / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only.