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published_or_final_version / Business Administration / Master / Master of Business Administration

This study tests two competing theories of consumer satisfaction within the context of a high contact service, the disconfirmation of expectations theory and the value-percent disparity theory. In addition, it examined the strength of these theories when a new construct dealing with role performance was added. This service is a librarian-assisted, computerized information retrieval service, for the compilation of bibliographies. The study involved the experimental manipulation of consumer expectations about product-outcome attributes and about role performance attributes as well as actual performance for both types of expectation. The medium selected for the experiment was the observation of the roleplay by three actors involved in the service purchase process. The relative strength of the competing theories was then tested using multiple regression.

Variety seeking is a behavioral tendency that can be observed in various consumption situations. This thesis investigated the effects of three factors on variety seeking. These factors exert their effects on the tendency to choose variety via motivational or/and cognitive mechanisms. / The first essay examined the cognitive effects of processing style on variety seeking. One experiment demonstrated that when people were primed to process information globally, they were more likely to choose variety than when they were primed with a local processing style. This finding opens a fruitful avenue to investigate how variety seeking may be influenced by factors that can alter individuals’ processing style. / In the second essay, I explored the motivational effects of social exclusion on variety seeking. Two experiments showed that social exclusion, regardless of the specific way it is experienced, increased choice of variety. This effect was driven by ostracized people’s motivation to regain control. It is observed only when participants chronically have a need for control and when choosing variety can help fulfill the goal of restoring their feeling of control. In addition, it only occurs when individuals feel unable to restore their lack of social control directly, and must resort to means of doing so in other, nonsocial domains. Moreover, this essay showed that social exclusion had divergent effects on variety seeking and uniqueness seeking. / The third essay examined how motivational and cognitive effects interact on variety seeking. Specifically, it studied the effects of mortality salience, which not only can induce motivation to defend against death anxiety but also activate death-related semantic concepts. Four experiments showed that inducing thoughts about one’s own death decreased the variety of participants’ choices in an unrelated multiple-choice decision situation, whereas activating semantic concepts of death increased it. Moreover, inducing cognitive load decreased the motivational effect of mortality salience, leading its cognitive influence to predominate. The motivational effect of mortality salience was apparently driven by a desire for stability, leading to the avoidance of unfamiliar stimuli. In contrast, its cognitive, semantic effect was mediated by its impact on the use of a global processing style. The cognitive effects of mortality salience occur regardless of how it is induced, but its motivational influence occurs only when death anxiety is experienced as a result of thinking about one’s own death. / 多元化選擇是一個在各種消費情境中都會發生的行為傾向。本論文探討了三個對多元化選擇會產生影響的音素。這些因素通過動機、認知或者是它們兩者一并對多元化選擇發揮作用。 / 論文的第一部分研究了信息處理方式對多元化選擇的影響。通過一個實驗，該部分指出人們被引導使用整體信息處理方式的時候，他們會選擇更為多樣的產品。而當人們使用細節信息處理方式的時候，他們則會更傾向于選擇較為單一的產品。由于信息處理方式可以被各種不同的因素影響，本部分研究開辟了一個新的方向去思考這些因素對多元化選擇的作用。 / 在論文的第二部分，我研究了社會排斥對多元化選擇的動機效應。通過兩個實驗，本人發現社會排斥，不論其具體的體驗是如何，都會提升選擇的多元化。這一效應是由于被排斥的人們希望通過選擇多樣化的產品來獲得控制感。只有當人們本身對控制感有需求并且多元化選擇是有助于控制感獲得的情況下這一效應才會發生。同時，這一部分的論文發現社會排斥對多元化選擇和獨特性選擇的效應是不一樣的。 / 論文的第三部分探討動機和認知如何一同影響多元化選擇。具體而言，這部分論文研究了死亡凸顯的效應。死亡凸顯不但會刺激出抵抗死亡恐懼的動機，而且會激發與死亡相關的認知概念。通過四個實驗，我發現抵御死亡恐懼的動機會降低選擇的多元化，而單純地激發死亡的認知概念則會提升多元化選擇的傾向。同時，認知負擔的存在會削弱動機效應，從而令認知效應更加凸顯。死亡凸顯的動機效應是由對穩定的渴求驅動的，因而會導致人們避免選擇不熟悉的產品。相較而言，它的認知效應是為整體信息處理方式所中介的。不論死亡凸顯是如何操控，認知效應都會產生，但是其動機效應只有在被試聯想和感受到對自己死亡的恐懼時才會出現。 / Huang, Zhongqiang. / Thesis (Ph.D.)--Chinese University of Hong Kong, 2014. / Includes bibliographical references (leaves 75-88). / Abstracts also in Chinese. / Title from PDF title page (viewed on 25, October, 2016). / Huang, Zhongqiang. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only.

Choi, Wing-Hon. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 55-61). / Abstract and questionnaire also in Chinese.

Thesis (Ph. D.)--Massachusetts Institute of Technology, Dept. of Economics, February 1981. / "October 10, 1980." / Includes bibliographican references. / by Carl Shapiro. / Ph.D.

by Ho Wai Shun, Ng Hung Kin, Terence. / Includes questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 66-67). / TABLE OF CONTENTS --- p.III / LIST OF ILLUSTRATIONS --- p.IV / LIST OF TABLES --- p.V / Chapter / Chapter I. --- Introduction --- p.1 / Commercial Usage of the Internet --- p.1 / Internet as Advertising Medium --- p.5 / What is the Problem of Using Internet as Advertising Media --- p.7 / Objectives of the project --- p.7 / Chapter II. --- Conceptual Framework and Model --- p.9 / Factors affecting consumers' responses towards Advertisements in the Internet --- p.9 / Causal Relationship among Consumers' Responses --- p.10 / The Conceptual Model and Hypotheses --- p.12 / Conceptual Model --- p.12 / Hypotheses --- p.13 / Chapter III. --- Methodology --- p.15 / Research Design : Laboratory Experiment --- p.15 / Creating up the Experimental Web Site --- p.16 / Sample and Sampling Procedure --- p.17 / The Sample --- p.17 / Sampling Procedure --- p.19 / Data Collection Method --- p.20 / Operationization of Constructs --- p.21 / Data Analysis --- p.24 / MANOVA --- p.24 / Path Analysis (LISREL 8) --- p.24 / Chapter IV. --- "Results, Analysis and Discussion" --- p.26 / MANOVA Analysis --- p.26 / Path Analysis --- p.29 / Discussion --- p.31 / Chapter V. --- Conclusion and Managerial Implications --- p.32 / APPENDIX --- p.36 / BIBILIOGRAPHY --- p.66

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