Nous étudions dans cette thèse une dimension particulière de l’emballage : la texture. Dans la première étude (A), composée de trois expérimentations, nous présentons l’influence de la texture, en l’absence de contact tactile, sur l’attitude envers un produit et sur le choix du consommateur. Nous manipulons la texture de l’emballage ainsi qu'une stimulation tactile au préalable en prenant en compte le niveau du besoin de toucher de l’individu. Nous montrons que la stimulation tactile positive induit une appréciation plus positive du produit lorsque ce dernier n’est pas texturé et ce, indépendamment du besoin de toucher. Lorsque le produit est texturé, les individus à faible besoin de toucher présentent une dévaluation du produit. Ensuite, nous présentons l’influence d’une stimulation tactile négative sur le choix entre un produit lisse et un produit texturé. En l’absence de stimulation tactile, le produit contenu dans l’emballage texturé est préféré. La stimulation tactile négative conduit principalement les individus à faible besoin de toucher à préférer le produit contenu dans l’emballage lisse. Dans la deuxième étude (B), nous étudions l’influence du contact tactile avec la texture de l’emballage sur le goût perçu du produit. Dans une première expérimentation nous montrons que lorsque la texture n’apporte pas d’informations sur le produit contenu, elle n’influence pas le goût perçu. Lorsque la texture de l’emballage induit des attentes sur le produit, l’évaluation dépend de la situation de congruence sensorielle. S’il y a une incongruence sensorielle entre la texture de l’emballage et celle du produit lors de la consommation, le goût du produit sera moins apprécié. Dans la deuxième expérimentation, en utilisant un électro-encéphalogramme, nous étudions les effets de la congruence sensorielle entre la texture de l’emballage et celle du produit sur les émotions du consommateur. Nous montrons que l'incongruence sensorielle induit un niveau d’éveil plus élevé mais induit également des émotions plus négatives comparativement à une situation de congruence sensorielle. / We study in this thesis a particular dimension of the packaging: the texture. In the first study (A), composed of three experiments, we present the influence of the texture, in the absence of tactile contact, on attitudes towards a product and consumer choices. We manipulate the texture of the packaging as well as a tactile stimulation previously taking into account the level of the need for touch. We first show that the positive tactile stimulation induces a more positive assessment of the product when it is not textured, regardless of the need for touch. When the product is textured, individuals with a low need for touch have a devaluation of the product. Then we present the influence of negative tactile stimulation on the choice between a product whose packaging is smooth and the other textured. In the absence of tactile stimulation, the product inside the textured packaging is the preferred. Prior negative tactile stimulation leads mainly individuals with a low need for touch to favor the product inside the smooth packaging. In the second study (B), we present the influence of tactile contact with the texture of packaging on the perceived taste of the product. In the first experiment we show that when the texture does not provide information about the product contained, it does not have influence on the perceived taste. When the texture of the packaging induced expectations about the product, the assessment depends on the situation of sensory congruency. If there is a sensory incongruency between the texture of the packaging and the texture of the product during consumption, the taste of the product will be less appreciated. In the second experiment, by using a EEG, we study the effects of sensory congruency between the texture of the packaging and the texture of the product on the emotions of the consumer. We show that sensory incongruency induces a higher level of arousal, but also induces to more negative emotions comparatively to a situation of sensory congruency.

The vast majority of research based on brand gender has been developed focusing on consumers’ perspectives and behaviour. The implications of studying different perceptions of a brand’s gender can be related to brand equity, since this term is strongly associated with brand personality. Furthermore, as consumers reinforce themselves and their self-concept through brand identification, implications regarding self-representation are emphasized in terms of self-congruency having significant influence in brandcustomer relationships. During this thesis, a new holistic firm perspective approach was applied to brand gender. Acne Studios, iconic fashion brand based in Stockholm, was analysed and constituted as case study, aimed to comprehend how a brand could be perceived and identified as androgynous. Several brand related elements, covering a wide spectrum from typography to brand’s portfolio, including garment analysis, as well as brand presentation and communication features were studied in order to provide a whole picture of the firm’s gender comprehension. Using as a starting point androgyny definition as the sum of the feminine and the masculine, the setting of brand´s gender was further expanded as a result of the analysis performed for covering all possible gender identifications. Overall, this study conveys a broad and inclusive understanding of gender within the fashion brand Acne Studios and its elements to deepen and provide a new perspective within marketing and gender research.

As sensory marketing is becoming a more widely used strategy in the world, the need to distinguish oneself is more important than ever. The general knowledge of sensory cues, their interplay and sensory overload among Swedish retail beauty companies is researched in this thesis. We set out to identify the baseline knowledge of the store personnel and the implications thereof in Sweden on the subjects formerly mentioned.       This investigative study aims to provide an insight into the workings and knowledge gap of retail store design from the perspective of store personnel with sensory- marketing, interplay and congruency in mind with focus on the senses vision, audio and scent. The knowledge of these are assumed to influence a stores’ ability to cater to and adapt to everyday and sensory-sensitive consumers. The study also aims to provide an insight into the subject of sensory overload, what causes it and the effects that might be had from the experience.    To achieve this, we formed the research questions: “How do beauty retail stores in Sweden keep sensorial interplay in mind when designing their retail setting?” and “How do beauty retail stores in Sweden take sensory overload into consideration?”. We performed qualitative interviews with Swedish retail beauty stores’ employees. A foundational knowledge was established in the form of a literature review followed by empirical findings, to be discussed in the analysis.   The conclusions drawn from our research, were that there is awareness among managers on sensory marketing. However, sensory cues are commonly broken down and compartmentalized into singular events. While we found that there are congruence considerations taken as to how the cues relate to the stores’ brand, there seemed to be little to none taken to how the cues interplay with each other. We could also conclude that sensory overload is not a consideration. However, that there are various reasons to this, one major being that Swedish retailers are careful about the implementation of sensory experiences and therefore consider themselves safe from the possibility.

Andreas Starke Quantifizierung und Klassifizierung der kaninen Ellbogeninkongruenz auf Grundlage einer standardisierten Röntgen- und Messmethode Klinik für Kleintiere der Veterinärmedizinischen Fakultät der Universität Leipzig (79 Seiten, 27 Abbildungen, 8 Tabellen, 132 Literaturangaben) Zielstellung: Ziel der vorliegenden Arbeit war die objektive Quantifizierung der knöchernen Konformation des Ellbogengelenkes gesunder und erkrankter Hunde unter standardisierten Bedingungen. Dazu sollte eine Methode entwickelt werden mit der Röntgenaufnahmen von Ellbogen unter Belastung angefertigt und anhand von Messungen an markanten Knochenstrukturen evaluiert werden können. Diese standardisierte Röntgen- und Messmethode sollte an einer Kontrollgruppe getestet werden, um die Eignung der Methodik zu untersuchen und Referenzwerte zu erstellen. Besonderer Schwerpunkt war die Überprüfung der Reliabilität der Messungen in Abhängigkeit von Lagerungsartefakten und Messwiederholungen. Danach sollten Ellbogengelenke klinisch erkrankter Hunde untersucht und mit den Ergebnissen der Kontrollgruppe verglichen werden, um herauszufinden, ob sich die Messergebnisse signifikant von gesunden Gelenken unterscheiden. Zudem wurde die Hypothese aufgestellt, dass sich die dysplastischen Ellbogengelenke anhand der röntgenologischen Messparameter in unterschiedliche Formen der humeroulnaren und humeroradialen Inkongruenz unterteilen lassen. Material und Methode: Bei 27 lahmheitsfreien Hunden wurden von 47 Ellbogengelenken Röntgenaufnahmen mit und ohne Belastung (mediolateral, kraniokaudal; Aufnahmen am liegenden, narkotisierten Tier) sowie Aufnahmen im Stehen (kraniokaudal) untersucht. Digital gemessen wurden subchondrale Gelenkspaltenabstände, subchondrale Knochenabstände und ein Winkel. Anschließend wurden 149 Hunde mit ED der Röntgen- und Messmethode unterzogen und mit den Ergebnissen der Kontrollgruppe verglichen. Anhand von gehäuft auftretenden Messwertabweichungen wurden die 149 Hunde in Untergruppen eingeteilt und erneut mit der Kontrollgruppe verglichen. Danach wurden 4 Gruppen mit jeweils unterschiedlicher Osteotomie an Radius bzw. Ulna zur zwei- und dreidimensionalen Gelenkumstellung erstellt (euthanasierte Hunde ohne Ellbogenerkrankung), der gleichen Röntgen- und Messprozedur unterzogen und mit der Kontrollgruppe und den Gruppen der kranken Hunde verglichen. Ergebnisse: Eine standardisierte und reliable Lagerung sowie Längen- und Winkelmessungen an definierten Knochenpunkten konnten mit und ohne Belastung bei gesunden und kranken Hunden etabliert werden. Mittels Normalisierung der Parameter der Längenmessungen gelang eine Vergleichbarkeit zwischen unterschiedlichen Gelenken und Projektionsebenen herzustellen. Messwerte von Aufnahmen im Stehen zeigten viele Lagerungsartefakte und eine geringe Reliabilität. Von den einzelnen Messparametern der Aufnahmen mit und ohne Belastung konnten aufgrund ihrer geringen Streuung Normwerte von der Kontrollgruppe abgeleitet werden. Eine deutliche Abgrenzung auf Grundlage signifikanter Unterschiede führte zur Bildung der Untergruppen Typ I (n=60), Typ II (n=40) und indiff (n=49) innerhalb der 149 Hunde mit ED. Unterscheidungskriterien für die Einteilung eines kranken Ellbogengelenkes in Typ I, Typ II und indiff waren 3 subchondrale Gelenkspaltenabstände (mp3, mp4, mp6), 3 aus Gelenkspaltenabständen errechnete Indizes (LI 3, LI 4, LI 6) und ein Winkel. Diese Parameter wiesen in der Kontrollgruppe eine hohe Reliabilität auf. Durch die Osteotomiemodelle konnten Parallelen zwischen Typ I und einer short ulna sowie zwischen Typ II und einem short radius ermittelt werden. Schlussfolgerungen: Röntgenaufnahmen am stehenden Hund sind nicht praktikabel, nur bedingt auswertbar und daher nicht geeignet. Anhand von Röntgenbildern mit und ohne Belastung lassen sich dagegen die Knochenverhältnisse im Gelenk beschreiben und Normwerte erstellen. Die untersuchte Methodik ist geeignet 67% erkrankter Tiere einem Inkongruenztyp (Typ I oder Typ II) zuzuordnen. Die Ergebnisse der dreidimensionalen Ulnaverkürzung und dreidimensionalen Radiusverkürzung weisen auf dreidimensionale Bewegungen der Knochenoberflächen bei Typ I bzw. Typ II im und am Gelenk hin. Ob Ellbogengelenke des Typ I (40%) von einer dreidimensionalen Osteotomie der proximalen Ulna und Ellbogengelenke des Typ II (27%) von einer Radiuselongation profitieren würden, müssen weitere Untersuchungen zeigen. Die Inkongruenz selbst konnte nicht näher quantifiziert werden.:1 EINLEITUNG 1 2 LITERATURÜBERSICHT 3 2.1 Anatomie des kaninen Ellbogengelenkes 3 2.2 Biomechanik des Ellbogengelenkes 5 2.3 Ellbogendysplasie 7 2.3.1 Inkongruenzen 8 2.3.1.1 Radioulnare Längendisparität 9 2.3.1.2 Dynamische radioulnare Längendisparitäten 10 2.3.1.3 Ellipsoide Malformation der Incisura trochlearis 10 2.3.1.4 Primäre Rotationsinstabilität von Radius und Ulna relativ zum Humerus 11 2.3.2 Angular vector model 12 2.3.3 Bildgebende Verfahren zur Darstellung einer Inkongruenz 13 2.3.3.1 Röntgenuntersuchung als planare Projektion 13 2.3.3.2 Computertomographie 16 2.3.3.3 Magnetresonanztomographie 17 2.3.3.4 Arthroskopie 17 2.3.3.5 Röntgen, CT, MRT und Arthroskopie im Vergleich 18 3 EIGENE PUBLIKATIONEN 19 3.1 Röntgenologische Quantifizierung der Ellbogengelenks- konformation mit einer neuen standardisierten Röntgentechnik unter Last: Referenzwerte für mittelgroße und große Hunde ohne Ellbogengelenksdysplasie 19 3.2 Vergleichende röntgenologische Untersuchung von kaninen Ellbogengelenken mit ED und ohne ED unter standardisierten belasteten Bedingungen 49 4 DISKUSSION 72 5 ZUSAMMENFASSUNG 76 6 SUMMARY 78 7 LITERATURVERZEICHNIS 80 8 DANKSAGUNG 91 / Andreas Starke Quantification and classification of canine elbow incongruency using a standardized method for radiography and measurement Department of Small Animal Medicine, Faculty of Veterinary Medicine, Universitiy of Leipzig (79 pages, 27 Figures, Tables, 132 references) Objective: Goal of this paper was the objective quantification of elbowjoint conformation for healthy and diseased dogs under standardized conditions. Therefor we developed a method for taking x-rays of the elbow joint under load to facilitate measurements using bone-landmarks. For this we aimed to test a standardized X-ray- and measurement methodology on a control group for evaluation of the developed methodology and to compile reference values. Emphasis has been placed on the validation of the reliability of the taken measurements especially were positioning artefacts and repeat measurements were concerned. Subsequently we examined elbow joints of clinically affected dogs and compared the results to that of the control group to determine whether signifikant differences can be found in the measurements compared to those taken in joints of healthy dogs. Additionally we formulated the hypothesis that displastic Elbow joints can be grouped into humero-ulnar and humero-radial incongruencies using the developed method of measurement. Material and methods: Plain x-rays and standardized stressed x-rays (medio-lateral, cranio-caudal taken under sedation; cranio-caudal views taken while standing) of 47 elbow-joints of 27 lameness free dogs were examined. We digitally measured subchondral jointgaps, subchondral bone gaps and an angle. Afterwards 149 dogs with ED were examined using our standardized X-ray method and we compared the results to the control group. The 149 dogs were divided into subgroups using frequent measurement deviances and the subgroups again compared to the control group. Afterwards we created 4 groups based on the kind of radial or ulnar osteotomy for two- and three- dimensional joint adjustment, took measurements based on our standardized X-ray method and compared the results to the control group and ED group. Results: A reliable standardized X-ray methodology as well as length and angle measurement on defined bone landmarks with and without load could be established on healthy dogs and those with ED. Using normalization of length-measurements we were able to establish comparability between different joints and projections. Measurements from x-rays taken in a standing position showed a lot of positioning related artefacts and low reliability. We were able to compile standard values from x-rays of the control group taken with- and without load due to the low deviation of the norm values. Due to marked delination based on significant differences we were able to establish subgroups Typ I (n=60), Typ II (n=40) and Group indiff (n=49) in the ED Group. Distinction Criterions to classify an ED elbow joint in Types I, II or indiff were 3 subchondral jointgaps (mp3, mp4, mp6), three indices calculated out of joint gaps (LI 3, LI 4 and LI 6) and an angle. In the control group these parameters showed a high reliability. Using an osteotomy model we were able to draw parallels between Typ I and a short Ulna, as well as Typ II and a short radius. Conclusions: X-rays taken in a standing position are not feasible. Using x-rays taken with and without load we were able to adequately describe bone-marker relations and could compile norm values. Using our developed method we have been able to assign 67% of the examined diseased joints to a type of incongruency (Type I or II). The results of three dimensional ulna and radius shortening indicate three dimensional movement of the bone surface in Typ I or II in the joint. Whether elbow joints of Typ I (40%) benefit of a three dimensional proximal ulna-osteotomy or joints of Typ II (27%) would benefit of a radial elongation needs to be shown in further studies.:1 EINLEITUNG 1 2 LITERATURÜBERSICHT 3 2.1 Anatomie des kaninen Ellbogengelenkes 3 2.2 Biomechanik des Ellbogengelenkes 5 2.3 Ellbogendysplasie 7 2.3.1 Inkongruenzen 8 2.3.1.1 Radioulnare Längendisparität 9 2.3.1.2 Dynamische radioulnare Längendisparitäten 10 2.3.1.3 Ellipsoide Malformation der Incisura trochlearis 10 2.3.1.4 Primäre Rotationsinstabilität von Radius und Ulna relativ zum Humerus 11 2.3.2 Angular vector model 12 2.3.3 Bildgebende Verfahren zur Darstellung einer Inkongruenz 13 2.3.3.1 Röntgenuntersuchung als planare Projektion 13 2.3.3.2 Computertomographie 16 2.3.3.3 Magnetresonanztomographie 17 2.3.3.4 Arthroskopie 17 2.3.3.5 Röntgen, CT, MRT und Arthroskopie im Vergleich 18 3 EIGENE PUBLIKATIONEN 19 3.1 Röntgenologische Quantifizierung der Ellbogengelenks- konformation mit einer neuen standardisierten Röntgentechnik unter Last: Referenzwerte für mittelgroße und große Hunde ohne Ellbogengelenksdysplasie 19 3.2 Vergleichende röntgenologische Untersuchung von kaninen Ellbogengelenken mit ED und ohne ED unter standardisierten belasteten Bedingungen 49 4 DISKUSSION 72 5 ZUSAMMENFASSUNG 76 6 SUMMARY 78 7 LITERATURVERZEICHNIS 80 8 DANKSAGUNG 91

Recent reports suggest that over half of the world's population regularly uses two or more languages (or dialects) in their daily lives. The U.S. Census Bureau reports 21.6% of the population communicates in a language other than English within their homes. Thus, it is essential to methodically investigate how language processing and learning vary between monolingual and bilingual individuals. To date, research on the effects of bilingualism on language processing has been inconsistent or conflicting. The present study was designed to empirically examine if bilingual speakers differ in language processing and comprehension compared to their monolingual counterparts. It was hypothesized that the bilingual switching process would impact language processing as measured by accuracy and reaction time (RT). A sample of 60 participants was used and consisted of 15 monolingual English speakers and 45 bilingual Spanish, French, and Arabic speakers. All participants completed a series of language decision tasks consisting of 44 congruent and incongruent sentences presented randomly and sequentially. Results showed that participants were more accurate in detecting incongruent than congruent sentences. Similarly, participants also responded faster to incongruent than congruent sentences. In addition, results also showed that participants had higher accuracy scores when the sentences were presented sequentially than randomly and responded faster when sentences were presented randomly than sequentially. Interestingly, results also showed a significant interaction between congruency and presentation mode on participants' accuracy scores. Tests of simple effects indicated that for the sequentially presented sentences, there was a significant difference between congruent and incongruent sentences. Similarly, for the congruent sentences, there was a significant difference between the sequentially and randomly presented sentences. Furthermore, our results also showed a significant interaction between congruency and presentation mode on participants' reaction time scores. Tests of simple effects indicated that participants had faster reaction time scores in the congruent sentences when they were presented randomly than sequentially. A series of General Linear Models (GLM) was conducted to examine the effects of language tested, congruency, and presentation mode on participants' accuracy scores. Results also showed a marginally significant interaction between congruency and language tested on accuracy and reaction time scores. Tests of simple effects indicated that only the Arabic speakers had significantly higher accuracy scores on concurrent than incongruent sentences. None of the other language groups had significant differences between congruent and incongruent accuracy scores for the other language groups. Finally, there was a significant interaction between congruency and language tested on participants' reaction time scores. Results showed that for the congruent sentences, French speakers had significantly faster reaction times than Spanish speakers and English speakers had significantly faster reaction times than Spanish speakers. However, English speakers had significantly faster reaction time scores for incongruent sentences than Arabic speakers. Both theoretical and practical implications are discussed, and future research directions are presented.

No description available.

Financial ratios are key units of analysis in most quantitative financial research including bankruptcy prediction, performance and efficiency analysis, mergers and acquisitions, and credit ratings, amongst others. Since hundreds of ratios can be computed using available financial data and given the substantial overlap in information provided by many of these ratios, choosing amongst ratios has been a significant issue facing practitioners and researchers. An important contribution of the present thesis is to show that ratios can be arranged into groups where each group describes a separate financial aspect or dimension of a given firm or industry. Then by choosing representative ratios from each group, a small, yet comprehensive, set of ratios can be identified and used for further analysis. Whilst a substantial part of the financial ratio literature has focused on classifying financial ratios empirically and on assessing the stability of the ratio groups over different periods and industries, relatively little attention has been paid to the classifying of financial ratios of the banking sector. This study aims to explore the classification patterns of 56 financial ratios for banks of different type, size and age. Using data from the Uniform Bank Performance Report (UBPR), large samples of commercial, savings, and De Novo (newlychartered) commercial banks were obtained for the period between 2001 and 2005, inclusive. Principal Component Analysis (PCA) was performed on a yearly basis to classify the banks' ratios after applying the inverse sinh transformation to enhance the distributional properties of the data. The number of patterns were decided using Parallel Analysis. The study also uses various methods including visual comparison, correlation, congruency, and transformation analysis to assess the time series stability and cross-sectional similarity of the identified ratio patterns. The study identifies 13 or 14 ratio patterns for commercial banks and 10 or 11 ratio patterns for savings banks over the period on which the study is based. These patterns are generally stable over time; yet, some dissimilarity was found between the ratio patterns for the two types of banks – that is, the commercial and savings banks. A certain degree of dissimilarity was also found between the financial patterns for commercial banks belonging to different asset-size classes. Furthermore, four ratio patterns were consistently identified for the De Novo commercial banks in the first year of their operations. However, no evidence of convergence was found between the ratio patterns of the De Novo commercial banks and the ratio patterns of the incumbent (that is, long established) commercial banks. The findings of this study bring useful insights particularly to researchers who employ bank financial ratios in empirical analysis. Methodologically, this research pioneers the application of the inverse sinh transformation and parallel analysis in the area of the ratio classification literature. Also, it contributes to the use of transformation analysis as a factor comparison technique by deriving a significance test for the outputs of this analysis. Moreover, this is the only large scale study to be conducted on the classification patterns of bank financial ratios.

2014年，台灣FOX頻道播出美國長青諷刺卡通《辛普森家庭》，以其台味十足的配音風格而紅極一時。台灣《辛普森家庭》揉合了在地當時流行的時事話題，與原版內容大相逕庭，卻深受台灣觀眾喜愛。然而，即使廣受歡迎，台版《辛普森家庭》也為部分觀眾所批評，認為其喪失原版樣貌，在網路上亦興起一波攻擊與護航熱議。過去研究指出，人們傾向接觸與自己相近的事物，也比較喜歡這樣的內容（Markus & Wurf, 1987; Chang, 2002, 2005, 2008a, 2011）。 據此，本研究以雜揉兩種文化的影視文化產品出發，試圖於自我一致性理論（Self Congruency Theory）版圖中加入影視消費一環。因此，本研究以「知覺影片文化」與「既存文化認同」之交互作用切入，欲了解兩者之間的關係。此外，本研究亦試圖剖析閱聽人觀影時的心理機制，加入閱聽人觀影後的認知反應（自我參照、自我－影片連結、心理距離）與情感反應（正向情緒、觀影享受），測試其對於影片態度的效果。 本研究採單因子實驗設計，以「知覺影片文化」為自變項，以「文化認同」為調節變項，兩者之交互作用項作為分析之用；此外，亦探討自我參照、自我－影片連結、心理距離、正向情緒、觀影享受等五概念對於影片態度之中介效果。研究結果指出，知覺影片文化與文化認同之交互作用並未能顯著預測影片態度，文中討論研究限制所在與未來研究建議。

作為行銷的主要推廣工具之一，優惠券可同時使商家和消費者獲益，可謂是一個雙贏的行銷手法。然而在實務上，優惠券的總體發放數量巨大，但整體兌換率卻極低，如何提昇優惠券的兌換率成為企業的重要課題。為了吸引消費者，市面上林林總總的優惠券層出不窮，例如「好友分享券」與「買一送一券」；使用效期的表述亦有多種方式，例如「僅限1月1日可使用」與「1月1日任何時間可使用」。本文由此思考，優惠券上這些看似可隨意混用的文字訊息，也許在不知不覺中影響著消費者的思維模式，並對消費者的優惠券評價、兌換意願及兌換行爲產生作用。 本文結合解釋水平理論與框架效應理論，意圖釐清看似相同的優惠券文字訊息對消費者思維模式解釋水平的影響（實驗一），接著探討思維模式解釋水平與效期框架之適配對優惠券吸引力與兌換意願（實驗二子實驗a、b）及兌換行為（實驗三）的影響，並試圖以處理流暢性解釋此影響過程的心理機制（實驗二子實驗a、b）。 研究主要有兩點發現：（一）「好友分享券」與「買一送一券」文字訊息在影響消費者思維模式解釋水平上具有顯著差異，「好友分享券」文字訊息影響消費者處於高水平解釋思維模式；「買一送一券」文字訊息影響消費者處於低水平解釋思維模式。（二）「好友分享券」（高水平解釋）與「僅限」（限制性效期框架）、「買一送一券」（低水平解釋）與「任何時間」（開闊性效期框架）分別存在適配效果，比不適配的思維模式解釋水平與效期框架更能提升優惠券吸引力及增加消費者兌換意願。最後，本研究探討研究發現的意涵，並對未來研究方向提出建議。 / As one of the major promotional tools for marketing, coupons can benefit both consumers and retailers. Therefore, coupon marketing is considered to be a so-called win-win marketing approach. However, in practice, despite the massive number of coupons distributed, overall redemption rates remain extremely low. The question of how to raise redemption rates has become an important issue for corporations. In order to attract consumers, various coupons keep emerging in the market, such as “share with friends” coupons and “buy one, get one free” coupons. Moreover, the same redemption window can be expressed in different ways, for example, “the coupon can be used only on January 1” and “the coupon can be used anytime on January 1”. This research is interested in whether the seemingly interchangeable coupon messages exert an influence without people's realizing it on consumers’ mind-sets, coupon attractiveness, redemption intention and behavior. By combining Construal Level Theory with Framing Effect, this research attempts to explore the impact of the seemingly equivalent coupon messages on the construal level of consumers’ mind-sets (Study 1), and examine the effect of the congruency between the construal level of mind-sets and redemption window frames on coupon attractiveness, redemption intention (Study 2a & 2b) and behavior (Study 3). In addition, this research tries to draw on processing fluency to explain the mechanism underlying the effect (Study 2a & 2b). The main findings are as follows. First, “share with friends” and “buy one, get one free” influence consumers to construe their mind-sets at a high and low level, respectively. Second, the congruency between “share with friends” coupon (high-level construal) and the restrictive frame “only”, “buy one, get one free” coupon (low-level construal) and the expansive frame “anytime”, enhances coupon attractiveness and consumers’ intention to redeem. The research concludes with the implications of the findings and suggestions for future research.

近年台灣行銷市場中，網路口碑之於消費者的重要性不言而喻，其應用成為行銷顯學之一。不過觀察目前網路口碑相關研究，多數仍聚焦在傳播者評論口碑對象（產品、服務、品牌等）的傳播過程、網路口碑影響消費者購買意圖或品牌忠誠的程度，或是正負面口碑差異等面向，較少從口碑傳播者、產品及接收者本身屬性（類型、來源國等）一致的角度，探討是否會影響說服效果，而「性別」正是一項鮮少被觸及的重要屬性。事實上，性別一致產生的效果，在早期的廣告行銷研究中，即不斷被證實存在，能有效帶來消費者態度行為的正向影響（Caballero & Solomon, 1984）。然而網路作為傳播媒介的研究中卻缺乏相關的討論，因此能否複製「性別具有一致性時，就會具有正相關效果」的結論猶未可知。 　　而「性別一致性效果」產生的機制亦分屬「一致性效果」、「自我一致性」的兩種不同心理狀態類別，本研究除了歸納原先定義不清的一致性效果涵義，更希望進一步探討何種機制對於消費者的影響較為重要。另一方面，「一致」情況亦存在「主觀」感知與「客觀」存在的差異，亦有區分之必要性。同時，亦不可忽略口碑中推薦產品本身具備的屬性特質，可能是會導致消費者在意性別線索的關鍵，在相關理論基礎下，推論消費者會依賴推薦者的形象來協助判斷（Zeithaml, 1988）。換句話說，欲瞭解產品屬性，也就是體驗性/搜尋性的產品將直接導致消費者對於性別一致的感知產生不同的交互作用，進而影響到整體口碑說服效果。 　　故本研究計有三個主要的操弄變項，分別是傳播者性別（男/女）、產品性別（男/女）與產品屬性（搜尋屬性/體驗屬性），在研究設計上乃是採用2 × 2 × 2的三因子實驗設計（factorial experiment design），應變項則為受試者的口碑訊息診斷性、產品態度及購買意圖。 　　研究結果發現，客觀性別一致並不會影響消費者口碑說服效果，而不同產品屬性的交互作用下，客觀性別一致的重要性會在消費者選購體驗性產品時浮現，進一步正向影響消費者對於產品的態度，而且在性別一致性的兩種機制中，「自我一致性」（如傳播者/代言人與自身一致、產品與自身一致）比起「一致性效果」（外界的傳播者/產品一致）的機制，更能顯著影響消費者的商品態度。不過，一旦消費者主觀感知到性別一致的情形存在，無論是何種機制、何種產品屬性，皆能有效影響消費者的口碑說服效果。 　　上述的研究結果可以提供給未來欲透過口碑工具，邀請特定口碑寫手或消費者於試用產品後討論引起注意的廠商，在策略擬定之參考。建議行銷人員規劃行銷手法時多考慮「性別一致」引發之影響，讓消費者提升對於產品的態度與行為。