說服的形式，主要是由說服訊息引起態度評價的改變而造成說服效果。近來，由於受

到認知學派訊息處理模式的影響，在說服的研究及理論的建構上，均偏重在態度結構

的認知系統，較少言及情感系統在說服過程中所扮演的角色。故本研究將態度中認知

、情感成份分別突顯出來，並接受不同觀點的說服訊息（偏重在認知觀點或情感觀點

的說服訊息），以探討認知系統和情感系統在說服過程中的影響。此外，還探討了不

同的態度形成方式（以認知為主導或以情感為主導的態度）在說服過程中所扮演的角

色。

本研究採2 （態度形式的方式：認知或情感為主導）×2 （突顯態度成份：認知或情

感成份）×2 （說服訊息：認知說服訊息或情感說服訊息）受試者間的三因子實驗設

計，共八組，以大學生為受試者，每組15人，共120 人。採用的態度對象物為「新品

牌的洋芋片」，以個別施測進行所操弄的實驗過程。統計方法包括變異數分析及相關

分析等。

研究的結果顯示：在「態度形成以認知為主導」時，突顯態度成份和說服訊息類型一

致時，突顯態度成份和說服訊息類型不一致時，產生的說服效果較大。另外亦對以往

相關的研究做一檢驗、比較及探討。

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