| 研究生: |
廖楷民 Liao, Kai-min |
|---|---|
| 論文名稱: |
從事件自我相關程度探討訊息呈現方式對風險知覺之影響 |
| 指導教授: |
顏乃欣
Yen, Nai-Shing |
| 學位類別: |
碩士
Master |
| 系所名稱: |
理學院 - 心理學系 Department of Psychology |
| 論文出版年: | 2007 |
| 畢業學年度: | 95 |
| 語文別: | 中文 |
| 論文頁數: | 82 |
| 中文關鍵詞: | 頻率或機率方式呈現訊息 、事件自我相關程度 、推敲可能性模式 、風險知覺 |
| 相關次數: | 點閱:113 下載:162 |
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以機率或頻率方式呈現訊息對風險知覺評估的影響,過去的研究有不一致的結果,原因可能來自於判斷事件與受試者的自我相關程度不同,而引發捷思或系統性的訊息處理歷程。實驗一發現當事件的自我相關程度高,受試者會採用系統性的認知處理,而事件的自我相關程度低時,受試者會採用捷思性的認知處理。實驗二詢問受試者認為以機率或頻率方式呈現訊息何者較清楚明確,結果發現有77.5%的受試者認為以頻率方式呈現訊息較以機率方式呈現訊息清楚明確。實驗三操弄「事件自我相關程度」與「機率或頻率方式呈現訊息」,結果發現當事件為高自我相關時,機率或頻率方式呈現訊息在風險知覺的判斷上沒有差異;而當事件為低自我相關時,則頻率方式呈現訊息的「風險知覺」與「事件聯想負向詞數量」均大於機率方式呈現訊息。另外,當事件為低自我相關時,訊息明確度與事件聯想負向詞數量對風險知覺有顯著的預測力。以上的結果支持不同事件自我相關程度會引發捷思或系統性訊息處理,而頻率方式呈現訊息較機率方式呈現訊息清楚明確的原因,與Slovic等人(2000)提出頻率較具體,容易想像的推論符合,但不支持Gigerenzer和Edwards (2003)認為機率的參照類別不清楚的假設。此外,自我相關程度與可得性捷思為影響頻率或機率方式呈現訊息對風險知覺判斷結果不一致的重要變項。
緒論 1
文獻探討 2
訊息呈現方式對風險知覺的影響 2
框架效果 3
頻率或機率的呈現方式 4
可得性捷思法與風險知覺 7
情感對風險知覺的影響 10
個別差異與風險知覺 11
事件自我相關程度與風險知覺 11
自我相關事件的認知處理歷程 13
捷思-系統性模式(Heuristic-System Model, HSM) 13
推敲可能性模式(Elaboration- Likelihood Model, ELM) 15
研究假設 17
前測 18
實驗一 20
實驗二 25
實驗三 28
綜合討論 36
參考文獻 41
附件一 47
附件二 63
附件三 67
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