近年來，行銷領域所探討之調節焦點理論與調節配適理論，是有關於消費者心理的研宄，主要是強調，當消費者本身的長期目標導向和所採取的手段方法達到配適時，可以使消費者「感覺對了」，因而產生好的態度反應。同理，當廣告所傳遞的訊息焦點和消費者本身的長期目標導向配適時，也就能使消費者對標的物產生好的態度反應。
本研究以調節焦點理論與調節配適理論為基礎，觀察台灣和日本的消費者，旨在探討文化背景的不同，是否會影響消費者的長期目標導向？對調節配適的效果又會有怎樣的影響？而消費者自我監控程度的不同，又會對調節配適效果發生怎樣的調節作用？
而本研究結果顯示：
一、 在促進廣告訊息焦點下，當消費者長期促進導向程度越高，越能提升消費者的態度反應，然而在預防廣告訊息焦點下，消費者長期預防導向程度越高時，則無法看出較佳的態度反應。
二、 日本的男、女消費者在預防長期目標導向程度上的差距，大於台灣的男、女消費者差距。
三、 在促進廣告訊息焦點下，消費者的促進導向程度越高，越能提升好的態度反應，此效果在日本的消費者上更明顯
四、 在促進（預防）廣告訊息焦點下，消費者的長期促進（預防）導向程度越高，對產品態度和廣告態度有正向（負向）的提升效果，然而當消費者自我監控程度越高會越弱化該效果。

Regulatory focus theory and regulatory fit theory are talking about research of consumer’s behaviour in marketing related field in recent years. Two theories emphasise that when consumer’s long-term goal orientation fits methods they take, consumer would feel “that is right” and then positive attitude reaction is made. Meanwhile, when messages from advertisement fit consumer’s long-term goal orientation, consumer would have positive attitude toward the object of advertisements.
This research is based on regulatory focus theory and regulatory fit theory to observe consumers in Taiwan and Japan. It discusses does differences of culture background affect consumer’s long-term goal orientation or not. How does culture background influences outcomes of regulatory fit theory? What kind of results based on regulatory fit theory would be made according to differences of consumer’s self-monitoring?
The results of the research are in the following:
First, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object of the advertisement is more positive. However, in prevention focus advertisement, though the extent of consumer’s chronic prevention goal orientation is higher, consumer did not show more positive attitude toward the object of advertisement.
Second, the difference in prevention goal orientation between male and female consumer in Japan is bigger than the difference in prevention goal orientation between male and female consumer in Taiwan.
Third, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object is more positive. This situation is more obviously in Japan’s consumer than in Taiwan’s consumer.
Finally, in promotion (prevention) focus advertisement, when the extent of consumer’s chronic promotion (prevention) goal orientation is higher, the consumer attitude toward the object is more positive (negative). However, this result will be more unobvious when the extent of consumer’s self-monitoring is higher.

一、中文部分
1. 王智弘譯(1992)， Haferkamp C. J. 著，1989，自我監控理論在諮商督導上的運用，輔導月刊，28 (1)，31-35。
2. 周宇貞(2005)，「目標導向與廣告比較方式對說服效果之影響」，台大商研所博士論文。
3. 徐達光（2003），消費者心理學，台北：東華書局。
4. 張春興（1986），現代心裡學，東華書局。
5. 梁文傑（1992），「訊息正反性；資訊來源可信度與訊息涉入對廣告效果關係之研究」，台大商研所未出版碩士論文，頁33-34。
二、 英文部分
1. Allport, G. W. “The historical background of modern social psychology.” In G. Lindzey(Ed.), Handbook of Social Psychology, 1, 3-56. Cambridge, MA: Adddison-Wesley
2. Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice Hall.
3. Abelson, R. P., & Levi, A. (1985). “Decision making and decision theory.” In G. Lindzey & E. Aronson (Eds.), The handbook of social psychology (Vol. 1, pp. 231-309). New York: Random House
4. Ajxen, I. (1996). “The social psychology of decision making” In E.T. Higgins & A. W. Kruglanski (Eds.), Social psychology: Handbook of basic principles (pp. 297-325). New York: Guilford Press.
5. Aaker, J. L. and Lee, A. Y. (2001), “`I' Seek Pleasures and `We' Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion,” Journal of Consumer Research, 28(1), 33-49.
6. Avnet, T. & Higgins, E. T., (2006), “How Regulatory Fit Affects Value in Consumer Choices and Opinions,” Journal of Marketing Research Vol. 43, pp. 1-10.
7. Bridge, Harry Penrose, (1950). Practical Advertising: A Comprehensive Guide to the Planning and Preparation of Modern Advertising in all of its Phase, N.Y.: Rinehart.
8. Becherer, R. C. & Richard, L. M. (1978). “Self-Monitoring as a Moderating Variable,” Journal of Consumer Research, Vol. 5, pp.159-163.
9. B riggs, S. R., Cheek, J. M., Buss, A. H. (1980) “An Analysis of the Self-Monitoring Scale,” Journal of Personality and Social Psychology, Vol.38, pp. 679-686
10. Beverly, A. B., Dennis, O. K.,(1997), “Conceptualizing Self-Monitoring: Links to Materialism and Product Involvement,” Journal of Consumer Marketing, Vol.14, pp. 31 – 44
11. Boyd, Thomas C. and Charlotte, H. Mason. (1999), “The Link between Attractiveness of ‘Extrabrand Attributes and the Adoption of Innovations,” Journal of the Academy of Marketing Science, Vol.27, pp. 306-319.
12. Bosmans, A. and Baumgartner, H. (2005), “Goal-Relevant Emotional Information:When Extraneous Affect Leads to Persuasion and When It Does Not,” Journal of Consumer Research, Vol.32(4), pp. 424-434
13. Briley, D. A. & Aaker, J. L., (2006), “When Does Culter Matter? Effects of Personal Knowledge on the Corrction of Culture-Based Judgments,” Journal of Marketing Research, Vol.43, pp. 395-408
14. Cash, Thomas F; Wunderle, James M. (1987) “Self-Monitoring and Cosmetics Use among College Women,” Journal of Social Behavior & Personality. Vol.2(4), pp. 563-566
15. Chernev, A. (2004a), “Goal-Attribute Compatibility in Consumer Choice,” Journal of Consumer Psychology, Vol.14 (1&2), PP.141-150.
16. Chernev, A. (2004b), “Goal Orientation and Consumer Preference for the Status Quo,” Journal of Consumer Research, Vol.31(3), pp. 557-565.
17. Chen, A. H., Ng, S. & Rao, A. (2005), “Cultural Differences in Consumer Impatience,” Journal of Marketing Research, Vol.42(3), pp. 291-301.
18. Krech, D., Crutchfield, R. S & Ballachey, L. E. (1962), “Chapter 2 Cognition”, Individual in Society: A Textbook of Social Psychology,. New York: McGraw-Hill, pp. 17-67
19. Debono, K.G., & Harnish, R. (1988), “Source Expertise, Source Attractiveness, and the Processing of Persuasive Information: A Functional Approach,” Journal of Personality and Social Psychology, Vol.55, pp.541-546
20. Debono, K. G. & Packer, M. (1991), “The Effects of Advertising Appeal on Perceptions of Product Quality,” Personality and Social Psychology Bulletin, Vol.17, pp.184-200
21. Dodds, W. B., Kent B. M. and Dhruv, G. (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28 (Aug), pp. 307-319.
22. Dawes, R. M. (1998). “Behavioral decision making and judgment.” In D.T. Gillbert, S.T. Fiske, & G.Lindzey (Eds.) The handbook of social psychology. New York: McGraw-Hill.
23. Tylor E. B, (1871), Primitive Culture, London: Murray
24. Engel, J. F., Blackwell, R. D., and Miniard, P. W., (1990), “Diagnosis of Decision Process Behavior,” Consumer Behavior , 6th ed.,
25. Eagly and Chaiken, (1993). The Psychology of Attitudes, Fort Worth, TX: Harcourt Brace Jovanovich
26. Fishbein, M., (1967) “Attitudes and Perdiction of Behavior,” In Readings in AttitudeTheory and Measurement, ed., Martin Fishbein, New York: John Wiley
27. Fishbein, M. I. & Ajzen, B. (1975), “Attitude, Intention and Behavior: An Introduction to Theory and Research,” Reading, MA: Addison-Wesley,.
28. Fine, L. M. & Schumann, D.W. (1992), “The Nature and Role of Salesperson Perceptions: The Interactive Effects of Salesperson/Customer Personalities,” Journal of Consumer Psychology, Vol.3, pp. 285-296.
29. Friedman, R. S. and Forster, J. (2001), “The Effects of Promotion and Prevention Cues on Creativity,” Journal of Personality and Social Psychology, Vol.81(6), pp. 1001-1013.
30. Gabrenya, W. K., Arkin, R. M. (1980), “Self-Monitoring Scale: Factor Structure and Correlates,” Personality & Social Psychology Bulletin, Vol.6(1), pp. 13~22
31. Gardner, M. P., Mitchell, A. A. and Russo, J. E. (1985), “Low Involvement Strategies for Processing Advertisements,” Journal of Advertising, Vol.14(2), pp.4-12.
32. Gangestad, S W, Snyder, M. (2000) “Self-Monitoring: Appraisal and Reappraisal,” Psychological Bulletin, Vol.126(4), pp. 530~555
33. Heider, F. (1946), “Attitudes and Cognitive Organization”. Journal of Psychology, Vol.21, pp. 107-112
34. Hughes, D. G. (1973). “Demand analysis for marketing decision.” In D. A Aaker and A. L. Biel, Eds., 1993. Brand equity and advertising, NJ: Lawrence Erlbaum Associates, Hillsdale. Gardner, Meryl Paula; Mitchell, Andrew A. Russo, J. Edward (1985), “Low Involvement Strategies for Processing Advertisement,” Journal of Advertising; Vol.14 (2), pp. 4-13
35. Hofstede, G., (1980), “Culture’s Consequences: International Differences in Work-Related Values,” SAGE: Beverly Hills, London.
36. Hofstede, G. & Bond, M. H., (1988), “The Confucius Connection: From Cultural Roots to Economic Growth,” Organizational dynamics, Vol.17(6), pp.4-21.
37. Haverkamp, B. E. (1994), “Using Assessment in Counselings, Upervision: Individual Differences in Self-Monitoring.” Measurement & Evaluation in Counseling & Development, Vol.27(1), pp. 316~324
38. Higgins, E. T. (1997), “Beyond Pleasure and Pain,” American Psychologist, Vol.52(12), pp. 1280-1300.
39. Higgins, E.T. (2000), “Making a good decision: Value From Fit,” American psychologist, pp.1217-1230
40. Higgins, E. T. and. Idson, L. C. & Liberman, N (2000), Feeling good and Feeling Bad about Prospective Choices: Regulatory Focus and Motivational Strength as Moderators, Unpublished Manuscript, Columbia University, Department of Psychology.
41. Higgins, E. T., Friedman, R. S., Harlow, R. E., Idson, L.C., Ayduk, O. N., & Taylor, A., (2001), “Achievement Orientations from Subjective Histories of Success: Promotion Pride versus Prevention Pride,” European Journal of Social Psychology, Vol.31, pp. 3-23.
42. Kluckhohn, C. (1951), “The Study of Culture,” The Policy Sciences, Standford University Press, Standfordm CA.
43. Kim, Y. J.(2006), “The Role of Regulatory Focus in Message Framing in Antismoking Advertisements for Adolescents,” Journal of Advertising, Vol.35(1), pp. 143-151
44. Kotler, Philip (1991), "Marketing Management",7th edition, USA
45. Leviage, R. J. and Gray, S. (1961), “A Model for Predictive Measurement of Advertising Effectiveness,” Journal of Marketing Research, Vol.25, pp.59-62
46. Lennox, R. D. and Wolfe, R. (1984), “Revision of the Self-Monitoring Scale,” Journal of Personality and Social Psycology, Vol.46, pp. 1349-1364.
47. Lennon, S., Davis, L., Fairhurst, A. (1988), “Evaluations of Apparel Advertising as a Function of Self-Monitoring,” Perceptual and Motor Skills, Vol.66 pp.987-96
48. Lee, A. Y. and Aaker, J. L. (2004), “Bringing the Frame Into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion,” Journal of Personality and Social Psychology, Vol.86(2), pp. 205-218.
49. Louro, M. J., Pieters, P. & Zeelenberg, M. (2005), “Negative Returns on Positive Emotions: The Influence of Pride and Self-Regulatory Goals on Repurchase Decisions,” Journal of Consumer Research, Vol.31(4), pp.833-840.
50. McGuire, W. J. (1965), “The effectiveness of Supportive and Refutational Defenses in Immunizing and Restoring Beliefs Against Persuasion,” Sociometry, pp.184-197,
51. Makeachie, W. J. and Doyle, C. C. (1968), Psychology, Reading: Addison-Wesley Publishing Company, Inc. pp. 560,
52. MacKenzie, S. B., and Lutz, R. J. (1989), “An Empirical Examination of the Structural Antecedents of Attitude-Toward-the-Ad in an Advertising Pretesting Content,” Journal of Marketing, Vol.53 (2), pp 48-65.
53. Miniard, P.W, Bhatla, S. & R.L. Rose, (1990), “On the Formation and Relationship of Ad and Brand Attitudes, An Experimental and Causal Analysis,” Journal of Marketing Research, Vol.27, pp. 290-304.
54. Nunnally, J. C. (1978), Psychometric Theory 2nd McGraw-H:11, New York.
55. Nantel, Jacques et William Strahle. (1986) “The Self-Monitoring Concept: A Consumer Behavior Perspective,” Advances in Consumer Research, (Richard C. Lutz ed.), Vol.13, pp. 83-87.
56. Namenwirth, J. Z. & Weber R. B., (1987), Dynamics of Culture, Boston: Allen & Unwin, pp.8.
57. Polly, R. W., (1983), “Measuring the Cultural Valres Manifest in Advertising”, Current Issues and Research in Advertising, pp.71-93
58. Pham, M. T. and Avnet, T. (2004), “Ideals and Oughts and the Reliance on Affect Versus Substance in Persuasion,” Journal of Consumer Research, Vol.30 (1), 503-518
59. Ronen, S. & Shenker, O., (1985), “Clustering Countries on Attitudinal Dimensions: Areview and Synthesis,” Academy of Management Review, Vol. 10, pp. 435-454
60. Shavitt, S., Lowrey, T. M., & Han, S. (1992), “Attitude Functions in Advertising: The Interactive Role of Products and Self-Monitoring,” Journal of Consumer Psychology, Vol.1(4), pp. 337-364.
61. Snyder, M. (1974). “Self-Monitoring of Expressive Behavior,” Journal of Personality and Social Psychology, Vol.30, pp. 526-537.
62. Snyder, M., & Simpson, J. A. (1984), “Self-Monitoring and Dating Relationships,” Journal of Personality and Social Psychology, Vol.47, pp. 1281-1291.
63. Snyder, M. and DeBono, K. G. (1985), “Appeals to Image and Claims about Quality: Understanding the Psychology of Advertising,” Journal of Personality and social Psychology, Vol.49(3), pp. 586-597.
64. Snyder, M. & Gangestad, S. (1986). “On the Nature of Self-Monitoring: Matters of Assessment, Matters of Validity,” Journal of Personality and Social Psychology, Vol.51, pp. 125-139
65. Snyder, M., (1987), Public Appearances and Private Realities, W.H.Freeman and Co., New York, NY.
66. Swinyard, W. R. (1993), “The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions,” Journal of Consumer Research, Vol.20, pp. 271-280.
67. Shah, J., Higgins, E.T., & Friedman, R. (1998), “Performance Incentives and Means: How Regulatory Focus Influences Goal Attainment,” Journal of Personality and Social Psychology, Vol.74, pp.285-293
68. Schiffman, L. G. & Kanuk, L. L. (2000), Consumer Behavior, 7th ed. Prentice Hall, Inc
69. William, J. L. & Hill, J. S., (1983), “International Advertising Messages: To Adapt or Not to Adapt (That Is The Question) ,” Journal of Advertising Research, pp.65-71
70. Zeithaml, V. A., (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52(July), pp.2-22
71. Zaichkowky, J. L. (1994), “Research Notes: The Personal Involvement Inventory: Reduction, Revision and Application to Advertising,” Journal of Advertising, Vol.23(4), pp.59-70
72. Zhou, R. and Pham, M. T. (2004), “Promotion and Prevention across Mental Accounts: When Financial Products Dictate Consumers’ Investment Goals,” Journal of Consumer Research, Vol.31(1), pp. 125-135.