第五章 結論
第五節 未來研究建議
三 其他個人差異變數
個人差異的部分，例如婚姻狀況與是否擁有小孩可能會影響到綠色廣告的效 果。過去的研究發現，已婚且有小孩的人會較在意環境的狀況、他們可能會認為 環境的破壞不只是會影響到他們的配偶，未來也可能會影響到他們的小孩
（Larcoche et al., 2001）。由於環境的狀況不僅正在影響著現在生活在地球的 每個人，每個人現在的消費選擇與行為也影響了地球環境，例如地球暖化使氣候 異常，而氣候異常可能使得天氣的變化變得劇烈，地區的豪雨與乾旱現象將越來 越明顯，這種現象會隨著暖化的速度而不斷產生，對我們而言，若這些影響不只 影響到自己，還影響了我們所關心、在意的人，甚至考慮自己的小孩，未來可能 要在這種環境下或更惡劣的情況下生活，即會開始感到憂心，因此會較具有環保 意識，也可能也會較有動機去從事環保行為，這可能會對綠色廣告會有所影響。
而此研究受限於樣本為大學生，此因素不易觀察，故建議未來研究可針對個人婚 姻狀況與是否擁有小孩此些因素列入考量。
第六節 小結
綠色行銷是近年來企業普遍使用的行銷方法之一，了解消費者對綠色行銷的 認知，可以幫助企業設計合適的綠色行銷廣告。此研究主要提供可能會影響廣告 效果的綠色訊息，給予行銷人員一個可依循的方向，而結果說明議題接近性和罪 惡感訴求確實會影響具有不同環境涉入消費者對綠色廣告的認知，因此消費者對 產品的評估與購買決策可能會受到上述因素的不同而有不一樣的評估，行銷人員 在面對這些資訊時，應多加留意，選擇合適的綠色行銷廣告，以期可以提高廣告 的效果。
64
參考文獻
Adker, D. A., Stayman, D. M., and Hagerty, R. M. (1986), "Warmth in Advertising:
Measurement, Impact and Sequence Effects," Journal of Consumer Research, 12(4), 365-381.
Antil, J. H. (1984), "Conceptualization and Operationalization of Involvement," in Advances in Consumer Research, Thomas, C. K. Ed., Provo: Association for Consumer Research, 11, 203-209.
Assael, H. (1995), Consumer Behavior and Marketing Action, Cincinnati:
South-Western College Publishing.
Banerjee, B., and Mckeage, K. (1994), "How Green is My Value: Exploring the Relationship Between Environmentalism and Materialism," in Advances in Consumer Research, Allen, C. T., and John, D. R., eds., Provo: Association for Consumer Research, 21, 147-152.
Banerjee, S., Gulas, C. S., and Iyer, E. (1995), "Shades of Green: A Multidimensional Analysis of Environmental advertising," Journal of Advertising, 24(2), 21-31.
Batra, R., and Ahtola, O. T. (1991), "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes," Marketing Letters, 2(2), 159-170.
Batra, R., and Ray, M. L. (1986), "Affective Responses Mediating Advertising Acceptance," Journal of Consumer Research, 13, 234-249.
Bar Tal, D. (1976), Prosocial Behavior: Theory and Research, New York: Halstead Press.
Basil, D. Z., Ridgway, N. M., and Basil, M. D. (2006), "Guilt Appeals: The Mediating Effect of Responsibility," Psychology & Marketing, 23(12), 1035-1054.
Berkowitz, L., and Lutterman, K. G. (1968), "The Traditional Socially Responsible Personality," Public Opinion Quarterly, 32, 169-185.
Burnett, M. S., and Lunsford, D. A. (1994), "Conceptualizing Guilt in the Consumer Decision Making Process," Journal of Consumer Marketing, 11(3), 33-43.
Chan, R. Y. K. (2000), "The Effectiveness of Environmental Advertising: The Role of Claim Type and the Source Country Green Image," International Journal of Advertising, 19, 349-375.
Cone, R. (2000), "Cone Corporate Citizenship Study," available at www.coneinc,com/pr_13.html.
Cotte, J., Coulter, R. A., and Moore, M. (2005), "Enhancing or Disrupting Guilt the Role of Ad Credibility and Perceived Manipulative Intent," Journal of Business Research, 58(3), 361-368.
Coulter, R. H., and Pinto, M. B. (1995), "Guilt Appeals in Advertising: What are their Effects," Journal of Applied Psychology, 80(6), 697-705.
Dahl, D. W., Honea, H., and Manchanda, R. V. (2003), "The Nature of Self-Reported
65
Guilt in Consumption Contexts," Marketing Letters, 14(3), 159–171.
Darlington, R. B., and Macker, C. E. (1996), "Displacement of Guilt-produced Altruistic Behavior," Journal of Personality and Social Psychology, 4(4), 442-443.
D’Souza, C., and Taghian, M. (2005), "Green Advertising Effects on Attitude and Choice of Advertising Themes," Asia Pacific Journal of Marketing and Logistics, 17(3), 51-66.
Eagly, A. H., Wood, W., and Chaiken, S. (1978), "Causal Inferences About Communicators and Their Effect on Opinion Change," Journal of Personality and Social Psychology, 36(4), 424-435.
Eagly, B. G. (1990), "Consumer Emotional Reactions to Television Advertising and their Effects on Message Recall," in Emotion in advertising: Theoretical and practical applications, Agres, S. J., Edell, J. A. and Dubitsky, T. M., eds., New York: Quorum Books, 231-253.
Edmondson, B. (1986), "The Demographics of Guilt," American Demographics, 3, 33-56.
Eisenberg, N. (2000), "Emotion, Regulation, and Moral, Development," Annual Review of Psychology, 51, 665–697.
Ellemers, N., Spears, R., and Doosje, B. (2002), "Self and Social Identity," Annual Review of Psychology, 53, 161-186.
Ellen, P. S., Wiener, J. L., and Cobb-Walgren, C. (1991), "The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors,"
Journal of Public Policy and Marketing, 10(2), 102-117.
English, H. B., and Macker, A. C.（1976）, A Comprehensive Dictionary of Psychology and Psychoanalytical Terms, New York: David Mckay Company.
Festinger, L. (1957), A Theory of Cognitive Dissonance, Stanford: Stanford University Press.
Freedman, J. L., Wallington, S. A., and Bless, E. (1967), "Compliance without Pressure: The Effects of Guilt," Journal of Personality and Social Psychology, 7(2), 117-124.
Ghingold, M. (1981), "Guilt arousing Communications: An Unexplored Variable," in Advances in Consumer Research, Monroe, K., and Arbor, A. eds., MI:
Association for Consumer Research, 8(1), 442-448.
Gilbert, P. (1998), "What is Shame? Some Core Issues and Controversies," in Interpersonal Behavior, Psychopathology and Culture, Gilbert, P., and Andrews, B., eds., New York: Oxford University Press.
Grau, S. L., and Folse, J. A. G. (2007), "Cause-Related Marketing: The Influence of Donation Proximity and Message-Framing Cues on the Less-Involved
66
Consumer," Journal of Advertising, 36(4), 19-33.
Hibbert, S., Smith, A., Davies, A., and Ireland, F. (2007), "Guilt appeals: Persuasion Knowledge and Charitable Giving," Psychology & Marketing, 24(8), 723-742.
Hirschman, E. C., and Holbrook, M. B. (1982), "Hedonic Consumption: Emerging Concepts, Methods and Propositions," Journal of Marketing, 46, 92-101.
Huhmann B. A., and Brotherton T. P. (1997), "A Content Analysis of Guilt Appeals in Popular Magazine Advertisements," Journal of Advertising, 26(2), 35-45.
Iyer, E., Banerjee, B., and Gulas, C. (1995), "An Expose on Green Television Ads," in Advances in Consumer Research, Allen, C. T., and John, D. R. eds., Provo, UT:
Association for Consumer Research, 21, 292-298.
Izard, C. E. (1977), Human Emotions, New York: Plenum Press.
Izard, C. E. (1977), Patterns of Emotions, New York: Academic Press.
Jiménez, M. (2007), "Guilt Factors Influencing the Effectiveness of Green Advertising," Doctoral dissertation, University of Texas at El Paso, USA.
Jiménez, M., and Yang, K. C. C. (2008), "How Guilt Level Affects Green Advertising Effectiveness?" paper presented in the American Academy of Advertising, USA.
Jones, T. M. (1991), "Ethical Decision Making by Individuals in Organizations: An Issue-Contingent Model," Academy of Management Review, 16, 366-395.
Kangun, N., Carlson, L., and Grove, S. J. (1991), "Environmental Advertising Claims:
A Preliminary Investigation," Journal of Public Policy & Marketing, 10(2), 47-58.
Kapelianis, D., and Strachan, S. (1996), "The Price Premium of an Environmentally Friendly Product," South African Journal of Business Management, 27(4), 89-95.
Kivetz, R., and Keinan, A. (2006), "Repenting Hyperopia: An Analysis of Self-Control Regrets," Journal of Consumer Research, 33(2), 273-282.
Kugler, K., and Jones, W. H. (1992), "On Conceptualizing and Assessing Guilt,"
Journal of Personality and Social Psychology, 62, 318-327.
Laroche, M., Bergeron, J., and Barbaro-Forleo, G. (2001), "Targeting Consumers Who are Willing to Pay More for Environmentally Friendly Products," Journal of Consumer Marketing, 18(6), 503-520.
Lascu, D. N. (1991), "Consumer Guilt: Examining the Potential of a New Marketing Construct," in Advances in Consumer Research, Holman, R. H., and Solomon, M. R. eds., Provo, UT: Association for Consumer Research, 18(1), 290-295.
Latane, B. (1981), "The Psychology of Social Impact," American Psychologist, 36, 343-355.
Latane, B., and Bourgeois M. J. (2001), "Dynamic Social Impact and the Consolidation, and Continuing Diversity of Culture," in Blackwell Handbook of
67
Social Psychology: Group Processes, Hogg, M. A. and Tindale, R. S., eds., Oxford: Blackwell, 235-358.
Liu, Y., and Shrum, L. J. (2009), "A Dual-Process Model of Interactivity Effects,"
Journal of Advertising, 38(2), 53-68.
MacKenzie, S., Lutz, R. J., and Belch, G. E. (1986), "The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations," Journal of Marketing Research, 23(5), 130-143.
McAllister, I., and Studlar, D. T. (1999), "Green versus Brown: Explaining Environmental Commitment in Australia," Social Science Quarterly, 80(4), 775-792.
McDaniel, S. W., and Rylander, D. H. (1993), "Strategic green marketing," Journal of Consumer Marketing, 10(3), 4-10.
McGuire, W. (1974), "An Information Processing Model of Advertising Effectiveness," in Behavioral and Management Science in Marketing, Davis, H.
and Silk, A., eds., New York: Ronald Press, 156-180.
McIntyre, R. P., Meloche, M. S., and Lewis, S. L. (1993), "National Culture as a Macro Tool for Environmental Sensitivity Segmentation," in AMA Summer Educators’ Conference Proceedings, Cravens, D. W. and Dickson, P. R., eds., Chicago: American Marketing Association, 4, 153-159.
Mencl, J., and May, D. R. (2009), "The Effects of Proximity and Empathy on Ethical Decision-Making: An Exploratory Investigation," Journal of Business Ethics, 85, 201-226.
Miner, M., and Petocz, A. (2003), "Moral Theory in Ethical Decision Making:
Problems, Clarifications and Recommendations from a Psychological Perspective," Journal of Business Ethics, 42(1), 11-25.
Mosher, D. L. (1980), "Guilt," in Encyclopaedia of Clinical Assessment, Woody, R. H., ed., D. C.: Bass, 602-613.
Obermiller, C. (1995), "The Baby is Sick/The Baby is Well: A Test of Environmental Communication Appeals," Journal of Advertising, 24(2), 55-70.
Park, C. W., Jaworski, B. J., and Macinnis, D. J. (1986), "Strategic Brand Concept-Image Management," Journal of Marketing, 50(10), 135-145.
Peattie, K. (1992), Green Marketing, London: Pitman.
Petty, R. E., and Cacioppo, J. T. (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York: Springer-Verlag.
Petty, R. E. (1997), "The Evolution of Theory and Research in Social Psychology:
From Single to Multiple Effects and Process Models of Persuasion, " in The Message of Social Psychology: Perspectives on Mind in Society, McGarty, C.
and Haslam, S. A., eds., Oxford: Blackwell, 268-290.
68
Petty, R. E., and Wegener D. T. (1999), "The Elaboration Likelihood Model: Current Status and Controversies, " in Dual-Process Theories in Social Psychology, Chaiken, S. and Trope, T., eds., New York: Guilford Press, 41-72.
Petty, R. E. (1997), "The Evolution of Theory and Research in Social Psychology:
Form Single to Multiple Effects and Process Models of Persuasion," in The Message of Social Psychology: Perspectives on Mind in Society, McGarty, C.
and Haslam, S. A., eds., Oxford: Black-well, 268-290.
Petty, R. E., and Cacioppo, J. T. (1981), Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, IA: Brown.
Petty, R. E., and Cacioppo, J. T. (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York: Springer Verlag.
Petty, R. E., Cacioppo, J. T., and Schumann, D. (1983), "Central and Peripheral Route to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, 10(9), 135-146.
Petty, R. E., and Wegener, D. T. (1999), "The Elaboration Likelihood Model: Current Status and Controversies," in Dual-Process Theories in Social Psychology, Chaiken, S. and Trope, Y., eds., New York: Guilford Press, 41-72.
Phau, I., and Ong, D. (2007), "An Investigation of the Effects of Environmental Claims in Promotional Messages for Clothing Brands," Marketing Intelligence
& Planning, 25(7), 772-788.
Regan, D. T., Williams, M., and Sparling, S. (1972), "Voluntary Expiation of Guilt: A Field Experiment," Journal of Personality and Social Psychology, 24(1), 42-45.
Roper Organizaion (1990), The Environment: Public Attitudes and Individual Behavior, New York: Rand-McNally.
Ruth, J. A., and Faber, R. J. (1988), "Guilt: An Overlooked Advertising Appeal,"
paper presented in The American Academy of Advertising proceedings, Leckenby, J. D., ed., Austin: American Academy of Advertising, 83-89.
Samalin, N., and Hogarty, D. B. (1994), Guilt Busters, Parents, 69(9), 133-137.
Schiffman, L. G., and Kanuk, L. L. (1997), Consumer Behavior, London:
Prentice-Hall.
Schuhwerk, M. E., and Lefkoff-Hagius, R. (1995), "Green or Non-Green? Does Type of Appeal Matter When Advertising a Green Product?" Journal of Advertising, 16(2), 45-54.
Schneiders, A. A. (1967), "Catholics and Psychology," Catholic Psychological Record, 5(2), 102-110.
Shavitt, S., Swan, S., Lowrey, T. M., and Wanke, M. (1994), "The Interaction of Endorser Attractiveness and Involvement in Persuasion Depends on the Goal that Guides Message Processing," Journal of consumer Psychology, 3(2),
69
137-162.
Sherif, M., and Hovland, C. (1961), Social Judgment Assimilation and Contrast Effects in Communication and Attitude Change, New Haven, CT: Yale University Press.
Sherif, C. E., Sherif, M., and Nebergall, R. W. (1965), Attitude and Attitude Change:
The Social Judgment-Involvement Approach, Philadelphia, PA: Saunders.
Shrum, L., McCarty, J., and Lowrey, T. （1995）, "Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy," Journal of Advertising, 24(2), 71-82.
Skoe, E. E. A., Eisenberg, N., and Cumberland, A. (2002), "The Role of Reported Emotion in Real-Life and Hypothetical Moral Dilemmas," Personality and Social Psychology Bulletin, 28(2), 962–973.
Smith, S. M., and Alcorn, D. S. (1991), "Cause Marketing: A New Direction in the Marketing of Corporate Social Responsibility," Journal of Consumer Marketing, 8(3), 19-35.
Spence, M. (1974), Market Signaling, Cambridge: Harvard University Press.
Stafford, M. R., Stafford, T. F., and Chowdhury, J. (1996), "Predispositions Toward Green Issues: The Potential Efficacy of Advertising Appeals," Journal of Current Issues and Research in Advertising, 18(1), 67-79.
Steenhaut, S., and Kenhove, P. V. (2006), "The Mediating Role of Anticipated Guilt in Consumers’ Ethical Decision-Making," Journal of Business Ethics, 69, 269–288.
Stout, P. A., Homer, P. M., and Liu, S. S. (1990), "Does What We See Influence How We Fell? Felt Versus Depicted Emotions in Television Commercials," in Emotion in advertising: Theoretical and practical applications, Agres, S. J., Edell, J. A. and Dubitsky, T. M., eds., New York: Quorum Books, 195-210.
Tang, E., Fryxell, G. E., and Chow C. S. F. (2004), "Visual and Verbal Communication in the Design of Eco-Label for Green Consumer Products," Journal of International Consumer Marketing, 16(4), 85-105.
Tangney, J. P., and Dearing, R. L. (2002), Shame and Guilt, New York: Guilford.
Tajfel, H., and Turner, J. C. (1979), "An Integrative Theory of Intergroup Conflict," in The Social Psychology of Intergroup Relations, Austin, W. G., and Worchel, S., eds., Monterey, CA: Brooks-Cole, 33-47.
Taylor, S. E. (1981), "A Categorization Approach to Stereotyping," in Cognitive Processes in Stereotyping and Intergroup Behavior, Hamilton, D. L., eds., Hillsdale, NJ: Lawrence Eribaum Associates.
Taylor, S., and Todd, P. (1995), "Understanding Household Garbage Reduction Behavior: A Test of an Integrated Model," Journal of Public Policy &
70
Marketing, 14(2), 192-204.
Varadarajan, R., and Menon, A. (1988), "Cause-Related Marketing: A Co-alignment of Marketing Strategy and Corporate Philanthropy, " Journal of Marketing, 52(3), 58-74.
Vandermerwe, S., and Oliff, M. D. (1990), "Customers Drive Corporations Green,"
Long Range Planning, 23(6), 10-16.
Van Liere, K.D. and Dunlap, R.E. (1981), "Environmental Concern: Does It Make a Difference How It’s Measured?" Environment and Behaviour, 13, 651-676.
Webster Jr., F. E. (1975), "Determining the Characteristics of the Socially Conscious Consumer," Journal of Consumer Research, 2(3), 188-196.
Wolman, B. B. (1973), Dictionary of Behavioral Science, New York: Van Nostrand Reinhold Company.
Wood, W., and Eagly, A. H. (1981), "Stages in the Analysis of Persuasive Messages:
The Role of Causal Attributions and Message Comprehension," Journal of Personality and Social Psychology, 40(2), 246-259.
Zaichkowsky, J. (1985), "Measuring the Involvement Construct," Journal of Consumer Research, 12(12), 341-352.
Pollster 波仕特線上市調(2009)：地球告急 你願意為全球暖化做出怎樣的努力?
2009 年 4 月 26 日，取自 http://www.pollster.com.tw/report/112/index.htm。
71
附錄一：第一次前測問卷
消費行為之問卷調查
各位同學您好：
此份問卷是關於消費者行為之研究調查，採匿名方式作答，沒有所謂的對 錯，請完全依據您個人的想法及感覺回答問題。所有問卷資料僅供學術研究使用 並絕對保密，請您安心作答，您所提供的寶貴意見，將使本研究獲得莫大的幫助。
感謝您的熱心參與。
敬祝
萬事如意
國立高雄大學經營管理研究所 研 究 生:吳湘旻 敬上 國立中山大學企業管理學系 指 導 教 授:張純端 博士 國立高雄大學經營管理研究所 共同指導教授:吳毓麒 博士
(一) 以下是關於環保產品的定義。請問在日常生活中，您對下列環 保產品的常見程度，圈選 1 到 7 您覺得最適合的數字，數字越小表示 越不常見。例如：1=非常不常見，7=非常常見。
環保產品：此類產品對社會或環境的改善有所貢獻，或者是宣稱此類 綠化的產品減少其對社會或環境所造成的損壞，則稱之為 環保產品。
非常不常見 非常常見 環保補充包
(例如：洗髮精、洗衣精)
1 2 3 4 5 6 7
鋁箔包飲料 1 2 3 4 5 6 7
隨身環保筷 1 2 3 4 5 6 7
有機洗面乳 1 2 3 4 5 6 7
有機食品 1 2 3 4 5 6 7
無磷洗衣精 1 2 3 4 5 6 7
(請翻面接續回答，謝謝)
72
(二) 請問您對於下列各項敘述的認同程度，圈選 1 到 7 您覺得最適 合的數字，數字越小表示越不同意。例如：1=非常不同意，7=非常同 意。
非常不同意 非常同意 我認為我的行為會影響環境 1 2 3 4 5 6 7 我願意為保護環境做出犧牲 1 2 3 4 5 6 7 我認為環境狀況會影響我的生活品質 1 2 3 4 5 6 7 我認為我向來關心環境議題 1 2 3 4 5 6 7
(三) 請問您認為下列各項敘述與您自己相關程度為何。請根據以下 各項描述，選擇您認為與您自己相關的程度，圈選 1 到 7 您覺得最適 合的數字，數字越小表示越不相關。例如：1=非常不相關，7=非常相 關。
與我非常不相關 與我非常相關 全球暖化使澳洲氣候異常 1 2 3 4 5 6 7
台灣全島暖化 1 2 3 4 5 6 7
溫室效應使極地冰原融化 1 2 3 4 5 6 7 全球暖化使您所居住的地區均溫上升 1 2 3 4 5 6 7
(四) 個人基本資料
1、請問您民國幾年出生?___________。
2、性別： □男性 □女性 3、您所就讀的學院?
□人文社會科學院 □法學院 □管理學院 □理學院
□工學院 □其他 4、每月可支配之零用金：
□2,500 元以下 □2,501~5,000 元 □5,001~7,500 元
□7,501~10,000 元 □10,001 元以上
問卷到此結束，十分感謝您的熱心參與
73
附錄二：第二次前測問卷（強調罪惡感訴求版本）
消費者行為之問卷調查
各位同學您好：
此份問卷是關於消費者行為之研究調查，採匿名方式作答，沒有所謂的對錯，請完 全依據您個人的想法及感覺回答問題。所有問卷資料僅供學術研究使用並絕對保密，請 您安心作答，您所提供的寶貴意見，將使本研究獲得莫大的幫助。感謝您的熱心參與。
敬祝
萬事如意
國立高雄大學經營管理研究所 研 究 生:吳湘旻 敬上 國立中山大學企業管理學系 指 導 教 授:張純端 博士 國立高雄大學經營管理研究所 共同指導教授:吳毓麒 博士
(一)請問您對於下列各項敘述的認同程度，圈選 1 到 7 您覺得最適合的數 字，數字越小表示越不同意。例如：1=非常不同意，7=非常同意。
非常不同意 非常同意 1.我認為我的行為會影響環境。 1 2 3 4 5 6 7 2.我願意為保護環境做出犧牲。 1 2 3 4 5 6 7 3.我認為環境狀況會影響我的生活品質。 1 2 3 4 5 6 7 4.我認為我向來關心環境議題。 1 2 3 4 5 6 7
(請翻面接續回答，謝謝)
74
75
(四)請仔細閱讀以下內容，閱讀後請根據下列各項問題回答您的感覺，圈選 1 到 7 您覺得最適合的數字，數字越小表示越不同意。例如：1=非常不同意，
7=非常同意。
你每年因為丟棄免洗筷而多製造將近二十公斤的垃圾，這些垃圾已超越自 然所能承受的限度，這種用完就丟的習慣製造了不必要的垃圾將會傷害地 球，去年，因為一時貪圖便利，你可能已多丟棄超過 1000 雙免洗筷，想 一想，上禮拜你又丟了多少雙免洗筷呢? 你所製造的垃圾將造成地球很大 的負擔，今日如果再不正視垃圾問題，明日將會淹沒在垃圾堆中，你能想 像免洗筷淹沒你的畫面嗎? 你該怎麼做?
非常不同意 非常同意 1.我會因此感到羞愧。 1 2 3 4 5 6 7 2.我會感覺有責任感。 1 2 3 4 5 6 7 3.我會因此感到罪惡感。 1 2 3 4 5 6 7 4.我感覺有回應的義務。 1 2 3 4 5 6 7
非常不同意 非常同意 1.我會因此感到羞愧。 1 2 3 4 5 6 7 2.我會感覺有責任感。 1 2 3 4 5 6 7 3.我會因此感到罪惡感。 1 2 3 4 5 6 7 4.我感覺有回應的義務。 1 2 3 4 5 6 7