Chapter 6 General Discussion
6.4 Innovation of this study
After presenting the structure of all our hypotheses and results, the distinctive features of the current research from previous related studies are as following:
Firstly, our research verified the contrast effect in the condition that target and context were non-overlap, wider non-overlap would lead to stronger contrast effect.
We manipulated the target and context’s width and non-overlap range. This is the first thesis to conduct the survey and verify the contrast effect and dimensional range overlap model.
Secondly, we tried to clarify whether or not context range would influence the contrast effect, so in our second hypothesis, we fixed the target width and non-overlap range to see the how may context range influence the contrast effect, although only partially confirmed our hypothesis that wider context would lead to stronger contrast effect. Future research can further expand this hypothesis and do the experiment.
Thirdly, we tried to clarify the reciprocity in our hypothesis 3. We wanted to know would context range wider after the contrast effect, although only partially confirmed our hypothesis that context range would become wider than before. It is the first study tried to clarify this issue.
Further, from the manipulation procedure of all our hypotheses, this research more steadied the Dimensional Range Overlap Model and Reciprocity Theory. In spite of not all the hypotheses were confirmed, this study initiated the new hypotheses to expand the dimensional range overlap model, which contributed to the field of
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contrast effect by fixing target and context’s width, non-overlap range and representative value of target and context.
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第二部分
Exercise 02【回答問卷的認真程度】(以下量表，0 表示「最不認真」，10 表 示「最認真」。)
(1) 最能代表的值
請由下列量表中圈選您認為「目前」最能展現自己填寫問卷的「認真程度」的 分數（請圈選出「一個」適當的數字）。
(2) 適當的範圍
請由下列量表中選出您認為「目前」可能展現自己填寫問卷的「認真程度」的 適當範圍，並圈選出代表此範圍的「最高值」與「最低值」。
（請圈選出「兩個」適當的數字）
~第一部分到此結束，請繼續前往第二部分~
此部份將觀察您對品牌的觀察力與認知能力，請閱讀以下四則廣告。
說明: 以下您將會看到市面上六則隨機抽取的平面廣告，請您仔細 閱讀完每則廣告，在閱讀完畢後，將會詢問您一些相關問題，請您 圈選心中適合的答案。在作答過程中無法回到不同部分修改答案，
因此請認真填答。
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所有實驗完成後，我們會進行抽獎活動，在所有認真且填答完整受測者中抽出 20 人可以獲得價值$1000 元的 7-11 禮卷，因此請您留下您的基本資料，以方便 我們進行資料確認，感謝您。
基本資料 1. 姓名：
2. 性別： □ 男 □ 女
3. 年齡： □ 18-25 □ 26-35 □ 36-45 □ 46-55 □ 56-65 4. 職業/學校系級：
5. E-mail:
您認為這份問卷的目的是什麼?
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________
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第一部分
Appendix (II): Main Experiment Stage 1
以下將進行一些測驗，目的是測驗大家的觀察力及敏感度，
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第二部分
Exercise 02【回答問卷的認真程度】(以下量表，0 表示「最不認真」，10 表 示「最認真」。)
(1) 最能代表的值
請由下列量表中圈選您認為「目前」最能展現自己填寫問卷的「認真程度」的 分數（請圈選出「一個」適當的數字）。
(2) 適當的範圍
請由下列量表中選出您認為「目前」可能展現自己填寫問卷的「認真程度」的 適當範圍，並圈選出代表此範圍的「最高值」與「最低值」。
（請圈選出「兩個」適當的數字）
~第一部分到此結束，請繼續前往第二部分~
此部份將觀察您對品牌的觀察力與認知能力，請閱讀以下四則廣告。
說明: 以下您將會看到市面上六則隨機抽取的平面廣告，請您仔細 閱讀完每則廣告，在閱讀完畢後，將會詢問您一些相關問題，請您 圈選心中適合的答案。在作答過程中無法回到不同部分修改答案，
因此請認真填答。
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所有實驗完成後，我們會進行抽獎活動，在所有認真且填答完整受測者中抽出 20 人可以獲得價值$1000 元的 7-11 禮卷，因此請您留下您的基本資料，以方便 我們進行資料確認，感謝您。
基本資料 1. 姓名：
2. 性別： □ 男 □ 女
3. 年齡： □ 18-25 □ 26-35 □ 36-45 □ 46-55 □ 56-65 4. 職業/學校系級：
5. E-mail:
您認為這份問卷的目的是什麼?
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________
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Appendix (III): Main Experiment Stage 2
(take hypothesis 1 questionnaire as example)
煩請仔細閱讀下頁說明內容，再翻頁回答測驗。
說明：
我們將隨機選取三個產品類別(可能重複)並且從中抽出兩個產品廣 告來讓您閱讀，每一個受測者看到的廣告可能不相同。閱讀廣告後，
請完成接下來的問題。
親愛的朋友，您好：
非常感謝您之前抽空填寫我們的問卷，現在此問卷也需要您的 協助，請依序填答，不要跳題。在作答過程中也請勿回到不同部分 修改答案，因此請認真填答。
您所填寫的資料純粹只提供本研究之用，請安心作答，依據個 人感受及想法作答。如有任何疑問，請立即向施測人員詢問。您的 熱心參與將有助於本研究的順利完成，在此先向您致上衷心的感 謝！
國立台灣師範大學管理研究所
指導教授:蕭中強 博士
研究生:許益盛
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所有實驗完成後，我們會進行抽獎活動，在所有認真且填答完整受測者中抽出 20 人可以獲得價值$1000 元的 7-11 禮卷，因此請您留下您的基本資料，以方便 我們進行資料確認，感謝您。