自我調節焦點的調節效果 對於正負面訊息與客觀知識下 政治選擇的影響

Abstract

政治選舉如同商業市場般，各候選人間彼此競爭對立，因此要如何將政治行銷發揮極致必須先了解選民在政治選擇的過程。運用物理、主觀、客觀三個不同的形態探討選民的決策過程，個人調節焦點理論將填答者分為促進型及防禦型兩種，不同類型者表現出不同的行為風格，其面對不同訊息也擁有相異的表現，促進型的人注重自我的成長與發展，對於正向的結果敏感，傾向探索未知的事物，而防禦型人格注重安全感，對於負向的結果敏感，傾向開發現有的已知。客觀知識也在選民的決策行為中佔相當重要的角色。本研究採用2(正面訊息與負面訊息)×2(促進型調節焦點與防禦型調節焦點)×2(客觀知識低與客觀知識高)的實驗設計，受試者隨機分配到正面及負面的政治候選人廣告文宣，利用多變量分析來檢驗假說。

As the commercial market, political election exist the competition among the candidates opposing each others. So how to do the political marketing is to understand the process of political choices first. We use physical, subjective and objective three different orientations to discuss the process. Regulatory Focus Theory divides people to two different categories. One is promotion-focused system and the other is prevention-focused system. They perform different styles of behavior when facing distinct message. Promotion-focused people focus on self-growth and development, a positive result to sensitive also tend to explore unknowns. But prevention-focused type is defensive personality and focus on security. They are more sensitive to negative result. However, we can know that objective knowledge plays an important role on decision-making process of political society via this study. The experiment used a 2(positive message vs. negative message)2 (promotion-focused system vs. prevention-focused system 2(high objective knowledge vs. low objective knowledge) mix design. Then do the MANOVA test to analyze.