以重複加工模式探討情緒對 內隱態度、外顯態度及選擇行為的影響力

Abstract

評估情境研究發現，當情緒刺激物與無關的中性態度物不斷地搭配出現，會改變人們的態度。本篇研究以此為出發點，修改過去評估情境的操作方式，測量情緒刺激是否會改變與其有關╱無關事物的內隱、外顯態度以及行為。並以Cunningham和Zelazo (2007)所提出重複加工模式為基礎，討論內隱與外顯態度間的關係。

研究採實驗法，以情緒價性、喚起程度為自變項，採用簡易版內隱聯結任務（B-IAT）測量內隱態度。發現，當態度物與情緒刺激有關，情緒價性會與受測者本身對高╱低熱量食物的態度產生交互作用，內隱態度也隨之改變。但無論是否控制受測者的既有態度，看完情緒刺激物後的外顯態度皆沒有變化。現下的健康傳播策略，常使用負面圖片來改變人們對事物的態度。而本篇研究驗證，恐懼訴求對本身態度中立的受測者可能有效。

此外，就算態度物與情緒刺激無關，且配對次數僅有三次，也能改變選擇行為。當正面情緒圖片總是搭配黃色出現，會讓受測者傾向選擇黃色。不過延後選擇時間，情緒就不會發揮影響力，代表評估情境的效果可能隨時間減弱。

Evaluative conditioning has discovered that people would change attitude while irrelevant objects with neutral attitude and positive stimulus displayed simultaneously. This paper aims at modifying traditional evaluative conditioning experiment by measuring if people will alter implicit, explicit attitude and behavior through emotional stimulus emerging. Based on Iterative Reprocessing Model proposed by Cunningham & Zelazo (2007), this paper will further disclose the relationship between implicit and explicit attitude.

Two experiments in this paper treat valance and arousal as independent variables and adopt basic implicit association task (B-IAT) measuring implicit attitude. The result reveals that participants’ valence will interact with existed attitude and even their implicit attitude will also be changed at the moment when participants’ attitude on high/ low calorie food which is relevant to emotional stimulus has been treated as independent variable. However, their explicit attitude has no any differences comparing pre with post test no matter how the emotional stimulus has been manipulated. Fear appeal is used to declaring negative images will effectively alter one’s attitude, and this paper advanced exploring that the target may be more effective on neutral attitude participants.

Besides, if the specific object is irrelevant to emotional stimulus and even randomly displayed only three times, they can also provoke participants to choose specific entity. The first experiment indicates that participant tends to choose yellow entity after attending positive stimulus with yellow background thoroughly but prolonging limited entity choosing time in the second experiment. Under the circumstance, evaluative conditioning effect will abate as time goes on.