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臺大管理論叢
第
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卷第
1
期
experience: “How happy are you now when writing about the situation?” and “How
enjoyable do you now find it writing about the situation?” These two items rated on a
7-point scale (1 = not at all, 7 = extremely) showed an adequate degree of internal
consistency (α = .88) and were averaged to provide the measure for perceived happiness.
After the emotion induction procedure had been completed, the participants were all
asked to respond to questions about the attractiveness of the transaction values of the
stimuli.
Procedure
Our research method was based on that of Thomas and Morwitz (2005). To
encourage their participation in the study, subjects were asked to answer a question during
a purchase event. When they came to the laboratory, an experimenter told them they
would be engaged in a number of brief tasks. The experimenter then introduced the
decision task, which the participants completed at their own paces.
Dependent Variable
The participants were asked to rate their purchase intention on a 7-point Likert-type
scale ranging from 1 (not at all probable) to 7 (very probable). Two questions were “How
probable is it that you may purchase the battery/pen/notebook/baseball cap?” and “Will
you actively seek out the battery/pen/notebook/baseball cap in a store in order to purchase
it?”
Results
All of the participants in the positive emotional condition group were happier than
those in the control group for all four different products (batteries:
M
= 5.13, SD = .89
versus
M
= 4.21, SD = .81, respectively;
t
= 6.52,
p
< .01; pens:
M
= 5.11, SD = 1.02
versus
M
= 4.18, SD = .75, respectively;
t
= 6.38,
p
< .01; notebooks:
M
= 5.27, SD = .98
versus
M
= 4.12, SD = .71, respectively;
t
= 7.74,
p
< .01; baseball caps:
M
= 5.22, SD =
.97 versus
M
= 4.22, SD = .80, respectively;
t
= 6.69,
p
< .01), and the participants in the
control group were happier than those in the negative emotional condition group
(batteries:
M
= 4.21, SD = .81 versus
M
= 3.28, SD = .67, respectively;
t
= 6.17,
p
< .01;
pens:
M
= 4.18, SD = .75 versus
M
= 3.22, SD = .63, respectively;
t
= 6.28,
p
< .01;
notebooks:
M
= 4.12, SD = .71 versus
M
= 3.25, SD = .65, respectively;
t
= 5.79,
p
< .01;
baseball caps:
M
= 4.22, SD = .80 versus
M
= 3.28, SD = .65, respectively;
t
= 6.20,
p
<
.01). Apart from a simple main effect whereby the emotion induction significantly
influenced the respondents’ ratings of their happiness (batteries:
F
(2, 114) = 18.52,
p
<
.01; pens:
F
(2, 114) = 20.88,
p
< .01; notebooks:
F
(2, 114) = 17.93,
p
< .01; baseball caps: