234 /304
消費者情緒在九尾數定價效果的影響
234
by asking them to write down two (ten) reasons for their choice. As expected, the
participants felt it was significantly easier to generate two reasons than to generate ten (
M
= 5.11, SD = .81 versus
M
= 3.21, SD = .62, respectively;
t
= 5.95,
p
< .01). The results
confirmed the effectiveness of the processing fluency manipulation scheme employed in
this experiment.
Emotion induction
To ensure there was no difference between the two emotion induction methods
employed in Study 2, only Smith and Ellsworth’s (1985) manipulation scheme was used
as in Study 1a.
Perceived Monetary Gain
The participants were asked to evaluate price on 7-point semantic scales for two
items: (1) good value for money (Chandrashekaran and Grewal, 2006); and (2) saving a
lot of money (Compeau, Grewal, and Chandrashekaran, 2002) (α = .89). Their responses
to each item were made on a 7-point scale that ranged from 1 (strongly agree) to 7
(strongly disagree).
Perceived Quality Loss
Perceived quality loss was measured using two 7-point semantic scales from previous
studies: (1) high quality/low quality (Boulding and Kirmani, 1993); and (2) superior/
inferior (Keller and Aaker, 1992) (α= .92). Participants indicated their responses to each
item on a 7-point scale that ranged from 1 (strongly agree) to 7 (strongly disagree).
Results
A one-way ANOVA showed that the type of emotion induction to which participants
were exposed significantly influenced their happiness ratings based on the average of the
two manipulation check items (α = .86) (
F
(2, 228) = 32.44,
p
< .01). Participants exposed
to the positive emotion induction rated their emotions as being significantly more pleasant
than did those in the control group (
M
= 4.97, SD = .98 versus
M
= 3.89, SD = .73,
respectively;
t
= 5.86,
p
< .01). Participants in the control group also felt significantly
more happy than did those in the negative emotion group (
M
= 3.89, SD = .73 versus
M
=
3.30, SD = .59, respectively;
t
= 3.35,
p
< .01). Apart from a simple main effect whereby
the type of emotion induction significantly influenced the respondents’ happiness ratings
(
F
(2, 237) = 28.66,
p
< .01), there were no significant interactions or main effects on
incidental emotions (all
F
values < 1.68, all
p
values > .19). The results confirmed the
effectiveness of the emotion manipulation scheme employed in this experiment.