| Summary: | 碩士 === 國立臺灣師範大學 === 全球經營與策略研究所 === 103 === The purpose of the research is to investigate the evaluation change of the customers in a specific dimension. Although there are substantial theoretical and research articles focused on the reason why people change their evaluation and context effect between one context and target, the present study is based on Dimensional Range Overlap Model (Chien, Wegner, Hsiao, &; Petty, 2010) to have a further discussion. The dimensional ranger overlap model shows the affection of customer’s evaluation based on whether there’s an overlap between target and context. When the overlap exist, the target moves to the same direction with the prime, which is considered as assimilation effects. On the other hand, if there is non overlap between target and context, the target moves into a different direction from the prime, which is contrast effect. The study also makes further discussion on the reciprocity hypothesis (Hsiao, 2002) that not only the evaluation of the target but also the evaluation of the prime would be affected by the context effect.
There are four experiments in this study to discuss the hypothesis, although there was only one result were significant, we can still see that the movement direction of contexts and target were the same way as we expected. Therefore, we believed that using more samples, changing the design of the experiments could prove our hypotheses.
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