死亡威脅令人難以自我控制！－自尊與自我偏誤的調節

本研究旨在探討於不同程度與類型之死亡威脅對消費者自我控制之影響，以自尊、自我偏誤為調節變項。研究採22因子設計，實驗一結果為：(1)死亡威脅對不健康食品購買意願有顯著影響；(2)高死亡威脅對不健康食品購買意願高於低死亡威脅之購買意願；(3)低自尊者在高死亡威脅下對不健康食品購買意願高於低死亡威脅；(4)高自尊者在高死亡威脅下對健康食品購買意願高於低死亡威脅。實驗二結果為：(1)自我偏誤對不健康食品購買意願具邊際顯著影響；(2)自我負向偏誤者對不健康食品購買意願高於自我正向偏誤者；(3)土石流死亡威脅下，自我負向偏誤者對購買不健康食品的意願高於自我正向偏誤者。  This study examines the effects of mortality salience on consumers’self-control. Two experiments were conducted with a 22 factorial design. The result of study 1 found that the morality salience has significantly effect on purchase intention of unhealthy food; while in high mortality salience. For purchase intention of unhealthy food is higher than low mortality salience. In high mortality salience, low self-esteem for purchasing intention of unhealthy food is significantly higher than high. In high self-esteem, high mortality salience causes significantly higher purchase intent of healthy food than low mortality salience; The result of study 2 found that self-bias causes marginally significant effect on purchase intention of unhealthy food, and self-negativity biased people’s purchase intention of unhealthy food is significantly higher than self-positivity biased people’s. In mudslide mortality salience, self- negativity biased people’s purchase intent of unhealthy food is significantly higher than self-positivity biased people’s.