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題名 運用錨定理論於創新服務特色之心理偏好分析
Anchor-based Psychological Preference Analysis for Attractive Features of New Services
作者 呂威辰
Lu, Wei Chen
貢獻者 苑守慈
Yuan, Soe Tysr
呂威辰
Lu, Wei Chen
關鍵詞 新服務
服務創新
錨點
偏好
具吸引力的特色
New services
Service innovation
Anchor
Preference
Attractive Features
日期 2013
上傳時間 29-Jul-2014 16:03:46 (UTC+8)
摘要 在這個商業環境快速變遷以及服務產業竄起的時代，服務創新已然成為所有企業關心的核心議題。然而，現今仍未有清楚地定義使一個服務邁向成功的關鍵因素。在本研究中，我們發現了兩個使得大眾不接受新服務的關鍵問題：第一個是潛在使用者低估了或是沒有察覺到自身對於新服務的需求；第二個是潛在使用者認為服務的內容無法滿足其需求。所以，本研究試著找到具有吸引力的服務特色讓潛在使用者被這些特色吸引而願意給予新服務機會。我們運用錨定理論創建了一心理偏好分析的系統框架以提供一個有效的方式來促進新服務創新。
Facing the fast-changing trend of the business environment and the rising service sectors, service innovation has become the core issue for all the enterprises. However, the key factors for making new services successful are still not so clear. We have observed two problems existing in new services that prevent them from being accepted by the public: potential users are underestimated or unconscious of the need of a new service and the features of the new service can’t fulfill the users’ needs. Therefore, the anchor-based psychological preference analysis proposed in this study tries to discover the attractive features of new services for making potential users to give them chances. Based on the anchoring effect of mental information – expectation and cognitive bias, we devise an IT artifact that can provide an effective way to facilitate the promotion of new service innovation.
參考文獻 [1] Asiribo, O., and Gurland, J. 1990. "Coping with variance heterogeneity," Communications in Statistics-Theory and Methods (19:11), p 4029-4048.
[2] Brockner, J., and Higgins, E. T. 2001. "Regulatory focus theory: Implications for the study of emotions at work," Organizational behavior and human decision processes (86:1), p 35-66.
[3] Brockner, J., Higgins, E. T., and Low, M. B. 2004. "Regulatory focus theory and the entrepreneurial process," Journal of Business Venturing (19:2), p 203-220.
[4] Brown, M. B., and Forsythe, A. B. 1974. "Robust tests for the equality of variances," Journal of the American Statistical Association (69:346), p 364-367.
[5] Bruner, J. S., and Postman, L. 1947. "Tension and tension release as organizing factors in perception," Journal of Personality (15:4), p 300-308.
[6] Chapman, G. B., and Johnson, E. J. 2002. "Incorporating the irrelevant: Anchors in judgments of belief and value," Heuristics and biases: The psychology of intuitive judgment), p 120-138.
[7] Courtis, J. K. 1997. "Corporate annual report graphical communication in Hong Kong: effective or misleading?," Journal of Business Communication (34:3), pp 269-284.
[8] Crowe, E., and Higgins, E. T. 1997. "Regulatory focus and strategic inclinations: Promotion and prevention in decision-making," Organizational behavior and human decision processes (69:2), p 117-132.
[9] DiClemente, C. C., Schlundt, D., and Gemmell, L. 2004. "Readiness and stages of change in addiction treatment," American Journal on Addictions (13:2), p 103-119.
[10] Drummond, G. B., and Vowler, S. L. 2012. "Analysis of variance: variably complex," The Journal of physiology (590:6), p 1303-1306.
[11] Epley, N., and Gilovich, T. 2001. "Putting adjustment back in the anchoring and adjustment heuristic: Differential processing of self-generated and experimenter-provided anchors," Psychological Science (12:5), p 391-396.
[12] Epley, N., and Gilovich, T. 2005. "When effortful thinking influences judgmental anchoring: differential effects of forewarning and incentives on self‐generated and externally provided anchors," Journal of Behavioral Decision Making (18:3), p 199-212.
[13] Epley, N., and Gilovich, T. 2006. "The anchoring-and-adjustment heuristic Why the adjustments are insufficient," Psychological Science (17:4), p 311-318.
[14] Freud, S. 1953. "Fragment of an analysis of a case of hysteria (1905 [1901])," in The Standard Edition of the Complete Psychological Works of Sigmund Freud, Volume VII (1901-1905): A Case of Hysteria, Three Essays on Sexuality and Other Works, p. 1-122.
[15] Gintis, H. 2007. "A framework for the unification of the behavioral sciences," Behavioral and brain sciences (30:1), p 1-15.
[16] Greenacre, M. J. 1984. Theory and applications of correspondence analysis.
[17] Hevner, A. R., March, S. T., Park, J., and Ram, S. 2004. "Design science in information systems research," MIS quarterly (28:1), p 75-105.
[18] Idson, Chen, L., Liberman, N., and Higgins, E. T. 2000. "Distinguishing Gains from Non-Losses and Losses from Non-Gains: A Regulatory Focus Perspective on Hedonic Intensity," Journal of Experimental Social Psychology (36), p 252-274.
[19] Jaccard, J., Becker, M. A., and Wood, G. 1984. "Pairwise multiple comparison procedures: A review," Psychological Bulletin (96:3), p 589.
[20] Jacowitz, K. E., and Kahneman, D. 1995. "Measures of anchoring in estimation tasks," Personality and Social Psychology Bulletin (21:11), p 1161-1166.
[21] Kahneman, D., and Tversky, A. 1979. "Prospect theory: An analysis of decision under risk," Econometrica: Journal of the Econometric Society), p 263-291.
[22] Kano, N., Seraku, N., Takahashi, F., and Tsuji, S. 1984. "Attractive quality and must-be quality," The Journal of the Japanese Society for Quality Control (14:2), p 39-48.
[23] Kristensen, H., and Gärling, T. 2000. "Anchor points, reference points, and counteroffers in negotiations," Group decision and negotiation (9:6), p 493-505.
[24] Larson, R. C. 2008. "Service science: At the intersection of management, social, and engineering sciences," IBM Systems Journal (47:1), p 41-51.
[25] Lehman, A. 2005. JMP for basic univariate and multivariate statistics: a step-by-step guide.
[26] Levine, J. M., Higgins, E. T., and Choi, H.-S. 2000. "Development of strategic norms in groups," Organizational behavior and human decision processes (82:1), pp 88-101.
[27] Lewin, K. 1935. "A dynamic theory of personality".
[28] MacQueen, J. Year. "Some methods for classification and analysis of multivariate observations," Proceedings of the fifth Berkeley symposium on mathematical statistics and probability, California, USA1967, p. 14.
[29] Maslow, A. 1955. "Deficiency motivation and growth motivation".
[30] McConnaughy, E. A., Prochaska, J. O., and Velicer, W. F. 1983. "Stages of change in psychotherapy: Measurement and sample profiles," Psychotherapy: Theory, Research & Practice (20:3), p 368.
[31] Menor, L. J., Tatikonda, M. V., and Sampson, S. E. 2002. "New service development: areas for exploitation and exploration," Journal of Operations Management (20:2), p 135-157.
[32] Molden, D. C., Lee, A. Y., and Higgins, E. T. 2008. "Motivations for promotion and prevention," Handbook of motivation science), p 169-187.
[33] Murray, H. A. 1938. "Explorations in personality: A clinical and experimental study of fifty men of college age".
[34] Mussweiler, T. 2002. "The malleability of anchoring effects," Experimental Psychology (49:1), p 67.
[35] Mussweiler, T., and Strack, F. 1999. "Hypothesis-consistent testing and semantic priming in the anchoring paradigm: A selective accessibility model," Journal of Experimental Social Psychology (35:2), p 136-164.
[36] Patten, S., Vollman, A., and Thurston, W. 2000. "The utility of the transtheoretical model of behavior change for HIV risk reduction in injection drug users," Journal of the Association of Nurses in AIDS Care (11:1), pp 57-66.
[37] Prochaska, J. O., DiClemente, C. C., and Norcross, J. C. 1993. "In search of how people change: Applications to addictive behaviors," Journal of Addictions Nursing (5:1), pp 2-16.
[38] Prochaska, J. O., and Velicer, W. F. 1997. "The transtheoretical model of health behavior change," American journal of health promotion (12:1), pp 38-48.
[39] Rodgers, W. M., Courneya, K. S., and Bayduza, A. L. 2001. "Examination of the transtheoretical model and exercise in 3 populations," American journal of health behavior (25:1), p 33-41.
[40] Rubalcaba, L., Michel, S., Sundbo, J., Brown, S. W., and Reynoso, J. 2012. "Shaping, organizing, and rethinking service innovation: a multidimensional framework," Journal of Service Management (23:5), p 696-715.
[41] Scheufele, D. A. 1999. "Framing as a theory of media effects," Journal of communication (49:1), p 103-122.
[42] Shen, P.-H. 2014. "Market-Oriented Chance Discovery toward Service Value Creation".
[43] Soderstrom, C. A., DiClemente, C. C., Dischinger, P. C., Hebel, J. R., McDuff, D. R., Auman, K. M., and Kufera, J. A. 2007. "A controlled trial of brief intervention versus brief advice for at-risk drinking trauma center patients," Journal of Trauma-Injury, Infection, and Critical Care (62:5), p 1102-1112.
[44] Strack, F. 1992. "The different routes to social judgments: Experiential versus informational strategies," The construction of social judgments, p 249-275.
[45] Strack, F., and Mussweiler, T. 1997. "Explaining the enigmatic anchoring effect: Mechanisms of selective accessibility," Journal of Personality and Social Psychology (73:3), p 437.
[46] Triplett, N. 1898. "The dynamogenic factors in pacemaking and competition," The American journal of psychology (9:4), p 507-533.
[47] Tversky, A., and Kahneman, D. 1991. "Loss aversion in riskless choice: A reference-dependent model," The Quarterly Journal of Economics (106:4), p 1039-1061.
[48] Tversky, A., and Kahneman, D. 1992. "Advances in prospect theory: Cumulative representation of uncertainty," Journal of Risk and uncertainty (5:4), p 297-323.
[49] Velicer, W. F., Prochaska, J. O., Fava, J. L., Norman, G. J., and Redding, C. A. 1998. "Smoking cessation and stress management: applications of the Transtheoretical Model of behavior change," Homeostasis in health and disease.
[50] Welch, B. 1951. "On the comparison of several mean values: an alternative approach," Biometrika, p 330-336.
[51] 賴怡君 2004. "定錨效果內在機制之探討-無意識層次與意識層次的定錨效果.
描述 碩士
國立政治大學
資訊管理研究所
101356008
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356008
資料類型 thesis
dc.contributor.advisor 苑守慈zh_TW
dc.contributor.advisor Yuan, Soe Tysren_US
dc.contributor.author (Authors) 呂威辰zh_TW
dc.contributor.author (Authors) Lu, Wei Chenen_US
dc.creator (作者) 呂威辰zh_TW
dc.creator (作者) Lu, Wei Chenen_US
dc.date (日期) 2013en_US
dc.date.accessioned 29-Jul-2014 16:03:46 (UTC+8)-
dc.date.available 29-Jul-2014 16:03:46 (UTC+8)-
dc.date.issued (上傳時間) 29-Jul-2014 16:03:46 (UTC+8)-
dc.identifier (Other Identifiers) G0101356008en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67863-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 101356008zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 在這個商業環境快速變遷以及服務產業竄起的時代，服務創新已然成為所有企業關心的核心議題。然而，現今仍未有清楚地定義使一個服務邁向成功的關鍵因素。在本研究中，我們發現了兩個使得大眾不接受新服務的關鍵問題：第一個是潛在使用者低估了或是沒有察覺到自身對於新服務的需求；第二個是潛在使用者認為服務的內容無法滿足其需求。所以，本研究試著找到具有吸引力的服務特色讓潛在使用者被這些特色吸引而願意給予新服務機會。我們運用錨定理論創建了一心理偏好分析的系統框架以提供一個有效的方式來促進新服務創新。zh_TW
dc.description.abstract (摘要) Facing the fast-changing trend of the business environment and the rising service sectors, service innovation has become the core issue for all the enterprises. However, the key factors for making new services successful are still not so clear. We have observed two problems existing in new services that prevent them from being accepted by the public: potential users are underestimated or unconscious of the need of a new service and the features of the new service can’t fulfill the users’ needs. Therefore, the anchor-based psychological preference analysis proposed in this study tries to discover the attractive features of new services for making potential users to give them chances. Based on the anchoring effect of mental information – expectation and cognitive bias, we devise an IT artifact that can provide an effective way to facilitate the promotion of new service innovation.en_US
dc.description.tableofcontents CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND AND MOTIVATION 1
1.2 RESEARCH PROBLEM 2
1.3 RESEARCH METHOD 5
1.4 PURPOSE AND CONTRIBUTION 9
1.5 CONTENT ORGANIZATION 10
CHAPTER 2 LITERATURE REVIEW 12
2.1 BEHAVIOR CHANGE 13
2.2 MOTIVATIONS FOR PROMOTION AND PREVENTION 16
2.3 REFERENCE POINT 18
2.4 ANCHORING EFFECT 19
2.4.1 Anchoring Effect 19
2.4.2 Selective Accessibility Model 21
2.4.3 Provided Anchors & Self-generated anchors 22
2.4.4 Summarization 23
CHAPTER 3 BMIND PROJECT 25
3.1 THE CONCEPTUAL FRAMEWORK OF BMIND 25
3.1.1 Preference Analysis 26
3.1.2 Appropriate Expectation Positioning 27
3.1.3 Visualization-based Behavior Intention Reframing 28
3.2 THE SYSTEM ARCHITECTURE OF BMIND 29
3.2.1 Mental State Model Building Module 29
3.2.2 Appropriate Mental State Recommendation Module 30
3.2.3 Behavior Intention Reframing Module 31
3.3 APPLICATION SCENARIO – I-PART 34
CHAPTER 4 THE ANCHORING-BASED PREFERENCE ANALYSIS MECHANISM 37
4.1 CONCEPTUAL FRAMEWORK 37
4.2 DESIGN LOGIC AND RESEARCH APPROACH 42
4.3 ATTRIBUTE GENERATOR OF SERVICE INSIGHT MODULE AND NEW SERVICE DATABASE 44
4.4 ANCHOR-BASED Q&A MODULE 47
4.5 ADJUSTMENT INDEX-BASED ANALYSIS MODULE 50
4.5.1 Adjustment Index 51
4.5.2 The Standards for Evaluating Adjustment Index 55
CHAPTER 5 APPLICATION SCENARIO 57
5.1 AN APPLICATION SCENARIO 57
CHAPTER 6 EVALUATION 66
6.1 PROPOSITION 66
6.2 ASSUMPTIONS 67
6.3 EXPERIMENT 1 68
6.3.1 Design and Objective of Experiment 1 68
6.3.2 Subjects of Experiment 1 74
6.3.3 Result of Experiment 1’s Data 78
6.3.4 Findings and Discussion of Experiment 1 90
6.4 EXPERIMENT 2 92
6.4.1 Design and Objective of Experiment 2 92
6.4.2 Subjects of Experiment 2 97
6.4.3 Result of Experiment 2 100
6.4.4 Findings and Discussion of Experiment 2 124
6.5 INTERVIEW OF SERVICE PROVIDERS 131
6.6 FINDING AND DISCUSSION OF BMIND RESEARCH PROJECT 135
CHAPTER 7 CONCLUSION 138
7.1 CONTRIBUTIONS 138
7.2 MANAGERIAL IMPLICATIONS 139
7.3 LIMITATIONS AND FUTURE WORKS 141
REFERENCES A
APPENDIX A. 12-ITEM VERSION OF URICA FOR REDUCED DRINKING PROJECT F		zh_TW
dc.format.extent 3750979 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356008en_US
dc.subject (關鍵詞) 新服務zh_TW
dc.subject (關鍵詞) 服務創新zh_TW
dc.subject (關鍵詞) 錨點zh_TW
dc.subject (關鍵詞) 偏好zh_TW
dc.subject (關鍵詞) 具吸引力的特色zh_TW
dc.subject (關鍵詞) New servicesen_US
dc.subject (關鍵詞) Service innovationen_US
dc.subject (關鍵詞) Anchoren_US
dc.subject (關鍵詞) Preferenceen_US
dc.subject (關鍵詞) Attractive Featuresen_US
dc.title (題名) 運用錨定理論於創新服務特色之心理偏好分析zh_TW
dc.title (題名) Anchor-based Psychological Preference Analysis for Attractive Features of New Servicesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) [1] Asiribo, O., and Gurland, J. 1990. "Coping with variance heterogeneity," Communications in Statistics-Theory and Methods (19:11), p 4029-4048.
[2] Brockner, J., and Higgins, E. T. 2001. "Regulatory focus theory: Implications for the study of emotions at work," Organizational behavior and human decision processes (86:1), p 35-66.
[3] Brockner, J., Higgins, E. T., and Low, M. B. 2004. "Regulatory focus theory and the entrepreneurial process," Journal of Business Venturing (19:2), p 203-220.
[4] Brown, M. B., and Forsythe, A. B. 1974. "Robust tests for the equality of variances," Journal of the American Statistical Association (69:346), p 364-367.
[5] Bruner, J. S., and Postman, L. 1947. "Tension and tension release as organizing factors in perception," Journal of Personality (15:4), p 300-308.
[6] Chapman, G. B., and Johnson, E. J. 2002. "Incorporating the irrelevant: Anchors in judgments of belief and value," Heuristics and biases: The psychology of intuitive judgment), p 120-138.
[7] Courtis, J. K. 1997. "Corporate annual report graphical communication in Hong Kong: effective or misleading?," Journal of Business Communication (34:3), pp 269-284.
[8] Crowe, E., and Higgins, E. T. 1997. "Regulatory focus and strategic inclinations: Promotion and prevention in decision-making," Organizational behavior and human decision processes (69:2), p 117-132.
[9] DiClemente, C. C., Schlundt, D., and Gemmell, L. 2004. "Readiness and stages of change in addiction treatment," American Journal on Addictions (13:2), p 103-119.
[10] Drummond, G. B., and Vowler, S. L. 2012. "Analysis of variance: variably complex," The Journal of physiology (590:6), p 1303-1306.
[11] Epley, N., and Gilovich, T. 2001. "Putting adjustment back in the anchoring and adjustment heuristic: Differential processing of self-generated and experimenter-provided anchors," Psychological Science (12:5), p 391-396.
[12] Epley, N., and Gilovich, T. 2005. "When effortful thinking influences judgmental anchoring: differential effects of forewarning and incentives on self‐generated and externally provided anchors," Journal of Behavioral Decision Making (18:3), p 199-212.
[13] Epley, N., and Gilovich, T. 2006. "The anchoring-and-adjustment heuristic Why the adjustments are insufficient," Psychological Science (17:4), p 311-318.
[14] Freud, S. 1953. "Fragment of an analysis of a case of hysteria (1905 [1901])," in The Standard Edition of the Complete Psychological Works of Sigmund Freud, Volume VII (1901-1905): A Case of Hysteria, Three Essays on Sexuality and Other Works, p. 1-122.
[15] Gintis, H. 2007. "A framework for the unification of the behavioral sciences," Behavioral and brain sciences (30:1), p 1-15.
[16] Greenacre, M. J. 1984. Theory and applications of correspondence analysis.
[17] Hevner, A. R., March, S. T., Park, J., and Ram, S. 2004. "Design science in information systems research," MIS quarterly (28:1), p 75-105.
[18] Idson, Chen, L., Liberman, N., and Higgins, E. T. 2000. "Distinguishing Gains from Non-Losses and Losses from Non-Gains: A Regulatory Focus Perspective on Hedonic Intensity," Journal of Experimental Social Psychology (36), p 252-274.
[19] Jaccard, J., Becker, M. A., and Wood, G. 1984. "Pairwise multiple comparison procedures: A review," Psychological Bulletin (96:3), p 589.
[20] Jacowitz, K. E., and Kahneman, D. 1995. "Measures of anchoring in estimation tasks," Personality and Social Psychology Bulletin (21:11), p 1161-1166.
[21] Kahneman, D., and Tversky, A. 1979. "Prospect theory: An analysis of decision under risk," Econometrica: Journal of the Econometric Society), p 263-291.
[22] Kano, N., Seraku, N., Takahashi, F., and Tsuji, S. 1984. "Attractive quality and must-be quality," The Journal of the Japanese Society for Quality Control (14:2), p 39-48.
[23] Kristensen, H., and Gärling, T. 2000. "Anchor points, reference points, and counteroffers in negotiations," Group decision and negotiation (9:6), p 493-505.
[24] Larson, R. C. 2008. "Service science: At the intersection of management, social, and engineering sciences," IBM Systems Journal (47:1), p 41-51.
[25] Lehman, A. 2005. JMP for basic univariate and multivariate statistics: a step-by-step guide.
[26] Levine, J. M., Higgins, E. T., and Choi, H.-S. 2000. "Development of strategic norms in groups," Organizational behavior and human decision processes (82:1), pp 88-101.
[27] Lewin, K. 1935. "A dynamic theory of personality".
[28] MacQueen, J. Year. "Some methods for classification and analysis of multivariate observations," Proceedings of the fifth Berkeley symposium on mathematical statistics and probability, California, USA1967, p. 14.
[29] Maslow, A. 1955. "Deficiency motivation and growth motivation".
[30] McConnaughy, E. A., Prochaska, J. O., and Velicer, W. F. 1983. "Stages of change in psychotherapy: Measurement and sample profiles," Psychotherapy: Theory, Research & Practice (20:3), p 368.
[31] Menor, L. J., Tatikonda, M. V., and Sampson, S. E. 2002. "New service development: areas for exploitation and exploration," Journal of Operations Management (20:2), p 135-157.
[32] Molden, D. C., Lee, A. Y., and Higgins, E. T. 2008. "Motivations for promotion and prevention," Handbook of motivation science), p 169-187.
[33] Murray, H. A. 1938. "Explorations in personality: A clinical and experimental study of fifty men of college age".
[34] Mussweiler, T. 2002. "The malleability of anchoring effects," Experimental Psychology (49:1), p 67.
[35] Mussweiler, T., and Strack, F. 1999. "Hypothesis-consistent testing and semantic priming in the anchoring paradigm: A selective accessibility model," Journal of Experimental Social Psychology (35:2), p 136-164.
[36] Patten, S., Vollman, A., and Thurston, W. 2000. "The utility of the transtheoretical model of behavior change for HIV risk reduction in injection drug users," Journal of the Association of Nurses in AIDS Care (11:1), pp 57-66.
[37] Prochaska, J. O., DiClemente, C. C., and Norcross, J. C. 1993. "In search of how people change: Applications to addictive behaviors," Journal of Addictions Nursing (5:1), pp 2-16.
[38] Prochaska, J. O., and Velicer, W. F. 1997. "The transtheoretical model of health behavior change," American journal of health promotion (12:1), pp 38-48.
[39] Rodgers, W. M., Courneya, K. S., and Bayduza, A. L. 2001. "Examination of the transtheoretical model and exercise in 3 populations," American journal of health behavior (25:1), p 33-41.
[40] Rubalcaba, L., Michel, S., Sundbo, J., Brown, S. W., and Reynoso, J. 2012. "Shaping, organizing, and rethinking service innovation: a multidimensional framework," Journal of Service Management (23:5), p 696-715.
[41] Scheufele, D. A. 1999. "Framing as a theory of media effects," Journal of communication (49:1), p 103-122.
[42] Shen, P.-H. 2014. "Market-Oriented Chance Discovery toward Service Value Creation".
[43] Soderstrom, C. A., DiClemente, C. C., Dischinger, P. C., Hebel, J. R., McDuff, D. R., Auman, K. M., and Kufera, J. A. 2007. "A controlled trial of brief intervention versus brief advice for at-risk drinking trauma center patients," Journal of Trauma-Injury, Infection, and Critical Care (62:5), p 1102-1112.
[44] Strack, F. 1992. "The different routes to social judgments: Experiential versus informational strategies," The construction of social judgments, p 249-275.
[45] Strack, F., and Mussweiler, T. 1997. "Explaining the enigmatic anchoring effect: Mechanisms of selective accessibility," Journal of Personality and Social Psychology (73:3), p 437.
[46] Triplett, N. 1898. "The dynamogenic factors in pacemaking and competition," The American journal of psychology (9:4), p 507-533.
[47] Tversky, A., and Kahneman, D. 1991. "Loss aversion in riskless choice: A reference-dependent model," The Quarterly Journal of Economics (106:4), p 1039-1061.
[48] Tversky, A., and Kahneman, D. 1992. "Advances in prospect theory: Cumulative representation of uncertainty," Journal of Risk and uncertainty (5:4), p 297-323.
[49] Velicer, W. F., Prochaska, J. O., Fava, J. L., Norman, G. J., and Redding, C. A. 1998. "Smoking cessation and stress management: applications of the Transtheoretical Model of behavior change," Homeostasis in health and disease.
[50] Welch, B. 1951. "On the comparison of several mean values: an alternative approach," Biometrika, p 330-336.
[51] 賴怡君 2004. "定錨效果內在機制之探討-無意識層次與意識層次的定錨效果.		zh_TW