人生重開機：新起點心態提高消費者情感依賴傾向

Starting Anew: A Fresh Start Mindset Increases Consumers’Reliance on Affect

本研究探討「新起點心態」對消費者決策與判斷任務中情感依賴程度及其行為表徵的影響。透過一個前導研究與五個實驗，使用不同操弄、不同背景樣本、與不同任務類型，本研究發現「高新起點心態」消費者更可能將情感作為資訊投入，亦即有更高的情感依賴傾向，並展現出對應的行為表徵（實驗一至五），而這個效果是因為「新起點心態」會使消費者具備較高的促進焦點所導致。透過將「新起點心態」操弄與情感性訊息整合進入行銷刺激中（實驗四與五），並結合誘因相容設計（實驗五），行銷人員可以提升「高新起點心態」消費者對自我改善產品的購買意圖（實驗四）與公益活動的捐款可能（實驗五）。本研究為「新起點心態」之研究填補重要研究缺口，且提供具體可行的行銷建議。

In this study, we examined the influence of a fresh start mindset (FSM) on the degree of affect reliance in consumer decision-making and judgment tasks. Through a pilot study and five experiments involving various manipulations, samples, and task types, we discovered that consumers with a high FSM are more likely than those without to use affect as input information for subsequent action, indicating a greater degree of affect reliance (Experiments 1–5). These effects are attributable to the fact that an FSM fosters high promotion focus in consumers. By integrating an FSM and affective messages into marketing stimuli (Experiments 4 and 5) and combining them with incentive-compatible designs (Experiment 5), marketers can increase the purchase intention of consumers with a high FSM when it comes to self-improvement products(Experiment 4) and the likelihood of donations for charitable activities (Experiment 5). Overall, this study addresses a major gap in the FSM literature and offers practical marketing implications.