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調節焦點理論
Regulatory Focus Theory
Presenter: Guan-Yu Chen
南台科技大學
資訊工程系
智慧型系統實驗室iLab
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自我調節
• 自我調節(Self-regulation)
– 意指個人設定目標以及選擇方法達到目
標的過程
– (Carver & Scheier, 1998)
南台科技大學
資訊工程系
智慧型系統實驗室iLab
2
調節焦點理論
• 調節焦點理論(Regulatory Focus Theory)
– (Higgins, 1998; Higgins et al., 1994)
促進焦點(Promotion Focus)
預防焦點(Prevention Focus)
南台科技大學
資訊工程系
智慧型系統實驗室iLab
3
促進焦點
• 促進焦點(Promotion Focus)
– 來自於個人營養需求(Nurturance Needs)的
調節，也就是專注理想的狀態端
– 聚焦於正面結果的獲得(理想狀態端的完
成與實現)
南台科技大學
資訊工程系
智慧型系統實驗室iLab
4
預防焦點
• 預防焦點(Prevention Focus)
– 源自於個人安全需求(Security Needs)的調
節，也就是專注於不想要的狀態端
– 聚焦於負面結果的避免(現狀的維持與預
防)
南台科技大學
資訊工程系
智慧型系統實驗室iLab
5
目的與用途
• 目的：影響或說服資訊接受者
• 用途：
– 宣傳或宣導文字
– 廣告影音多媒體
– 談判或游說
南台科技大學
資訊工程系
智慧型系統實驗室iLab
6
優點與缺點
• 優點：
– 能針對不同的焦點系統進行正面影響
– 提供傳遞訊息時，內容描述方式的選擇
• 缺點：
– 不能辨識受負面影響的訊息接受者
– 進行訊息傳遞時，可能忽略小數傾向者
南台科技大學
資訊工程系
智慧型系統實驗室iLab
7
Event Reaction Questionnaire
(Higgins et al., 2001)
Q1
Q2
Q3
Compared to most people, are you typically unable to get what you want out of life?
Growing up, would you ever “cross the line” by doing things that your parents would
not tolerate?
How often have you accomplished things that got you "psyched" to work even
harder?
Q4
Did you get on your parents’ nerves often when you were growing up?
Q5
How often did you obey rules and regulations that were established by your parents?
Q6
Growing up, did you ever act in ways that your parents thought were objectionable?
Q7
Do you often do well at different things that you try?
Q8
Not being careful enough has gotten me into trouble at times.
Q9
When it comes to achieving things that are important to me, I find that I don't
perform as well as I ideally would like to do.
Q10
I feel like I have made progress toward being successful in my life.
Q11
I have found very few hobbies or activities in my life that capture my interest or
motivate me to put effort into them.
南台科技大學
資訊工程系
智慧型系統實驗室iLab
8
計算方式
• Promotion = [ (6 – Q1) + Q3+ Q7 +
(6 – Q9) + Q10 + (6 – Q11) ] / 6
• Prevention = [ (6 – Q2) + (6 – Q4) + Q5 +
(6 – Q6) + (6 – Q8) ] / 5
• RF = Promotion – Prevention
南台科技大學
資訊工程系
智慧型系統實驗室iLab
9
The End~
Thanks!!
南台科技大學
資訊工程系
智慧型系統實驗室iLab
10