本論文以兩個研究來論證過去研究者較少探討兩種影響消費者行為的特殊行銷影響，其一是需求提醒影響，另一個則是價格促銷對配件購買的影響。第一個研究以理論洞察消費者如何受到提醒需求影響。研究結果論證產品涉入與提醒消費者需求的交互作用如何影響他們的購買行為。除了考慮最重要的需求外，本研究亦發現特別是低涉入產品，較不重要的需求並不能被忽略。這些研究結果對行銷實務上，特別是執行有關提醒消費者「什麼」需求或「如何」提醒消費者需求的策略時有重要含義。而第二個研究主要在探討當消費者面臨產品(主產品與/或配件)降價時，對於其進行配件購買評估的影響。研究結果發現：不論主產品有無降價，消費者對配件的品牌選擇上均偏好品牌形象較佳的品牌，但是主產品價格促銷仍然會影響配件品牌的選擇。而當主產品的品牌不同時，對配件品牌選擇的影響也會不同。此外，主產品的價格促銷亦會影響消費者對相同品牌配件之不同功能等級的購買選擇。最後，如果配件降價，不論何種情況下，消費者均會偏好較高等級的配件(不論是配件的品牌或是功能等級)，特別是在主產品為弱品牌的情況下。

This thesis includes two studies to examine two particular marketing effects on consumer behaviors, which had not been done by previous researchers: one is need reminding effects and the other price promotion effects on accessory purchase. Using theoretical insights, study 1 uncovers how consumers are affected by being reminded of their needs. The research results demonstrate that the interaction of product involvement and reminding of needs influences consumer purchase behaviors. Besides considering the most important needs, the results of this study also indicate that less important needs cannot be ignored, particularly for low-involvement products. These findings have important implications for marketing practice when formulating strategies relating to “what” and “how” to remind consumers of their needs. Study 2 aims at exploring the impact of main product and/or accessories price promotions on consumers’ purchase evaluation of the accessories. The results show that, in the selection of accessories, regardless of main product price cuts, consumers would prefer brands with a stronger image but price promotion of the main product still influences the brand selection of the accessories. When brand image of the main differs, the brand impact of the accessory would be different. In addition, main product price promotion would also affect consumers’ selection of accessories of different function grades under the same brand. Finally, when the accessories are in price promotion, in all scenarios, consumers would prefer accessories of a higher grade (in terms of both brand and function).

References
Alba, L. And Hutchinson, J. (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, 13(4), pp.411-54.
Alderfer, C. (1972), Existence, Relatedness, and Growth: Human Needs in Organizational Settings, New York, Free Press
Assael, Henry, (1995), Consumer Behavior and Marketing Action, 5th ed, Cincinnati, OH：South-Western College Publishing.
Auh, S. and Johnson, M. (2005), “Compatibility Effects in Evaluations of Satisfaction and loyalty,” Journal of Economic Psychology, 26, pp.35-57
Bakos, Y. and Brynjolfsson, E. (1999), “Bundling Information Goods: Pricing, Profits and Efficiency,” Management Science, 45, pp.1613-1630.
Bearden, W., Hardesty, D. and Rose, R. (2001), “Consumer Self-confidence: Refinements in Conceptualization and Measurement,” Journal of Consumer Research, 28, pp.121-134
Bearden, W., Netemeyer, R. and Teel, J. (1989), “Further Validation of the Consumer Susceptibility to Interpersonal Influence Scale,” Advances in Consumer Research, 17, pp.770-775
Bettman, J. (1979), An Information Processing Theory of Consumer Choice, Reading, MA, Addison-Wesley Publishing
Biswas, Abhijit and Edward A. Blair (1991), “Contextual Effects of Reference Prices in Retail Advertisements,” Journal of Marketing, 55(3), pp.1-12
Bitta, D., Monroe, K. and McGinnis, J. (1981), “Consumer Perceptions of Comparative Price Advertisements,” Journal of Marketing Research, 18, pp.416-427.
Blattberg, R., Richard, B. and Edward, F. (1995), “How Promotions Work,” Marketing Science, 14, pp.122-132
Bloch, P., Brunel, F. and Arnold, T. (2003), “Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement”, Journal of Consumer Research, 29, pp.551-566
Bloemer, J. and Kasper, H. (1995), “The Complex Relationship between Consumer Satisfaction and Brand Loyalty,” Journal of Economic Psychology, 16, pp.311-319
Bretz, R. Jr., Ash, R. and Dreher, G. (1989), “Do People Make the Place? An Examination of the Attraction-Selection-Attrition Hypothesis,” Personnel Psychology, 42, pp.561-581
Celsi, R. and Olson, J. (1988), “The Role of Involvement in Attention and Comprehension Processes,” Journal of Consumer Research, 15, pp.210-224
Chiu, H. and Lin, N. (2004), “A Service Quality Measurement Derived from the Theory of Needs,” The Service Industries Journal, 24, pp.187-204
Churchill, Jr., and Gilbert, A. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16, pp.64–73
Chuang, J,, Sirbu, M. (1999), “Optimal Bundling Strategy for Digital Information Goods: Network Delivery of Articles and Subscriptions,” Information Economics and Policy, 11, pp.147-176.
Del-Vecchio, D. (2001), “Consumer Perceptions of Private Label Quality: The Role of Product Category Characteristics and Consumer Use of Heuristics,” Journal of Retailing and Consumer Services, 8, pp.239-249.
Dick, A. and Basu, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, 22, pp.99-113
Dijkstra, D., Buijtels, H. and Raaij, W. (2005), “Separate and Joint Effects of Medium Type on Consumer Responses: A Comparison of Television, Print, and the Internet,” Journal of Business Research, 58, pp.377-386
Dodds, W., Monroe, K. and Grewal, D. (1991), “The Effects of Price, Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28, pp. 307-319
Dowling, G. (1986), “Perceived Risk: The Concept and its Measurement,” Psychology and Marketing, 3, pp.193-210
Dowling, G. and Staelin, R (1994), “A Model of Perceived Risk and Intended Risk-handling Activity,” Journal of Consumer Research, 21, pp.119-133
Erickson, G. and Jonansson, J. (1985), “The Role of Price in Multi-Attribute Product Evaluation,” Journal of Consumer Research, 12, pp.195-199
Flynn, L. and Goldsmith, R. (1993), “Application of the Personal Involvement Inventory in Marketing,” Psychology and Marketing, 10, pp.357-366
Garretson, J. and Clow, K. (1999), “The Influence of Coupon Face Value on Service Quality Expectation, Risk Perceptions and Purchase Intentions in the Dental Industry,” The Journal of Service Marketing, 13, pp.59-70
Graeff, T. (1997). “Consumption Situations and the Effects of Brand Image on Consumers’ Brand Evaluations,” Psychology & Marketing, 14, pp.49-70
Grewal, D., Krishnan, R., Baker, J. and Borin, N. (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, 74, pp.331-352
Gupta, S. and Cooper, L. (1992), “The Discounting of Discounts and Promotion Thresholds,” Journal of Consumer Research, 19, pp.401-411
Harlam, B., Krishna, A., Lehmann, D. and Mela, C. (1995), “Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle,” Journal of Marketing Research, 27, pp.390-401
Hawkins, D., Best, R. and Coney, K. (1983), Consumer Behavior: Implication for Marketing, Strategy Revised ed. Business Publication. Inc, Plano, Texas, p.448.
Hauser, J. and Urban G. (1986), “The Value Priority Hypothesis for Consumer Budget Plans,” Journal of Consumer Research, 12, pp.446-462
Hjorth-Andersen, C. (1987), “Price as a Risk Indicator,” Journal of Consumer Policy, 10, pp.267-281
Herr, P. M. (1989), “Priming Price: Prior Knowledge and Context Effects,” Journal of Consumer Research, 16, pp.67-75
Jacobson, R. and Obermiller, C. (1990), “The Formation of Expected Future Price: A Reference Price for Forward-Looking Consumers,”Journal of Consumer Research, 16, pp.420-432
Kahneman, D. (1973), Attention and Effort, New Jersey: Prentice Hall.
Kalwani, M. and Yim, C. (1992), “Consumer Price and Promotion Expectations: An Experimental Study,” Journal of Marketing Research, 27, pp.251-262
Kamins, M. and Marks, L. (1991), “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar & Unfamiliar Brands,” Journal of the Academy of Marketing Science, 19, pp.177-185
Kashyap, R. and Bojanic, D. (2000), “A Structural Analysis of Value, Quality, and Price Perceptions of Business and Leisure Travelers,” Journal of Travel Research, 39, pp.45-51
LaBarbera, P. and David, M. (1983), “A Longitudinal Assessment of Customer Satisfaction/Dissatisfactions: The Dynamic Aspect of the Cognitive Process,” Journal of Marketing Research, 20, pp.393-404
Li, H., Daugherty, T. and Biocca, F. (2002), “Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence,” Journal of Advertising, 31, pp.43-58
Liao, C. (2002), “The Role of Bundling in Price Competition,” International Journal of Industrial Organization, 20, pp.365-389
Lichtenstein, D. and Bearden, W. (1989), “Contextual Influences on Perceptions of Merchant-Supplied Reference Prices,” Journal of Consumer Research, 16, pp.55-66
Lichtenstein, D., Netemeyer, R. and Burton, S. (1990), “Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Perspective,” Journal of Marketing, 54, pp.54-67
Mano, H. (1992), “Judgments under Distress: Assessing the Role of Unpleasantness and Arousal in Judgment Formation,” Organizational Behavior and Human Decision Processes, 52, pp.216–245
Mantel, S. and Kardes, F. (1999), “The Role of Direction of Comparison, Attribute-based Processing, and Attitude-based Processing in Consumer Preference,” Journal of Consumer Research, 25, pp.335-352
Marshall, R. and Leng, S. (2002), “Price threshold and discount saturation point in Singapore,” Journal of Product & Brand Management, 11, pp.147-59.
Maslow, A. (1970), Motivation and Personality (2nd edition), New York, Harper and Row
Maslow, A. (1987), Motivation and Personality (3rd edition), New York, Harper Collins
Menon, S. and Kahn, B. (2002), “Cross-category Effects of Induced Arousal and Pleasure on the Internet Shopping Experience,” Journal of Retailing, 78, pp.31-40
Meyers-Levy J. and Laura, A. (1996), “Moderators on the Impact of Self-reference on Persuasion”, Journal of Consumer Research, 22, pp.408-423
Moore , D. and Olshavsky, R.(1989), “Brand Choice and Deep Price Discounts,” Psychology & Marketing, 6 , pp.181-96.
Neter, J., Kutner M., Nachtsheim C., and Wasserman W. (1996), Applied Linear Statistical Models (4th edition), Chicago, Irwin
New York Times (1998), “At Least 19 Die in Fire in Sumatra Theater”, New York Times, New York, Jun 10, A.6
Nunnally, J. (1978), Psychometric Theory. New York, Mcgraw-Hill
Nunnally, J. and Bernstein I. (1994), Psychometric Theory (3rd edition), New York, McGraw-Hill
Petty, R., Cacioppo J. and Schumann, D. (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, 10, pp.135–146
Priester, J., Dholakia, U. And Fleming, M. (2004), “When and Why the Background Contrast Effect Emerges: Thought Engenders Meaning by Influencing the Perception of Applicability,” Journal of Consumer Research, 31, pp.491-501
Ratchford, B. (1987), “New Insights about the FCB Grid,” Journal of Advertising Research, 27, pp.24-38
Rossiter, J. and Percy, L. (1991), “A Better Advertising Planning Grid,” Journal of Advertising Research, 31, pp.11-21
Sanbonmatsu, D. and Kardes, F. (1988), “The Effects of Physiological Arousal on Information Processing and Persuasion,” Journal of Consumer Research, 15, pp.379–385
Sawyer, A. and Dickson, P. (1984), Psychological Perspectives on Consumer Response to Sales Promotion, In: Jocz, K. (Ed.), Research on Sales Promotion. Marketing Science Institute, Cambridge, MA.
Solomon, M. (2001), Consumer Behavior: Buying, Having and Being, New Jersey, Prentice-Hall
Sweeney, J., Hausknecht, D. and Soutar, G. (2000), “Cognitive Dissonance after Purchase: A Multidimensional Scale”, Psychology & Marketing, 17, pp.369-358
Taipei Times (2004), “Tienmu Warner Village Premieres”, Taipei Times, Taipei, Apr 30, pp.18
Taiwan.CNET.com, (2006), http://taiwan.cnet.com/news/ce/0,2000062982,20103887,00.htm
Thomas J., Vitell, S., Gilbert, F. and Rose, G. (2002), The Impact of Ethical Cues on Customer Satisfaction with Service,” Journal of Retailing, 78, pp.167-173
Tellis, G. (1986), “Beyond the Many Faces of Price: An Integration of Pricing Strategies,” Journal of Marketing, 50, pp.146-160
Thaler, R. (1985), “Mental accounting and consumer choice,” Marketing Science, 4, pp. 199-214.
USDA’s Center for Nutrition Policy and Promotion (2004), Available: http://www.pueblo.gsa.gov/cic_text/food/food-pyramid/main.htm
Webster, D., Richter L., and Kruglanski, A. (1996), “On Leaping to Conclusions when Feeling Tired: Mental Fatigue Effects on Impressional Primacy,” Journal of Experimental Social Psychology, 32, pp.181-95
Wells, D. and Prensky, D. (1996), Consumer Behavior, New York, John Wiley and Sons
Yang, K. (1980), “In Terms of Psychology of Life Quality,” Chinese Journal of Psychology, 22, pp.11-24
Zaichkowsky, J. (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, 12, pp.341-352
Zaichkowsky, J. (1994), “The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising,” Journal of Advertising, 23, pp.59-70
Zeithaml, V. (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52, pp.2-22