人們長久以來根深蒂固的習慣總是反映出人們自己的個性，理所當然，這些習慣是難以被改變的，要改變人們的這些習慣通常是需要強而有力的誘因及刺激的。並且全球暖化現象趨於嚴重，推廣節能減碳已成為趨勢，然而夏天吹冷氣所排放之二氧化碳為影響溫室效應主要溫室氣體，因此過去十年來政府單位及環保團體都鼓勵民眾能夠減少吹冷氣的時間及調高冷氣溫度，以降低二氧化碳排放量。
本篇研究的目的是為了分析如何利用心理模擬(Mental simulation)的概念去改變並影響學生對於環保活動(Environmental activity)的偏好並且如何有效的改變學生原有的習慣去執行高效率的環保活動。在本實驗中，我們探討調節焦點(Regulatory focus)、時間距離(Temporal distance)以及心理模擬對於說服人們改變根深蒂固習慣的影響，同時也觀察利用心理模擬的操弄對於不同調節焦點的人執行環保行動之間有什麼樣的關係。

The global warming gets worse nowadays. Promoting energy conservation and carbon dioxide reduction becomes a trend. In summer time when we turn on air conditioner, it will increase carbon dioxide, the major contributor of global warming. In the past decade, governments and NGOs had promoted individuals’carbon dioxide reduction; however, the effects are still limited.
People’s deep-seated habits reflect their personality and are hard to be changed. To change their habits, some intensive motivations would be necessary. Thus, the purpose of this research is to analyze how different types of mental simulations can motivate students to change their habits and engage more difficult environmental activity under different time frames. The research results show that when students’ regulatory foci are different, the effects of each mental simulation can also be differed.

Keywords: Environmental protection, Mental simulation, Regulatory-focus, Temporal distance

1. AAKER, Jennifer L.; LEE, Angela Y. “I” seek pleasures and “we” avoid pains: The role of self‐regulatory goals in information processing and persuasion.Journal of Consumer Research, 2001, 28.1: 33-49.
2. AAKER, Jennifer L.; LEE, Angela Y. Understanding regulatory fit. Journal of Marketing Research, 2006, 43.1: 15-19.
3. AVNET, Tamar; HIGGINS, E. Tory. Response to comments on “How regulatory fit affects value in consumer choices and opinions”. Journal of Marketing research, 2006, 43.1: 24-27.
4. ARMITAGE, Christopher J.; REIDY, John G. Use of mental simulations to change theory of planned behaviour variables. British journal of health psychology, 2008, 13.3: 513-524.
5. BELK, Russell. Possessions and Self. John Wiley & Sons, Ltd, 1988.
6. CALDER, Bobby J.; PHILLIPS, Lynn W.; TYBOUT, Alice M. Designing research for application. Journal of Consumer Research, 1981, 197-207.
7. CASTIBLANCO, John, et al. TIRAP (MAL) S180L polymorphism is a common protective factor against developing tuberculosis and systemic lupus erythematosus. Infection, Genetics and Evolution, 2008, 8.5: 541-544.
8. CESARIO, Joseph; GRANT, Heidi; HIGGINS, E. Tory. Regulatory fit and persuasion: Transfer from" feeling right." Journal of personality and social psychology, 2004, 86.3: 388.
9. CHERNEV, Alexander. Goal-attribute compatibility in consumer choice. Journal of Consumer Psychology, 2004, 14.1: 141-150.
10. CROWE, Ellen; HIGGINS, E. Tory. Regulatory focus and strategic inclinations: Promotion and prevention in decision-making. Organizational behavior and human decision processes, 1997, 69.2: 117-132.
11. DE YOUNG, Raymond. Changing behavior and making it stick The conceptualization and management of conservation behavior. Environment and Behavior, 1993, 25.3: 485-505.
12. EK, Kristina. Public and private attitudes towards “green” electricity: the case of Swedish wind power. Energy Policy, 2005, 33.13: 1677-1689.
13. ESCALAS, Jennifer Edson; LUCE, Mary Frances. Process versus outcome thought focus and advertising. Journal of Consumer Psychology, 2003, 13.3: 246-254
14. FISKE, Susan T. Social cognition and social perception. Annual review of psychology, 1993, 44.1: 155-194.
15. GOLLWITZER, Peter M.; MOSKOWITZ, Gordon B. Goul Effects on Action and Cognition. 1996.
16. HANSLA, Andre, et al. The relationships between awareness of consequences, environmental concern, and value orientations. Journal of Environmental Psychology, 2008, 28.1: 1-9.
17. HIGGINS, E. Tory. Beyond pleasure and pain. American psychologist, 1997, 52.12: 1280.
18. HIGGINS, E. Tory; SHAH, James; FRIEDMAN, Ronald. Emotional responses to goal attainment: strength of regulatory focus as moderator. Journal of personality and social psychology, 1997, 72.3: 515.
19. HIGGINS, E. Tory. How self-regulation creates distinct values: The case of promotion and prevention decision making. Journal of Consumer Psychology, 2002, 12.3: 177-191.
20. HIGGINS, E. Tory. Making a good decision: value from fit. American Psychologist, 2000, 55.11: 1217.
21. HONG, Susan E., et al. Autosomal recessive lissencephaly with cerebellar hypoplasia is associated with human RELN mutations. Nature genetics, 2000, 26.1: 93-96.
22. JAIN, Shailendra Pratap; AGRAWAL, Nidhi; MAHESWARAN, Durairaj. When more may be less: The effects of regulatory focus on responses to different comparative frames. Journal of Consumer Research, 2006, 33.1: 91-98.

23. KELLER, Punam A. Regulatory focus and efficacy of health messages. Journal of Consumer Research, 2006, 33.1: 109-114.
24. KIRMANI, Amna; ZHU, Rui. Vigilant against manipulation: The effect of regulatory focus on the use of persuasion knowledge. Journal of Marketing Research, 2007, 44.4: 688-701.
25. LEE, Angela Y.; KELLER, Punam Anand; STERNTHAL, Brian. Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness. Journal of Consumer Research, 2010, 36.5: 735-747.
26. LEE, Angela Y.; AAKER, Jennifer L. Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion. Journal of personality and social psychology, 2004, 86.2: 205.
27. LIBERMAN, Nira; TROPE, Yaacov. The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of personality and social psychology, 1998, 75.1: 5.
28. LIBERMAN, Nira; SAGRISTANO, Michael D.; TROPE, Yaacov. The effect of temporal distance on level of mental construal. Journal of experimental social psychology, 2002, 38.6: 523-534.
29. LOCKWOOD, Penelope; JORDAN, Christian H.; KUNDA, Ziva. Motivation by positive or negative role models: regulatory focus determines who will best inspire us. Journal of personality and social psychology, 2002, 83.4: 854.
30. MARKMAN, Arthur B.; BRENDL, C. Miguel. The influence of goals on value and choice. Psychology of learning and motivation, 2000, 39: 97-128.
31. MAYER, Nicole D.; TORMALA, Zakary L. “Think” versus “feel” framing effects in persuasion. Personality and Social Psychology Bulletin, 2010, 36.4: 443-454.
32. MEYERS-LEVY, Joan; MAHESWARAN, Durairaj. When timing matters: The influence of temporal distance on consumers' affective and persuasive responses. Journal of Consumer Research, 1992, 424-433.
33. MICU, Camelia C.; CHOWDHURY, Tilottama G. The effect of message's regulatory focus and product type on persuasion. The Journal of Marketing Theory and Practice, 2010, 18.2: 181-190.
34. PETTY, Richard E.; BRINOL, Pablo. Attitude change. Advanced social psychology: The state of the science, 2010, 217-259.
35. PHAM, Lien B.; TAYLOR, Shelley E. From thought to action: Effects of process-versus outcome-based mental simulations on performance. Personality and Social Psychology Bulletin, 1999, 25.2: 250-260.
36. POLKINGHORNE, Donald E. Narrative and self-concept. Journal of narrative and life history, 1991, 1.2-3: 135-153.
37. SHAH, James Y.; BRAZY, Paige C.; HIGGINS, E. Tory. Promoting us or preventing them: Regulatory focus and manifestations of intergroup bias.Personality and Social Psychology Bulletin, 2004, 30.4: 433-446.
38. SHAH, James; HIGGINS, E. Tory. Regulatory concerns and appraisal efficiency: the general impact of promotion and prevention. Journal of Personality and Social Psychology, 2001, 80.5: 693.
39. SINGELIS, Theodore M. The measurement of independent and interdependent self-construals. Personality and Social Psychology Bulletin, 1994, 20.5: 580-591.
40. Taylor, Shelley E., et al. "Harnessing the imagination: Mental simulation, self-regulation, and coping." American psychologist 53.4 (1998): 429.
41. TAYLOR, Shelley E.; SCHNEIDER, Sherry K. Coping and the simulation of events. Social cognition, 1989, 7.2: 174-194.
42. TROPE, Yaacov; LIBERMAN, Nira. Temporal construal and time-dependent changes in preference. Journal of personality and social psychology, 2000, 79.6: 876.
43. TROPE, Yaacov; LIBERMAN, Nira. Temporal construal. Psychological review, 2003, 110.3: 403.
44. WANG, Jing; LEE, Angela Y. The role of regulatory focus in preference construction. Journal of Marketing research, 2006, 43.1: 28-38.
45. ZHAO, Min; HOEFFLER, Steve; ZAUBERMAN, Gal. Mental simulation and preference consistency over time: The role of process-versus outcome-focused thoughts. Journal of Marketing Research, 2007, 44.3: 379-388.
46. 2012 TOPCO崇越論文大賞，感覺不對就難以自我控制-調節配適在促銷上的探討。
47. 杜岡陵(2011)，調節焦點訊息與心理模擬方式對廣告說服之效果-以健康食品為例，銘傳大學，管理學院高階經理碩士學程在職專班碩士論文。
48. 周軒逸、練乃華( 2010)，旅遊廣告圖文比例的廣告效果研究：時間和空間距離之干擾，中華民國戶外遊憩學會，期刊，27-52。
49. 吳俊賢(2013)，環保新議題之研究： 心智模擬對於消費者從事高效率環保行為之影響，國立台灣科技大學企管所。
50. 張明生(2009)，一度電的話題，經濟部能源報導。
51. 馬慶玲(2011)，調節焦點影響廣告效果之研究，國立政治大學心理學研究所，碩士論文。
52. 游以德（譯）（1989）Wolfgang Engelhardt著，環境保護，台北市：巨流。
53. 顏志龍、余景文、邱發忠(2007)，不同軍事任務特性與心戰訊息內容對說服效果之影響 -以實驗法進行心理作戰研究之範例，國防大學心理學研究所，碩士論文。