本研究以「商品廣告情感設計」為主題，進行「事件相關電位（ERP）」、「情緒維度」與「創造力」之關係研究。研究目的為（1）透過平面廣告樣本，瞭解商品廣告情感設計特徵。（2）透過ERP實驗，研究商品廣告情感設計之「消費品涉入度」、「圖文情感程度」對消費者「ERP振福」影響。（3）透過問卷實驗，研究商品廣告情感設計之「消費品涉入度」、「圖文情感程度」對消費者「情緒維度」與「創造力」的影響。（4）綜合探討消費者對「情緒維度」與「創造力」的關係。（5）綜合探討消費者對「事件相關電位（ERP）」與「情緒維度」反應的關係。

研究發現：
(1) 經文獻探討與焦點團體討論，訂定商品廣告情感設計之兩自變項特徵：「消費品涉入度」可量化成便利品、選購品、特殊品；「圖文情感程度」可量化成「負情感、中性情感、正情感」。統計商品廣告樣本，以三類消費品（便利品、選購品、特殊品）搭配正情感圖文設計（正情感圖像＋正情感文案）樣本數量最多，為目前設計主流。

(2) 情緒ERP實驗結果：單獨以「消費品涉入度」觀察，在P200波段，涉入度中（選購品），引起越大ERP振幅；在SW波段，涉入度高（特殊品），引起ERP越大振幅。單獨以「圖文情感程度」觀察，各波段大腦訊息解讀相同。觀察大腦區域「左、中、右腦」，各波段大腦訊息解讀亦相同。而大腦區域「額、中、頂葉」在P200、N200、P300、SW波段時，於頂葉電擊上方引起ERP最大振幅。

(3) 「情緒維度」、「創造力」實驗結果：情緒維度部分，「消費品涉入度」對於消費者情緒效價無顯著差異；消費品涉入度中（選購品），引起消費者情緒低喚起。「圖文情感程度」越正情感，越引起消費者情緒正效價；而在中性情感（中性情感圖像＋中性情感文案），能引起消費者情緒低喚起。創造力部分，消費品涉入度高（特殊品），使消費者感受創造力低；圖文正情感（正情感圖像＋正情感文案），使消費者感受創造力低。「情緒維度」與「創造力」關係呈正相關，消費者感受刺激物創造力高，能引起消費者情緒正效價、情緒高喚起。。

(4) 綜合探討「ERP實驗」與「情緒維度實驗」結果：單獨以「消費品涉入度」觀察，消費品涉入度低，ERP振幅越小，消費者情緒喚起越高。單獨以「圖文情感程度」觀察，越正圖文情感，在ERP振幅無顯著差異，受測者情緒越正效價；中性圖文情感（中性情感圖像＋中性情感文案），在ERP振幅無顯著差異，消費者情緒越低喚起。

This study focuses on affective design in product advertising and explores its relationship with “event-related potential (ERP)”, “emotion dimensions” and “creativity”. The purposes of this study are: (1) to find out the features of affective design in product advertising through print advertising as the sample; (2) to investigate the influence of “consumer goods involvement” and “affective extent of graphics” in product advertising on consumers’ “ERP amplitude” by ERP experiment; (3) to explore the influence of “consumer goods involvement” and “affective extent of graphics” on consumers’ “emotion dimensions” and “creativity” by questionnaire survey; (4) to investigate into the relations between consumers’ “emotion dimensions” and “creativity”; (5) to investigate into the relations between consumers’ “event-related potential (ERP)” and “emotion dimensions”.

We have the following findings based on the research results:
(1) According to the contents in literature review and discussions of the focus group, we proposed two independent variables: “Consumer goods involvement” is quantified as “convenience, shopping, and specialty goods”, while “affective extent of graphics” as “negative, neutral, and positive affective”. Statistics of the samples in product advertising show that the three types of consumer goods (convenience, shopping, and specialty goods) combined with graphic design for positive affective (positive-affective pictures ＋ positive-affective copy) is the mainstream in the field of design.
(2) The result of emotional ERP experiment shows that in terms of “consumer goods involvement” alone, medium involvement (shopping goods) evoked greater ERP amplitude at P200 component; high involvement (specialty goods) evoked greater ERP amplitude at SW component. In terms of “affective extent of graphics” alone, the brain has identical reaction to information for all components. In “left, middle, and right area” of the brain, it also has identical reaction to information for all components. In “frontal, central, and parietal lobe” of the brain at P200, N200, P300, and SW components, the greatest amplitude was evoked above the parietal lobe.
(3) The result of experiment on “emotion dimensions” and “creativity” shows that “consumer goods involvement” makes no significant difference in consumers’ emotion valence in terms of emotion dimensions; medium consumer goods involvement (shopping goods) evoked low arousal in consumer emotion. The more positive emotion in affective extent of graphics, the more positive valence will be aroused; neutral affective (neutral-affective pictures ＋ neutral-affective copy) evoked low arousal in consumer emotion. In terms of creativity, high involvement (specialty goods) produced low creativity in consumer perception; positive affective of graphics (positive-affective pictures ＋ positive-affective copy) produced low creativity in consumer perception. “Emotion dimension” is positively correlated to “creativity”; that is, the higher creativity consumers have in their perception of stimulus, the more positive valence and higher arousal will be evoked in their emotion.
(4) A study of “ERP experiment” and “emotion dimensions” shows that in terms of “consumer goods involvement” alone, the lower the involvement, the smaller the ERP amplitude, and the higher arousal in consumer emotion. In terms of “affective extent of graphics” alone, the more positive affective, the more positive valence will be in the participant’s emotion, but that makes no significant difference in ERP amplitude; for neutral affective of graphics (neutral-affective pictures ＋ neutral-affective copy), low arousal will be evoked in consumer emotion and no significant difference will be made in ERP amplitude.

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