中華心理學刊 民 81，34 卷，41-55
Chinese Journal of Psychology 1992, Vol.34, 41-55

吳政桓（中原大學心理學系）

摘要

情感（affect）與認知（cognition）均被視為構成態度的主要成份。本研究的主要目的在驗證態度形成過程中，基於直接經驗的態度，因為接觸態度對象物引發的感覺刺激所衍生的情感反應，會比基於間接經驗的態度凸顯，所以情感成份 與整體態度（global attitude）之間，會有較顯著的相關。另外，本研究亦比較　Breckler　（1984） 與 Rosenberg （1960， 1968）測量情感、認知的方法，何者較能反映直接經驗有無，在態度形成過程中，對情感、認知與整體態度之間相關形式可能造成的差異。本研究以產品評鑑的模式進行。直接經驗的受試者，有的先品嚐度對象物（花生醬），再填寫測量情感成份的量表，接著閱讀有關此產品屬性的說明書，再填寫測量認知成份的量表，最後填寫整體態度與購買意願的量表。有的受試者則先閱讀產品屬性的說明書，填寫認知成份量表，再品嚐產品，填寫情感成份量表。間接經驗組則只讀產品說明書，以便填寫相關量表。其中有的先寫情感量表，有的先填認知量表。結果只有在使用 Breckler 式量表時，才支持前述假設；亦即直接經驗組的情感與認知成份指標，均與整體態度有顯著的零序及淨相關。 但在間接經驗組中，情感與整體態度幾乎沒有相關。這個結果也只有在情感先測量 的情況才成立；當認知先測量時，態度成份與整體態度的相關形式就有所不同。

Effects of Attitude Formation Processes On The Structuring Of Attitudes： Affect Versus Cognition, And Their Measurements

ChengHuan Wu（Department of Psychology Chung-Yuan Christian University）

Abstract

Drawing from the distinction made between affect and cognition in the structure of attitude, the study examined the hypothesis that the affective component of direct. experience attitudes, under the influence of the sensory/perceptual stimulation by the attitude object, is more salient and thus is better correlated with the global attitude than that of indirect-experience attitudes. In addition, two types of scales measuring affect and cognition were contrasted. One has been constructed by Rosenberg (1960, 1968), the other has variously used by Abelson et al. (1982) and Breckler (1984) (called the Breckler type scales). Subjects in the direct-experience attitude condition either tasted the product and filled out the affect scales first, then read the product description and filled out the cognition scales; or proceeded in reverse order. In the indirect-experience attitude condition, after subjects read the product description, they responded to the affect measures either before or after taken the cognition measures. Following the measurement of attitude components, all subjects' global attitude toward the product and other supplementary measures were taken. Correlational analysis revealed that the hypotheses were supported as predicted only when the Breckler type scales were used and the affect measures were taken first. The results have important implications for theories of attitude formation and structure, methods of attitude measurement, and attitude change,