| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 95 === Four studies have been conducted to investigate the effect of ownership under different evaluation conditions. In study1, hairpins were used as symbolic products to verify that ownership effect will make owners to evaluate their product more favorably than nonowners. In study2 and 3, in order to know the influence of social comparison on ownership effect, subjects were paired and evaluated the product jointly. In study4, the hairpin (symbolic product) was changed into a pen (utilitarian product) to know if the characteristic of product will affect the product evaluation of owners and nonowners under social comparison situation. The results showed:（1）Under the joint evaluation condition, the ownership effect will not make difference between owners and nonowners on product evaluation. (2) The characteristics of symbolic and utilitarian product will cause different results on the product evaluation of owners.
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