| Summary: | 碩士 === 國立臺灣師範大學 === 管理研究所 === 104 === The main purpose of this study is to find out when people make decisions, how other factors unrelated to the nature of the target product affect them, and then change their assessment of the target product. And explore how they will be changes in the case of different factors. In addition, in order to increase the contribution of our study, we also discuss how the company can use comparative marketing to find the optimum position, and enhance brand perception or evaluation to consumer.
In our research, the one we use to measure the changes in consumer evaluation of products is target, and the one can affect the consumer evaluation of the object, but unrelated to the object is context. When people assess target, they will affected by context, and the assimilation effect or contrast effect will happen, so they will change their attitude towards evaluation or target. There are many research articles in the past dedicated to explain how different context will affect assimilation effect or contrast effect happen. The present study considers the context will not appear just one at the same time in the real life, and the manufacturers use marketing tactics increasingly consistent ,we extend The Context Effect of Dual Positive Primes (Hsu, 2015) and Dimensional Range Overlap Model (Chien, Wegner, Hsiao, & Petty, 2010) and assume that target and context will affect each other (Hsiao, 2002)，discuss in the situation of dual positive primes, Whether the context will affect each other, and what impact they will bring to the target.
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