就廠商的行銷活動而言，能掌握消費者行為是非常重要的，因此如何讓消費者的注意力集中在自己產品的優點上，或是競爭產品的缺點上，對於廠商產品的銷售會有莫大的幫助。而過去有關消費者行為的研究，多是探討具有全面性的影響因素，如個人心理特質(如：個性、認知)、社會性互動影響因素(如：參考群體、文化)，以及情境因素(如：音樂、裝潢)等，對於消費者決策的影響。對於特定產品的特定屬性影響的相關議題，鮮少有學者涉獵。本研究希望能透過實驗的設計，來操控消費者的注意力，讓消費者的注意力集中在某個特定的屬性上。
本研究將評價的不對稱性、時間壓力以及情緒三個因素，交互而成為8種情境，再根據這8種情境設計出8個實驗。實驗的結果發現評價的不對稱性，再加上時間壓力或是正面情緒的情形下，的確會讓消費者的注意力改變，並且對於產品的評價也會隨之不同。而且發現時間壓力會影響評價不對稱性的強度，而情緒亦會影響時間壓力，進而影響到評價不對稱性的強度。
在本研究的前測中，發現出不需要提示或是讓產品依序呈現就能產生評價的不對稱性，這樣的發現，能讓評價的不對稱性在實務上變得更為可行。

一、中文部分
康凱雯，「產品屬性、消費者評估參考點與評估情境對購買評價之影嚮」，國立台灣大學商學研究所未出版碩士論文，民國八十九年六月。
黃瓊瑩，「產品的特殊屬性、共同屬性與屬性重要性對消費者偏好選擇之影響」，國立台灣大學商學研究所未出版碩士論文，民國八十九年六月。
張凱雲，「產品特殊屬性與共同屬性對消費者選擇之影響」，國立台灣大學商學研究所未出版碩士論文，民國八十九年六月。
何昭賢，「產品屬性、訊息來源對廣告溝通效果的影響」，東吳大學企業管理學研究所未出版碩士論文，民國八十九年六月。
楊琇芳，「不同任務特徵下的偏好反轉和任務折衷效果」，國立中央大學企業管理研究所未出版碩士論文，民國八十九年六月。
賴哲亨，「參考群體建議類型對消費者決策的影響」，國立中央大學企業管理研究所未出版碩士論文，民國八十九年六月。
薛適敏，「消費者選擇與放棄決策對購後行為之影響」，國立中央大學企業管理研究所未出版碩士論文，民國八十九年六月。
二、英文部分
Agostinelli, G., Sherman, S. J., Fazio, R. H. and Hearst, E. S.（1986）, "Detecting and identifying change：Additions and deletions," Journal of Experimental Psychology: Human Perception and Performance, 12, 445-454.
Ahituv, Niv, Magid Igbaria, and Aviem Sella（1998）,“The Effect of Time Pressure and Completeness of Information on Decision Making,” Journal of Management Information System, 15(Fall), 153-172.
Ahtola（1975）, "The Vector Model of Preference: An Alternative to the Fishbein Model," Journal of Marketing Research, 12(February), 52-59.
Anderson, Eugene W, Mary W. Sullivan (1993) , “The antecedents and consequences of customer satisfaction for firms,” Marketing Science, 12(Spring), 125-143.
Anderson, N. H.（1981）, Foundations of Information Integration theory, San Diego, CA: Academic Press.
Baker, Julie and M. Cameron (1996), “The Effects of the Service Environment on Affect and Consumer Perception of Waiting Time: An Integrative Review and Research Propositions,” Journal of the Academy of Marketing Science, 24(4), 338-349.
Benson, L., Ⅲ and L. Beach（1996）,“The Effects of Time Constraints on the Pre-Choice Screening of Decision Options, ” Organizational Behavior and Human Decision Processes, 67（August）, 222-228.
Ben-Zur, H. and S. I. Breznitz（1981）,“The Effect of Time Pressure on Risky Choice Behavior,” Acta Psychologica, 47, 89-104.
Bettman, J. R. (1975), "Information Integration in Consumer Risk Perception: A comparison of Two Models of Component Conceptualization," Journal of Applied Psychology, Vol. 60(3), 381-385.
Bettman, James R., Mary Frances Luce, and John W. Payne（1998）,“Constructive Consumer Choice Processes,” Journal of Consumer Research, 25（December）, 187-217.
Dhar, Ravi and Stephen M. Nowlis（1999）,“The Effect of Time Pressure On Consumer Choice Deferral,”Journal of Consumer Research, 25（March）, 369-384.
Edland, Anne and Ola Svenson（1993）,“Judgment and Decision Making under Time Pressure,” in Time Pressure and Stress in Human Judgment and Decision Making, New York: Plenum, 27-40.
Engel, J. F., D. T. Kollat, and R. D. Blackwell (1968), Consumer Behavior, NY: Holt Rinehart and Winston.
Fishbein, M., (1967), "Attitude and the prediction of behavior," In M. Fishbein (Eds.), Readings in Attitude Theory and Measurement, New York: John Wiley, 477-492.
Houston, David A., Steven J. Sherman and Sara M. Baker（1989）,"The Influence of Unique Features and Direction of Comparison on Preference," Journal of Experimental Social Psychology, 25﹙March﹚, 121-141.
Hsee, Christopher K.（1996）,“The Evaluability Hypothesis: An Explanationfor Preference Reversals Between Joint and Separate Evaluations of Alternatives,”Organizational Behavior and Human Decision Processes, 67（September）, 247-257.
Iyer, E. S.（1989）,“Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure,”Journal of Retailing, 65（Spring）, 40-57.
Izard, Carrel E.(1977), Human Emotions, New York: Plenum.
Jacoby, J., J. J. Jaccard, I. Currim, A. Kuss, A. Ansai, and T. Troutman（1994）,“Tracing the Impact of Item-by Item Information Accessing on Uncertainty Reduction,” Journal of Consumer Research, 21（September）, 291-303.
Kahneman, D. and A. Tversky（1979）,“Prospect Theory: An Analysis of Decision under Risk,”Econometrica, 47（March）, 263-291.
Keinan, G., N. Friedland, and Y. Ben-Porath（1987）,“Decision Making under Stress: Scanning of Alternatives under Physical Threat,” Acta Psychologica, 64, 219-228.
Maule, A. J. and R. J. Hockey（1993）, State, Stress, and Time Pressure, Time Pressure and Stress in Human Judgment and Decision Making, New York: Plenum Press, 83-101.
Oliva, Terence A., Richard L. Oliver, and William O. Bearden（1995）,"The Relationship Among Consumer Satisfaction, Involvement, and Product Performance,” Behavioral Science, 40, 104-132
Oliver, Richard L.（1993）, "Cognitive, Affective, and Attribute Bases of the Satisfaction Response,” Journal of Consumer Research, 20, 418-430
Ordonez, Lisa and Lehman Benson Ⅲ（1997）,“Decisions under Time Pressure: How Time Constraint Affect Risky Decision Making,” Organizational Behavior and Human Decision Processes, 71（August）, 121-140.
Payne, John W., James R. Bettman, and Eric J. Johnson（1988）,“Adaptive Strategy Selection in Decision Making, ” Journal of Experimental Psychology, 14﹙July﹚, 534-552.
Payne, John W., James R. Bettman, and Eric J. Johnson（1993）, The Adaptive Decision Maker, Cambridge: Cambridge University Press.
Smith, J. F., T. R. Mitchell, and L. R. Beach（1982）,“A Cost-Benefit Mechanism for Selecting Problem-Solving Strategies: Some Extension and Empirical Tests,” Organizational Behavior and Human Performance, 29（June）, 370-396.
Srull, T. K. and Gaelick, L.（1983）,"General principles and individual differences in the self as a habitual reference point：An examination of self-other judgments of similarity," Social Cognition 2, 107-121.
Svenson, Ola and Anne Edland（1987）,“Change of Preferences under Time Pressure: Choices and Judgments,” Scandinavian Journal of Psychology, 28, 322-330.
Svenson, L., A. Edland, and P. Slovic（1990）,“Choices and Judgments of Incompletely Described Decision Alternatives under Time Pressure,” Acta Psychological, 75, 153-169.
Svenson, Ola and Lehmann Benson, Ⅲ（1993）,“Framing and Time Pressure in Decision Making,” in Time Pressure and Stress in Human Judgment and Decision Making, New York: Plenum Press, 133-144.
Tversky Amos（1977）, "Features of Similarity," Psychological Review, 84﹙July﹚ , 327-352.
Westbrook, Robert A.(1987) “ Product / Consumption-Based Affective Responses and Postpurchase Processes, “ Journal of Marketing Research, 124 (August), 258-270.
Wright, Peter（1974）,“The Harassed Decision Maker: Time Pressures, Distractions, and the Use of Evidence, ” Journal of Applied Psychology, 59(October), 555-561.