當企業希望將同性伴侶與產品放置於同一廣告，適度搭配可使消費者對產品產生好感，若搭配不好會引起消費者對產品產生排斥感。
本研究探討個人價值系統(個人價值支持社會價值支持/個人價值支持社會價值不支持/個人價值不支持社會價值支持/個人價值不支持社會價值不支持)，消費者在不同同性伴侶親密程度(高/低)、同性伴侶性別(男性/女性)、產品持有(有拿產品/無拿產品)、產品性質(內隱/外顯)之下，對消費者產品態度的影響。研究結果顯示：
1. 價值相符的消費者，有拿產品相較於無拿產品會產生較高產品態度。
2. 價值不相符的消費者，內隱相較於外顯會產生較高產品態度。
3. 價值相符消費者，在高同性伴侶親密程度下，有拿產品相對於無拿產品有較高產品態度。
4. 價值不相符消費者，在低同性伴侶親密程度下，有拿產品相對於無拿產品有較高產品態度。
5. 個人價值支持社會價值不支持的消費者，低同性伴侶親密程度相較於高同性伴侶親密程度會產生較高產品態度。
6. 個人價值支持社會價值不支持的消費者，在高同性伴侶親密程度下，無拿產品相較於有拿產品會產生較高產品態度。
7. 個人價值支持社會價值不支持的消費者，男同性伴侶相較於女同性伴侶會產生較高產品態度。
8. 個人價值不支持社會價值不支持的消費者，女同性伴侶相較於男同性伴侶會產生較高產品態度。
9. 個人價值支持社會價值不支持的消費者，有拿產品相較於無拿產品會產生較高產品態度。

關鍵字：個人價值系統、同性伴侶親密程度、同性伴侶性別、產品持有、產品性質、產品態度

When a company wants to place same-sex couples and products in the same advertisement, a moderate match can make consumers feel good about the product. If it is not well matched, it will cause consumers to have a sense of rejection.
This study explores the personal value system (personal value support social value support / personal value support social value does not support / personal value does not support social value support / personal value does not support social value does not support), consumer intimacy of same-sex couples (high / low), same-sex couples gender (male/female), product holding (with product/without product), product categories (implicit/external), influence on consumer product attitude. research shows:
1. Consumers with the same value feel model with product have higher product attitudes than without products.
2. Consumers with different values feel implicit product have higher product attitudes than explicit ones.
3. Consumers with the same value feel model with product have higher product attitudes than without products under same-sex couples with high intimacy.
4. Consumers with different values feel model with product have higher product attitudes than without products under same-sex couples with low intimacy.
5. Consumers with personal value supports social value not supports feel same-sex couples with low intimacy have higher product attitudes than high ones.
6. Consumers with personal value supports social value not supports feel model without product have higher product attitudes than with products under same-sex couples with high intimacy.
7. Consumers with personal value supports social value not supports feel gay couple have higher product attitudes than lesbian couple.
8. Consumers with personal value not supports social value not supports feel lesbian couple have higher product attitudes than gay couple.
9. Consumers with personal value supports social value not supports feel model with product have higher product attitudes than without products.

Keywords: Personal value system, same-sex couple intimacy, same-sex couple gender, product holding, product categories, product attitude

參考文獻
中文部分
1. 周軒逸，2010，又愛又怕的夢幻市場―同性戀廣告 效果之研究中山管理評論第十八卷第三期 p.769-803。
2. 沈彥辰，2007，廣告中同性戀圖片效果之研究：同性戀偏好與消費者特徵之影響，元智大學國際企業研究所碩士論文。
3. 陳頤駿，2010，線上購物的猶豫理由對線上購物之影響－以產品涉入程度及產品性質為調節效果，國立東華大學企業研究所碩士論文。

英文部分
1. Adrienne Holz Ivory. (2019) “ Sexual Orientation as a Peripheral Cue in Advertising: Effects of Models’ Sexual Orientation, Argument Strength, and Involvement on Responses to Magazine Ads. ” Journal of Homosexuality 66:1, pages 31-59.
2. Ang, S. H., & Lim, E. A. C. (2006). “ The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes. ”Journal of Advertising, 35(2), 39–53.
3. Bhat, S., Leigh, T. W., & Wardlow, D. L. (1996). “The Effect of Homosexual Imagery in Advertising on Attitude Toward the Ad, ”Journal of Homosexuality, 31(1-2), 161–176.
4. Bhat, S., Leigh, T. W., & Wardlow, D. L. (1998). “The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers’ Responses to Homosexual Imagery in Ads , ” Journal of Advertising, 27(4), 9–28.
5. Bhat, S., Leigh, T. W., & Wardlow, D. L. (1999). “The effect of consumer prejudices on ad processing: Heterosexual consumers’ responses to homosexual imagery in ads, ” Journal of Advertising, 28, 55–68.
6. Branchik, B. J.(2007), “Queer Ads: Gay Male Imagery in American Advertising,” Consumption, Market, and Culture, Vol. 10, No. 2, 147-158.
7. Brewer, P. R., Wilson, D. C., & Habegger, M. (2016). “ Wedding Imagery and Public Support for Gay Marriage. ”Journal of Homosexuality, 63(8), 1041–1051.
8. Biswas, S., Hussain, M., & O’Donnell, K. (2009). “Celebrity Endorsements in Advertisements and Consumer Perceptions: A Cross-Cultural Study,” Journal of Global Marketing, 22(2), 121–137.
9. Childers, T. L., & Houston, M. J. (1984). “Conditions for a Picture-Superiority Effect on Consumer Memory. ” Journal of Consumer Research, 11(2), 643.
10. Copland,M.T.(1923) . “Relation of Consumers' Buying Habits to Marketing Methods,”Harvard Business Review, 1(2), 282-289.
11. El Hazzouri, M., Main, K. J., & Sinclair, L. (2019). “ Out of the Closet: When Moral Identity and Protestant Work Ethic Improve Attitudes toward Advertising Featuring Same-Sex Couples. ” Journal of Advertising, 1–16.
12. Elliott, R., & Elliott, C. (2005). “ Idealized images of the male body in advertising: a reader‐response exploration. ” Journal of Marketing Communications, 11(1), 3–19.
13. Grier, S. A., & Brumbaugh, A. M. (1999). “ Noticing Cultural Differences: Ad Meanings Created by Target and Non-Target Markets, ”Journal of Advertising, 28(1), 79–93.
14. Hanssens, D. M., & Weitz, B. A. (1980). “The Effectiveness of Industrial Print Advertisements across Product Categories s, ”Journal of Marketing Research, 17(3), 294–306.
15. Hooten, M. A., Noeva, K., & Hammonds, F. (2009). “The Effects of Homosexual Imagery in Advertisements on Brand Perception and Purchase Intention, ” Social Behavior and Personality: An International Journal, 37(9), 1231–1238.
16. Joe Bob Hester, Rhonda Gibson(2007) “ Consumer Responses to Gay-Themed Imagery in Advertising. ” Advertising & Society Review 2475-1790.
17. Joseph, W. B. (1982). “The Credibility of Physically Attractive Communicators: ” A Review. Journal of Advertising, 11(3), 15–24.
18. Kamins, M. A., & Gupta, K. (1994). “Congruence between spokesperson and product type: A matchup hypothesis perspective, ”Psychology and Marketing, 11(6), 569–586.
19. Kotler, P., Saliba, S., & Wrenn, B. (1991). Marketing management: Analysis, planning, and control: Instructor's Manual. Prentice-hall.
20. Kim, M., & Lennon, S. (2008). “ The effects of visual and verbal information on attitudes and purchase intentions in internet shopping, ” Psychology and Marketing, 25(2), 146–178.
21. Lafferty, Barbara A. & Goldsmith, Ronald E. (1999). “Corporate credibility’s role in comsumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad, ”Journal of Business Research, 44, 109-116.
22. Laskey, Henry A., et al. (1995) . “The relationship between advertising message strategy and television commercial effectiveness, ”Journal of Advertising Research,
23. Lynch, J., & Schuler, D. (1994). “The matchup effect of spokesperson and product congruency: A schema theory interpretation, ”Psychology and Marketing, 11(5), 417–445.
24. Manning, K. C., Bearden, W. O., & Madden, T. J. (1995). “Consumer innovativeness and the adoption process, ”Journal of Consumer Psychology, 4(4),329-345.
25. Morris, S., & Shin, H. S. (2002). “Social Value of Public Information, ”American Economic Review, 92(5), 1521–1534.
26. Paivio,A.(1969). “ Mental imagery in associative learning and memory.” Psychological Review, 76(3), 241–263.
27. Peñaloza, L. (1996). “We’re Here, We’re Queer, and We’re Going Shopping! ” Journal of Homosexuality, 31(1-2), 9–41.
28. Penny M. Simpson ,Steven Horton ,Gene Brown(1996), “ Male nudity in adverti -sements: A modified replication and extension of gender and product effects.” Journal of the Academy of Marketing Science,24-257.
29. Susan M. Petroshius, Kenneth E. Crocker(1989) “An empirical analysis of spokesperson characteristics on advertisement and product evaluations. ” Journal of the Academy of Marketing Science,11(3) ,217–225.