二、問答題(共2大題,請都以中文作答)(合計50分)
1.請先閱讀以下關於「吸引力刻板印象(atrctvnstrotype)」概念的滴錄內容:
        The physical appearance of others is one of the first characteristics we register when encounteringsomeone, whether familiar or not. These assessments occur automatically, often unconsciously (Olson &Marshuetz, 2005). Such tendencies, and, more importantly, the conceptualization of what is attractive,appears to be consistent within cultural groups (Cunningham, Roberts, Barbee, Druen, & Wu, 1995) andare thought by some to be both universal (Berscheid & Walster, 1974; Hatfield & Sprecher, 1986) andstable over time (Zebrowitz, Olson, & Hoffman, 1993).        In the seminal work on the effect of appearance on social interactions, Dion, Berscheid, and Walster(1972) theorize that individuals, when asked to evaluate an attractive other, would more readily assertthat more attractive individuals were happier and more successful in their lives than less attractiveindividuals, applying an "attractiveness stereotype" to their judgments. This effect, sometimes referred toas what is beautiful is good, is also well known as the beauty premium effect. Subsequent researchsuggests that such biases lead individuals to perceive attractive individuals as more sociable, sociallyskilled, and popular, as well as more competent (Eagly, Ashmore, Makhijani, & Longo, 1991; Feingold,1992) and intelligent (Lemay, Clark, & Greenberg, 2010; Lorenzo, Biesanz, & Human, 2010; Paunano,2006; Sheppard, Goffin, Lewis, & Olson, 2011). These effects are even relatively consistent acrossgender of target and perceiver (Eagly et al, 1991; Feingold, 1992).        The attractiveness stereotype is a specific instance of a more general psychological principle knownas the halo effect, in which individuals ascribe characteristics to others based on the presence of anotherobservable characteristic (Thorndike, 1920). Such errors are stunningly prevalent in data derived fromratings of others (Kozlowski, Kirsch, & Chao, 1986), to such an extent that one scholar described theproblem thusly: "halo error, like death and taxes, seems inevitable" (Feldman, 1986, p. 173). Halo errorsare thought to be a reflection of a rater's inability to differentiate between characteristics being evaluated,although in many circumstances, these errors occur automatically, below the level of consciousinformation processing (van Leeuwen & Macrae, 2004).       The axiom "what is beautiful is good" applies to many social settings (Dion, Berscheid, andWalster, 1972:285). In human interactions, attractive individuals are immediately perceived as beingmore likeable and friendly (cf. Brewer and Archer, 2007). At the workplace, more attractive individualsgain a pay premium of up to 10 percent and are prone to advance their careers faster than less attractiveemployees (Hamermesh and Biddle, 1994). In politics, good-looking politicians are more likely to benominated to executive positions at all levels in comparison to politicians who are perceived as lessattractive (Ibrocheva, 2009). In elections, attractive candidates frequently get a vote premium of severalpercentage points solely based on their looks (Tsafati, Elfassi, and Weismiel-Manor, 2010; Hoegg andLewis, 2011). Inferred from the psychology and sociology literature, the physical attractivenessstereotype holds true in marketing. Marketing researchers have already tested the beauty premium withmarketing-related variables such as purchase intentions, patronization behavior, and even tips received.         Although the beauty premium has been extensively examined, it is possible that beauty can bebeastly (Heilman and Saruwatari, 1979), being good-looking can also backfire. Gheorghiu, Callan, andSkylark (2017) find that students rate unattractive professors as better scientists than attractiveprofessors. Agthe et al. (2010) found that physical attractiveness can lead to interpersonal derogation.Iindividuals may avoid interacting with others who are physically attractive because of self-presentationconcerns (Agthe et al, 2014; Wan and Wyer, 2015). In service interactions, this beastly beauty' cancause lower purchase intentions and consequently lower business performance (Wan and Wyer, 2015).Thus, it is of great importance to study under what conditions the beauty premium does not hold. RecentSstudies also indicate a potential ugliness premium: unattractive people are perceived as more intelligentand earn significantly more than their attractive counterparts (e.g, Gheorghiu, Callan, and Skylark 2017;Kanazawa and Still 2018), which suggests that the effect of atractiveness is nonlinear. Peng et al. (2020)find that while attractive faces fare better in sociability than both plain-looking and unatractive people,they are not considered more competent than unattractive people, who are perceived as more competentthan plain people, resulting in a plainness penalty. These relations are moderated by product relevance(appearance vs. expertise) and a cross-gender effect for women looking at male sellers.[!--empirenews.page--]
摘自:
  Li, Y., Zhang, C., & Laroche, M. (2019). Is beauty a premium? A study of the physical attractivenesseffect in service encounters. Journal of Retailing and Consumer Services, 50, 215-225. Palmer, C. L., & Peterson, R. D. (2016). Halo effects and the attractiveness premium in perceptions ofpolitical expertise. American Politics Research, 44(2), 353-382. Peng, L., Cui, G. Chung, Y., & Zheng, W. (2020). The Faces of Success: Beauty and UglinessPremiums in e-Commerce Platforms. Journal of Marketing, 84(4), 67-85. Stockemer, D., & Praino, R. (2015). Blinded by beauty? Physical attractiveness and candidate selectionin the US House of Representatives. Social Science Quarterly, 96(2), 430-443.
【題組】 (1)在人際互動、工作場域、人才招募、組織管理、政治選舉、行銷、廣告、銷售、服務業等諸多領域,只要涉及對他人的判斷,都可見「吸引力刻板印象」之作用。請先根據上述文章,說明何謂「吸引力刻板印象」,以及為什麼會產生「吸引力刻板印象」。(10分)