本研究探討廣告訴求對於消費者來說的最終意義，即消費者福祉，以及廣告訴求與廣告選擇的關係，更進一步探討死亡觸發、自我超越人格是否在此主效果之下使消費者在選擇旅遊產品時產生調節效果。研究方法採用2(死亡觸發v.s.觀看電視) X 2(自我超越高v.s.自我超越低) 實驗設計，並以實體的形式進行現場實驗觸發與資料蒐集，最終每個組別會選擇兩種結果，享樂訴求廣告產品或幸福訴求廣告產品，透過此廣告訴求選擇，我們發現：高度自我超越的受試者，經過死亡觸發後，在旅遊產品中，選擇幸福訴求廣告的傾向更加強烈，經過卡方分析與邏輯斯迴歸之後，僅說明自我超越與死亡觸發對於廣告訴求選擇具有部分調節效果，研究結果理論上闡明東方文化消費者經過死亡觸發與自我超越之後對於廣告訴求的選擇，實務上享樂、幸福訴求之下的維度期待未來可以在東方文化的領域進行更深入的探討。

This study explores the ultimate meaning of advertising demands for consumers, as known as consumer well-being, and the relationship between advertising appeals and advertising choices, further discussing whether death priming and self-transcendence personality have a moderating effect on consumers' choice of the product which for instance, travel under this main effect. The research method adopts a 2 (death priming v.s. watching tv) X 2 (self-transcendence high v.s. self-transcendence low) experimental design, and conducts the process by priming and data collection in the form of entities. Consequently, each experimental group will choose two results: the eudaimonic-appeal advertisement or the hedonic-appeal advertisement. From the experiment result, we discover that subjects with a high degree of self-transcendence personality, after being primed by death, have a stronger tendency to choose the eudaimonic-appeal advertisements in tourism products. After executing chi-square analysis and logistic regression analysis, it only declares that self-transcendence and death priming has a partial moderating effect to the choice of advertising appeal. The research results theoretically elucidate the choice of oriental culture consumers for advertising appeal after death priming and self-transcendence. In practical domain, the dimensions of the hedonic appeal and the eudaimonic appeal are expected to having a deeper discussion in the oriental culture field.

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