在多元文化逐漸受到重視的當代社會，LGBTQ+群體的社會接納度與支持度雖隨著法制進展有所提升，然而文化與情感層面的偏見與歧視仍然普遍存在。過去研究指出，情感共鳴與社會影響力可作為改變社會態度的潛在策略，因此本研究旨在探討「嬰兒臉孔」、「名人代言」與「共情故事」三項行銷管理策略，對大眾支持LGBTQ+群體的多層次態度與行為意向的影響。
研究以社會認同理論為核心理論基礎，透過2×2×2操弄設計，共設計八組海報情境，操控三項自變項，並以問卷方式進行實驗調查。問卷題項涵蓋倫理道德支持、情緒認同接納、公民權利認同、活動接觸意願與友善環境營造等構面，進一步測量受試者對LGBTQ+群體的親和度與支持度。共回收有效問卷367份，樣本涵蓋台灣全族群。
研究結果顯示，嬰兒臉孔對倫理道德支持與情緒認同接納構面產生顯著或邊緣顯著影響，但受眾反應略顯保留；名人代言單獨效果未達顯著，僅在與嬰兒臉孔同時呈現時對情緒認同具交互增強效果；共情故事對倫理道德支持構面具有顯著正向影響，對情緒認同接納構面亦呈邊緣顯著，且此影響在非異性戀受試者中表現更為明顯，顯示不同性傾向與背景對共情素材之感受存在差異。整體而言，三項策略仍可透過內隱態度間接影響外顯行為，進而提升對LGBTQ+的接納與支持，並經由模型驗證獲得支持。研究亦提出具體行銷策略建議，作為設計倡議或溝通素材之參考依據。
本研究參考行銷管理與社會心理學的基本觀點，初步探討情感訴求策略在社會態度形成上的應用情形，並提出一項具體操作作法與觀察結果。後續研究可視不同文化與受種受眾背景，持續補充、驗證或修正相關發現。

In an increasingly multicultural society, legal reforms have improved social acceptance of the LGBTQ+ community. However, cultural and emotional prejudice remains widespread. Prior research suggests that emotional resonance and social influence may help shift societal attitudes. This study explores how babyface imagery, celebrity endorsement, and empathic storytelling affect public attitudes and behavioral intentions toward LGBTQ+ support.
Grounded in Social Identity Theory, this research applied a 2×2×2 experimental design, creating eight poster scenarios with manipulated variables. A questionnaire measuring ethical support, emotional identification, civil rights recognition, willingness to engage, and support for inclusive environments was distributed, yielding 367 valid responses from a diverse Taiwanese sample.
Findings show that babyface imagery had significant or marginal impacts on ethical and emotional dimensions, though participants responded cautiously. Celebrity endorsement alone was not effective but enhanced emotional identification when combined with babyface imagery. Empathic storytelling positively influenced ethical support and showed marginal effects on emotional identification, especially among non-heterosexual participants. These results highlight how audience background shapes message response.
Overall, the three strategies indirectly influenced explicit behavior through implicit attitudes and were supported by model testing. The study offers practical insights for advocacy design and contributes to the understanding of emotional appeal strategies in shaping social attitudes. Future research should examine the role of cultural and audience diversity in refining these approaches.

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