日常生活中我們隨處可見各種不同產品與人物組合的廣告圖像，本研究探討在不同消費者權力需求(研究一)、知覺風險(研究二)的情境下，廣告圖像之人物相對大小(如物大人小與物小人大)對其購買意圖與廣告態度的影響。研究一共蒐集了200份問卷，而研究二共蒐集了208份問卷，均請網路問卷公司於網路隨機發放。
研究一以權力需求程度作為調節變數，探討廣告之人物相對大小對廣告態度與購買意圖的影響，其結果為，在「物大人小廣告」中，「權力需求大」的受試者相較權力需求小的受試者，會更受到吸引，而產生較大的廣告態度與購買意圖，在物小人大的廣告中，則沒有顯著的差異。而研究二以知覺風險程度作為調節變數，探討廣告之人物相對大小對廣告態度與購買意圖的影響，其結果顯示知覺風險程度的調節效果並不顯著。廠商可以針對本研究結果去調整廣告中產品與人物的相對大小，透過不同圖像大小的安排，使廣告與不同權力需求的消費者產生更強的吸引力，強化對廣告的正面態度、提升購買意圖。

The purpose of this research is to understand whether the psychological factors of consumers would moderate the effect between relative sizes of peoson-product in print advertising and consumers’ purchase intention. This research conducted two studies with using a questionnaire to collect data. In study 1, we found that for the advertisement with relative large size of product exerted a positive influence on purchase intention and advertising attitude for those with high need for power. However, the advertisement with relative small size of product did not exert any influence on purchase intention and advertising attitude for those with low need for power. Based on these findings, we provide some practical suggestions for firms which want to boost sales through images of print advertising.

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