訊息處理目的、偏誤知識與涉入程度對自發性修正行為中偏誤知覺之影響

The influence of different processing goals, bias knowledge and involvements on the perceived bias in consumers’ self-activated correction behavior

蔡育念(Yu-Nien Tsai)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.10074

摘要

消費者在日常生活中常受到偏誤而影響對產品的評價，若有能力與動機，會察覺到操弄他們態度的偏誤並做出反向的修正行為。然而，修正行為並非永遠都會發生，是否在某些情形之下，即使有外界認定的偏誤存在，消費者卻不會有修正行為。因此，本研究主要探討不同涉入程度的受測者在面對偏誤知識的有無時，會影響其對偏誤的察覺，並且在偏誤與處理目的相關程度不同的情況之下，是否會對偏誤有不同的知覺程度，而影響自發性修正的動機，產生不同的修正行為。為了驗證以上的推論，本研究採取巧克力為研究目標，為2X2X2X2的實驗設計，分別操弄了知識（有或無）、涉入程度（高涉入或低涉入）、偏誤與處理目的的相關度（高度相關：送禮情境或低度相關：自用情境）以及包裝的精緻程度（包裝精緻或包裝普通），本研究結果為高涉入且有給予知識的受測者，在面對與偏誤資訊低度相關的處理目的時，會有較高的動機去修正自己的態度，進而發生修正行為，使得在自用情境下的態度低於送禮情境。相對地，在其他的情境下，受測者不是沒有能力發現偏誤存在，便是沒有動機去修正原有的態度，因此不會有修正行為。

關鍵字

偏誤修正行為 ； 自發性修正行為 ； 處理目的 ； 偏誤知覺 ； 偏誤知識 ； 涉入程度

並列摘要

In daily life, some information bias about products will influence the forming of consumers’ attitudes toward the products. If consumers have ability and motivation to perceive the bias that affects them, they will correct the bias in the opposite direction. However, under some situations, the bias correction behavior is not always happened even when the bias is perceived. Therefore, the current study is dedicated to figure out the relationship between correction behavior and the following relative factors. That is, when participants under different levels of involvements deal with the bias knowledge and different processing goals, they will perceive different levels of bias and have different self-activated correction behavior. To examine the above predicted relation, this study chooses “chocolate” as the study object and use 2(with and without knowledge) by 2(high or low involvement)by 2(high-related or low-related processing goal) by 2(dedicated or normal package) factorial design. The result shows people under high involvement with bias knowledge facing low-related processing goal will have bias correction behavior. In other conditions, people either have no ability to detect the existing bias, or have no motivation to correct their attitude toward the product, that is, there’s no correction behavior happened.

並列關鍵字

bias correction behavior ； self-activated correction behavior ； bias knowledge ； bias perceived ； processing goals ； involvement

參考文獻

Bower, Amanda B. and Stacy Landreth (2001), “Is Beauty Best? Highly Versus Normally Attractive Models in Advertising,” Journal of Advertising, 30(1), 1-12.

Erik P. Thompson, Robert J. Roman, Gordon B. Moskowitz, Shelly Chaiken, and John A. Bargh(1994), “Accuracy Motivation Attenuates Covert Priming: The Systematic Reprocessing of Social Information,” Journal of Personality and Social Psychology, Vol.66(3), 474-489.

Kamins, Michael A. and Kamin Gupta (1994). Congruence between Spokesperson and Product Type: A Matchup Hypothesis Perspective. Psychology and Marketing, 11(6), 569-586

Koernig, Stephen K. and Albert L. Page (2002), “What If Your Dentist Looked Like Tom Cruise? Applying the Match-Up Hypothesis to a Service Encounter,” Psychology and Marketing, 19(1), 91-110.

Kang, Yong-Soon and Herr Paul M. (2006),”Beauty and the Beholder: Toward an Integrative Model of Communication Source Effect,” Journal of Consumer Research, 33(Jun), 123-130.