正向情緒移動對產品評價與偏誤修正量影響：以產品的享樂與效用評估導向為例

Product Judgment and Bias Correction in Positive Mood Shift: Hedonic and Utilitarian Based Evaluation

鄧睿婷(Jui-Ting Teng)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2015年)

https://doi.org/10.6342/NTU.2015.10545

摘要

本研究目的為驗證三個主要的議題，首先，當消費者心情由正向移至中性，且有意識到心情為一影響評價的偏誤因子時，在效用評估導向的操弄下，對於目標產品評價的修正量會較享樂評估導向的操弄下更多。第二，當消費者意識到心情移動會影響評價時，對於心情移動偏誤的修正方向則為心情移動方向的反向。最後，當消費者一直處在中性心情下且心情沒有變動時，消費者不論是否意識到心情為偏誤，皆不會修正產品評價，此外，在效用評估導向操弄下的修正量與享樂評估導向操弄下的修正量沒有顯著差異。本研究依據此三個議題設立假說，並進行檢驗，結果驗證了消費者的心情由正向移至中性時，若意識到心情偏誤存在，他們會修正產品評價的偏誤，且相較於享樂評估導向的消費者，在效用評估導向的消費者修正偏誤的程度是顯著較大的，但本研究假說在心情偏誤的修正方向和中性心情下的產品評價部分並不成立。

關鍵字

心情移動 ； 偏誤察覺 ； 心情偏誤 ； 產品評價 ； 效用評估導向 ； 享樂評估導向 ； 好心情偏誤理論

並列摘要

The purpose of this research was designed to demonstrate three main issues. To begin with, when consumers are under mood state shift from positive to neutral and notice that mood is bias for target product judgment, they will correct their previous product judgments. Moreover, the amount of correction from consumers primed with utilitarian processing are likely to be more than from those primed with hedonic processing. Second, when consumers are aware of the mood state shift and perceive the shift as a potential bias factor which affects product judgment, the direction of correction would be opposite to the direction of mood state shift. Last but not the least, when consumers are under neutral mood condition without mood shift, no matter they are aware of mood as a potential factor, they will not correct their product judgment toward the bias. Furthermore, there’s no difference between the amount of correction from consumers primed with utilitarian processing and the amount of correction from those primed with hedonic processing. The study was performed to investigate the hypothesis based on the three issues above. And the results demonstrated that when consumers are under mood state shift from positive to neutral and perceive mood shift as a bias, they are likely to correct their bias of product judgment and the amount of correction is larger in consumers primed with utilitarian processing than those primed with hedonic processing. However, the hypotheses in direction of correction and in product judgment under neutral mood are not convincing.

並列關鍵字

Mood State Shift ； Bias Awareness ； Mood Bias ； Product Judgment ； Utilitarian Processing ； Hedonic Processing ； Good Mood Bias Theory

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