負面到中立心情移動與偏誤修正對產品評價之影響：以產品的效用與享樂評估導向為例

Effect of Negative to Neutral Mood Shift and Bias Correction on Product Judgment: Utilitarian and Hedonic Evaluative Orientation

陳盼如(Pan-Ju Chen)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201601023

摘要

本研究探討當消費者的心情由負面移動至中立，且有意識到心情為影響評價的偏誤因子時，會因產品評估導向的不同而有不同的偏誤修正行為。當消費者被提醒心情可能為影響客觀評價的偏誤因子時，評估享樂評估導向產品的消費者因為意識到自己在評估產品時確實將心情視為評估要素之一，故會將評價往心情移動的反方向進行修正，亦即將評價向下修正；然而，評估效用評估導向產品的消費者則不認為自己在評估過程中有受到心情的影響，故不會進行修正。此外，當消費者的心情一直維持中立(實驗中稱之為「穩定中立」)，則不論是針對享樂或效用評估導向的產品，消費者皆不會進行任何修正。
在本研究中，採取兩種不同的方式來提醒受試者心情可能為偏誤因子，在實驗一中給予較為直接明顯的修正指導語，而實驗二中則給予較為隱晦的促發文章。結果驗證了負面移動至中立心情時，評估享樂評估導向產品的受試者確實會進行修正，但修正方向卻與假說不符，原因可能是中立心情的不明顯，使得受試者針對較突顯的負面心情進行向上的修正，而非針對心情移動的向下修正。

關鍵字

心情偏誤 ； 心情移動 ； 偏誤察覺 ； 產品評價 ； 彈性修正模型 ； 享樂評估導向 ； 效用評估導向

並列摘要

The research intends to investigate that when consumers experience mood shift from negative to neutral and are aware of mood as a source of bias for target product judgment, they will correct bias in different ways depending on the evaluative orientation of the target product. Reminded of mood as a possible bias factor, consumers evaluating the hedonic evaluative orientation product will correct their evaluation in the direction opposite to the perceived mood change, leading to a correction toward the negative direction, because they do take mood into consideration when making judgments. However, consumers evaluating the utilitarian evaluative orientation product do not think themselves affected by mood, resulting in no correction. Besides, when consumers keep in neutral mood (i.e., steady neutral mood state), in neither hedonic nor utilitarian evaluative orientation will consumers correct their judgments.
In this research, two methods are used to remind participants of potential mood bias. An explicit correction instruction is given in Study 1, whereas an implicit bias-priming article is given in Study 2. The result showed that in negative to neutral shift, participants judging the hedonic evaluative orientation product do correct their evaluation. Nevertheless, the direction of the correction is opposite to what we had expected. It may be that participants correct the strong negative mood rather than the mood shift, leading to a correction toward the positive direction.

並列關鍵字

Mood Bias ； Mood Shift ； Bias Awareness ； Product Judgment ； Flexible Correction Model ； Hedonic Evaluative Orientation ； Utilitarian Evaluative Orientation

參考文獻

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