消費者對產品判斷之負面心情偏誤修正行為： 涉入程度,偏誤察覺與產品論點存在與否

Consumer Corrections for Negative Mood Biases in Product Judgments： Involvement, Bias Awareness and the Presence of Product Arguments

禤慧芸(Huei-Yun Hsuan)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.02506

摘要

本研究探討消費者在負面情境下，因為其涉入程度，偏誤察覺程度與產品論點存在與否的不同，將會如何修正產品的評價。本研究總計有三個實驗，在給予沒有產品論點的廣告時，不論是否察覺到心情偏誤的存在，高涉入的人會往他們認知的修正方向去修正產品評價，修正幅度則等於他們自己的認知；然而再給予有產品論點的廣告時，高涉入的人因為仔細地閱讀產品論點導致無法察覺到偏誤因而不會進行產品的修正。此外，根據推敲可能性模型，低涉入的人會根據周邊路徑的提示如負面的心情來對產品進行評價，因此在此情形下，相較於對照組，低涉入的人會給予產品較低的評價。

關鍵字

涉入程度 ； 偏誤察覺 ； 心情偏誤 ； 產品評價 ； 產品論點 ； 彈性修正模型 ； 推敲可能性模型

並列摘要

The current research investigated how consumers with different levels of involvement, differential bias awareness and the presence of product arguments or not would correct their judgments of the products under a negative mood environment. 3 studies assessed consumers’ correction behaviors based on Flexible Correction Model in high-involvement conditions. No matter potential negative mood bias was heightened or not, high-involvement people corrected their bias in a direction opposite to the perceived bias when providing a target ad without arguments. However, for those high-involvement participants exposed to the target ad with arguments, corrections did not occur because they would carefully scrutinize the product arguments and form their attitudes based on the true merits of the product instead of identifying mood bias and going for a correction procedure. Moreover, according to the Elaboration Likelihood Model, for those participants in low-involvement conditions, they judged products by peripheral cue such as negative mood in this research. Therefore, they gave lower product evaluations than control group did.

並列關鍵字

Involvement ； Bias Awareness ； Mood Bias ； Product Judgment ； Product arguments ； Flexible Correction Model ； Elaboration Likelihood Model

參考文獻

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