How Would Bias Knowledge Influence Consumers' Attitude toward Products: Correction Behavior for Endorser & Mood Biases

How Would Bias Knowledge Influence Consumers' Attitude toward Products: Correction Behavior for Endorser & Mood Biases

吳柏蒼(Po-Chang Wu)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2005年)

https://doi.org/10.6342/NTU.2005.02085

摘要

無資料

關鍵字

修正行為 ； 代言人 ； 心情 ； 偏誤 ； 涉入

並列摘要

“Could knowledge of priming manipulation alter the result of attitude experiment and overall favorableness toward advertisements?” This is an interesting question waited to be solved. The present research is dedicated to find out the answer of it, and the conclusion we obtained from this paper might give us an implication that; it would be inappropriate to conduct experiments on participants who could be fully aware of experimenters’ intention, moreover, when people are watching advertisements on TV which used marketing techniques like endorser or mood effect, consumers may see through the fancy tricks, or even over-correct the effect that products companies would never thought of. In study 1, though due to the natural attributes of different marketing techniques, hypotheses about knowledge and involvement are not supported, an explanation is tested and an alternative part of Correction Behavior is constructed successfully in study 3. As in study 2, the negative mood condition, all of the hypotheses are significantly supported that this research may be able to do some contribution to the field of Correction Behavior.

並列關鍵字

Correction Behavior ； Endorser ； Mood ； Bias ； Involvement

參考文獻

Bargh, John A., and Peter Pietromonaco (1982), “Automatic Information processing and Social Perception: The Influence of Trait Information Presented outside of Conscious Awareness on Impression Formation,” Journal of Personality and Social Psychology, 43, 437-449.

Cacioppo, John T. and Richard E. Petty (1982), “The Need for Cognition,” Journal of Personal and Social Psychology, 42(January), 116-131.

Goldberg, Marvin E. and Gerald J. Gorn (1987), “Happy and Sad TV Programs: How they Affect Reactions to Commercials,” Journal of Consumer Research, 14(December), 387-403.

Herr, Paul M., Steven J. Sherman and Russell H. Fazio (1983), “On the Consequences of Priming: Assimilation and Contrast Effects,” Journal of experimental Social Psychology, 19, 323-340.

Kubovy, Michael (1977), “Response Availability and the Apparent Spontaneity of Numerical Choices,” Journal of Experimental Psychology: Human Perception and Performance, 3, 359-364.