- 學位論文
偏誤知識與無偏誤知識對於品牌態度之效果：高價位商品刻板印象之修正行為
Effect of Bias-Specific vs. Nonbias-Specific Knowledge on Brand Attitude:Correction for Perceived High-Price Product Stereotype
摘要
本研究主要探討刻板印象的修正行為(Correction Behavior)，研究中根據的模型為Wegener及Petty所提出的「彈性修正模型」(Flexible Correction Model)，強調消費者的修正行為將會依據其所知覺到的偏誤量及偏誤方向(Perceived Bias)，而非真實存在的偏誤。本實驗沿用過去文獻所採用的「修正指示」(Correction Instruction)，要求受測者在進行評價時排除偏誤以達到最準確的評價；除此之外，本實驗也納入了「偏誤知識」(Bias Knowledge)的考量，觀察特定偏誤知識 (Bias-Specific Knowledge)及無特定偏誤知識 (Nonbias-specific Knowledge)在修正行為中的效果。刻板印象以「高價位商品具有高品質」為題材，亦即普遍認為高價位的商品多半擁有較好的品質，將受測者區分為認同此敘述及不認同此敘述的兩個群體。研究結果發現，當消費者在評價前閱讀到修正指示時，無論他們是否針對高價位商品持有刻板印象，皆會產生修正行為，也就是說，修正指示確實能夠引導消費者進行修正。在偏誤知識的效果上，當消費者持有刻板印象及具備特定偏誤知識時，他們將會修正刻板印象所產生的效果；但當消費者僅具備無特定偏誤的知識時，他們並不會進行修正行為。當消費者未認知到刻板印象的存在或者認知程度很低時，不論在具備何種知識之下，他們都無法查覺到刻板印象的偏誤，因而不會產生修正行為。經由此研究可以驗證：修正行為不僅會受到修正指示及偏誤知識的影響，也會受到消費者所知覺到的刻板印象偏誤的影響。
並列摘要
The study is dedicated to find out the correction behavior toward stereotype. Two variables are considered in the experiment: Detection and Perceived Bias. It follows the past researches to use a correction instruction in the experiment; furthermore, it is more interesting to observe the effect of bias-specific knowledge and nonbias-specific knowledge on the correction behavior. Unlike many past researches of bias correction, the present research apply the correction model to stereotype which individuals’ perceptions of bias are quite stable over time. The topic is high-price product stereotype that means the higher price product keeps the higher quality. The results conclude that the correction instruction will lead consumers to correct their judgments no matter whether they perceive the high-price product with high tendency or low tendency. Moreover, high-stereotyped consumers will correct their judgments with the bias-specific knowledge; however, if consumers are provided with nonbias-specific knowledge, they will not detect the specific biasing factor and then will not correct the judgments. Otherwise, when consumers perceive the high-price product stereotyped with low tendency, they will not perform correction behavior no matter what knowledge they are provided with. The adoption of issue in consumer behavior facilitates the study to apply to the practice.