The Effects of Perceived Risk and Argument Quality on the Magnitude of Bias Correction

消費者偏誤修正量在知覺風險與廣告說明上的效果

陳信穎(Hsin-Ying Chen)

指導教授 ： 蕭中強

國立清華大學/科技管理學院/科技管理研究所/碩士(2006年)

https://doi.org/10.6843/NTHU.2006.00580

摘要

Previous studies of the correction processes tried to interpret the correcting direction. Set-reset theory (Martin 1986) described how people corrected their judgments from initially perceived assimilation to contrast. Wegener’s study ( Wegener 1993) further extended the correction scenario from initially perceived assimilation to initially perceived contrast.
In recent years, product endorsers have been universally adopted in marketing. However, when a very attractive and popular endorser has been intensively exposed on mass product advertisements, consumers' impressions on the endorsed product might be less likely to be positively assimilated than when the same endorser endorsed products less frequently. In this study, we were going to find the factors that could influence consumers’ attitudes in endorsed products. And, how is the magnitude of their attitude correction in different conditions if the same endorser endorsed products intensively in a very short time.
In this study, some factors that might influence the magnitude of correction will be identified and explored.
These important factors may include high/low consumer perceived risk and strong/weak advertisement argument about products. In addition, the condition under which overcorrection is more likely to occur will be further examined in this study. A two (perceived risk: high/low) by two(argument quality: strong/weak ), and by two (number of products endorsed by the endorser) factorial design will be applied in this study.
This study will provide a new insight on understanding under which conditions consumers will be more likely to correct the perceived biases by themselves. When making marketing strategy, marketers should be aware of the potential negative effect of applying endorsers to convince their customers buying products, especially when the same endorser is repeatedly exposed in a short interval of various product advertisements.

關鍵字

知覺風險 ； 代言人 ； 修正 ； 修正量

並列摘要

無資料

並列關鍵字

perceived risk ； endorser ； correction ； magnitude of correction ； argument quality

參考文獻

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Helson, H. (1964). Adaptation-level theory: An experimental and systematic approach to behavior. New York: Harper& Row.

Herr. P. M., Sherman, S. J., & Fazio. R. H. (1983). On the consequences of priming: Assimilation and contrast effects. Journal of Experimental Social Psychology, 19, 323-340

Martin, L. L., & Seta, J. J. (1983). Perceptions of unity and distinctiveness as determinants of attraction. Journal of Personality and Social Psychology, 44, 755-764.

Martin, L. L., Seta, J. J. & Crelia, R. A. (1990). Assimilation and Contrast as a function of People’s Willingness and Ability to Expend effort in Forming an Impression, Journal of Personality and Social Psychology, 59, 27-37