探討高涉入與極端高涉入對偏誤修正效果之差異

The Study of the Differential Correction Effect out of High Involvement versus Extremely High Involvement

羅子惟(Lo Tzu-Wei)

指導教授 ： 蕭中強

國立臺灣師範大學/管理學院/管理研究所/碩士(2017年)

https://doi.org/10.6345/NTNU202202467

摘要

基於人們有動機持有正確的產品態度，在面對廣告資訊時，將盡可能排除偏誤因子或其他影響因素，以達到態度修正之精準判斷。
在行銷領域中，推敲可能性模型(ELM)時常用來衡量消費者的產品態度，本研究欲探討Kang and Herr於2006年發表文獻中之假說，在ELM與偏誤修正架構下，加入論證充足性作為一干擾變數，代言人作為偏誤因子，透過高與極端高涉入程度以及四種產品論證之操弄，進一步證實高涉入者在產品論證不充足的情況下，會如同Kang and Herr文獻中提及的極端高涉入者，皆以中央路徑處理廣告資訊，並且察覺代言人為無相關的產品核心資訊，視之為偏誤因子並做出偏誤修正行為，得以證實Kang and Herr於2006年文獻假說之矛盾。

關鍵字

推敲可能性模型 ； 偏誤修正 ； 論證充足性 ； 涉入程度

並列摘要

In general, people like to hold correct attitude of the product. In order to achieve the goal of subjective correction, people will take effort to process the information about the target product, and remove the bias.
In this study, we discuss the argument sufficiency as a moderator under the theory of ELM and bias correction model, and try to explain the inappropriate hypotheses in Kang and Herr’s study in 2006. We set up an endorser as a bias, and manipulate different levels of high involvement, and compare argument quality under different conditions.
Kang and Herr’s study mentioned that people only with extremely high involvement can identify issue-irrelevant source as a bias, and make the correction of attitude. In this study, we verify that there is no different with high involvement. The bias correction would be triggered under argument insufficient situation for both high and extremely high involvement individuals.

並列關鍵字

Elaboration Likelihood Model ； Bias correction ； Argument sufficiency ； Involvement

參考文獻

邱羽麒(2008) 探討偏誤修正效果-以論點充足性作為干擾變數。碩士論文。新竹:國立清華大學科技管理研究所。

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Yong-Soon Kang, Paul M. Herr (2006). Beauty and the Beholder: Toward an Integrative Model of Communication Source Effects. Journal of Consumer Research, 33,1；ABI/INFORM Global pg.123.

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