探討高涉入情境下論點診斷性對偏誤修正的影響

The Influence of Diagnostic Argument on Differential Correction Effect in High Involvement Situation

丘佳融(Chiu Chia-Jung)

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(2019年)

https://doi.org/10.6345/NTNU201900566

摘要

在消費者行為研究的心理學領域，Petty和Cacioppo的推敲可能性模型已被廣泛應用35年之久，其可用來解釋人們如何形成和改變他們對目標產品的評價與態度。
本研究欲探討為何推敲可能性模型中沒有提及人們在高涉入情況下會產生偏誤修正行為。在本研究中，我們提出論點診斷性並將其作為一干擾變數，強的論點診斷性定義為與目標的核心價值相關，並且可以幫助消費者判斷產品；此外，加入代言人為偏誤因子以探討推敲可能性模型與Kang和Herr（2006）研究之間的差異。透過高涉入情境的操弄，以及在兩種代言人條件下比較強弱論點診斷性中的四種論點品質，我們發現當論點是弱診斷性時，消費者會產生偏誤修正行為，這證實了論點診斷性是兩個模型間差異的關鍵因素。因為在Kang和Herr的研究之中，實驗所使用的論點都是弱的診斷性論點。

關鍵字

推敲可能性模型 ； 偏誤修正理論 ； 論點診斷性 ； 論點品質

並列摘要

In the field of psychology about consumer behavior research, Petty and Cacioppo’s ELM model has been used for 35 years, which can be used to explain how people form and change their evaluation and attitude toward the target.
The purpose of this study is to find why there is no mention about bias correction behavior of high involvement people in the ELM model. In this study, argument diagnosticity was proposed as a moderator, and the strong diagnosticity argument was defined to be related to the central merit of target, and can make consumers easily judge products; furthermore, endorser was used as a bias to explore the difference between the ELM model and Kang and Herr’s (2006) study. The manipulation of high involvement situation and compare four-levels argument quality within strong and weak diagnostic argument under two endorser conditions were employed. The bias correction was found would occur when the argument is weak diagnosticity, which verified that the argument diagnosticity is the key factor of the difference between two models. Since the arguments used in Kang and Herr’s research experiment were weak diagnostic argument

並列關鍵字

Elaboration Likelihood Model ； Bias correction theory ； Argument diagnosticity ； Argument quality

參考文獻

Martin, John J. Seta, and Rick A. Crelia (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.

Petty, Richard E. and John T. Cacioppo (1980), “Effects of Issue Involvement on Attitudes in an Advertising Context,” Proceedings of the Division 23 Program, eds. Gerald G. Gorn and Marvin E. Goldberg, Montreal, Canada: American Psychological Association, 75-79.

Petty, Richard E. & John T. Cacioppo (1982). The need for cognition. Journal of Personality and Social Psychology, 42, 116-131.

Petty, Richard E. & John T. Cacioppo (1984b). Source factors and the elaboration likelihood model of persuasion. Advances in Consumer Research, 11, 668-672.

Petty, Richard E. & John T. Cacioppo (1986a), “Communication and Persuasion: Classic and Contemporary Approaches,” Dubuque, IA: Brown.