主觀知識和客觀知識如何影響判斷修正量

How should Subjective Knowledge and Objective Knowledge Influence the Amount of Judgmental Correction

林小鳳(Puntarik Panasawatwong)

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(2018年)

https://doi.org/10.6345/THE.NTNU.GIM.024.2018.F08

摘要

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關鍵字

Elaboration Likelihood Model ； Flexible Correction Model ； Bias Correction ； Subjective Knowledge ； Objective Knowledge ； Judgmental Attitude ； evaluation

並列摘要

The Elaboration Likelihood Model (ELM) has been introduced in marketing researches for describing advertising persuasion since the 1980s. ELM defined that there are variables that resolve people’s emotion and have the effect on his or her evaluation. This study will apply the flexible correction to examine how the contrast degrees between subjective knowledge and objective knowledge affect attitude confidence and judgmental correction.
In the present research, we define high involvement in all our participants and manipulate participants into two major groups. Half of the participants will be served as high subjective knowledge with low objective knowledge, and the remaining participants will be served as low subjective knowledge with high objective knowledge. The participants in this experiment are Thai people, and we collected the data from an online survey. The results of these analyses showed that participants with low subjective knowledge have more correction on attractive endorser than participants with high subjective knowledge. The attractive endorser has more effect when participants are served as a high subjective knowledge.
Key words: elaboration likelihood Model, flexible correction model, bias correction, subjective knowledge, objective knowledge, judgmental attitude, evaluation.

並列關鍵字

Elaboration Likelihood Model ； Flexible Correction Model ； Bias Correction ； Subjective Knowledge ； Objective Knowledge ； Judgmental Attitude ； evaluation

參考文獻

Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117-140. doi: 10.1177/001872675400700202

REFERENCE

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