論點診斷性如何影響高涉入消費者的偏誤修正

How Argument Diagnosticity Accounts for Bias Correction to High Involvement Consumers

張語晴(Chang Yu-Qing)

指導教授 ： 蕭中強

國立臺灣師範大學/管理學院/全球經營與策略研究所/碩士(2022年)

https://doi.org/10.6345/NTNU202201474

摘要

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關鍵字

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並列摘要

The ELM model developed by Petty and Cacioppo has been used in consumer behavior research for many years to explain how people form and change their opinions and attitudes towards a target. This study aims to find why there is no mention of bias correction in the high involvement of people in the ELM model. Furthermore, we explored a new moderator of argument diagnosticity in this study, and the strong diagnosticity argument was defined as being relevant to the true merit of the target and making consumers more likely to judge the product. The manipulation of high involvement situations and the comparison of four different argument qualities with strong and weak argument diagnosticity under two endorser conditions were employed. Bias corrections will occur when there is weak argument diagnosticity, indicating the argument diagnosticity is a crucial factor.

並列關鍵字

Elaboration likelihood model ； Bias correction theory ； Argument diagnosticity ； Argument quality

參考文獻

Chiu, C. J. (2019). The Influence of Argument diagnosticity on Differential Correction Effect in High Involvement Situation. Master Thesis. Graduate Institute of Management of National Taiwan Normal University. Taipei, Taiwan 300, R. O. C

Martin, L. L. (1986). Set/Reset: Use and Disuse of Concepts in Impression Formation. Journal of Personality and Social Psychology, 51, 493–504.

Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness the Moderating Role of Involvement. Journal of

Consumer Research, 10(2), 135.

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