Bias Correction for Contextual Contrast: When the Ad Serves As an Agent of Bias Correction

消費者修正對比效果的偏誤：探討廣告本身引發修正行為的過程

簡怡雯(Yi-Wen Chien) ； 蕭中強(Chung-Chiang Hsiao)

《行銷科學學報》 4卷2期 (2008/10) Pp. 117-134

摘要

在消費情境下的偏誤修正行為，近幾年受到很多研究學者的重視。然而，至今還未有針對消費者自發性修正對比偏誤的研究。本研究將探討消費者在行銷溝通與勸服的情境下，如何自發性的修正產品判斷的對比偏誤，以補足學理的不足。本研究結果顯示，當消費者具有作出正確產品判斷的高度動機，及被廣告標題提示有關偏誤的資訊時，自發性修正對比偏誤的行為才會發生。研究結果對實務的貢獻也在本文中提出。

關鍵字

偏誤修正 ； 對比效果 ； 正確判斷 ； 廣告標題

並列摘要

Bias correction in consumer settings has received a great deal of attention in the recent years. However, none of consumer research in correction has specifically investigated the scenario in which consumers might spontaneously engage in correction for the contrastive bias. This study is aimed at complementing what have been missing in the consumer research of bias correction, namely correction for contrast. In addition, the paradigm employed in this study facilitates the examination of how consumers may react to the potential bias in a much natural marketing setting. The result showed that only when participants were highly motivated to make accurate judgments and were prompted by bias relevant taglines in the ad, did bias correction for the contrastive context be invoked. Implications for relevant marketing strategies are discussed.

並列關鍵字

bias correction ； contrast ； accurate judgments ； ad tagline

參考文獻

Herr, Paul M.(1986).Consequences of Priming: Judgment and Behavior.Journal of Personality and Social Psychology.51(December),1106-15.

Herr, Paul M.(1989).Priming Price: Prior Knowledge and Context Effects.Journal of Consumer Research.16(June),67-75.

Herr, Paul M.,Sherman, Steven J.,Fazio, Russel H.(1983).On the Consequences of Priming: Assimilation and Contrast Effects.Journal of Experimental Psychology.19,323-340.

Kang, Yong-Soon,Herr, Paul M.(2006).Beauty and the Beholder: Toward an Integrative Model of Communication Source Effects.Journal of Consumer Research.33(June),123-30.

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