消費者對產品判斷之代言人偏誤修正行為: 涉入程度、代言人吸引力、代言人相關度與廣告懷疑度

Corrections for Endorser Biases in Product Judgments: Involvement, Endorser Attractiveness, Endorser Relevance and Ads Skepticism

熊得恩(Der-En Shyung)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.10389

摘要

本研究探討消費者因為其涉入程度與個人廣告懷疑度的不同，於模擬的廣告環境中，將會如何抽離代言人所造成的影響，進而修正對於產品的評價。本研究基於Flexible Correction Model修正模式的假設¬: 當人們有足夠的動機與能力時，才會修正偏誤。當涉入度高且廣告代言人與產品不相關時，高廣告懷疑度的人會將不相關代言人認作偏誤，往他們認為的修正方向去修正產品評價，修正的幅度則會等於他們自己的認知。因此，同樣是高涉入的人，面對不相關代言人時，個人廣告懷疑度將導致極為不同的產品評價。但是，面對相關代言人時，不同廣告懷疑度的人的產品評價卻沒有差異。相同的，對於低涉入的人，不管其廣告懷疑度為何，他們也擁有相同的產品評價。

關鍵字

涉入程度 ； 代言人偏誤 ； 廣告懷疑度 ； 彈性修正模型 ； 偏誤修正 ； 產品評價

並列摘要

The present research investigated how consumers with differential involvement and different personal ads skepticism would correct their judgment of the products by subtracting the endorser effect in settings close to the advertisement environment. The study assessed the nature of consumers’ correction behavior based on Flexible Correction Model¬. Corrections are anticipated when individuals were motivated and capable to do so. When people are highly involved and face irrelevant endorsers, high ads skeptical people corrected their ratings in a direction opposite to the perceived biasing direction. A significant difference was found between high and low ads skeptical groups. However, when they receive relevant endorsers, ads skepticism does not lead to significant difference of product judgments. In the same manner, high ads skeptical people seemed to fail to correct the endorser bias and rated the target product no differently under low involvement conditions.

並列關鍵字

Correction ； Involvement ； Ads Skepticism ； Product Judgment ； Endorser Bias ； Flexible Correction Model ； Elaboration Likelihood Model

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