The Differential Role of Absolute vs. Relative Arguments Strength on the Instigation of Judgmental Correction

探討偏誤修正效果 - 以論點強度作為干擾變數

蔣斐茵(Fei-Yin Chiang)

指導教授 ： 蕭中強

國立清華大學/科技管理學院/科技管理研究所/碩士(2009年)

摘要

在這個競爭激烈的時代，代言人對商品的重要性日漸提升。然而，對於代言人所扮演的角色，有學者提出了和ELM理論不一樣的看法。他們認為，對於高涉入的族群來說，有魅力的代言人，反而會為產品帶來負面的影響。因此，在本研究中，我們在ELM和偏誤修正的理論架構下，加入了“論點強度”為一個新的中介變數，探討ELM和偏誤修正理論之間衝突的原因為何。
根據我們的研究分析，發現如果沒有提供給高涉入者足夠的產品核心資訊，他們會將有魅力但是和產品無關的代言人視為影響產品態度的偏誤，進而產生修正。

關鍵字

ELM ； 偏誤修正 ； 高涉入 ； 論點強度

並列摘要

When we read some studies about consumer behavior, we will find some theory is not consistent; for example, ELM and Kang and Herr’s study about bias correction. ELM theory considers the favorability about the product attitude of high involvement people is only influence to the argument. That is, when argument is strong, people attitude toward the product is positive; on the contrary, if the argument is weak, the attitude of high involvement individuals is negative. Nonetheless, the outcome is overthrow by Kang and Herr’s study in 2006. Their research conclusion shows when the endorser is attractive but irrelevant to the target product, and the elaboration of participants are extremely high, there will lead to negative attitude. In Chiu’s study (2008), she considers the result of this conflict between ELM and Kang and Herr’s theory is short of central merit information of the target. In this condition, High involvement people will consider the attractive but irrelevant source as bias and correct will be triggered. Our study use the same structure of Chiu’ study and we adopt the argument strength as the mediator of our experiment.

並列關鍵字

Kang and Herr’s study ； Bias Correction ； ELM ； Argument Strength

參考文獻

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