Corrections for Mood Biases in Product Judgments:Involvement and Bias Awareness

本研究探討消費者因為其涉入程度與偏誤察覺程度不同，於模擬的廣告環境中，將會如何抽離心情所造成的影響，進而修正對於產品的評價。本研究的四個實驗均基於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。當被操弄而察覺可能有偏誤發生，高涉入的人會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，是否有操弄其察覺偏誤將會導致極為不同的產品評價。但是，同樣是低涉入的人，不管是否有無操弄其察覺偏誤，他們的產品評價卻沒有差異。The present research investigated how consumers with differential involvement and with different bias awareness would correct their judgment of the products by subtracting the mood effect in settings close to the advertisement environment. Four studies 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 potential mood bias was heightened, high-involvement people corrected their ratings in a direction opposite to the perceived biasing direction. A significant difference was found between aware and unaware high-involvement groups. However, low-involvement people seemed to fail to correct the mood bias and rated the target product no differently under awareness and unawareness of mood influence conditions.ABSTRACT iiTUDY PURPOSE 3ITERATURE REVIEW 7OOD AND JUDGMENT 7ORRECTION MODELS 9ROPOSED THEORY & HYPOTHESES 13TUDY 1 Bad Mood, Priming Bias Knowledge by a Previous Article 16ETHOD 16ESULTS 25ISCUSSION FOR STUDY 1 31TUDY 2: Good Mood, Priming Bias Knowledge by a Previous Article 33ETHOD 33ESULTS 35ISCUSSION FOR STUDY 2 41NTEGRATED STUDY 1 AND STUDY 2 42ESULTS 42TUDY 3 Bad Mood, Priming Bias Knowledge by an Advertisement Tagline 46ETHOD 46ESULTS 49ISCUSSION FOR STUDY 3 54TUDY 4 Good Mood, Priming Bias Knowledge by an Advertisement Tagline 55ETHOD 55ESULTS 58ISCUSSION FOR STUDY 4 63ENERAL DISCUSSION 64ANAGERIAL IMPLICATION 66IMITATION 68NDEPENDENT VARIABLE 68THER LIMITATIONS 69UTURE RESEARCH 70EFERENCES 72PPENDIX: Questionnaires 7