Correction for Positive Mood Bias in Product Judgment: Hedonic vs. Utilitarian based Product Attitude

本研究將探討消費者在正面情緒下，會因為享樂型與效用型屬性思考的的激發，而啟動不同處理資訊的模式，進而將情緒認定為偏誤或產品本身之屬性，也因此在評價產品，偏誤察覺程度與修正產品上有所差異。在正面情緒以及給予享樂型屬性或產品的影響下，享樂型屬性會因此而強化並被視為產品的重要屬性，所以情緒不會被認為是個偏誤。在這種情況下就算有偏誤察覺的操弄，消費者也不會修正產品的評價。但是在正面情緒及效用型屬性或產品的影響下，效用型屬性則會被強化並視為產品的重要屬性，而情緒也就會被認為是個偏誤。因此在偏誤察覺的操弄下，修正產品評價的幅度也比較大。本研究總計有兩個實驗，兩個實驗都成功驗證以上之論述。The current research is intending to investigate how consumers in a positive mood and with activation of either hedonic or utilitarian attribute will lead to different processing strategies. That is, consumers might consider their manipulated positive mood state either as a bias if utilitarian attribute is viewed as the central argument, or as a part of the product attributes if hedonic attribute is viewed as central argument. Consequently, this will affect their evaluation of their products, their detection of biases, and last but not least, their correction amount after bias awareness is heightened. The two studies in this research consistently show that participants with positive mood and hedonic attribute priming consider mood as part of the products’ central attribute. Hence, no significant correction amount is elicited even when bias awareness is present. Conversely, participants with positive mood and utilitarian priming activate the utilitarian processing and therefore consider mood as a bias, which in turn lead to greater amount of correction when bias awareness is present