Product Attitude and Bias Correction for Hedonic and Utilitarian Product in Negative and Neutral Mood

本研究將探討受測者會因為將情緒當作享樂型屬性導向產品本身之屬性，卻將情緒作為效用型屬性導向產品的偏誤因子，進而在產品評價和偏誤修正量產生差異。當高涉入受測者意識到產品判斷有偏誤時，在負面情緒下，受測者將傾向對產品評價往正向修正，而且對效用型屬性導向產品的偏誤修正量會顯著大於對享樂型屬性導向產品的偏誤修正量，但在中性情緒下，受測者將不會對產品評價修正。另一方面，當高涉入受測者意識到產品判斷有偏誤時而進行產品評價修正時，效用型屬性導向產品在負面心情下的修正量會顯著大於中性心情下的修正量，但在中性情緒下，享樂型屬性導向產品在負面心情下的修正量和中性心情下的修正量無顯著差異。The current research is intend to investigate the difference of the product evaluation and bias correction between hedonic and utilitarian product because participants might consider their manipulated mood state either as a mood bias if their judgement on utilitarian product, or as a part of the product attribute if their judgement on hedonic product. When high involving participants under negative mood are aware of mood bias in their product judgement, they are intend to correct their product judgement in a positive direction and the amount of correction for utilitarian product is more than for hedonic product but participants doesn’t under neutral mood state. On the other hand, when high involving participants are aware of mood bias in their product judgement, the amount of correction for utilitarian product under negative mood state is more than under neutral mood state but the amount of correction for hedonic product is no difference between under the negative mood and neutral mood