The Effects of Consumers'' Self-activated Corrective Behavior on Product Judgments: Bias Identification and Correction Execution
Date Issued
2008
Date
2008
Author(s)
Hsieh, Yi-Pei
Abstract
The current study is aimed to investigate the underlying mechanism of consumers’ bias correction behavior. Different from previous correction studies which used to focus on the influence of context to correction direction and behavior, the present research tries to decompose the correction behavior and proposes that it can be divided into two processes: “bias identification” and “correction execution.” Furthermore, it is emphasized that not only the motivation and the ability generated in the former process are not the same as those in the latter process, but also the motivation of correction execution can replace the motivation of bias identification, whereas the ability of correction execution and the ability of bias identification cannot replace each other. Hence, it is predicted consumers who possess not only the motivation of bias identification/ motivation of correction execution but also the ability of bias identification can identify the bias more easily than others who don’t possess those. And the self-activated correction behaviors would be observed only when people are aware of the operating bias and also have the ability and the motivation of correction execution.
Subjects
bias correction behavior
bias correction
bias identification
correction execution
motivation
ability
Type
thesis
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