Corrections for Mood Biases in Product Judgments:Involvement and Bias Awareness
Date Issued
2009
Date
2009
Author(s)
Lin, Shu-Hsuan
Abstract
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.
Subjects
Correction
Involvement
Bias Awareness
Product Judgment
Mood Bias
Flexible Correction Model
Elaboration Likelihood Model
Type
thesis
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