Bias Correction for Positive to Negative Mood Shift: Hedonic and Utilitarian Evaluation Orientation
Date Issued
2016
Date
2016
Author(s)
Chan, Chia-Wei
Abstract
This research proposes three main issues. For one thing, when consumers are not aware of mood bias, the mood state shift from positive to negative leads to a lower product evaluation compared to the situation of constant negative mood state. The above conditions occur only when judging hedonic evaluative orientation product rather than utilitarian evaluative orientation product. Second, when consumers are aware that mood shift will affect the objectivity of product judgment, the direction of correction would be opposite to the direction of the mood state shift, and the amount of correction will be bigger due to the shift of mood state which only existing in assessing hedonic evaluative orientation product. Third, regardless of the use of correction instruction or priming article to remind consumers to perceive mood as a bias factor, even the latter is a subtle cue, both of them can achieve the same effect. Two main studies were performed to verify the hypothesis, and the results successfully validated that when consumers are under positive to negative mood state shift and they are not aware of the mood bias, they will have a lower product attitude on hedonic evaluative orientation product. Besides, if providing clear correction instruction, consumers will correct the bias by giving the product a better judgment because of the opposite direction of bias correction. In addition, there is no significant difference of product attitude between the steady mood state and mood shift and whether the correction instruction exists or not when assessing utilitarian evaluative orientation product. However, the effect of priming article is too subtle to convince the related hypothesis.
Subjects
Mood Shift
Mood Effect
Mood Bias
Bias Awareness
Product Judgment, Hedonic Evaluation orientation
Utilitarian Evaluation orientation
Bias Correction
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-105-R03741035-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):556c695498f6136da8c03e5c1dcfa620