The Effect of Knowledge Level on Correction BehaviorUse the Type of Message and the Relevance Betweenndorser and Product as Moderators
Date Issued
2008
Date
2008
Author(s)
Chen, Li-Min
Abstract
Correction behavior has been of lots of interests to many researchers in the social and psychological area and has been applied to many other domains, such as persuasion, impression formation, attribution, courtroom judgment, etc. However, few of past researches discussed about the possible factors that might influence the correction behaviors, the direction and magnitude of correction. Thus, this article aimed to examine that when a product needed people to have specific knowledge to make judgment, how people of high and low knowledge levels, both were under the manipulation of high involvement, would adjust their attitude ratings of product after being reminded of potential bias across the three different situations which also stood for the different contents of the target advertisements of three studies in this article. In study 1, when there were central arguments and a likeable but irrelevant endorser in the target advertisement, people of high knowledge level would not correct; however, people of low knowledge level would. In study 2, when the target advertisement only contained a likeable but irrelevant endorser, both people of high and low knowledge levels would engage in correction. Then in study 3, when the target advertisement only contained a likeable and relevant endorser, both people of high and low knowledge levels would not engage in correction. The results showed that knowledge levels about a product especially when it implied the ability of processing product-relevant information to make judgment did have its impact on the correction behaviors across different situations with different contents in the target advertisements. These results could be helpful to apply the concepts of Flexible Correction Model (FCM) to a firm’s advertising strategy in marketing domain. Besides, this article allowed for further future researches in the aspects of any other potential factors that might influence the correction behaviors or that might mediate the effect of knowledge levels on correction behavior, the application of experimental design and procedures to other products to see if knowledge levels really had effect on correction behaviors.
Subjects
Bias Correction
Correction Magnitude
Flexible Correction Model
Type
thesis
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