Correction for Positive Mood Bias in Product Judgment: Hedonic vs. Utilitarian based Product Attitude
Date Issued
2011
Date
2011
Author(s)
Lin, Pei-Yuan
Abstract
The current research is intending to investigate how consumers in a positive mood and with activation of either hedonic or utilitarian attribute will lead to different processing strategies. That is, consumers might consider their manipulated positive mood state either as a bias if utilitarian attribute is viewed as the central argument, or as a part of the product attributes if hedonic attribute is viewed as central argument. Consequently, this will affect their evaluation of their products, their detection of biases, and last but not least, their correction amount after bias awareness is heightened. The two studies in this research consistently show that participants with positive mood and hedonic attribute priming consider mood as part of the products’ central attribute. Hence, no significant correction amount is elicited even when bias awareness is present. Conversely, participants with positive mood and utilitarian priming activate the utilitarian processing and therefore consider mood as a bias, which in turn lead to greater amount of correction when bias awareness is present.
Subjects
Mood Bias
Product Judgment
Hedonic Attribute
Utilitarian Attribute
Flexible Correction Model
Involvement
Type
thesis
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