Product Attitude and Bias Correction for Hedonic and Utilitarian Product in Negative and Neutral Mood
Date Issued
2015
Date
2015
Author(s)
Wang, Yung-Sheng
Abstract
The current research is intend to investigate the difference of the product evaluation and bias correction between hedonic and utilitarian product because participants might consider their manipulated mood state either as a mood bias if their judgement on utilitarian product, or as a part of the product attribute if their judgement on hedonic product. When high involving participants under negative mood are aware of mood bias in their product judgement, they are intend to correct their product judgement in a positive direction and the amount of correction for utilitarian product is more than for hedonic product but participants doesn’t under neutral mood state. On the other hand, when high involving participants are aware of mood bias in their product judgement, the amount of correction for utilitarian product under negative mood state is more than under neutral mood state but the amount of correction for hedonic product is no difference between under the negative mood and neutral mood.
Subjects
Negative Mood
Mood Bias
Bias Awareness
Product Judgment
Hedonic Attribute
Utilitarian Attribute
Mood Bias Correction
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-104-R02741068-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):8f9e7ecf7d63952c918a4fb4db207eca