Effect of Negative to Neutral Mood Shift and Bias Correction on Product Judgment: Utilitarian and Hedonic Evaluative Orientation
Date Issued
2016
Date
2016
Author(s)
Chen, Pan-Ju
Abstract
The research intends to investigate that when consumers experience mood shift from negative to neutral and are aware of mood as a source of bias for target product judgment, they will correct bias in different ways depending on the evaluative orientation of the target product. Reminded of mood as a possible bias factor, consumers evaluating the hedonic evaluative orientation product will correct their evaluation in the direction opposite to the perceived mood change, leading to a correction toward the negative direction, because they do take mood into consideration when making judgments. However, consumers evaluating the utilitarian evaluative orientation product do not think themselves affected by mood, resulting in no correction. Besides, when consumers keep in neutral mood (i.e., steady neutral mood state), in neither hedonic nor utilitarian evaluative orientation will consumers correct their judgments. In this research, two methods are used to remind participants of potential mood bias. An explicit correction instruction is given in Study 1, whereas an implicit bias-priming article is given in Study 2. The result showed that in negative to neutral shift, participants judging the hedonic evaluative orientation product do correct their evaluation. Nevertheless, the direction of the correction is opposite to what we had expected. It may be that participants correct the strong negative mood rather than the mood shift, leading to a correction toward the positive direction.
Subjects
Mood Bias
Mood Shift
Bias Awareness
Product Judgment
Flexible Correction Model
Hedonic Evaluative Orientation
Utilitarian Evaluative Orientation
Type
thesis
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