Product Judgment and Bias Correction in Positive Mood Shift: Hedonic and Utilitarian Based Evaluation
Date Issued
2015
Date
2015
Author(s)
Teng, Jui-Ting
Abstract
The purpose of this research was designed to demonstrate three main issues. To begin with, when consumers are under mood state shift from positive to neutral and notice that mood is bias for target product judgment, they will correct their previous product judgments. Moreover, the amount of correction from consumers primed with utilitarian processing are likely to be more than from those primed with hedonic processing. Second, when consumers are aware of the mood state shift and perceive the shift as a potential bias factor which affects product judgment, the direction of correction would be opposite to the direction of mood state shift. Last but not the least, when consumers are under neutral mood condition without mood shift, no matter they are aware of mood as a potential factor, they will not correct their product judgment toward the bias. Furthermore, there’s no difference between the amount of correction from consumers primed with utilitarian processing and the amount of correction from those primed with hedonic processing. The study was performed to investigate the hypothesis based on the three issues above. And the results demonstrated that when consumers are under mood state shift from positive to neutral and perceive mood shift as a bias, they are likely to correct their bias of product judgment and the amount of correction is larger in consumers primed with utilitarian processing than those primed with hedonic processing. However, the hypotheses in direction of correction and in product judgment under neutral mood are not convincing.
Subjects
Mood State Shift
Bias Awareness
Mood Bias
Product Judgment
Utilitarian Processing
Hedonic Processing
Good Mood Bias Theory
Type
thesis