Consumer Correction Behavior: Involvement, Argument Quality, and Source Effects
Date Issued
2008
Date
2008
Author(s)
Chen, Ying
Abstract
The current research aims to examine how consumers correct their product attitudes when the advertised product is advocated by a favorable endorser. It is predicted that the correction behavior is built on a complicated mechanism co-operated by factors of involvement, argument quality, source-product relevance, and source-favorability. Highly involvement consumers treat source as one argument as well, and when other persuasive arguments are not sufficient to form product attitudes, they will focus on processing source. If source-implied arguments are not relevant to the focal product, correction behavior is likely to occur, and a favorable source may generate negative source effects when over-corrected. Results of the current study support this hypothesis.
Subjects
bias correction
correction behavior
involvement
argument quality
source effects
source-product relevance
Type
thesis
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