2003-08-012024-05-13https://scholars.lib.ntu.edu.tw/handle/123456789/655141摘要：本研究嘗試探討消費者在高涉入或低涉入條件下，如何修正因不相關週邊因素(irrelevant contextual factors) 導致的判斷偏誤。當消費者知覺其判斷會被無關的週邊因素所誤導時，只有高涉入之消費者較有可能去修正判斷以消除偏誤；而低涉入之消費者將不會修正其判斷，此乃因修正需較多的認知努力而低涉入消費者缺乏進行修正的能力與動機所致。另外，根據彈性修正模式(Flexible Correction Model: Wegner & Petty, 1995)，本研究預測判斷修正發生的方向會與未修正之偏誤方向相反。亦即，若人們知覺到無關的週邊因素會使其判斷朝向週邊移動時(即同化效果)，他們很可能會以遠離週邊的方向修正判斷。但是若人們知覺到無關的週邊因素會使其判斷朝遠離週邊的方向移動(即對比效果)，他們很可能以朝向週邊的方向修正判斷。 因此本研究將探討：1)消費者涉入程度不同是否會影響修正過程的發生；2)修正發生時，修正的方向是否會與未修正之偏誤效果相反。本研究將進行兩項實驗，第一項實驗中，週邊偏誤將被操弄為同化偏誤，預測當消費者知覺週邊偏誤時，高涉入消費者將會修正判斷遠離週邊，<br> Abstract: The current research attempts to examine how consumers correct the context biases under either the high-involvement or the low-involvement condition. It is proposed that when consumers are aware that their judgments might have been biased by the irrelevant contextual factors, only high-involvement consumers will be more likely to correct their judgments to remove the biases while low-involvement consumers will not correct their judgments. It is because correction needs more cognitive efforts and low-involvement consumers lack ability and motivation to do so. Also, based on the Flexible Correction Model (Wegener & Petty, 1995), it is predicted that correction for judgments will occur in a direction opposite to the uncorrected, biasing effects. That is, if people perceive that the irrelevant contextual factors might make their judgments shift toward the context (i.e., assimilation), they are more likely to correct their judgments away from the context. But, if people perceive the irrelevant contextual factors might make their judgments shift away from the context (i.e., contrast), they are more likely to correct their judgments toward the context. So, the current study will examine: 1) whether different levels of consumer involvement will influence the occurrence of correction processes, and 2) if correction occurs, whether correction will be made in a direction opposite to the uncorrected biasing effects. Two experiments will be conducted. In the first experiment, the context bias will be manipulated as an assimilation bias. It is predicted that high-involvement consumers will correct their judgments away from the context, while low-involvement consumers will not correct their judgments. In the second experiment, the context bias will be manipulated as a contrast bias. It is predicted that high-involvement consumers will correct their judgments toward the context, while low-involvement consumers will not.週邊效果同化對比偏誤修正彈性修正模式涉入context effectassimilationcontrastbias correctionFlexible Correction Modelinvolvement