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標題: | 正面到負面心情移動與偏誤修正:享樂與效用評估導向的產品態度 Bias Correction for Positive to Negative Mood Shift: Hedonic and Utilitarian Evaluation Orientation |
作者: | Chia-Wei Chan 詹佳瑋 |
指導教授: | 簡怡雯 |
關鍵字: | 心情移動,心情效果,心情偏誤,偏誤察覺,產品評價,享樂評估導向,效用評估導向,偏誤修正, Mood Shift,Mood Effect,Mood Bias,Bias Awareness,Product Judgment, Hedonic Evaluation orientation,Utilitarian Evaluation orientation,Bias Correction, |
出版年 : | 2016 |
學位: | 碩士 |
摘要: | 本研究提出三個主要假設方向,首先,當消費者未意識到心情是影響評價的偏誤因素時,心情由正向移到負向的心情移動會使其對產品的評價低於心情穩定處在負向者,且此現象只發生在享樂評估導向產品,效用評估導向產品則沒有差異。第二,當消費者意識到心情移動會影響產品評價時,其修正方向會與心情移動方向相反,且心情由正向到負向時,會因為心情移動幅度大而使得修正幅度大於心情穩定處在負向者,而以上狀況同樣只在評估享樂評估導向產品時會成立。第三,不論以修正指導語或是促發文章作為提醒消費者心情偏誤的修正提示方式,雖然後者的提示效果較細微,但一樣可達到跟前者一樣的效果。透過兩個主實驗的驗證,成功驗證當消費者未意識到心情偏誤時,正向到負向的心情移動確實會讓消費者對享樂評估導向產品有更低的評價,但若提供明確的修正指導語,消費者能夠進行與心情移動方向反向的偏誤修正,且給予產品更好的評價。此外,在評估效用評估導向產品時則沒有心情移動所造成的評價差異,也不會因修正指導語而進行偏誤修正。但是在促發文章的操弄則因修正提示效果太小而使假說未成立。 This research proposes three main issues. For one thing, when consumers are not aware of mood bias, the mood state shift from positive to negative leads to a lower product evaluation compared to the situation of constant negative mood state. The above conditions occur only when judging hedonic evaluative orientation product rather than utilitarian evaluative orientation product. Second, when consumers are aware that mood shift will affect the objectivity of product judgment, the direction of correction would be opposite to the direction of the mood state shift, and the amount of correction will be bigger due to the shift of mood state which only existing in assessing hedonic evaluative orientation product. Third, regardless of the use of correction instruction or priming article to remind consumers to perceive mood as a bias factor, even the latter is a subtle cue, both of them can achieve the same effect. Two main studies were performed to verify the hypothesis, and the results successfully validated that when consumers are under positive to negative mood state shift and they are not aware of the mood bias, they will have a lower product attitude on hedonic evaluative orientation product. Besides, if providing clear correction instruction, consumers will correct the bias by giving the product a better judgment because of the opposite direction of bias correction. In addition, there is no significant difference of product attitude between the steady mood state and mood shift and whether the correction instruction exists or not when assessing utilitarian evaluative orientation product. However, the effect of priming article is too subtle to convince the related hypothesis. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/50858 |
DOI: | 10.6342/NTU201600637 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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