Consumers' Self-activated Bias Correction: Bias Awareness and Motivation for Correcting Bias

Abstract

The current study will examine whether consumers’ self-activated correction for the bias in product judgment will occur, only when they are aware of the bias as well as have the motivation to correct the bias. This study assumes that when the bias is made more salient, consumers are more likely to identify the biasing factor. However, identifying the biasing factor may not ensure the occurrence of the correction. In order for the correction to be activated by consumers themselves, it is assumed that consumers should have the motivation to make accurate judgments (i.e., have the motivation to remove any bias in judgments). To examine the above predictions, the current study will manipulate the salience of the bias and the level of accuracy motivation in making product judgments. It is predicted that self-activated correction will occur only when the bias is salient (i.e., consumers are more likely to be aware of the bias) and accuracy motivation is high (i.e., consumers are motivated to remove the bias). However, self-activated correction will not occur when consumers are not aware of the bias, or when they are aware of the bias but not motivated to correct it. Marketing implications will be further discussed in the end.