How Would Bias Knowledge Influence Consumers' Attitude toward Products: Correction Behavior for Endorser & Mood Biases

Abstract

“Could knowledge of priming manipulation alter the result of attitude experiment and overall favorableness toward advertisements?” This is an interesting question waited to be solved. The present research is dedicated to find out the answer of it, and the conclusion we obtained from this paper might give us an implication that; it would be inappropriate to conduct experiments on participants who could be fully aware of experimenters’ intention, moreover, when people are watching advertisements on TV which used marketing techniques like endorser or mood effect, consumers may see through the fancy tricks, or even over-correct the effect that products companies would never thought of. In study 1, though due to the natural attributes of different marketing techniques, hypotheses about knowledge and involvement are not supported, an explanation is tested and an alternative part of Correction Behavior is constructed successfully in study 3. As in study 2, the negative mood condition, all of the hypotheses are significantly supported that this research may be able to do some contribution to the field of Correction Behavior.