負面情緒與產品態度修正量：享樂型與效用型導向的產品判斷對負面情緒修正量之不同影響

Abstract

本研究的目的為要驗證兩個主要的議題。首先，當消費者意識到情感的偏誤時，在負面情緒及效用型屬性思考操弄下，對於目標評價修正量會比在負面情緒及享樂型思考操弄下來得多。第二，對情緒的偏誤修正方向，可以分成兩種可能的狀況；第一種是當消費者感受到情緒狀態的移動(從正面到負面或反之亦然)，並視之為對於目標評價的潛在偏誤因子，那麼他們將會對情緒狀態的移動方向做反向的修正。第二種是當消費者沒有感受到情緒狀態的移動，但感受到當下的情緒狀態為目標評價偏誤的潛在的因子時，他們將會對情緒狀態做反向的修正。我們進行了兩項實驗來探討我們的假設，結果驗證了當消費者意識到他們的情感偏誤及具備充分的認知資源時，他們都會修正產品的偏誤，往情緒狀態移動的反方向或當下情緒狀態的反方向移動。而這比起以享樂型屬性思考的消費者，更多發生在以效用型屬性思考的消費者身上。

The present study was designed to demonstrate how consumer judgment corrections could be affected in two different ways. First, when consumers are under negative mood condition and primed with utilitarian processing, the amount of correction of a target judgment when aware of the affective bias are likely to be more than those under negative mood condition and primed with hedonic processing. Second, the consumers’ mood bias correction direction could affect their judgment, and this is divided into two possible situations. In the first situation, when consumers sense a shift in mood state (from positive to negative or vice versa) and perceive this as a potential bias factor toward the target judgment, then they will correct opposite to the shifting direction of mood state. In the second situation, when consumers sense no shift in mood state but perceive the current mood status as potential bias factor toward the target judgment, then they will correct opposite to their mood state. Two studies were performed to investigate the hypothesis, and the results demonstrated that when consumers are aware of their affective bias and have sufficient cognitive resources, they are likely to correct their biases opposite to the shift in mood state or current mood state. This occurs usually more among the utilitarian user than the hedonic user.