正面到中立心情移動與偏誤修正對產品評價之影響：享樂與效用之產品評估導向

Abstract

本研究探討正面到中立心情移動或穩重中立心情與直接或非直接偏誤修正提醒如何影響消費者對產品的評價；其中直接偏誤提醒為一句修正指導語，而非直接提醒為促發文章。 本研究假設當心情由正面移動到中立的消費者看到修正指導語時（實驗中為看到效用或享樂產品），消費者會進行與心情移動反向的產品評估修正；看到促發文章時，只會對效用產品進行修正，對享樂產品則不會。而心情穩定且中立的消費者則對兩種產品都不會進行修正。 本研究結果顯示心情穩定的消費者，無論是否看到修正指導語或促發文章都沒有對效用或享樂產品進行偏誤修正；而心情由正面移動到中立的消費者中，看到促發文章者在評估效用產品時，有對產品進行偏誤修正，但看到修正指導語者則沒有對產品進行偏誤修正。

This paper examines consumer mood bias correction following a happy-to-neutral mood shift and steady neutral mood state when people are reminded of mood bias either directly through correction instruction or indirectly through a bias-priming article. This paper proposes that consumers in a happy-to-neutral mood shift, exposed to the correction instruction and who are viewing either utilitarian or hedonic target products will correct in the opposite direction of the perceived mood shift. It is also proposed that participants exposed to the bias-priming article but under the same conditions will only correct when viewing utilitarian target product but not hedonic. Participants in steady neutral mood states are not expected to correct for either target product. The results of the two main studies in this paper supported that participants in steady neutral mood conditions did not correct for perceived mood bias for either utilitarian or hedonic target product following either type of reminder. It was also found that participants in happy-to-neutral mood states viewing utilitarian target products corrected their product judgments when they were exposed to the bias-priming article. However, no significant amount of correction or main effect by mood shift was found for participants exposed to correction instruction.