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頁籤選單縮合
題名 | Bias Correction for Contextual Contrast: When the Ad Serves As an Agent of Bias Correction=消費者修正對比效果的偏誤:探討廣告本身引發修正行為的過程 |
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作者 | 簡怡雯; 蕭中強; | 書刊名 | 行銷科學學報 |
卷期 | 4:2 2008.10[民97.10] |
頁次 | 頁117-134 |
分類號 | 497.01317 |
關鍵詞 | 偏誤修正; 對比效果; 正確判斷; 廣告標題; Bias correction; Contrast; Accurate judments; Ad tagline; |
語文 | 英文(English) |
中文摘要 | 在消費情境下的偏誤修正行為,近幾年受到很多研究學者的重視。然而,至今還未有針對消費者自發性修正對比偏誤的研究。本研究將探討消費者在行銷溝通與勸服的情境下,如何自發性的修正產品判斷的對比偏誤,以補足學理的不足。本研究結果顯示,當消費者具有作出正確產品判斷的高度動機,及被廣告標題提示有關偏誤的資訊時,自發性修正對比偏誤的行為才會發生。研究結果對實務的貢獻也在本文中提出。 |
英文摘要 | Bias correction in consumer settings has received a great deal of attention in the recent years. However, none of consumer research in correction has specifically investigated the scenario in which consumers might spontaneously engage in correction for the contrastive bias. This study is aimed at complementing what have been missing in the consumer research of bias correction, namely correction for contrast. In addition, the paradigm employed in this study facilitates the examination of how consumers may react to the potential bias in a much natural marketing setting. The result showed that only when participants were highly motivated to make accurate judgments and were prompted by bias relevant taglines in the ad, did bias correction for the contrastive context be invoked. Implications for relevant marketing strategies are discussed. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。