情緒與產品態度修正量 : 享樂型與效用型導向的產品判斷情緒修正量之不同影響

Abstract

過去研究發現，心情因素與消費者對產品評價有顯著關係。本研究探討在不同心情狀態下，對於高涉入消費者而言，當消費者接收訊息並察覺到心情為偏誤時，是否會修正其對產品之評價。分為三部分進行探討： （一）在受測者未感受到心情移動時，其在好心情狀態下對產品之評價會進行向下修正 （二）透過操弄及付予任務，試圖讓受測者察覺心情之移動，在其心情處於中立狀態下，對產品評價進行反向修正 （三）在受測者為中立心情狀態下且未感受到心情移動時，其對產品之評價沒有修正的可能性 根據彈性修正模型（ＦＣＭ），消費者須在有足夠動機和能力之情況下，才有足夠的認知資源進行察覺偏誤，並進而修正對產品之評價。本研究之實驗在目標廣告中加入廣告標語提示受測者，以提升其察覺偏誤之能力，結果顯示有提示之實驗組對產品評價有較多之修正量。 另一方面，本研究亦探討不同產品屬性是否會影響心情與產品評價之關係，研究顯示，當受測者自享樂屬性構面給予評價時，其易將心情視為主要特徵（central merits)，而不易察覺心情偏誤，修正量少於自效用數性構面思考下之受測者。

Past research which can be found that there are significant relation between mood and the judgment of customers. The objective of this study is to examine the likelihood of judgmental correction when customers with high involvement who receive message and sense mood bias. Three parts of this study are as follows: （1）For participants in good mood who don't sense the mood shift, they would correct the judgment of product downward. （2） For participants in bad mood who sense the mood shift by accomplishing a task , they would correct the judgment of product downward. （3）For participants in neutral mood who don't sense the mood shift, they would not correct the judgment of product. Base on the Flexible Correction Model, customers can't sense bias without enough motivation and ability. The target tagline are present in the ad would be a cue to promote the ability of bias awareness of customers. The results showed that there are greater amount of correction in the condition with tagline. In addition, this study investigated whether attributes would influence the relationship between mood and judgment. The results of this study revealed that mood would be a central merits when participants evaluate hedonic attributes of the target. Thus, the amount of correction would be less than when participants evaluate utilitarian attributes of the target.