A Two-Factor Explanation of Consumers' Self-Activated Bias Correction in Product Judgment

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The past correction studies have generally employed the external instructions in experimental settings to induce correction processes. However, in the natural marketing settings, marketing practitioners or advertisers are less likely to provide bias relevant information to invalidate the manipulated persuasive effects. The current research is aimed at explicating the factors which may determine whether consumers are able to self-activate a correction process. We posit that consumers may spontaneously activate a judgmental correction to remove perceived biases from product judgments when they can identify the biasing factors and when their involvement to make accurate judgments is high. The absence of either factor will not invoke self activated correction. This two-factor correction process is tested in two consumer settings. .Study I (72 participants) demonstrated that the typical mood effect on product impressions might be reversed due to the self activated correction. And the general positive endorser effect was should to be inverted in Study 2 (150 participants). The current research not only complements the theoretical mechanisms in the studies of bias correction, but also provides new insights to the managerial implications (e.g., manipulation of mood or celebrity endorser) on marketing practices.