The Effects of Perceived Risk and Argument Quality on the Magnitude of Bias Correction

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研究生：	陳信穎 Hsin-Ying Chen
論文名稱：	The Effects of Perceived Risk and Argument Quality on the Magnitude of Bias Correction 消費者偏誤修正量在知覺風險與廣告說明上的效果
指導教授：	蕭中強 Chung-Chiang Hsiao
口試委員:
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 科技管理研究所 Institute of Technology Management
論文出版年：	2006
畢業學年度：	94
語文別：	英文
論文頁數：	88
中文關鍵詞：	知覺風險、代言人、修正、修正量
外文關鍵詞：	perceived risk, endorser, correction, magnitude of correction, argument quality
相關次數：	點閱：2 下載：0
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Previous studies of the correction processes tried to interpret the correcting direction. Set-reset theory (Martin 1986) described how people corrected their judgments from initially perceived assimilation to contrast. Wegener’s study ( Wegener 1993) further extended the correction scenario from initially perceived assimilation to initially perceived contrast.
In recent years, product endorsers have been universally adopted in marketing. However, when a very attractive and popular endorser has been intensively exposed on mass product advertisements, consumers' impressions on the endorsed product might be less likely to be positively assimilated than when the same endorser endorsed products less frequently. In this study, we were going to find the factors that could influence consumers’ attitudes in endorsed products. And, how is the magnitude of their attitude correction in different conditions if the same endorser endorsed products intensively in a very short time.
In this study, some factors that might influence the magnitude of correction will be identified and explored.
These important factors may include high/low consumer perceived risk and strong/weak advertisement argument about products. In addition, the condition under which overcorrection is more likely to occur will be further examined in this study. A two (perceived risk: high/low) by two(argument quality: strong/weak ), and by two (number of products endorsed by the endorser) factorial design will be applied in this study.
This study will provide a new insight on understanding under which conditions consumers will be more likely to correct the perceived biases by themselves. When making marketing strategy, marketers should be aware of the potential negative effect of applying endorsers to convince their customers buying products, especially when the same endorser is repeatedly exposed in a short interval of various product advertisements.

TABLE OF CONTENT
LIST OF TABLES    iv
LIST OF FIGURES    v
CHAPTER 1.    INTRODUCTION    1
CHAPTER 2.    LITERATURE REVIEW    3
2.1 Assimilation and Contrast effects    3
2.2 Set/Reset model    5
2.3 Correction    8
2.4 Perceived risk    10
CHAPTER 3.    RESEARCH MODELS    13
3.1 Research Purpose    13
3.1.1 High/Low perceived risk    14
3.1.2 Strong/Weak argument    14
3.2 Hypothesis    15
3.3 Pretest    17
3.3.1 The intensity of endorsers influence test    17
3.3.2 The distinction between strong and weak argument.    22
3.3.3 The distinction between high and low perceived risks.    24
CHAPTER 4.    RESEARCH METHOD    26
4.1 Experimental Design    26
4.1.1 Subjects    26
4.2 Procedure    29
4.3 Expected Result    33
4.3.1 The magnitude of correction    33
4.3.2 Interaction effect between Perceived risk and Argument quality    33
CHAPTER 5.    EXPERIMENT RESULT    38
5.1 Hypotheses test    38
5.2 The magnitude of correction in low perceived risk    42
5.3 The magnitude of correction in high perceived risk    47
5.4 Manipulation check    50
5.4.1 Manipulation check for perceived risk    50
5.4.2 Manipulation check for argument quality    51
5.4.3 Manipulation check for endorser favor    52
CHAPTER 6.    CONCLUSION AND CONTRIBUTION    53
6.1 Conclusion    53
6.2 Suggestion and Contribution    54
6.2.1 Academic Contribution    54
6.2.2 Managerial Contribution    55
CHAPTER 7.    LIMITATIONS AND FUTURE STUDY    56
7.1 Limitations    56
7.1.1 The effect of endorser    56
7.1.2 Perceived risk    56
7.1.3 Endorsed products    56
7.2 Future study    57
REFERENCE    58
APPENDIX A    60
Pretest Questionnaire    60
Main experiment Questionnaire    66
Group A questionnaire    66

                                

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