學位論文
Permanent URI for this collectionhttp://rportal.lib.ntnu.edu.tw/handle/20.500.12235/73887
Browse
4 results
Search Results
Item 論點品質對評價修正影響之研究(2011) 林佩君; Montana NimsrisukkulOrdinarily people like to hold the correct attitudes about everything in themselves but sometimes some people immediately change their mind after see the advertising while other doesn’t. What happen to them? And how could that be? Anyway in order to change their minds, they must to endeavor for processing the given information as well as the existing knowledge. According to the Consumer Behavior studies, for example ELM by Petty& Cacioppo in 1986, they have found that people under high involvement condition will be more likely influenced to the strong argument(s) and try to avoid the weak argument, moreover their attitude will be positive. On the contrary, when the arguments are weak, their attitude will be changed to the negative. Later in 2006, Kang and Herr had discovered the new knowledge called “Kang and Herr’s theory”. Their research summarized that under the same condition, the negative attitude will be shown when the advertising is presented the irrelevance between the attractive endorser and target product. That is, people under high involvement condition will be more favorable toward the product when the endorser is an average person than the attractive endorser. In additional Chiu’s study in 2008, she had researched the results of the conflict between ELM (Petty& Cacioppo) and Kang and Herr’s theory by providing the central merit information of the target. Under this condition, the high involvement people will consider the attractive endorser with irrelevant source as bias, in consequence the correction will be ignited. Regarding to the doubt and related researches as mentioned above, this current study will focus on the high involvement people and use the argument strength as the mediator to find out in which situation high involvement people willchange their minds, under 3 different conditions; providing absolutely strong, neutral and absolutely weak arguments in the advertisements.Item 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(2014) 劉妍妏; LIU YENWEN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。Item 對比效果之偏誤修正研究(2014) 曾韻慈; Yun Tzu, Tseng修正行為（Correction Behavior）的相關研究一直都是社會心理學者所重視的議題之一，過去關於修正行為的研究也大多著重在社會心理學的領域。本篇論文將修正行為應用至消費者行為研究領域範圍，並且進一步探討若偏誤為對比效果（Contrast Effect）時，進行偏誤修正之後態度的變化。 本研究假設當受測者擁有偏誤的相關知識時，其會依據自我所察覺到的偏誤程度將可能的偏誤予以排除，而且此修正行為只存在於涉入程度高的受測者中。除此之外，在涉入程度高的情境之下，是否提供受測者偏誤修正提示對其之偏誤修正行為亦有差異。而在涉入程度低或者無給予偏誤修正提示的受測者，即不產生偏誤修正行為，僅有因為對比效果所產生的態度方向改變。 為驗證假設，實驗採組內設計。每位受測者都需要接受兩階段三個部分的問卷，衡量其對目標態度評價的改變。Item