研究生: |
張語晴 Chang, Yu-Qing |
---|---|
論文名稱: |
論點診斷性如何影響高涉入消費者的偏誤修正 How Argument Diagnosticity Accounts for Bias Correction to High Involvement Consumers |
指導教授: |
蕭中強
Hsiao, Chung Chiang |
口試委員: |
簡怡雯
Chien, Yi-Wen 練乃華 Lien, Nai-Hwa 蕭中強 Hsiao, Chung Chiang |
口試日期: | 2022/07/29 |
學位類別: |
碩士 Master |
系所名稱: |
全球經營與策略研究所 Graduate Institute of Global Business and Strategy |
論文出版年: | 2022 |
畢業學年度: | 110 |
語文別: | 英文 |
論文頁數: | 95 |
英文關鍵詞: | Elaboration likelihood model, Bias correction theory, Argument diagnosticity, Argument quality |
研究方法: | 實驗設計法 |
DOI URL: | http://doi.org/10.6345/NTNU202201474 |
論文種類: | 學術論文 |
相關次數: | 點閱:143 下載:24 |
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The ELM model developed by Petty and Cacioppo has been used in consumer behavior research for many years to explain how people form and change their opinions and attitudes towards a target. This study aims to find why there is no mention of bias correction in the high involvement of people in the ELM model. Furthermore, we explored a new moderator of argument diagnosticity in this study, and the strong diagnosticity argument was defined as being relevant to the true merit of the target and making consumers more likely to judge the product. The manipulation of high involvement situations and the comparison of four different argument qualities with strong and weak argument diagnosticity under two endorser conditions were employed. Bias corrections will occur when there is weak argument diagnosticity, indicating the argument diagnosticity is a crucial factor.
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