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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：172 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.

TABLE OF CONTENTS	I
LIST OF TABLES	IV
LIST OF FIGURES	VI
CHAPTER 1 INTRODUCTION	1
1.1	Study Motivation	1
1.2 Study Purpose	2
1.3 Study Framework	3
Chapter1. Introduction	3
Chapter2. Literature review	3
Chapter 3. Proposed theory and hypotheses	3
Chapter 4. Research methods	3
Chapter 5. Results	3
Chapter 6. Conclusions and Recommendations	4
CHAPTER 2 LITERATURE REVIEW	5
2.1 Elaboration Likelihood Model (ELM)	5
2.2 Argument Quality	7
2.3 Correction Theory	8
2.4 Multiple Roles	10
2.5 Argument Diagnosticity	12
CHAPTER 3 PROPOSED THEORY AND HYPOTHESES	15
3.1 Proposed Theory	15
3.2 Hypothesis	16
CHAPTER 4 RESEARCH METHODOLOGY	22
4.1 Overview	22
4.2 Pretest	22
4.3 Main Experiment	31
CHAPTER 5 RESEARCH RESULT	43
5.1 Manipulation Check	43
5.2 Dependent Variables Measures	71
5.3 Tests of Hypothesis	77
5.4 Additional analysis	87
CHAPTER 6 GENERAL DISCUSSION	90
6.1 General Discussion	90
6.2 Academic Contribution and Managerial Implication	91
6.3 Limitation and Future Research	92
REFERENCE	94
                                

Chiu, C. J. (2019). The Influence of Argument diagnosticity on Differential Correction Effect in High Involvement Situation. Master Thesis. Graduate Institute of Management of National Taiwan Normal University. Taipei, Taiwan 300, R. O. C

Martin, L. L. (1986). Set/Reset: Use and Disuse of Concepts in Impression Formation. Journal of Personality and Social Psychology, 51, 493–504.

Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness the Moderating Role of Involvement. Journal of
Consumer Research, 10(2), 135.

Petty, R. E., & John T. Cacioppo (1986a). Communication and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Brown.

Petty, R. E., & John T. Cacioppo (1986b). The Elaboration Likelihood Model of persuasion. In L. Berkowitz (Ed.), Advances in experimental social psychology
(Vol. 19, pp. 123-205). New York: Academic Press.

Petty, R. E., & Wegener, D. T. (1997). The Flexible Correction Model: The Role of Naïve Theories of Bias in Bias Correction. Advances in Experimental Social
Psychology, 29, 141–208.

Petty, R. E., & Wegener, D. T. (1998). The Elaboration Likelihood Model: Current Status and Controversies. Dual Process Theories in Social Psychology,Chaiken, Shelly (Ed); Trope, Yaacov (Ed), New York, NY, US: Guilford Press, 59, 41–72.

Petty, R. E., & Wegener, D. T. (1998). Attitude Change: Multiple Roles for Persuasion Variables (4th ed.). McGraw-Hill.

Tzu-Wei Lo. (2017). The study of Differential Correction Effect out of High Involvement versus Extremely High Involvement. Master Thesis. Graduate Institute of Management of National Taiwan Normal University. Taipei, Taiwan 300, R. O. C

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