對比性周邊效果修正之研究:修正涉入與偏誤知覺之調節作用

Theories in bias correction, partially stemmed from the findings of context research, have been extensively developed over the past four decades to investigate a variety of social issues and marketing scenarios. Even though context effect researchers have engaged in nearly equivalent effort to the examination of how assimilative and contrastive biases might exert their impacts on target assessments, research in correction for contrastive bias has received surprisingly much less attention than its counterpart in correction for assimilative bias. In particular, none has worked on the scrutiny of how involvement to exert correction for contrastive bias might be independent from the awareness of contrastive bias. The current research proposal is aimed at the disentanglement of potential interplay between correction for the contrastive bias and awareness of the contrastive bias An experiment employing a 2 (Bias-Alert Article: yes vs. no) × 2 (Involvement to Correct: high vs. low) × 2 (Context: high prestige vs. none) between-participants factorial design will be conducted to examine the proposed mechanisms. It is expected that highly involved research participants without receiving the bias-alert article are likely to evaluate the target product less favorably when the context brand is of high prestige than when the context brand is not as prestigious (i.e., the default contrast). More importantly, after receiving the bias-alert article, highly involved research participants are likely to evaluate the target product more favorably when the context brand is of high prestige than when the context brand is not of high prestige (i.e., contrastive correction). The contribution of the current study is threefold. First, the current study produces the most compelling evidence to date of the moderating role of involvement to correct and awareness of bias in research stream of theory-based correction for contrast. Above and beyond the typical theorization supporting theory-based correction for contrast, the current study complements correction theories by postulating and substantiating the moderating role involvement to correct and awareness of bias may play to instigate the correction. Second, the current study pushes over the implicated edge of correction research. Instead of being constrained in the laboratory design manipulated by factors incompatible with the true marketing circumstances, the current study establishes the stage with which bias correction for contrast is likely for general consumers when they encounter marketing campaigns in their daily lives. Third, the current study is the first research to directly measure the theories of bias that respondents are supposed to hold, and the first research to provide the evidence associating the measured theories of bias with involvement to correct and awareness of bias.