影響評價修正程度之研究: 態度自信所扮演之角色

The research on judgmental correction has received considerable theoretical and empirical attention in recent years. However, most of the correction research concentrates on the particular conditions under which evaluative recalibration may be more likely to occur. That is, correction theorists have put much emphasis on investigating the direction to which the corrected judgment may be shifted. Little attention has been paid to exploring the extent to which the recalibrated assessment is made. The current research attempts to identify and examine the underlying mechanisms which may account for various degrees of judgmental correction. Two studies are designed to demonstrate the proposed role of attitudinal confidence in correction. In study 1, when participants have sufficient cognitive resources, judgmental recalibration is likely to lead to greater reversed shift in product assessments for those who are manipulated to have relatively low attitudinal confidence than their counterparts who are relatively high in attitudinal confidence. In study 2, we further investigate the potential antecedent of attitudinal confidence. Participants who are manipulated to be more knowledgeable on target product category is likely to bring about less “backfire” in attitude change than those who are relative low in target knowledge. In addition, the attitudinal confidence is proposed to mediate such an effect of product knowledge on attitudinal change. Theoretical contribution and managerial implications are discussed.