消費者修正對比效果的偏誤：探討廣告本身引發修正行為的過程

Bias correction in consumer settings has received a great deal of attention in the recent years. However, none of consumer research in correction has specifically investigated the scenario in which consumers might spontaneously engage in correction for the contrastive bias. This study is aimed at complementing what have been missing in the consumer research of bias correction, namely correction for contrast. In addition, the paradigm employed in this study facilitates the examination of how consumers may react to the potential bias in a much natural marketing setting. The result showed that only when participants were highly motivated to make accurate judgments and were prompted by bias relevant taglines in the ad, did bias correction for the contrastive context be invoked. Implications for relevant marketing strategies are discussed.