Be yourself, image is nothing: bias correction when viewing ads in sequence

Yi Wen Chien*, Chung Chiang Hsiao

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

3 引文 斯高帕斯(Scopus)

摘要

Attempts at social influence are frequently encountered in sequence rather than in isolation. We suggest that messages can play a new correction-based role when they prompt message recipients to consider possible biases. The resulting corrections can reduce or even reverse the typical context effects. Two experiments examined advertisements as contexts for activating corrections. In Experiment 1, the context ad contained a tagline highlighting potential endorser bias. In Experiment 2, a sequence of context ads featured the same endorser endorsing different products, subtly prompting the potential for endorser bias. In both studies, research participants corrected for the assimilative effect of the celebrity endorser more when motivation was relatively high rather than low. Implications for the practice of social influence are discussed.

原文英語
頁(從 - 到)19-30
頁數12
期刊Social Influence
10
發行號1
DOIs
出版狀態已發佈 - 2015 一月 2

ASJC Scopus subject areas

  • 社會心理學

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