Factors Affecting the Magnitude of Correction for Endorser Effects:Endorser''s Image and Market Performance of the Target Product

• Main Authors: Chun-Ying Chen, 陳純瑩
• Other Authors: Yi-Wen Chien
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/93782375982001281348

碩士 === 國立臺灣大學 === 商學研究所 === 96 === In the current study, the Flexible Correction Model was applied to the consumer behavior field. According to this model, people with motivation and ability would execute correction behavior, and the direction and magnitude of correction behavior would base on their perceived bias. In this experiment, the endorsers’ images and the market performance of target product were manipulated to examine the different magnitude of correction behavior. Results showed that when the market performance was equivalent (equivalent), the magnitude of correction behavior toward the unfavorable endorser was larger than the favorable endorser since people might begin with relatively positive expectations. When the market was manipulated as superior, the market performance became an indicator. People would perceive more bias amount toward the unfavorable endorser and then the correction amount for the unfavorable endorser was larger comparing with the favorable endorser. If the market performance was manipulated as inferior, people would perceive more bias toward the favorable endorser comparing with the unfavorable endorser and the magnitude of correction behavior would be larger. In addition, when under the same endorser, the magnitude of correction behavior should be different toward different market performance. Although results showed that the correction amounts under different market performance were not different significantly, the direction and the magnitude of correction corresponded to what we expected. It was believed that the proposition of these two hypotheses would be supported when enlarging the sample size.