Assimilation or Contrast Effects? The Influences of Public and Private on Product Evaluation

• Main Authors: Shih-Jung Yang, 楊仕榮
• Other Authors: Shih-Chieh Chuang
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/21289471808386685254

碩士 === 國立中正大學 === 企業管理研究所 === 101 === Assimilation effect and contrast effect are belonging to compare two different concepts of psychology state. However, most of previous studies were about under condition of private. In real world, what we are thinking and behaving are more common under the condition of public. Thus, this study aims to use assimilation and contrast effect to explore how the conditions of private and public may affect on product evaluation. Three experiments are in this study. In study 1 and 2, we reveal that when people evaluating and choosing products under the condition of public, the evaluation and ratio of famous product was much higher than unknown product, which show contrast effect. Compared to under the condition of private, the evaluation and ratio of famous product have no difference to unknown product, which show assimilation effect. Further, based on previous studies, showing need to belong plays an important role to influence people on evaluation product in public condition. In study 3, we reveal that under conditions with need to belong, the evaluation of famous product will have no difference to unknown product in public and private, which both conditions show assimilation effect, when compared to under conditions with no need to belong. The result show that the influence of private and public on evaluation is significant, and need to belong has moderating influence.