| Summary: | 碩士 === 國立臺灣師範大學 === 管理研究所 === 102 === Past research which can be found that there are significant relation between mood and the judgment of customers. The objective of this study is to examine the likelihood of judgmental correction when customers with high involvement who receive message and sense mood bias. Three parts of this study are as follows:
（1）For participants in good mood who don't sense the mood shift, they would correct the judgment of product downward.
（2） For participants in bad mood who sense the mood shift by accomplishing a task , they would correct the judgment of product downward.
（3）For participants in neutral mood who don't sense the mood shift, they would not correct the judgment of product.
Base on the Flexible Correction Model, customers can't sense bias without enough motivation and ability. The target tagline are present in the ad would be a cue to promote the ability of bias awareness of customers. The results showed that there are greater amount of correction in the condition with tagline.
In addition, this study investigated whether attributes would influence the relationship between mood and judgment. The results of this study revealed that mood would be a central merits when participants evaluate hedonic attributes of the target. Thus, the amount of correction would be less than when participants evaluate utilitarian attributes of the target.
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