Positive to Neutral Mood Shift and Bias Correction Effect on Product Judgement: Utilitarian vs Hedonic Evaluative Orientation

• Main Authors: Matilda Guthartz Pålsson, 馬迪
• Other Authors: Yi-Wen Chien
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/87z5yh

碩士 === 國立臺灣大學 === 商學研究所 === 105 === This paper examines consumer mood bias correction following a happy-to-neutral mood shift and steady neutral mood state when people are reminded of mood bias either directly through correction instruction or indirectly through a bias-priming article. This paper proposes that consumers in a happy-to-neutral mood shift, exposed to the correction instruction and who are viewing either utilitarian or hedonic target products will correct in the opposite direction of the perceived mood shift. It is also proposed that participants exposed to the bias-priming article but under the same conditions will only correct when viewing utilitarian target product but not hedonic. Participants in steady neutral mood states are not expected to correct for either target product. The results of the two main studies in this paper supported that participants in steady neutral mood conditions did not correct for perceived mood bias for either utilitarian or hedonic target product following either type of reminder. It was also found that participants in happy-to-neutral mood states viewing utilitarian target products corrected their product judgments when they were exposed to the bias-priming article. However, no significant amount of correction or main effect by mood shift was found for participants exposed to correction instruction.