Bias Correction toward Thought Confidence and Attitude Confidence Level

• Main Authors: Yi-Ching Yen, 顏邑晉
• Other Authors: Yi-Wen Chien
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/uv67dy

碩士 === 國立臺灣大學 === 商學研究所 === 105 === There are three main hypotheses in this research. First of all, when customers have positive thought, their evaluation on the product attitude will be higher than those who have negative thought. Second, the higher thought confidence the customers have, the higher the attitude confidence will be. Last, customers who have higher confidence on the product attitude will have the motivation of bias correction right after the endorser''s reminder and thus correct their evaluation. Moreover, the correction magnitude between first and second product attitude evaluation will be lower than customers who have lower confidence on the product attitude. As a result, according to the experiments'' certifications, the thought confidence will affect the attitude confidence significantly and customers who have positive thought will have higher evaluation on the product attitude than those who have negative thought. Furthermore, the attitude confidence will also affect significantly on the correction magnitude of the product attitude.