| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 95 === The current research is aimed to examine how consumers correct the potential bias in their product judgments concerning the issue of brand extension. It is predicted that when consumers possess the bias knowledge for evaluating an extension brand and also are motivated to hold an accurate judgment, they tend to correct the bias in the direction opposite to the perceived biasing direction. Thus, if consumers are made aware that the positive core brand image might bias judgments of the extension brand in the positive direction, they will make their judgments of the extension brand less favorable. And, the correction amount or magnitude will be correlated to the perceived biasing amount. So, consumers are likely to correct more when the brand image is positive than when it is neutral because they perceive the biasing amount will be larger in the former case. Furthermore, when consumers lack bias knowledge and/or motivation, it is predicted that they will not correct the bias.
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