Corrections for Endorser Biases in Product Judgments: Involvement, Endorser Attractiveness, Endorser Relevance and Ads Skepticism

• Main Authors: Der-En Shyung, 熊得恩
• Other Authors: Yi-Wen Chien
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/28555551208179270482

碩士 === 國立臺灣大學 === 商學研究所 === 98 === The present research investigated how consumers with differential involvement and different personal ads skepticism would correct their judgment of the products by subtracting the endorser effect in settings close to the advertisement environment. The study assessed the nature of consumers’ correction behavior based on Flexible Correction Model¬. Corrections are anticipated when individuals were motivated and capable to do so. When people are highly involved and face irrelevant endorsers, high ads skeptical people corrected their ratings in a direction opposite to the perceived biasing direction. A significant difference was found between high and low ads skeptical groups. However, when they receive relevant endorsers, ads skepticism does not lead to significant difference of product judgments. In the same manner, high ads skeptical people seemed to fail to correct the endorser bias and rated the target product no differently under low involvement conditions.