Corrections for Endorser Biases in Product Judgments: Involvement, Types of Endorsers, and Number of Products Endorsed

• Main Authors: Yu-Sheng Chou, 周昱昇
• Other Authors: 簡怡雯
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/64025814480453253013

碩士 === 國立臺灣大學 === 商學研究所 === 102 === The present study assessed the nature of consumers’ correction behavior for the endorser bias based on the Flexible Correction Model. How different levels of involvement with processing, different types of endorser, and number of products endorsed by an endorser would influence consumers’ corrective behavior for their product judgments were examined in the current research. The results showed that participants who encountered multiple product endorsements (vs. single product endorsement) by the endorser with low credibility tended to make corrections and rated the product and endorser as less favorable under high involvement condition. However, participants encountered multiple product endorsements (vs. single product endorsement) by the endorser with high credibility and with professional expertise made no correction and rated the product and endorser indifferently under high involvement condition.