質疑偏誤知識之說服效果：提問陳述框架與反駁論點角色

The Use of Queries about Biased Knowledge in Persuasion: The Role of Query Phrases and Rebuttal Arguments

以反向暗喻式提問誘使消費者反思阻撓採購意願的偏誤知識已廣泛應用於廣告中，本研究針對此類廣告訊息，採消費者處理流暢度為心理機制，釐清影響說服效果的因子與路徑。經由五項實驗設計研究結果顯示，反向暗喻式提問可藉由訊息處理流暢度機制提升產品吸引力（前導研究），且欲發揮較佳影響效果，提問陳述框架須視消費者因素調整，如採用促進或預防焦點陳述，以吻合自我建構傾向（研究1a），或藉由價格、品質焦點陳述，以相符於消費者決策取向（研究1b）；最後，對反向暗喻式提問附加反駁論點時，相較於單純否定偏誤知識，訴諸負面資訊更有效（研究2a），或透過告知替代選項缺點，對比強調現有選項無損害之處，亦可產生較高訊息處理流暢度與產品吸引力（研究2b），此部分發現支持負向偏誤現象。

Queries inviting recipients to reflect on the biased knowledge that hinders purchases are widely used in advertising. This study adopts processing fluency as a psychological mechanism for evaluating when and how promotional messages designed as queries about biased knowledge might impact persuasion. The results of five between-subjects experiments show that biased knowledge framed as queries raises individuals’evaluations of the advocated product by causing consumers to experience fluency of processing (pilot study). Furthermore, individuals are more apt to increase processing, resulting in the item being perceived as more attractive, when linking a query’s regulatory focus with their self-construal (Study 1a) or by a fit between the quality/price concern highlighted in a query message and their decision-making styles (Study 1b). Finally, the query effect on a consumer’s sense of processing fluency and product evaluation is enhanced when the biased knowledge stated in a query is refuted by a negative effect claim (versus a no-effect claim) (Study 2a) or coupled with a claim addressing the disadvantages of the competing options rather than the non-negative features of the advocated option (Study 2b), in line with negativity bias.