品牌来源国刻板印象的双重表现及其改变

发布时间：2018-01-21 08:49

本文关键词： 民族情感刻板印象品牌来源国激活　出处：《心理科学》2013年03期 　论文类型：期刊论文

【摘要】：研究探讨了品牌来源国刻板印象的双重表现及其改变,结果表明:外显品牌来源国刻板印象表现为国产品牌在质量印象、传播印象上不如国外品牌,在价格印象上比国外品牌好,在服务印象和整体印象上二者无显著差异;内隐品牌来源国刻板印象表现为国产品牌好于国外品牌;直接劝说激发的民族情感不能改变外显品牌来源国刻板印象,间接劝说激发的民族情感可使消费者对国产综合型产品的外显整体印象更为积极;直接、间接劝说激发的民族情感均不能使消费者对国产品牌产生更强的正向内隐品牌来源国刻板印象;品牌来源国刻板印象的激活并非完全的自动化过程。
[Abstract]:The study discusses the dual expression and change of brand country stereotype. The results show that the explicit brand country stereotype is the quality impression of domestic brand, and the dissemination impression is not as good as foreign brand. The price impression is better than the foreign brand, but there is no significant difference between the service impression and the overall impression. The country of origin stereotype of implicit brand is that domestic brand is better than foreign brand; The national emotion stimulated by direct persuasion can not change the stereotype of the country of origin of explicit brand, and the national emotion stimulated by indirect persuasion can make consumers' overall impression of comprehensive domestic product more positive. The national emotion stimulated by direct and indirect persuasion can not make consumers have a stronger positive implicit brand source country stereotype; The activation of brand country stereotypes is not a fully automated process.
【作者单位】：江西师范大学心理学院;广东外语外贸大学国际工商管理学院;
【基金】：国家自然科学基金项目(70971058,71171063) 广东省高等学校人才引进项目广东外语外贸大学引进人才科研启动项目江西省研究生创新专项资金项目(YC2011-B014)的资助
【分类号】：B849
【正文快照】： 1引言品牌印象(brand impression)是消费者基于对品牌信息的感知和体验而在头脑中留下的品牌部分或整体息,它是消费者在头脑中对目标品牌的刻板印象和个别化信息进行加工的结果,其中,刻板印象是按照目标品牌的类别信息形成的关于该品牌的固定印象;个别化信息是根据从目标品牌

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