积极情绪对品牌来源国效应的影响作用研究

发布时间：2018-04-16 00:10

本文选题：来源国效应 + 具体情绪　；参考：《华东师范大学》2013年博士论文

【摘要】：消费者在对来自某国的产品进行评价和判断时,总会受到对该国总体性认知的影响,尤其是当消费者对产品的其它属性信息不够了解时,来源国作为产品和品牌评价的一个重要信息线索,会左右整个消费决策的过程,这即为来源国效应。在西方的营销学领域中,研究者们从来源国效应的表现、作用机制及影响因素等多个角度进行了探索,而对于“中国制造”被长期赋予的价廉质低的刻板印象,中国的营销学者也就如何规避来源国负面效应的问题提出了企业市场营销的策略建议。但其中,将消费者的情绪特点与来源国效应相结合的研究却十分鲜见。实际上,情绪虽然是即时性的,却足以在消费决策中对品牌的来源国效应产生影响,甚至可以独立于产品自身属性特征而成为“国家品牌资产”的一个重要来源。本研究探讨积极的、具体情绪对品牌来源国效应的影响问题,并将情绪视为一个具有多种认知属性的复杂体,基于情绪对认知影响的情感注入模型(AIM)研究情绪的各种属性特征作用于来源国效应的不同认知模式。本文主要分为如下几个部分：第一章为引言。提出本文的研究背景,要解决的主要问题以及研究具有的理论与现实意义。第二章为文献综述与研究假设的提出。系统回顾来源国效应研究,以及情绪与认知关系研究的历史与现状,介绍在这两个研究领域中的基本概念、主要理论、研究的体系,在此基础上,将两个领域的理论相结合提出本文的研究假设。第三章和第四章为本文的主体研究部分,共包括八个行为实验。第三章基于具体情绪的自我一他人认知指向特征,通过实验1和实验2揭示了情绪的指向性与信息指向性之间存在的匹配关系,即在自我指向的高兴和骄傲情绪状态下,消费者对强调“个人”的广告产品评价更为积极,在他人指向的平和和共情情绪状态下,消费者对强调“我们”的广告产品评价更为积极。实验3和实验4将情绪指向与信息指向之间的匹配关系延伸至来源国效应的问题中,证明了情绪的指向性与来源国文化特征指向性之间的匹配关系。研究将美国作为西方个人主义文化的代表,将中国作为东方集体主义文化的代表。结果表明：当将强调独立自我的美国作为产品的来源国时,在指向自我的高兴情绪条件下较指向他人的平和情绪条件下,消费者态度更为积极；但对于中国产品的消费者态度没有受到情绪类型的显著影响。由此,出现了在高兴情绪条件下,美国与中国相比的来源国优势效应突出,但在平和条件下,美国品牌的优势来源国效应受到削弱的现象。第四章结合了情绪的基本属性维度即唤醒水平和正负效价,进一步探讨情绪与来源国效应之间的交互作用。在针对唤醒水平特征的研究中,通过引入品类变量(实验5)以及附加产品信息变量(实验6和实验7),操纵加工任务的复杂程度,以获得在不同认知方式下,情绪对来源国效应的影响作用。实验5将印度视为负面、并强调相依自我的集体主义文化的来源国。结果表明：在加工任务相对简单时,情绪唤醒度激发的启发式决策在认知过程中发挥主要作用,消费者倾向于依据印度这一负面来源国的刻板印象对产品做出评价；当加工任务相对复杂时,具体情绪的认知指向特征发挥主要作用,表现为在与印度文化相匹配的他人指向情绪下,印度产品较无来源国信息的产品获得了更积极的消费者态度。与此相似,附加的一致性属性信息也同样可以增加认知任务的复杂程度(实验6),在此条件下,与中国作为来源国相匹配的平和情绪较不匹配的高兴情绪下,会产生更积极的消费者态度。但是,当呈现不一致的附加信息时(实验7),则由于引发过度的认知加工负荷,进入情绪的低卷入模式,使得消费者主要依据产品属性进行决策,来源国效应消失。在针对情绪正负效价维度的研究中,实验8发现自我—他人的认知指向与来源国文化特征之间的匹配关系会在负性情绪条件下发生反转,表现为：在指向自我的负性情绪条件下,美国作为来源国时较中国作为来源国时,消费者的购买意愿更低。第五章和第六章为总体结论和讨论。指出本文在多种情绪属性对认知影响的不同模式方面,以及在来源国效应的影响因素方面所具有的研究创新性。围绕本研究结论的应用价值问题,分别对国家形象、国家产品层面的营销战略以及具体的营销措施进行了讨论。同时,对研究的不足以及解决方法进行了分析,比如在情绪启动和测量中存在的问题等。最后,对未来研究提出了建议,包括从认知主体层面开展情绪与来源国效应的关系研究,以及将更多具体情绪属性与来源国效应相结合开展的研究。
[Abstract]:Consumers making the judgment from a country in the product, will impact on the country's overall cognition, especially when the consumer is not enough understanding of other attributes of information products, an important information source country as product and brand evaluation, process will be around the entire consumer decision-making, which is country of origin effect. In the western areas of marketing, researchers from the country of origin effect performance, multi angle mechanism and the influencing factors are explored, and for the moment in high quality China manufacturing "has long been given low impression, China marketing scholars on how to avoid the negative effect of the source the problems and proposes some suggestions for enterprise marketing. But among them, will study the mood characteristics and country of origin effect consumer's combination is very rare. In fact, although the mood is immediate, but enough It has an impact on the source country effect of brand in consumer decision making, and can even become an important source of "national brand equity" independent of the product's own attributes.
This study examines positive, specific emotional impact on country of origin effect, and emotion as a complex body with a variety of cognitive attributes, injection model based on the influence of emotion on cognitive model (AIM) with different cognitive attributes of emotion to the country of origin effect.
This article is divided into the following parts:
The first chapter is the introduction. It puts forward the background of the study, the main problems to be solved and the theoretical and practical significance of the study.
The second chapter is literature review and research hypotheses. A systematic review of country of origin effect research, and the research history and status quo of the relationship between emotion and cognition, introduces the basic concept in the two field in the research of the main theories and research system, on the basis of this, the two field combined with the theory put forward the research hypothesis in this paper.
The third chapter and the fourth chapter is the main part of the paper consists of eight experiments. The third chapter is a specific emotional self others based on cognitive point features, through the experiment 1 and 2 reveals the emotion focus and information points to the existence of the matching relationship between the happy and proud mood to me under the consumer emphasis on advertising product evaluation individual "more active in peace and empathy, emotional state and other oriented, consumer advertising product evaluation stressed that" we "are more positive. In Experiment 3 and 4 will point to the emotion and information to the matching relationship between extended to the country of origin effect the problem, that emotion focus and characteristics of country of origin cultural point matching relationship between. Research will be the United States as the representative of western culture of individualism, collectivism as the East will Chinese The representative. The results show that when the United States will emphasize the independent self as the country of origin, in self happy emotional conditions than others to calm and emotional conditions, consumer attitudes are more positive; but for China products consumer attitudes are not significantly affected emotional types. Thus, there in a happy mood condition, country of origin and compared the advantage of the United States China effect is outstanding, but in the peaceful conditions, advantages of country of origin effect of American brands weakened phenomenon.
The fourth chapter combines the basic attributes of the dimension of emotional arousal and positive and negative valence, to further explore the interaction between emotion and country of origin effect. In a study of arousal level characteristics, through the introduction of category variables (Experiment 5) and additional product information variables (Experiment 6 and Experiment 7), the complexity of handling processing tasks and in order to obtain different cognitive styles under the influence of emotion on country of origin effect. In Experiment 5, India is seen as negative, and stressed that the country of origin dependent self collectivism culture. The results showed that: in the processing task is relatively simple, heuristic decision of the excited emotions play a major role in the cognitive process. Consumers tend to stereotype the negative impression of India on the basis of the source country to evaluate products; when the processing task is relatively complex, specific emotional cognitive characteristics to play the main role, The performance in the match with India culture and other directed emotions, India is the country of origin of the product information products have had more positive attitudes of consumers. Similarly, the complexity of the consistency property of additional information can also increase the cognitive task (Experiment 6), in this condition, the country of origin match the mood is not calm, happy mood as Chinese, will have a more positive attitude to consumers. However, when presenting additional information when inconsistent (Experiment 7), due to excessive load caused by cognitive processing, emotional low involvement into the model, mainly based on product attributes that consumers make decisions, disappear country of origin effect. In the research of positive and negative emotion potency dimension, Experiment 8 found self other cognitive point and matching relationship between the characteristics of country of origin culture will reverse in negative emotional conditions, It shows that, when the United States is a source country as a source country when it points to the negative emotion of self, the consumer's willingness to buy is lower.
The fifth chapter and the sixth chapter is the overall conclusion and discussion. This paper pointed out that the effect of different modes of cognition in a variety of emotional attributes, and influence factors on country of origin effect of the innovative research. The application value of issues surrounding the conclusion of the study, respectively on the national image, national level product marketing strategy and specific the marketing measures are discussed. At the same time, the lack of research and solving methods are analyzed, such as in the presence of emotion and measurement problems. Finally, suggestions for further study, including the research on the relationship between emotion and country of origin effect carry out from the cognitive level, and will carry out the research on more specific emotions the attribute of country of origin and effect of the combination.

【学位授予单位】：华东师范大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F713.55

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