数字的力量:品牌中数字大小对消费者态度的影响

发布时间：2018-06-15 10:31

  本文选题：数字字母品牌 + 数字大小　； 参考：《心理学报》2017年12期

【摘要】：本研究以时空一致性理论为基础,探索品牌中数字大小对消费者态度的影响。实验1表明品牌中数字大小会显著地影响消费者对产品的态度。品牌中含有较大数字的产品比含有较小数字的产品更易获得消费者的青睐。实验2探索了个体认知需求水平对主效应的调节作用,发现对于高认知需求的个体,品牌中的数字大小难以有效地影响其对产品的态度。实验3验证了从品牌中数字大小到新旧评估到感知价值再到消费者态度的因果链模型,进一步检验了主效应的理论逻辑。
[Abstract]:Based on the theory of temporal and spatial consistency, this study explores the influence of brand size on consumer attitude. Experiment 1 shows that the number of brands has a significant impact on consumer attitudes towards the product. Products with larger numbers are more popular with consumers than products with smaller numbers. Experiment 2 explores the regulating effect of individual cognitive demand level on the main effect. It is found that for individuals with high cognitive demand, the number size in the brand can not effectively affect their attitude to the product. Experiment 3 verifies the causality chain model from the number size of brand to the new and old evaluation to perceived value to consumer attitude and further tests the theoretical logic of the main effect.
【作者单位】： 中国地质大学(武汉);武汉大学组织营销研究中心;
【基金】：国家自然科学基金重点项目(71532011);国家自然科学基金面上项目(71272226)
【分类号】：B848.3
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本文编号：2021709