消费者内隐品牌态度及其干预策略研究
发布时间：2018-08-19 16:56
【摘要】： 传统的品牌态度研究大多关注消费者的外显层面的认知过程。但是仅仅外显层面的研究是不够的,消费者的内隐社会认知过程往往在消费者的品牌态度的形成和改变的过程中扮演着重要的角色。本研究从内隐社会认知的研究视角,对内隐品牌态度及其干预策略进行了一系列的研究。本研究共包含两个实验研究: 实验一是为了探究内隐品牌态度和品牌选择的关系、内隐品牌态度的内在规律以及外显品牌态度和内隐品牌态度之间的关系。实验使用七分评定问卷作为外显态度测量工具,使用三个内隐联想测验程序作为内隐态度测量工具对31名研究生被试进行的研究结果表明: (1)品牌选择不同的被试具有相应的内隐品牌偏好,即使是在被试对自己的外显态度并不是十分清楚的情形下,内隐偏好也可以是显著的。 (2)在具有内隐品牌偏好的被试中,并不是所有的被试都能达到内隐品牌认同的高度。 (3)外显品牌态度和内隐品牌态度并不是完全一致的。 实验二是为了探索内隐品牌态度的干预策略。实验使用根据评价性条件反射技术和阈下劝说技术原理编写的、旨在增强被试对可口可乐的内隐品牌偏好的干预程序对45名高中生进行了干预。干预前后的内隐品牌偏好IAT效应变化显示:评价性条件反射技术结合阈下劝说技术对被试的内隐品牌偏好的改变是分情形的:对已经形成的内隐品牌偏好的增强效果不明显,但是对其减弱甚至逆转有着较为明显的效果。
[Abstract]:Traditional brand attitude studies mostly focus on the explicit cognitive process of consumers. However, the explicit level of research is not enough, consumer implicit social cognition process often plays an important role in the formation and change of consumer brand attitude. From the perspective of implicit social cognition, this study conducted a series of studies on implicit brand attitudes and intervention strategies. This study consists of two experimental studies: the first is to explore the relationship between implicit brand attitude and brand choice, the inherent law of implicit brand attitude and the relationship between explicit brand attitude and implicit brand attitude. A seven-score questionnaire was used as an explicit attitude measurement tool. Using three implicit association test programs as an implicit attitude measurement tool, the results showed that: (1) the subjects with different brand selection had the corresponding implicit brand preference; Even when the subjects' explicit attitude towards themselves is not very clear, implicit preference can be significant. (2) in the subjects with implicit brand preference, Not all subjects can reach the level of implicit brand identity. (3) explicit brand attitude and implicit brand attitude are not completely consistent. The second experiment is to explore the intervention strategy of implicit brand attitude. According to the principle of evaluation conditioned reflex and subliminal persuasion, 45 senior high school students were involved in the experiment, which was designed to enhance coca cola's implicit brand preference. The change of IAT effect of implicit brand preference before and after intervention showed that the change of implicit brand preference by evaluation conditioned reflex combined with subliminal persuasion was contextual: the enhancement of implicit brand preference was not obvious. But it has obvious effect to weaken and even reverse.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：B842
本文编号：2192263
[Abstract]:Traditional brand attitude studies mostly focus on the explicit cognitive process of consumers. However, the explicit level of research is not enough, consumer implicit social cognition process often plays an important role in the formation and change of consumer brand attitude. From the perspective of implicit social cognition, this study conducted a series of studies on implicit brand attitudes and intervention strategies. This study consists of two experimental studies: the first is to explore the relationship between implicit brand attitude and brand choice, the inherent law of implicit brand attitude and the relationship between explicit brand attitude and implicit brand attitude. A seven-score questionnaire was used as an explicit attitude measurement tool. Using three implicit association test programs as an implicit attitude measurement tool, the results showed that: (1) the subjects with different brand selection had the corresponding implicit brand preference; Even when the subjects' explicit attitude towards themselves is not very clear, implicit preference can be significant. (2) in the subjects with implicit brand preference, Not all subjects can reach the level of implicit brand identity. (3) explicit brand attitude and implicit brand attitude are not completely consistent. The second experiment is to explore the intervention strategy of implicit brand attitude. According to the principle of evaluation conditioned reflex and subliminal persuasion, 45 senior high school students were involved in the experiment, which was designed to enhance coca cola's implicit brand preference. The change of IAT effect of implicit brand preference before and after intervention showed that the change of implicit brand preference by evaluation conditioned reflex combined with subliminal persuasion was contextual: the enhancement of implicit brand preference was not obvious. But it has obvious effect to weaken and even reverse.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：B842
【引证文献】
相关硕士学位论文 前7条
1 耿颖;内隐态度改变的实验研究[D];河北师范大学;2011年
2 许双凌;大学生对体育商品品牌态度的IAT研究[D];湖南师范大学;2011年
3 王丽萍;大学生对社会主义核心价值观内隐认同度的研究[D];西南大学;2010年
4 李漫;大学生年龄刻板印象及其干预[D];苏州大学;2010年
5 韩希;老年消费者保健品消费态度研究[D];东北师范大学;2010年
6 刘予玲;异性恋大学生对同性恋的外显态度和内隐态度及其干预[D];郑州大学;2010年
7 柳丽娟;评价性条件反射对态度的影响研究[D];南京大学;2012年
，本文编号：2192263
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