心理加工模式对品牌原产国刻板印象逆转的影响——如何看待新兴国家的“新线索”

发布时间：2018-12-14 21:24

【摘要】：新兴国家中日益涌现的优秀品牌(比如中国的海尔、华为、联想、万向)越来越挑战世人对发展中国家的负面品牌原产国刻板印象("劣质低价")。如何利用这些"新线索",逆转负面的品牌原产国刻板印象?这成为当前新兴市场迫切需要解决的战略性议题。文章借鉴社会心理学中的刻板表征理论,探讨心理加工模式对品牌原产国刻板印象逆转的影响。发现:亚群化的心理加工模式下消费者较易发生品牌原产国刻板印象逆转,而且,渐变论者更倾向于采用亚群化的心理加工模式,较易发生品牌原产国刻板印象逆转;但实体论者更倾向于采用亚型化的心理加工模式,较难发生品牌原产国刻板印象逆转。这就为新兴市场国家的政府与企业如何塑造正面的品牌原产国形象提供了理论指导和战略启示。
[Abstract]:Emerging countries are increasingly challenging the world's negative brand stereotypes from developing countries ("low quality and low prices") by emerging brands such as China's Haier, Huawei, Lenovo and Universal. How to use these "new clues" to reverse the negative brand country of origin stereotype? This becomes the current emerging market urgent need to solve the strategic issue. Based on the theory of stereotyping in social psychology, this paper discusses the influence of psychological processing mode on the reversal of brand stereotypes in countries of origin. It is found that consumers are more likely to reverse brand country stereotype under subgroup psychological processing mode, and gradual change theorists tend to adopt subgroup psychological processing mode, and brand origin country stereotype reversal is easy to occur. But the entity theorists tend to adopt the psychological processing mode of subtype, so it is difficult to reverse the stereotype of the country of origin of brand. This provides theoretical guidance and strategic enlightenment for the governments and enterprises of emerging market countries how to create a positive image of the countries of origin of brands.
【作者单位】：中国矿业大学管理学院;中山大学管理学院;南开大学旅游与服务学院;
【基金】：国家自然科学基金面上项目“品牌原产国刻板印象反转机制研究——基于刻板表征理论中的亚分组和去个性化模式”(71172164) 国家教育部哲学社会科学研究重大课题攻关项目“加快中国企业国际知名品牌发展战略研究”(08JZD0019) 中央高校基本科研业务费专项资金项目中国矿业大学校社科基金“品牌感知的正面协同效应与负面稀释效应:基于刻板印象内容模型的研究”(2013W10)
【分类号】：F273.2;F224

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