消费者品牌印象形成中的无意识思维效应研究

发布时间：2018-06-04 03:55

本文选题：品牌 + 印象形成　；参考：《湖南师范大学》2014年硕士论文

【摘要】：当我们面临复杂的决定问题时,常常是通过深思熟虑得到最佳的决定质量。然而Dijksterhuis(2004)通过研究表明对复杂问题深思熟虑的效果并不能达到最好,相反当我们把注意转移到和决定问题无关的其他任务时,决定质量反而能够提高,这是由于在注意转移之后无意识思维发挥了作用。Dijksterhuis等人认为无意识思维在加工复杂信息时具有自身独特的优势,并由此提出了无意识思维理论,其核心思想就是无意识具有强大的加工容量,不会受到意识加工中的容量限制。正是由于无意识思维的强大加工容量,因此能够避免复杂印象形成中的刻板印象。然而无意识思维理论虽然得到了一些重复验证,却也有一些研究未能发现无意识思维在复杂决策中的优势,无意识思维理论还面临着真实性的挑战。本文立足于无意识思维已有的研究成果,通过引入品牌印象这一新的变量扩大无意识思维的研究领域,以此探讨无意识思维对消费者品牌印象形成的影响。本研究包括一个品牌刻板印象调查和两个无意识思维范式的实验。采用特质指定法通过自编问卷对品牌刻板印象进行调查,其结果表明：(1)被调查者对国产品牌手机存在着明显的品牌产地效应刻板印象,总体上对国产品牌的印象是消极的、负面的。(2)被调查者对国产品牌手机“山寨模仿”、“价格低廉”的品牌刻板印象具有较大的代表性。实验一考察无意识思维是否能够克服品牌印象形成中国产品牌手机“山寨模仿”和“价格低廉”的刻板印象,实验结果表明：在印象的形成过程中无意识思维能够有效的消除已存的品牌刻板印象的影响,形成更加客观的印象；相反意识思维易受到已存刻板印象的影响,形成偏见性的印象。同时无意识思维能够更多的回忆起和已存刻板印象不一致的信息,并且在回忆总量上高于意识思维,这也验证了无意识思维的容量原理；相反意识思维则表现出了对和已存刻板印象不一致信息的加工阻碍,对其的回忆量较无意识思维少。实验二在实验一的基础上考察无意识思维是否能够克服品牌印象形成中国产品牌整体上的消极性印象,其结果表明：当消费者对不同品牌产品进行比较判断时,经无意识思维形成印象的被试能够得有效消除国产品牌偏见,得到更好的判断质量；相反经意识思维形成印象的被试则倾向于将外国品牌判断为最好的选项,表现出明显的国产品牌偏见,判断的质量不及无意识思维组准确。
[Abstract]:While we are confronted with complex decision problems , we often have the best decision quality through deep thinking . However , when we transfer attention to other tasks not related to the problem of conscious thought , the decision quality can be improved . On the contrary , the unconscious thought theory has its own unique advantage in the process of complex decision - making .

This study includes a brand - stereotype survey and two unconscious thought patterns . The results show that ( 1 ) The survey of the brand - stereotype impression of brand - producing mobile phones is negative and negative . ( 2 ) Whether the respondents are able to overcome the stereotype of the brand - branded mobile phones " mountain stronghold imitation " and " low price " , the experiment shows that the unconscious mind can effectively eliminate the influence of the brand stereotypes in the brand image forming process and form a more objective impression .
On the contrary , the conscious mind is susceptible to the stereotype of the memory and forms the impression of prejudice . At the same time , the unconscious mind can more recall the information which is inconsistent with the stereotype impression , and is higher than the conscious mind in the total memory , which also validates the capacity principle of the unconscious thought ;
On the contrary , the thinking of consciousness shows the obstacles to the processing of inconsistent information of the stereotype impression , and has less memory than the unconscious mind .

Second , on the basis of experiment I , whether the unconscious mind can overcome the negative impression of brand image formation can overcome the negative impression of brand image formation . The result shows that when the consumer compares the different brand products , the test can effectively eliminate the bias of national brand and get better judgement quality .
On the contrary , it tends to judge foreign brands as the best option , showing obvious bias of domestic brands , and the quality of judgement is less than that of unconscious thinking group .
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842;F713.55

【参考文献】