本文選題：品牌決策 + 認(rèn)知機(jī)制　； 參考：《華東師范大學(xué)》2008年博士論文

【摘要】： 品牌決策是過去四十多年決策研究領(lǐng)域中的一項(xiàng)重要課題。它是指消費(fèi)者在一個(gè)時(shí)間連續(xù)體內(nèi)進(jìn)行策略選擇和確定的動(dòng)態(tài)過程,是消費(fèi)者運(yùn)用自己的感知覺、注意、記憶、思維等認(rèn)知能力,對品牌進(jìn)行選擇與判斷的過程。品牌決策研究主要圍繞兩類方法學(xué)途徑展開,一是結(jié)構(gòu)分析法,一是過程追蹤法,其中以過程追蹤法的研究為最多。有關(guān)消費(fèi)者品牌決策的理論解釋,影響最大的當(dāng)屬品牌決策的認(rèn)知加工模型。該理論認(rèn)為,消費(fèi)者需要解釋或了解他們環(huán)境中的信息意義,并在解釋和理解的過程中產(chǎn)生不同的知識和信念,這些知識和信念隨后會被存儲在人的記憶中。記憶中的產(chǎn)品知識又會參與到當(dāng)前的品牌決策過程中,以激活擴(kuò)散的方式將品牌決策的不同環(huán)節(jié)和內(nèi)容整合起來。能夠被消費(fèi)者提取出來的信息,特別是被快速提取出來的信息將主導(dǎo)消費(fèi)者對產(chǎn)品品牌的整體評價(jià),最后,消費(fèi)者從提取出的多種方案中完成最終的選擇。 消費(fèi)者品牌決策研究主要沿著兩條思路展開:一是關(guān)于品牌決策影響因素的研究,一是有關(guān)品牌決策策略的采用。前者主要關(guān)注品牌決策的內(nèi)、外部影響因素的羅列、提取和數(shù)學(xué)建模,后者則主要關(guān)注決策策略的類型和影響機(jī)制(如,對線性和非線性決策策略的探索)。不過,已有研究對品牌決策的認(rèn)知加工機(jī)制關(guān)注不夠,特別是研究方法比較單一,控制性實(shí)驗(yàn)研究很少。同時(shí),在消費(fèi)者品牌決策策略的研究上經(jīng)常存在結(jié)果間的沖突,不同研究者之間的結(jié)果不盡一致。這一現(xiàn)象也與決策過程的動(dòng)態(tài)機(jī)制有關(guān),在決策過程的不同階段可能有不同的決策策略。因此,系統(tǒng)考察消費(fèi)者品牌決策的認(rèn)知加工過程具有理論和應(yīng)用上的重要性,本文圍繞這一課題分四部分展開研究: 第一部分為文獻(xiàn)綜述,系統(tǒng)回顧了品牌決策研究的歷史與現(xiàn)狀,闡釋了主要理論及其有代表性的思想,在此基礎(chǔ)上指出了品牌決策研究存在的問題,并針對這些問題提出了新的理論假設(shè)與研究設(shè)想。 第二部分為實(shí)驗(yàn)研究,包括六項(xiàng)研究中的七項(xiàng)實(shí)驗(yàn)。通過六項(xiàng)實(shí)驗(yàn)研究主要獲得以下幾方面的發(fā)現(xiàn): ①品牌知覺(知覺到品牌/未知覺到品牌)和產(chǎn)品類別(品牌產(chǎn)品/非品牌產(chǎn)品)影響品牌決策,品牌知覺和產(chǎn)品類別對消費(fèi)者品牌決策有顯著性影響,知覺到品牌比未知覺到品牌對消費(fèi)者品牌決策具有更顯著的影響。 ②品牌意識程度(強(qiáng)/弱)和內(nèi)隱自尊(高/低)同樣影響到品牌決策。內(nèi)隱自尊水平高的被試在啟動(dòng)高水平的品牌意識上更多地選擇強(qiáng)勢品牌作為消費(fèi)對象,而內(nèi)隱自尊水平低的被試是在高水平品牌意識上選擇強(qiáng)勢品牌作為選擇對象的意向就會逐漸降低,尤其是到低內(nèi)隱水平、低品牌意識的范圍內(nèi)被試所選擇的消費(fèi)品牌更多地為弱勢品牌。 ③認(rèn)知風(fēng)格顯著影響了消費(fèi)者對品牌的決策。無論是耐用品還是非耐用品,場獨(dú)立型認(rèn)知風(fēng)格的消費(fèi)者傾向于選擇弱勢品牌消費(fèi),而場依存型認(rèn)知風(fēng)格的消費(fèi)者則更傾向于消費(fèi)強(qiáng)勢品牌。 ④知覺負(fù)性顯著影響了消費(fèi)者品牌決策。分析表明,知覺負(fù)性的內(nèi)屬性比外屬性更容易導(dǎo)致被試對以往品牌的消極態(tài)度,從而影響消費(fèi)者對該品牌的偏好以及購買動(dòng)機(jī)和意向。 ⑤角色變量對消費(fèi)者品牌決策沒有顯著性影響,而情緒顯著影響了消費(fèi)者品牌決策。積極情緒可以讓消費(fèi)者的決策加工過程更加迅速,提取信息速度加快,而消極情緒則會抑制消費(fèi)者品牌信息的提取,影響其決策。 ⑥無論是高時(shí)間壓力還是非時(shí)間壓力,被試在進(jìn)行品牌決策時(shí),任務(wù)動(dòng)機(jī)高的被試多選取品牌內(nèi)信息加工,任務(wù)動(dòng)機(jī)低的被試多采用品牌間信息加工。 第三部分是總討論,在上述研究基礎(chǔ)上,對品牌與消費(fèi)者品牌決策質(zhì)量、消費(fèi)者品牌決策的效度、消費(fèi)者品牌決策機(jī)制、品牌管理與消費(fèi)者品牌決策等問題進(jìn)行了深入探討,提出了在理論發(fā)展和管理應(yīng)用上的建議和看法。 第四部分為研究展望,從考察消費(fèi)者品牌決策的方法、機(jī)制以及內(nèi)隱情緒、時(shí)間壓力對品牌決策的影響等方面對品牌決策研究提出了下一步工作建議和研究展望。
[Abstract]:Brand decision - making is an important subject in the field of decision - making in the past 40 years . It refers to the process of selecting and determining the brand in a time - continuous body . The research of brand decision - making is mainly about two kinds of methodological approaches , one is structural analysis and one is the process tracking method .


The research of consumer brand decision - making is mainly along two lines : one is the research on the influencing factors of brand decision - making , one is the adoption of the brand decision - making strategy . The former mainly focuses on the internal and external factors of brand decision - making , extraction and mathematical modeling , and the latter mainly focuses on the type of decision - making strategy and the influence mechanism ( e.g . , the exploration of linear and nonlinear decision - making strategies ) . However , the research on the cognitive processing mechanism of brand decision - making is not enough , especially the research method is relatively simple , the control experiment is very few . At the same time , there is often the conflict between the results in the research of the consumer brand decision - making strategy , and the result of the different researchers is not consistent . Therefore , the cognitive processing of the decision - making process of the consumer brand can have different decision - making strategies .


The first part is literature review , the system reviews the history and present situation of brand decision - making research , explains the main theory and its representative thought , points out the problems existing in brand decision - making research , and puts forward new theoretical assumptions and research ideas for these problems .


The second part is an experimental study , including seven experiments in six studies . Six experiments have been carried out to find out the following aspects :


Brand perception ( perception to brand / unperceived brand ) and product category ( brand products / non - brand products ) influence brand decision - making , brand perception and product category have significant influence on consumer brand decision - making , and perception to brand ratio has a more significant impact on consumer brand decision - making than perceived brand .


( 2 ) The degree of brand awareness ( strong / weak ) and implicit self - esteem ( high / low ) also affect brand decision - making .


( 3 ) The cognitive style significantly affects the consumer ' s decision to make brand . Whether it ' s durable or non - durable , consumers tend to choose the consumer of the weak brand , while the consumers of the field - dependent cognitive style tend to consume the strong brand .


The analysis shows that the inner attribute of perceived negative is more likely to lead to the negative attitude of the consumer to the previous brand , which can affect the consumer ' s preference for the brand as well as the motives and intentions .


The role variable has no significant influence on the consumer brand decision - making , but the emotion significantly affects the decision - making of the consumer brand . The positive emotion can make the decision - making process of the consumer be more rapid , the extraction information speed is accelerated , and the negative emotion can restrain the extraction of the consumer brand information and influence its decision - making .


( 6 ) Whether the high - time pressure is the non - time pressure , and when the brand decision - making is conducted , the task motivation is much more tested for information processing within the brand , and the task motivation is low , and the inter - brand information processing is adopted .


The third part is the general discussion , on the basis of the above research , the brand and the consumer brand decision quality , the consumer brand decision - making effect , the consumer brand decision - making mechanism , the brand management and the consumer brand decision - making are discussed in - depth , and the suggestions and views of the theory development and management application are put forward .


The fourth part is divided into the research prospect , the method , mechanism and implicit emotion , the influence of time pressure on the brand decision - making , and puts forward the next work suggestion and research prospect for brand decision - making .

【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2008
【分類號】：F713.55

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