發(fā)布時間：2018-06-15 10:31

  本文選題：數(shù)字字母品牌 + 數(shù)字大小��； 參考：《心理學(xué)報》2017年12期

【摘要】：本研究以時空一致性理論為基礎(chǔ),探索品牌中數(shù)字大小對消費者態(tài)度的影響。實驗1表明品牌中數(shù)字大小會顯著地影響消費者對產(chǎn)品的態(tài)度。品牌中含有較大數(shù)字的產(chǎn)品比含有較小數(shù)字的產(chǎn)品更易獲得消費者的青睞。實驗2探索了個體認(rèn)知需求水平對主效應(yīng)的調(diào)節(jié)作用,發(fā)現(xiàn)對于高認(rèn)知需求的個體,品牌中的數(shù)字大小難以有效地影響其對產(chǎn)品的態(tài)度。實驗3驗證了從品牌中數(shù)字大小到新舊評估到感知價值再到消費者態(tài)度的因果鏈模型,進(jìn)一步檢驗了主效應(yīng)的理論邏輯。
[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.
【作者單位】： 中國地質(zhì)大學(xué)(武漢);武漢大學(xué)組織營銷研究中心;
【基金】：國家自然科學(xué)基金重點項目(71532011);國家自然科學(xué)基金面上項目(71272226)
【分類號】：B848.3
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本文編號：2021709