【摘要】： 傳統(tǒng)的品牌態(tài)度研究大多關(guān)注消費(fèi)者的外顯層面的認(rèn)知過程。但是僅僅外顯層面的研究是不夠的,消費(fèi)者的內(nèi)隱社會認(rèn)知過程往往在消費(fèi)者的品牌態(tài)度的形成和改變的過程中扮演著重要的角色。本研究從內(nèi)隱社會認(rèn)知的研究視角,對內(nèi)隱品牌態(tài)度及其干預(yù)策略進(jìn)行了一系列的研究。本研究共包含兩個(gè)實(shí)驗(yàn)研究: 實(shí)驗(yàn)一是為了探究內(nèi)隱品牌態(tài)度和品牌選擇的關(guān)系、內(nèi)隱品牌態(tài)度的內(nèi)在規(guī)律以及外顯品牌態(tài)度和內(nèi)隱品牌態(tài)度之間的關(guān)系。實(shí)驗(yàn)使用七分評定問卷作為外顯態(tài)度測量工具,使用三個(gè)內(nèi)隱聯(lián)想測驗(yàn)程序作為內(nèi)隱態(tài)度測量工具對31名研究生被試進(jìn)行的研究結(jié)果表明: (1)品牌選擇不同的被試具有相應(yīng)的內(nèi)隱品牌偏好,即使是在被試對自己的外顯態(tài)度并不是十分清楚的情形下,內(nèi)隱偏好也可以是顯著的。 (2)在具有內(nèi)隱品牌偏好的被試中,并不是所有的被試都能達(dá)到內(nèi)隱品牌認(rèn)同的高度。 (3)外顯品牌態(tài)度和內(nèi)隱品牌態(tài)度并不是完全一致的。 實(shí)驗(yàn)二是為了探索內(nèi)隱品牌態(tài)度的干預(yù)策略。實(shí)驗(yàn)使用根據(jù)評價(jià)性條件反射技術(shù)和閾下勸說技術(shù)原理編寫的、旨在增強(qiáng)被試對可口可樂的內(nèi)隱品牌偏好的干預(yù)程序?qū)?5名高中生進(jìn)行了干預(yù)。干預(yù)前后的內(nèi)隱品牌偏好IAT效應(yīng)變化顯示:評價(jià)性條件反射技術(shù)結(jié)合閾下勸說技術(shù)對被試的內(nèi)隱品牌偏好的改變是分情形的:對已經(jīng)形成的內(nèi)隱品牌偏好的增強(qiáng)效果不明顯,但是對其減弱甚至逆轉(zhuǎn)有著較為明顯的效果。
[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.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：B842

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前7條

1 耿穎;內(nèi)隱態(tài)度改變的實(shí)驗(yàn)研究[D];河北師范大學(xué);2011年

2 許雙凌;大學(xué)生對體育商品品牌態(tài)度的IAT研究[D];湖南師范大學(xué);2011年

3 王麗萍;大學(xué)生對社會主義核心價(jià)值觀內(nèi)隱認(rèn)同度的研究[D];西南大學(xué);2010年

4 李漫;大學(xué)生年齡刻板印象及其干預(yù)[D];蘇州大學(xué);2010年

5 韓希;老年消費(fèi)者保健品消費(fèi)態(tài)度研究[D];東北師范大學(xué);2010年

6 劉予玲;異性戀大學(xué)生對同性戀的外顯態(tài)度和內(nèi)隱態(tài)度及其干預(yù)[D];鄭州大學(xué);2010年

7 柳麗娟;評價(jià)性條件反射對態(tài)度的影響研究[D];南京大學(xué);2012年

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本文編號：2192263