品牌意识及内隐自尊影响品牌决策的实验研究  

Brand Awareness and Implicit Self-esteem Affect Consumers' Decision on Brands

作　　者：常河山[1] 

机构地区：[1]上海交通大学认知与决策研究中心,上海200030

出　　处：《上海交通大学学报（哲学社会科学版）》2009年第6期60-64,78,共6页Journal of Shanghai Jiao tong University(Philosophy and Social Sciences)

基　　金：上海市哲学社会科学规划项目基金资助(2007BJY005)

摘　　要：品牌决策成为决策和品牌研究者关注的焦点。本文引入品牌意识和内隐自尊变量,探讨两者对品牌决策的影响。结果显示:(1)品牌意识影响了消费者品牌决策。高品牌意识的消费者更倾向于运用品牌进行决策;(2)内隐自尊水平影响了消费者品牌决策。内隐自尊水平高的被试在启动高水平的品牌意识上更多地选择强势品牌作为消费对象,而内隐自尊水平低的被试是在高水平品牌意识上选择强势品牌作为选择对象的意向就会逐渐降低,尤其是到低内隐水平、低品牌意识的范围内消费者所选择的消费品牌更多地为弱势品牌。Brand decision is the center of concern of brand and decision experts. This paper examines how brand awareness and implicit self-esteem affect consumers＇ decision on brands and the findings are： Firstly, brand awareness influences consumers＇ decision on brands. Highly brand- conscious consumers are more inclined to decide on a purchase based on their knowledge of brands than less brand-conscious consumers. Secondly, consumers＇ level of implicit self-esteem influences their decision on brands. The subjects with a high level of implicit self-esteem as well as brand awareness are more likely to choose a strong brand to purchase, those with a low level of implicit self- esteem but a high level of brand awareness may choose to buy products of strong brands, but their intention to do so does not last long, while those whose level of implicit self-esteem and brand awareness are both low are more likely to buy something of a weak brand.

关 键 词：品牌 品牌决策 品牌意识 内隐自尊 

分 类 号：F273.2[经济管理—企业管理]