消费者的内隐记忆及启动策略  

Implicit Memory of Consumers and Priming Strategies

作　　者：冯浩羽[1] 

机构地区：[1]福建师范大学传播学院,福州350108

出　　处：《长春大学学报》2012年第3期256-260,共5页Journal of Changchun University

基　　金：福建省教育厅科研项目(JB11066S)

摘　　要：消费者接触商品信息时往往都是不经意的,这种信息通常以内隐记忆的形式深藏于消费者心中而无法被主动提取。相对于外显记忆,内隐记忆表现出保持时间长、加工深、记忆负荷小、不易受干扰等优势,使其在营销领域更具研究价值。要使消费者的内隐记忆产生良好的营销效果关键在于启动,为此提出线索启动、环境启动、情绪启动等对策。Consumers are always in casual status when they are in touch with the information of commodity. Generally, the information that is in the form of implicit memory cannot be collected because it is in the deep heart of consumers. Relative to explicit memory, implicit memory holds the superiorities of longer time keeping, deeper processing, less burden and less being interfered, which bring about its research value in the marketing area. Priming is the core in the application of implicit memory in marketing, so some priming countermeasures of clue, environment and mood are put forward.

关 键 词：内隐记忆 启动效应 线索 环境 情绪 

分 类 号：B849[哲学宗教—应用心理学]