启动消费者心灵深处的记忆——消费者的内隐记忆及启动对策  

Arouse the deep memory of consumer:Implicit memory of consumer and priming countermeasure

作　　者：冯浩羽[1,2] 

机构地区：[1]福建师范大学传播学院 [2]福建师范大学教育学院

出　　处：《广告大观（理论版）》2012年第1期17-22,共6页Journal of Advertising Study

基　　金：2011年福建省教育厅科研项目(批准号JB11066S)的资助

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,为此我们提出线索启动、环境启动、情绪启动等对策,以期带来营销记忆研究的新视点。The consumers are always in casual status when their are in touch with the information of commodity. Generally, the information of commodity is in the form of implicit memory. It cannot be collected because it is in the deep heart of consumers. Relative to explicit memory, implicit memory hold the superiority of longer time keeping, deeper Processing, less burdening, and less being interfered. The features of implicit memory bring about it＇ s research value. Priming is the core of application of implicit memory in marketing. In order to make a new view in marketing memory research, we bring forward the priming countermeasure： clue, environment, and mood.

关 键 词：内隐记忆 启动效应 线索 环境 情绪 

分 类 号：F713.8[经济管理—广告]