崇洋消费心理的双刃剑效应  

The Double-edged Sword Effects of Consumer Psychology of the Worship of Foreign Things

作　　者：陈瑞[1] 林升栋[2] 

机构地区：[1]清华大学经济管理学院,北京100084 [2]厦门大学新闻传播学院,福建厦门361005

出　　处：《软科学》2012年第5期127-131,135,共6页Soft Science

基　　金：国家自然科学基金青年科学基金项目(70902040)

摘　　要：中国消费者的崇洋消费心理表现出对国外品牌更多的喜好,但是在品牌负面曝光事件中,由于负面信息造成的期望不一致,崇洋消费心理产生对国外品牌的消极影响:在崇洋消费心理作用下,面对一般消极程度的品牌负面信息,消费者对国内品牌和国外品牌的评价没有显著差异;面对重大消极程度的品牌负面信息,消费者对国外品牌的评价明显低于对国内品牌的评价。Because of the consumer psychology of the worship of foreign things, Chinese consumers show preference for for- eign brands. However, in the negative brand publicity, the negative information caused expectancy disconfirmation, and the consumer psychology of the worship of foreign things has negative impact on foreign brands. For the general inactive informa- tion, the appraisal of local brand and foreign has no significant difference; for significantly negative information, the ap- praisal on foreign brand is significantly lower than that of local brand.

关 键 词：崇洋消费心理 品牌负面信息 期望不一致 

分 类 号：F713.55[经济管理—市场营销]