“名字”,还是“卖点”,消费者如何加工双重信息?  

How Consumers Process Dual Information? “Names” or “Slogans”

作　　者：高辉[1] 

机构地区：[1]华南理工大学新闻与传播学院,广东广州510006

出　　处：《管理工程学报》2012年第2期34-41,共8页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70972077);教育部人文社会科学研究青年基金资助项目(11YJC860011);华南理工大学中央高校基本科研业务费专项资金(2009SZ0002)

摘　　要：在营销实践中存在大量的仿洋和仿古品牌名称,因为品牌名称作为信息确实会影响消费者的认知和态度。基于信息加工的角度,本文探讨了消费者如何加工品牌名称等多重信息。通过实验研究发现品牌名称与产品功能诉求在互补型匹配时传播效果更好,而且其效果具有一般性。这一结果有助于在更抽象的信息加工层面理解仿洋和仿古品牌名称的应用效果,因而更好地调控消费者的反应。Foreign branding and local branding have been frequently used in China＇s marketing practices because brand names can affect consumers＇ perceptions and attitudes. Previous research shows that promotion-focused participants have more positive perceptions and attitudes toward brands with Western names, whereas prevention-focused participants have more positive perceptions and attitudes toward brands with Chinese traditional names. Brand names are often advertised with slogans focusing on product attributes. This paper explores how consumers process dual information of brand names and product attributes slogans.

关 键 词：品牌名称 产品功能诉求 双重信息加工 

分 类 号：F713.50[经济管理—市场营销]