商标本质的心理学分析  

Psychology of Analysis of The Trademark Nature

作　　者：姚鹤徽[1] 申雅栋[1] 

机构地区：[1]中南财经政法大学知识产权研究中心,湖北武汉430223

出　　处：《河南师范大学学报（哲学社会科学版）》2012年第4期134-138,共5页Journal of Henan Normal University(Philosophy and Social Sciences)

基　　金：教育部人文社会科学重点研究基地重大项目(2009JJD820017)

摘　　要：人与动物的本质区别在于人能够接受、存储、加工各类信息,构建和发展自身的认知网络。从认知心理学角度观察,商标是由人类感觉器官可感知的外在刺激即商标标识与消费者大脑长时记忆中存储的该商标标识代表的商品信息组成。商标的本质是人类感觉器官可感知的,以特定公共性形式存在的信息。商标的心理学本质有助于加深对商标的功能、商标权以及商标侵权的理解。商标的功能在于降低消费者的心理认知成本,商标权在于维护消费者正常的心理认知网络,而商标侵权则不当干扰了消费者正常的心理认知网络。The essentially difference of human and animal is human can accept, storage, process all kinds of information, to build and develop their cognitive network. From cognitive psychology perspective, trademark are composed by the outside stimulation perceived by human sense organs namely trademark logo and commodity information of trademark representatives which consumers stored in long-term memory. In essence, trademark is information which existing in certain commonality that human sense organs can perceive. The essential of trademark psychology can help deepen the understanding of trademark function, trademark right and trademark infringements. The function of trademark is to lower the cost of consumer cognitive psychology, the trademark right is armed to safeguarding consumers~ normal cognitive network, and trademark infringement is improper interfere the normal psychological cognitive network of consumers.

关 键 词：认知心理学 商标的本质 商标功能 商标权 商标侵权 

分 类 号：DF523.3[政治法律—民商法学]