品牌来源国刻板印象的双重表现及其改变  

Brand's Country-of-origin Stereotypes:Dual Impression and Their Changes

作　　者：付春江[1] 袁登华[2] 罗嗣明[1] 

机构地区：[1]江西师范大学心理学院 [2]广东外语外贸大学国际工商管理学院

出　　处：《心理科学》2013年第3期606-611,共6页Journal of Psychological Science

基　　金：国家自然科学基金项目(70971058;71171063);广东省高等学校人才引进项目;广东外语外贸大学引进人才科研启动项目;江西省研究生创新专项资金项目(YC2011-B014)的资助

摘　　要：研究探讨了品牌来源国刻板印象的双重表现及其改变,结果表明:外显品牌来源国刻板印象表现为国产品牌在质量印象、传播印象上不如国外品牌,在价格印象上比国外品牌好,在服务印象和整体印象上二者无显著差异;内隐品牌来源国刻板印象表现为国产品牌好于国外品牌;直接劝说激发的民族情感不能改变外显品牌来源国刻板印象,间接劝说激发的民族情感可使消费者对国产综合型产品的外显整体印象更为积极;直接、间接劝说激发的民族情感均不能使消费者对国产品牌产生更强的正向内隐品牌来源国刻板印象;品牌来源国刻板印象的激活并非完全的自动化过程。Brand＇s country-of-origin stereotypes have great influence on the consumers＇ brand selection and brand purchase willingness, but they were mainly assessed from the aspect of consciousness level in the previous studies. With the development of implicit social cognition research, more and more studies show great concern for two different aspects： consciousness and unconsciousness. This study aims to explore dual brand＇s country-of-origin stereotypes and how national sentiment influence brand＇s country-of-origin stereotypes. On the basis of stereotype activation theory, it was hypothesized that the explicit and implicit brand＇s country-of-origin stereotypes could be changed by the national sentiment, which was aroused by either direct or indirect persuasion. A 2 （country of origin： domestic brand and foreign brand） x 3 （persuasion： direct; indirect; none） x 3 （product category： symbolic; utilitarian; hybrid） mixed factorial design was implemented in the study. The data were collected by sampling 121 university students who represented the consumers. They were assigned randomly to three subgroups to participate in the experiment. Subjects who omitted items in the explicit brand impression questionnaire and those who had an error rate of IAT equal to or higher than 20% were excluded. As a result, a total of 101 participants were retained. The responses of the subjects to the questionnaire and the IAT were ana- lyzed by the t-test and ANOVA. The results of the experiments indicated the following： （a） The explicit impression of quality and communication of domestic brand was worse than that of foreign brand, while the explicit impression of the price was better than that of foreign brand ; and there was no difference between domestic brand and foreign brand in the explicit impression of service and general impression. （b） Compared with the foreign brand, consumers had more positive implicit impression on domestic brand. （c） The national sentiment aroused by direct persuasion

关 键 词：民族情感 刻板印象 品牌来源国 激活 

分 类 号：B849[哲学宗教—应用心理学]