脆弱的爱:信息可接近性对品牌态度的影响  

The Fragile Love:Influence of Information Accessibility on Brand Attitude

作　　者：涂艳苹 黄媪慧 施俊琦[2] Tu Yanping;Huang Yunhui;Shi Junqi(Peking University)

机构地区：[1]北京大学光华管理学院市场营销系 [2]北京大学心理学系

出　　处：《营销科学学报（辑刊）》2010年第1期71-84,共14页Journal of Marketing Science

基　　金：国家自然科学基金的资助。项目号:70602006。

摘　　要：消费者与品牌的关系是品牌的重要资产,以往研究认为,自我一品牌联结(Self-Brand Connection,SBC)高的消费者在面对与品牌有关的负面信息时,仍会维持对品牌的积极态度,但未探明其中的认知过程。本研究通过操控被试在表达态度前提取的信息(自由提取vs.诱导提取)发现:(1)“信息可接近性”是“SBC与外显/内隐品牌态度的关系”的调节变量,且该效应在真实品牌(实验一)和虚拟品牌(实验二)的情境中稳定存在;(2)不同SBC消费者的外显/内隐态度受信息可接近性的影响存在差异。基于此,本文讨论了消费者面对负面品牌信息时的加工过程和未来研究方向,并对营销实践提出了建议。The relationship between consumer and brand is essential to brand equity.Past work suggested that peoplewith high consumer-brand connection(SBC)can resist brand-relevant negative publicity and preserve positive brandattitude.However the underlying cognitive mechanism hasn't been tapped yet.By manipulating the retrieved information(free retrieval vs.elicited retrieval)before participants express their brand attitude,we found that:(1)informationaccessibility moderates the relationship between SBC and brand attitude in both real brand(study 1)and virtual brand(study 2)situations;(2)the influence of information accessibility on explicit/itplicit attitude varies across participantswith distinct SBCs.Besed on these results,we discussed the cognitive mechanism of consumers’response to negativebrand publicity and directions for further research,and provided practical suggestions for marketers.

关 键 词：自我一品牌联结 信息可接近性 外显态度 内隐态度 

分 类 号：F27[经济管理—企业管理]