自我生成信息对品牌内隐和外显态度的影响--态度的关联-命题评价模型在来源国效应中的应用  

Self-Generated Information Effects on the Implicit and Explicit Brand Attitude-An Application of Associative-Propositional Evaluation Model on the Research of Country-of-origin Effect

作　　者：李燕洁 黄韫慧[1] 施俊琦[1] Li Yanjie;Huang Yunhui;Shi Junqi(Department of psychology,Peking University,Beijing)

机构地区：[1]北京大学心理学系

出　　处：《营销科学学报（辑刊）》2009年第3期105-117,共13页Journal of Marketing Science

基　　金：国家自然科学基金的资助,项目号:70602006.

摘　　要：本研究采用自陈式问卷测量和内隐联想测验(IAT)考察了自我生成有关消费者仇恨(consumer animosity)的信息如何影响消费者对来源国品牌的内隐和外显态度.研究结果表明:(1)自我生成喜欢/厌恶的日本人物信息能显著影响消费者对日本品牌的内隐和外显态度;(2)对于内隐态度,当自我生成喜欢/厌恶的日本人物数量较少,即自我生成信息任务较容易时,自我生成信息对消费者内隐态度的影响更加显著;对于外显态度,自我生成喜欢/厌恶的日本人物数量越多,自我生成信息对消费者外显态度的影响更加显著.本研究不仅考察了消费者仇恨对来源国效应的影响,并且通过态度的关联-命题评价模型(APE)和自我生成信息效应解释了消费者仇恨在来源国效应中对内隐和外显态度的不同影响效果和内在机制.The present research applied questionnaire and the Implicit Associate Tcst(IAT)to investigate the impact of consumer animosity,specifically the impact of self-generated information about consumer animosity,on implicit/cxplicit attitude and their underlying mechanism.Results from current research showed:(1)the animosity of Chinese consumer toward Japanese can significantly influence their implicit and explicit attitude toward Japanese brands;(2)the impact of self-generated information on implicit attitude worked via the ease experienced in retrieving relevant information from memory,whereas explicit attitude is influenced by the quantity and quality of information that are considered for the explicit evaluation.We proposed the Associative-Propositional Evaluation Model(APE)to explain the dissociation between implicit and explicit attitude change.Further,the importance of IAT practice and self-generated information task in marketing research are discussed.

关 键 词：来源国效应 消费者仇恨 态度的关联-命题评价模型 外显态度 内隐态度 内隐联想测验 提取简易性 

分 类 号：G63[文化科学—教育学]