品牌名称视听形式表征对消费者心理的影响及作用机制  

The impact of audio-visual representation of a brand name on consumers and its mechanisms

作　　者：肖婷文 卫海英[1,2] 陈斯允 刘福 XIAO Tingwen;WEI Haiying;CHEN Siyun;LIU Fu(School of Management,Jinan University,Guangzhou 510632,China;Research Institute on Brand Innovation and Development of Guangzhou,Guangzhou 510632,China;School of Journalism and Communication,Guangzhou 510632,China)

机构地区：[1]暨南大学管理学院 [2]广州品牌创新发展研究基地 [3]暨南大学新闻与传播学院,广州510632

出　　处：《心理科学进展》2023年第9期1756-1774,共19页Advances in Psychological Science

基　　金：国家自然科学基金项目(71772077)资助。

摘　　要：品牌名称作为一类特殊词汇,其形式表征分为视觉表征(印刷字母的视觉特征)和听觉表征(词语的整体声学特征),字样(包括字母大小写、字形、颜色)和语音(包括音素、音节、声调或重音)可以分别代指二者。品牌名称字样和语音对消费者心理的影响均发生在词汇的知觉加工阶段,两者的影响结果和作用机制既存在联系,又相互区别。此外,品牌名称的视听效应之间存在跨通道联结。未来研究应结合实践问题,对品牌名称视听效应进行补充性探讨。As a special type of vocabulary,the formal representation form of brand names is divided into visual representation(the visual characteristics of printed letters)and auditory representation(the overall acoustic characteristics of words),font style(including letter case,fonts,colors)and speech(including phonemes,syllables,tones or accents)can respectively provide a visual or auditory representation.The influence of brand name font style and speech on consumers’psychology both occur in the perceptual processing stage of vocabulary,and the impact results and mechanisms of the two are both related to and distinct from each other.In addition,there is a cross-channel connection between the audiovisual effects of the brand name.Future research should combine practical issues to supplement the audiovisual effect of brand names.

关 键 词：品牌名称 形式表征 字样 语音 消费者心理 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]