内隐品牌来源国刻板印象反应时差异测量

采用3×2实验设计S1(品牌来源国:中国奶粉品牌、外国奶粉品牌、灰色空白图片)-S2(形容词:褒义词、贬义词)测量消费者内隐品牌来源国刻板印象.结果发现,品牌对消费者决策存在加速作用;消费者对外国奶粉品牌的内隐品牌刻板印象好于中国奶粉品牌;产品类别认同度和产品涉入度也许是影响内隐品牌来源国刻板印象的重要因素;为内隐品牌刻板印象的认知机制提供基础性、客观性的证据.

React time difference measurement of implicit brand country-of-origin stereotypes

To explore the implicated brand＇s country-of-origin stereotypes, a mixed factorial design with 3 （ brand＇s country-of-origin： Chinese brand, foreign brand, mask ）× 2（ adjective： negative vs. positive ）was implemented. The results of the experiments indicate that the stimulus contained in brand names facilitates the consumer decision-making process. Consumers have more negative implicit impressions on the domestic brands than the foreign brands. Different categories had different product involvement and degree of identity. High degree of identity will lead to positive implicit impressions. In addition, products of high product involvement, such as milk brands, usually accompany with intense emotional motives. Once a serious crisis similar to ＂the melamine incident＂ arises, it will greatly harm consumers＇ sentiments and lead to negative implicit impressions. The results provide fundamental and objective evidence for the cognitive mechanism of brand＇s country-of-origin stereotypes.