广告诉求-品牌来源国刻板印象匹配度对品牌态度的影响机制

基于刻板印象内容模型,作者将广告诉求分为诚意诉求和能力诉求,并研究了广告诉求和品牌来源国刻板印象对品牌态度的交互影响。通过两个实验,作者发现广告诉求和来源国刻板印象之间的匹配程度正向地影响消费者处理广告信息的流畅性,进而导致积极的情绪体验。消费者将这种积极情绪错误地归因到品牌上,从而产生积极的品牌态度。这一发现证实品牌来源国信息可以在消费者无意识的状态下通过情绪体验影响不同广告诉求的说服效果。     

品牌来源国刻板印象的双重表现及其改变

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：从外显的层面上看,相对国外品牌,消费者普遍认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差异;相对国外品牌,消费者对国产品牌具有更为积极的内隐品牌刻板印象;以直接劝说方式激发的民族情感不能改变外显品牌来源国刻板印象,但是以间接劝说方式激发的民族情感可以使消费者对国产综合型产品的外显整体印象更为积极;无论以直接还是间接劝说方式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。     

微博沟通对消费者外显和内隐品牌态度的影响

微博现已成为企业进行品牌管理的重要平台,然而企业如何利用微博沟通影响消费者的品牌态度尚缺乏系统的理论指导。本文采用实验法,基于双重态度理论,研究微博沟通对外显和内隐品牌态度的影响,以及产品卷入度和品牌熟悉度对沟通效果的影响。结果显示:微博沟通显著提高外显品牌态度,但对内隐品牌态度无显著影响;微博沟通显著提高外显品牌态度的情感、行为意向、认知三维度;产品卷入度与品牌熟悉度的交互作用显著。研究结论对企业在社会化媒体环境下的品牌管理具有重要意义。     

理性广告和情感广告对消费者品牌态度的影响

理性诉求和情感诉求是两种基本的广告诉求形式,根据诉求重点的不同,广告可分为理性广告、情感广告和混合型广告。有关研究表明,和理性广告相比消费者更乐意接受情感广告,但是,消费者最关心的是产品特性的信息。精细加工可能性模型揭示了不同条件下消费者加工广告信息时所使用的不同策略。进一步的研究将揭示出不同的诉求形式对消费者的品牌态度产生影响的条件。     

品牌延伸条件下的广告说服——双中介影响模型的拓展

采用实验调查和认知编码的方法,探讨消费者的广告前后品牌态度,品牌认知反应、广告认知反应、广告态度和购买意向之间的关系。结果表明：（1）广告前的品牌态度对广告认知反应、品牌认知反应和广告后的品牌态度有影响;（2）广告认知反应直接影响广告态度,但不直接影响品牌认知反应;（3）消费者的广告态度不但直接影响品牌认知反应和广告后的品牌态度,还直接影响购买意向。这说明在品牌延伸条件下,广告态度的双中介影响模型需要修正     

“权力”的游戏：品牌标识中字母大小写对消费者态度的影响

基于符号联想理论,通过两组实验探讨感知权力倾向在字母大小写对消费者态度影响中的中介作用和品牌奢侈程度的调节作用。研究发现：（1）大写字母会提升消费者对品牌权力展示倾向的感知,进而提高消费者对品牌的态度;（2）感知奢侈程度在字母大小写对消费者态度的影响中起正向调节作用。对于高感知奢侈程度的品牌,大写字母标识会获得更好的消费者态度;对于低感知奢侈程度的品牌,小写字母标识会获得更好的消费者态度。     

品牌信任的前因后果驱动机制研究

本研究通过大样本问卷调查,采用结构方程建模的方法探讨品牌信任的前因后果驱动机制.结果表明:品牌的直接经验和间接经验通过品牌态度和品牌信任的中介作用对品牌绩效发生影响,其中品牌直接经验比品牌间接经验对品牌态度的影响更大.这说明只有消费者对品牌产生了亲身体验以后,才会实质性地改变对品牌的态度和信任.品牌信任是导致品牌绩效的直接因素.     

品牌熟悉对广告过程中品牌态度改变的影响

文章通过分析广告前后被试者品牌态度的变化,研究了在不同的广告态度和信息相关度条件下被试者品牌熟悉程度对品牌态度变化的影响。结果显示品牌熟悉程度对品牌态度变化的调节作用并非单向的,而是与广告态度和信息相关度交互产生作用的。当被试者不熟悉品牌且有正面的广告态度时或当被试者不熟悉品牌且信息相关度较低时广告才能产生说服效果,进而使被试者的品牌态度发生改变。     

情绪对内隐态度和外显态度联结的调节作用

不同的情绪在内隐态度与外显态度表现过程中塑造着不同的心理环境, 调节内隐态度和外显态度的一致性。正性情绪增加了内隐态度与外显态度的联结, 然而负性情绪对内隐态度与外显态度联结的调节作用表现并不一致。单一考虑情绪的正负效价不足以解释具体情绪影响的差异性, 情绪的确定性、情绪与直觉信任的交互作用均会对内隐态度与外显态度的联结产生影响。理论方面, 联结性-推理性评价模型及情绪-信息模型对情绪调节内隐态度与外显态度联结的内在机制进行了解释。未来研究可进一步探索特定情绪对内隐态度与外显态度联结的调节作用, 并考察情绪是否会对内隐刻板印象与外显刻板印象的联结产生调节作用, 以及采用认知神经科学技术揭示情绪调节内隐态度与外显态度联结的神经机制。     

性诉求广告内隐态度与内隐效果研究

本实验用内隐联想测验来研究受众对性诉求广告的内隐态度及其内隐效果,同时从卷入程度与商品性感相关程度两个维度来分析不同商品的广告中性诉求元素运用的作用是否有差异。研究发现:性诉求组广告的内隐评价及其内隐效果均高于非性诉求组,并且差异显著;不同卷入程度商品的广告,在内隐态度上性诉求元素运用作用差异显著,内隐效果上差异不显著;不同性感相关程度商品的广告,在内隐态度和内隐效果上性诉求元素运用作用差异均不显著。     

Is the Implicit Association Test a Valid and Valuable Measure of Implicit Consumer Social Cognition?

This article discusses the need for more satisfactory implicit measures in consumer psychology and assesses the theoretical foundations, validity, and value of the Implicit Association Test (IAT) as a measure of implicit consumer social cognition. Study 1 demonstrates the IAT's sensitivity to explicit individual differences in brand attitudes, ownership, and usage frequency, and shows their correlations with lAT‐based measures of implicit brand attitudes and brand relationship strength. In Study 2, the contrast between explicit and implicit measures of attitude toward the ad for sportswear advertisements portraying African American (Black) and European American (White) athlete–spokespersons revealed different patterns of responses to explicit and implicit measures in Black and White respondents. These were explained in terms of self‐presentation biases and system justification theory. Overall, the results demonstrate that the IAT enhances our understanding of consumer responses, particularly when consumers are either unable or unwilling to identify the sources of influence on their behaviors or opinions.     

Music as an Unconditioned Stimulus: Positive and Negative Effects of Country Music on Implicit Attitudes,Explicit Attitudes,and Brand Choice1

An experiment (N = 68) explored how background music in a realistic web advertisement could condition implicit and explicit attitudes toward a novel brand. Conditioning effects were apparent in both traditional explicit attitude measures and also in the Implicit Association Test (IAT). Further, brand choice was predicted by explicit attitudes, but prediction improved significantly when implicit attitudes were considered. Mood‐congruent judgment, demand effects, and conditioning are considered as potential explanations for our results, and we argue that conditioning provides the most parsimonious explanation. Finally, the results are discussed within the context of the associative‐propositional evaluation model ( Gawronski & Bodenhausen, 2006 ). This model provides a framework for the integration of the implicit attitude construct into the study of consumer behavior.     

Predictive Validity of the Implicit Association Test in Studies of Brands,Consumer Attitudes,and Behavior

Three studies investigated implicit brand attitudes and their relation to explicit attitudes, product usage, and product differentiation. Implicit attitudes were measured using the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998). Study 1 showed expected differences in implicit attitudes between users of two leading yogurt brands, also revealing significant correlations between IAT‐measured implicit attitudes and explicit attitudes. In Study 2, users of two fast food restaurants (McDonald's and Milk Bar) showed implicit attitudi‐nal preference for their favorite restaurant. In Study 3, implicit attitudes of users of two soft drinks (Coca‐Cola and Pepsi) predicted brand preference, product usage, and brand recognition in a blind taste test. A meta‐analytic combination of the three studies showed that the use of IAT measures increased the prediction of behavior relative to explicit attitude measures alone.     

The IAT as a predictor of food choice: The case of fruits versus snacks

One of the issues concerning the application of implicit measures like the IAT is whether they can be successfully applied to consumer choices. The empirical evidence of the predictive validity of the IAT so far has been mixed, both at the level of eating habits and of specific behavioural food choices. Moreover, whereas the predictive validity of the IAT has been tested in a number of studies, its incremental validity has not been studied as thoroughly. In this contribution, four studies, run at different points in time and analysed as a single sample (N = 399), tested the predictive and incremental validity of an IAT of attitudes towards fruits versus snacks on the choice of a fruit or a snack at the end of the experimental session. Specifically, an additive pattern in which both implicit and explicit measures predict independently, and an interactive one in which implicit and explicit measures predict interactively, were tested for the prediction of the behavioural preference towards snacks or fruits. The results showed that the IAT has both predictive and incremental validity, over and above the significant prediction provided by explicit measures for behavioural food choice. Furthermore, no interaction effect between implicit and explicit measures in the behavioural prediction was obtained, supporting the additive rather than the interactive pattern. Finally, only the explicit attitude towards snacks predicted behavioural choice whereas the explicit attitude towards fruits did not. This result indirectly suggests that a single target IAT might be fruitfully adopted in future research.     

品牌名称暗示性对消费者决策选择的影响：认知需要和专业化水平的调节作用

品牌管理者最首要的决策就是选择一个好记的或有意义的品牌名字。由于任何特征的品牌名字都必须借助消费者的认知差异来实现真正的差异化, 因此, 从消费者认知特点出发研究暗示性品牌名字就显得尤为重要和有意义。本文通过3个实验, 分别验证了消费者认知需要和专业化水平对品牌名称暗示性与决策选择的调节作用。方差分析发现：低专业化水平的消费者更倾向于根据暗示性的品牌名字做出决策, 而高专业化水平的消费者则不受品牌名称暗示程度的影响。此外, 低认知需要的消费者比较喜欢暗示性的品牌名字, 而对于高认知需要的消费者来说, 品牌名字的暗示性程度不会对其决策过程产生影响。最后, 研究结果揭示了专业化水平和认知需要对暗示性品牌名字效果发挥具有交互作用。对于具有高专业化水平的消费者来说, 无论他们处于低认知需要还是高认知需要, 品牌名字的暗示程度都不会影响他们的态度形成。相反地,对于具有低专业化水平的消费者来说, 无论是低认知需要还是高认知需要均倾向于暗示性的品牌名字。而对于专业化程度中等的消费者而言, 暗示性品牌名字效用的发挥则取决于其处理信息的动机—认知需要水平。     

“一”人代言的魅力：品牌代言人数如何影响消费者的品牌态度

有的品牌仅邀请一位名人代言, 而有的品牌由多位名人代言, 那么一人代言还是多人代言会更有效?为了回答该问题, 研究基于形象转移视角和单人积极偏差, 深入探究了品牌代言人数因素(一位代言人vs.多位代言人)对品牌态度的影响机制和边界条件。研究发现：相比品牌多人代言, 品牌单人代言使消费者的品牌态度更高。原因在于消费者与一位(vs.多位)品牌代言人的自我-品牌联结更紧密, 进而促进品牌态度。该品牌代言人效应仅局限于象征型产品, 而对于非身份象征型产品, 品牌单人代言(vs.品牌多人代言)对品牌态度无显著差异。此外, 当多位品牌代言人为一个团体时, 品牌代言人数效应将被逆转, 即品牌多人代言(vs.品牌单人代言)对品牌态度的影响更高。     

Direct evaluative conditioning in brand placement: The impact of scene valence and prominence on brand placement repetition effects

Whereas previous studies investigated the affect transfer from one specific affective stimulus of the brand placement context (such as an artist or the genre) to the brand, this research study investigates the effect of the valence of various scenes in which the brand is repeatedly placed on brand attitude. Direct evaluative conditioning theory suggests that pairing a brand repeatedly with various positive (negative) stimuli positively (negatively) affects brand attitude. The results of 2 experimental studies indicate that when a brand is repeatedly and prominently placed in different affective scenes of the same valence (a series of either positive or negative scenes), the affect aroused by those scenes influences explicit and implicit brand attitudes. In addition, whereas previous research found negative effects of brand prominence on brand evaluations, this study found that prominence positively moderates the affect transfer from the valence of various scenes on brand attitude. This implies that by placing the brand in various positive scenes, prominent brand placements can have a positive effect on recall and recognition and on brand attitude, which transcends the previously declared paradox of prominent placement.     

The Diagnosticity of Advertising Generated Brand Attitudes in Brand Choice Contexts

Advertising theory tends to presume, sometimes implicitly, that advertising mediates brand choice through its effect on brand attitudes. This article addresses the limitation of using brand attitude measures at or near the time of advertising exposure to predict the relative ability of a set of alternative advertising message appeals to directly influence brand‐choice decisions. The results suggest that the ability of advertising‐generated brand attitudes to predict advertising effects on brand choice declines when (a) consumers’ motivation to deliberate is greater at the time of brand choice than at the time of attitude formation, (b) the message appeal of the brand assigned the most favorable attitude rating is not accessible, not perceived to be at least as diagnostic as competitor appeals, or both, and (c) attitude differences among brand alternatives are small.     

Explicit and implicit attitudes towards food and physical activity in childhood obesity

This study investigated differences in the explicit and implicit attitudes towards food and physical activities between children with obesity (n=38) and a matched control group (n=38). The implicit attitude was assessed using the Extrinsic Affective Simon Task (EAST; J. Exp. Psychol. (50) (2003) 77), a modified version of the Implicit Association Test (IAT; J. Personality Social Psychol. (74) (1999) 1464). It was expected that both groups would report a positive explicit attitude towards healthy food and intense physical activities, and a negative explicit attitude towards unhealthy food and sedentary activities. Of particular interest was the hypothesis that children with obesity would have a more positive implicit attitude towards unhealthy food and sedentary activities than the control group. Results revealed no differences between groups in the explicit attitude towards food and physical activity. Children and adolescents with obesity had a more pronounced positive implicit attitude towards food in general. The relevance of these findings in terms of prevention, treatment and further research is discussed.