熟悉与陌生品牌启动效应的实验研究

本研究应用任务分离法对熟悉品牌和陌生品牌启动效应年龄特征进行研究,结果发现大学生被试外显成绩高于内隐成绩,且两者有显著差异。进而再采用二次比较法同样以大学生为被试,对熟悉品牌启动效应进行实验,结果表明:(1)学习前带符号组与不带符号组的成绩之间都有极其显著的差异,学习后带符号组与不带符号组之间也有极其显著差异;带符号与不带符号的两组学习前后的成绩均有极其显著的差异;在二次比较法的应用过程中我们发现:(2)如果学习前后的被试为同一组,则会产生“学习污染”。以陌生品牌为材料,用二次比较法在老、青、少三组被进行实验,并将三个年龄段的被试随机分成两组:学习前组(A)和学习后组(B),结果显示:(3)陌生品牌中存在着启动效应,不同年龄段的消费者外显记忆有差异,但内隐记忆没有差异。

Experiment Research on the Priming Effect of Familiar Brands and Unfamiliar Brands

The method of task dissociation was used in the research on the priming effect of familiar brands and unfamiliar brands.We found that university sutdents'explicit score was obviously higher than their implicit score and both scoves were have greatly different.The method of two-time comparison was used in doing the experiment on university students.The result showed that First: great difference exists between the pre-study and post-study group,as well as between the group with a mark and the group without a mark.Second,in the process of using the method of twotime comparison,if the subjects' pre-study and post-study remained the same,there would be "study effect".Third,we then used unfamiliar brands as the material and useed the method of two-time comparison in the old group,the young group and the child group by dividing the subjects into two groups randomly,namely pre-study group(A) and post-study group(B).The result showed that there was priming effect in unfamiliar brands and difference in the explicit memory of different age group consumers,but no difference in implicit memary.