| 不同类别品牌延伸认知效果的眼动评估 |
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| 引用本文： | 杨海波.不同类别品牌延伸认知效果的眼动评估[J].心理与行为研究,2006,4(3):194-199. |
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| 作者姓名： | 杨海波 |
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| 作者单位： | 天津师范大学心理与行为研究院,天津,300074 |
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| 基金项目： | 全国教育科学规划项目;教育部人文社会科学研究基地基金;天津市科委科研项目;教育部跨世纪优秀人才培养计划 |
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| 摘 要： | 以大学生为被试,利用眼动记录技术,结合言语理解中的歧义句研究范式,将品牌名称嵌入句子环境中,探讨消费者评估不同类别著名品牌的延伸效果时的认知加工特点。结果发现:(1)消费者对不同类别的品牌延伸产品进行评估时的心理过程相同;(2)品牌延伸必须在一定的范围内进行,最好是在品牌主打产品所在类别的内部进行延伸。
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| 关 键 词： | 品牌延伸 眼动 句子理解 |
| 修稿时间： | 2006年7月17日 |
THE COGNITIVE EFFECT IN BRANDS EXTENSION EVALUATION: EVIDENCE FROM AN EYE MOVEMENT STUDY |
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| Yang Haibo.THE COGNITIVE EFFECT IN BRANDS EXTENSION EVALUATION: EVIDENCE FROM AN EYE MOVEMENT STUDY[J].Studies of Psychology and Behavior,2006,4(3):194-199. |
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| Authors: | Yang Haibo |
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| Abstract: | Eye-tracking techniques and ambiguous sentence paradigm were used to examine how consumers evaluated the cognitive effect in brand extension of different kinds of brands. Participants who were college students were presented with sentences,which could only be fully understood if they made an inference that was based on extending the meaning,associated with the brand name. The results showed that: 1)Brand extension should be executed in certain range,which was created by the father brand; 2)There was no significant extension difference among different categories. |
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| Keywords: | brand extension eye movements sentence comprehension |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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