消费活动中品牌错觉产生和错觉类型的年龄特征的试验研究

A Experimental Study on Age Character of Memory Illusionand the Type of Memory Illusion to Brands in Marketing

本研究通过实验得出以下结论:(1)记忆错觉与消费者的年龄有关,老年组的错误率最高,青年组的错误率最低;(2)记 忆错觉类型与年龄有关,老年组在英文和色彩项目上错误率最高,少儿在英文和汉字项目上错误最高,而对形状和色彩相对要 敏感,青年组比较平均,是错误率最低的一组被试:(3)消费者记忆错觉的产生与消费者具体的消费实践有关,接触少的品牌产 生错觉的概率高,接触得比较多的品牌错觉率相对要低。

After experiments, the author arrived at the following conclusions: First,memory illusion is related to the age of consumers with the highest mistake rate found in the old group and lowest mistake rate in the young group. Second, in terms of memory illusion related to age, the highest mistake rate of English and color was found in the old group and the highest rate of English and Chinese character mistake in the child group. Children have the highest mistake rate in the English word and Chinese character part,but are sensitive to shape and color.The young group is almost balanced in all parts and has the lowest mistake rate. Third,the cause for memory illusion is related to the consumer's consumption pratice; familiar brands cause low mistake rate whereas unfamiliar brands cause high mistake rate.