内隐品牌态度与外显品牌态度分离研究

A Research on the Separation Between the Implicit Brand Attitude and the Explicit Brand Attitude

基于以往学者提出的双重态度模型,针对问题品牌和优质品牌,使用自陈量表对消费者进行外显品牌态度测量,利用GNAT方法测量消费者的内隐品牌态度。结果显示,被试对于问题品牌具有消极的内隐态度、对于优秀品牌具有积极的内隐态度。而且,无论对问题品牌还是对优秀品牌,其内隐态度与外显态度之间相关均不显著,表明外显品牌态度与内隐品牌态度彼此独立。

On the Basis of the Model of Dual Attitudes and with the focus on problem brands and high quality brands, consumer＇s explicit attitudes were measured by a self-report questionnaire, and their implicit attitudes were measured by GNAT. The results showed that the subjects had a negative implicit attitude to crisis brand, and they had a positive implicit attitude to high quality brand. Furthermore, whether towards problem brands or high quality brands, there was no significant relation between subjects＇ implicit attitudes and explicit attitudes. It was indicated that the explicit brand attitude and the implicit brand attitude could be independent of each other.