消费者对知名/非知名服装品牌内隐态度的差异——基于IAT实验数据

Implicit attitudes of consumers toward famous vs non-famous apparel brands——based on IAT experimental data

以中国二、三线城市消费者为被试,使用内隐联想测试(IAT)法分析他们对不同知名度服装品牌内隐态度的差异。实验发现,被试对知名品牌积极词汇、非知名品牌消极词汇的反应时间显著短于非知名品牌积极词汇、知名品牌消极词汇的反应时间(p<0.001)。实验结果表明,二、三线城市消费者对知名服装品牌持内隐积极态度,对非知名服装品牌持内隐消极态度。品牌知名度效应可通过消费者内隐态度得以验证。

With Chinese consumers in second- and third- tier cities taken as subjects, the implicit association test (IAT) was applied to analyze the bias of their implicit attitudes toward different well-known apparel brands. The result of reaching time in IAT showed that the famous brands were significantly more closely connected with the optimistic words in these consumers, while the non-famous brands were more closely connected with the pessimistic words( p <0.001). According to the result, consumers in second- and third- tier cities had positive attitudes towards the famous apparel brands, and they had negative attitudes towards the non-famous apparel brands. The brand-popularity effect can be verified by consumers implicit attitudes.