消费者品牌决策及决策策略的认知加工机制研究

发布时间：2018-05-09 06:28

本文选题：品牌决策 + 认知机制　；参考：《华东师范大学》2008年博士论文

【摘要】： 品牌决策是过去四十多年决策研究领域中的一项重要课题。它是指消费者在一个时间连续体内进行策略选择和确定的动态过程,是消费者运用自己的感知觉、注意、记忆、思维等认知能力,对品牌进行选择与判断的过程。品牌决策研究主要围绕两类方法学途径展开,一是结构分析法,一是过程追踪法,其中以过程追踪法的研究为最多。有关消费者品牌决策的理论解释,影响最大的当属品牌决策的认知加工模型。该理论认为,消费者需要解释或了解他们环境中的信息意义,并在解释和理解的过程中产生不同的知识和信念,这些知识和信念随后会被存储在人的记忆中。记忆中的产品知识又会参与到当前的品牌决策过程中,以激活扩散的方式将品牌决策的不同环节和内容整合起来。能够被消费者提取出来的信息,特别是被快速提取出来的信息将主导消费者对产品品牌的整体评价,最后,消费者从提取出的多种方案中完成最终的选择。消费者品牌决策研究主要沿着两条思路展开:一是关于品牌决策影响因素的研究,一是有关品牌决策策略的采用。前者主要关注品牌决策的内、外部影响因素的罗列、提取和数学建模,后者则主要关注决策策略的类型和影响机制(如,对线性和非线性决策策略的探索)。不过,已有研究对品牌决策的认知加工机制关注不够,特别是研究方法比较单一,控制性实验研究很少。同时,在消费者品牌决策策略的研究上经常存在结果间的冲突,不同研究者之间的结果不尽一致。这一现象也与决策过程的动态机制有关,在决策过程的不同阶段可能有不同的决策策略。因此,系统考察消费者品牌决策的认知加工过程具有理论和应用上的重要性,本文围绕这一课题分四部分展开研究: 第一部分为文献综述,系统回顾了品牌决策研究的历史与现状,阐释了主要理论及其有代表性的思想,在此基础上指出了品牌决策研究存在的问题,并针对这些问题提出了新的理论假设与研究设想。第二部分为实验研究,包括六项研究中的七项实验。通过六项实验研究主要获得以下几方面的发现: ①品牌知觉(知觉到品牌/未知觉到品牌)和产品类别(品牌产品/非品牌产品)影响品牌决策,品牌知觉和产品类别对消费者品牌决策有显著性影响,知觉到品牌比未知觉到品牌对消费者品牌决策具有更显著的影响。 ②品牌意识程度(强/弱)和内隐自尊(高/低)同样影响到品牌决策。内隐自尊水平高的被试在启动高水平的品牌意识上更多地选择强势品牌作为消费对象,而内隐自尊水平低的被试是在高水平品牌意识上选择强势品牌作为选择对象的意向就会逐渐降低,尤其是到低内隐水平、低品牌意识的范围内被试所选择的消费品牌更多地为弱势品牌。 ③认知风格显著影响了消费者对品牌的决策。无论是耐用品还是非耐用品,场独立型认知风格的消费者倾向于选择弱势品牌消费,而场依存型认知风格的消费者则更倾向于消费强势品牌。 ④知觉负性显著影响了消费者品牌决策。分析表明,知觉负性的内属性比外属性更容易导致被试对以往品牌的消极态度,从而影响消费者对该品牌的偏好以及购买动机和意向。 ⑤角色变量对消费者品牌决策没有显著性影响,而情绪显著影响了消费者品牌决策。积极情绪可以让消费者的决策加工过程更加迅速,提取信息速度加快,而消极情绪则会抑制消费者品牌信息的提取,影响其决策。 ⑥无论是高时间压力还是非时间压力,被试在进行品牌决策时,任务动机高的被试多选取品牌内信息加工,任务动机低的被试多采用品牌间信息加工。第三部分是总讨论,在上述研究基础上,对品牌与消费者品牌决策质量、消费者品牌决策的效度、消费者品牌决策机制、品牌管理与消费者品牌决策等问题进行了深入探讨,提出了在理论发展和管理应用上的建议和看法。第四部分为研究展望,从考察消费者品牌决策的方法、机制以及内隐情绪、时间压力对品牌决策的影响等方面对品牌决策研究提出了下一步工作建议和研究展望。
[Abstract]:Brand decision - making is an important subject in the field of decision - making in the past 40 years . It refers to the process of selecting and determining the brand in a time - continuous body . The research of brand decision - making is mainly about two kinds of methodological approaches , one is structural analysis and one is the process tracking method .

The research of consumer brand decision - making is mainly along two lines : one is the research on the influencing factors of brand decision - making , one is the adoption of the brand decision - making strategy . The former mainly focuses on the internal and external factors of brand decision - making , extraction and mathematical modeling , and the latter mainly focuses on the type of decision - making strategy and the influence mechanism ( e.g . , the exploration of linear and nonlinear decision - making strategies ) . However , the research on the cognitive processing mechanism of brand decision - making is not enough , especially the research method is relatively simple , the control experiment is very few . At the same time , there is often the conflict between the results in the research of the consumer brand decision - making strategy , and the result of the different researchers is not consistent . Therefore , the cognitive processing of the decision - making process of the consumer brand can have different decision - making strategies .

The first part is literature review , the system reviews the history and present situation of brand decision - making research , explains the main theory and its representative thought , points out the problems existing in brand decision - making research , and puts forward new theoretical assumptions and research ideas for these problems .

The second part is an experimental study , including seven experiments in six studies . Six experiments have been carried out to find out the following aspects :

Brand perception ( perception to brand / unperceived brand ) and product category ( brand products / non - brand products ) influence brand decision - making , brand perception and product category have significant influence on consumer brand decision - making , and perception to brand ratio has a more significant impact on consumer brand decision - making than perceived brand .

( 2 ) The degree of brand awareness ( strong / weak ) and implicit self - esteem ( high / low ) also affect brand decision - making .

( 3 ) The cognitive style significantly affects the consumer ' s decision to make brand . Whether it ' s durable or non - durable , consumers tend to choose the consumer of the weak brand , while the consumers of the field - dependent cognitive style tend to consume the strong brand .

The analysis shows that the inner attribute of perceived negative is more likely to lead to the negative attitude of the consumer to the previous brand , which can affect the consumer ' s preference for the brand as well as the motives and intentions .

The role variable has no significant influence on the consumer brand decision - making , but the emotion significantly affects the decision - making of the consumer brand . The positive emotion can make the decision - making process of the consumer be more rapid , the extraction information speed is accelerated , and the negative emotion can restrain the extraction of the consumer brand information and influence its decision - making .

( 6 ) Whether the high - time pressure is the non - time pressure , and when the brand decision - making is conducted , the task motivation is much more tested for information processing within the brand , and the task motivation is low , and the inter - brand information processing is adopted .

The third part is the general discussion , on the basis of the above research , the brand and the consumer brand decision quality , the consumer brand decision - making effect , the consumer brand decision - making mechanism , the brand management and the consumer brand decision - making are discussed in - depth , and the suggestions and views of the theory development and management application are put forward .

The fourth part is divided into the research prospect , the method , mechanism and implicit emotion , the influence of time pressure on the brand decision - making , and puts forward the next work suggestion and research prospect for brand decision - making .

【学位授予单位】：华东师范大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F713.55

【参考文献】