基于产品属性差异的外国品牌负面信息对本土品牌偏见意识性抑制的影响研究.docVIP

  基于产品属性差异的外国品牌负面信息对 本土品牌偏见意识性抑制的影响研究# 张燚1,2，范秀成1，刘进平2，张锐2* 5 10 15 （1. 复旦大学管理学院，上海 200433； 2. 重庆文理学院品牌科学研究所，重庆 402160） 摘要：本文通过收集近年来外国品牌负面事件的媒体报道，从中选择两种产品相关属性信息 和两种非产品相关属性信息构成四个实验组，采用被试间实验设计，以控制组为参照，得到 如下研究结论：不论是产品相关属性负面信息还是非产品相关属性负面信息均有显著的可接 近性；与质量和价格暴利有关的负面信息对被试具体外国品牌的品质评价、态度偏好和消费 意愿均有显著的抑制作用，而与商业贿赂有关的负面信息的抑制作用则不显著，这表明外国 品牌负面信息对具体外国品牌偏好的抑制效果与产品属性差异有关；与食品质量有关的负面 信息对被试抽象外国品牌的品质评价、态度偏好和消费意愿的抑制作用显著高于笔记本质 量、价格暴利和商业贿赂信息，这表明食品安全问题的可诊断性最高；同时，被试对具体外 国品牌的品质评价、态度偏好和消费意愿均低于具体本土品牌，这表明外国品牌负面信息对 外国品牌偏好和本土品牌偏见具有显著的抑制效果。最后，提出了抑制本土品牌偏见的干预 对策。 关键词：本土品牌；外国品牌；偏见；负面信息；意识性抑制 中图分类号：C93；F274 20 Product Attributes Differences-Based the Effects of Foreign Brands Negative Information to Awareness Control of Local Brand Bias ZHANG Yi1,2, FAN Xiucheng1, LIU Jinping2, ZHANG Rui2 25 30 35 40 (1. School of Management, Fudan University, Shanghai, 200433; 2. Institute of Brand Sciences, Chongqing University of Arts and Sciences, Chongqing, 402160) Abstract: It collects the negative media coverage of events about foreign brands in recent years, and selects the attribute information related to the two products and two non-product related attribute information form four experimental groups. It makes use of experimental design between groups and gets the following conclusion: whether the negative information, or product-related attributes of non-product related attributes have a significant negative information accessibility; quality and price with huge profits, the negative information on the specific evaluation of the quality of foreign brands, attitudes, preferences and consumption will have a significant inhibition, but with commercial bribery related to the inhibition of negative information is not significant, indicating that the negative information on foreign brand specific inhibitory effect of foreign brand preferences and product attributes related to the difference; with negative information about food quality foreign brands of abstract quality evaluation, consumer preferences and wi