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DOI ：10.13209/j.0479-8023.2008.152
( ) , 44 , 6 , 2008 11
Acta Scientiarum Naturalium Universit atis Pekinensis, Vol. 44 , No. 6 (Nov. 2008)
自我激活状态对本国P外国品牌评价的影响
杨扬子 黄韫慧 施俊琦
, 100871; , E- mail junqi shi@pku. edu. cn
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B849
Th e In fluen ce of Self-Activation on LocalPNonlocal Br and Evaluation s
YANG Yangzi, HUANG Yunhui, SHI Junqi
Department of Psychology, Peking University, Beijing 100871; Correspon ding Auth or, E- mail junqi shi@pku . edu. cn
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Ab str act Th e current study examines, among consumers in developing countries, diverse modes of con sumersc evaluations
toward locaPl nonlocal brands with different types of self- activation. To achieve this goal, brand and cat egory familiarity , an d prior
experience of con sumers with brand were controlled; and a 3 ( self- activations self- affirmation vs. self- threat vs. neutral self) @
2 ( countries of origin local vs. nonlocal) between subject design was used . The result shows a significant interaction b etween
self- activations and countries of origin, which indicat es inconsistent preferences of locaPl nonlocal bran ds among different types of
self- activation. Particularly , individuals in th e self- affirmation group tend to perform a superior evaluation of local brands to
nonlocal brands, whereas individuals in the sel
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