研究借鉴Shapiro的研究范式,以大学生为被试,自主设计实验程序,采用任务分离和阈下呈现相结合的范式分离内隐记忆商标和外显记忆商标,然后测试被试的购买意向。研究分3步,共有3个实验。实验一,设计制作标准化商标,并为实验三选择商标;实验二,为实验三选择外显呈现时间和内隐呈现时间的最佳配对组;实验三,探讨商标的内隐记忆和外显记忆对消费者购买意向的影响。研究主要有以下结论:1)分离方法中存在显著的位置效应,外显组刺激位于左侧时的正确率明显优于位于右侧的正确率;2)在对商标的购买意向影响方面,内隐记忆和外显记忆的商标均有影响,其中外显商标的影响达到显著性水平,内隐商标的影响没达到显著性水平;3)外显记忆的商标消费意向的广告效果指数为20.15,内隐记忆的指数为3.95。 The research draws lessons from Shapiro’s research paradigm, uses college students as subjects, independently designs experimental procedures, separates implicit and explicit memory marks by the paradigm of task separation and subthreshold presentation, and then tests participants’ purchase intention. Study in 3 steps, a total of 3 experiments. Experiment one, design and manufacture of standardized trademarks, and three for the experiment choose a trademark; Experiment two, for the experiment three choose the explicit presentation time and implicit presentation time best matching group; Experiment three, to explore the trademark’s implicit memory and explicit memory The impact of consumer buying intentions. The main conclusions of the study are as follows: 1) There is a significant location effect in the separation method, and the accuracy rate of the explicit group when stimulated on the left is significantly better than that on the right; 2) In terms of the impact of the purchase intention of the trademark Implicit memory and explicit memory have impact on trademarks, of which the impact of explicit trademark reached a significant level, the impact of implicit trademark did not reach a significant level; 3) Explicit memory trademark intention of advertising effect of advertising was 20.15, Implicit memory index is 3.95.