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本研究以大学生群体为研究对象,通过实验方法测量负面信息对品牌态度的影响。实验采用了2×2两因素实验设计,以自我建构、自我联结作为自变量,品牌态度作为因变量。通过研究得出以下结论:消费者的品牌态度极易受到负面信息的冲击,但当消费者与品牌之间形成了高的自我联结就能够淡化负面信息对品牌态度的影响;面对负面信息,消费者的自我建构对品牌态度起调节作用。
In this study, college students as the research object, through experimental methods to measure the impact of negative information on brand attitude. The experiment adopted 2 × 2 two-factor experimental design, taking self-construction and self-connection as independent variables and brand attitude as dependent variable. The conclusions drawn from the research are as follows: Consumers’ brand attitude is highly vulnerable to negative information, but when the consumers form a high self-connection with the brand, the influence of the negative information on brand attitude can be weakened. In the face of negative information, Self-construction of consumers plays a regulatory role in brand attitude.