不同类别品牌延伸认知效果的眼动评估

心理与行为研究 ›› 2006, Vol. 4 ›› Issue (3): 194-199.

不同类别品牌延伸认知效果的眼动评估

杨海波

天津师范大学心理与行为研究院,天津 300074

收稿日期:2006-07-17 出版日期:2006-09-20 发布日期:2006-09-20
作者简介:杨海波,男,天津师范大学心理与行为研究院博士生。Email: psy-yhb@126.com。
基金资助:
本研究得到全国教育科学“十五”规划国家青年基金CBA01022项目、教育部人文社会科学重点研究基地01JAZJDXLX003、02JAZJDXLX003重大项目、天津市科委重大项目和教育部新世纪优秀人才支持计划NCET-04-0246项目的资助

THE COGNITIVE EFFECT IN BRANDS EXTENSION EVALUATION: EVIDENCE FROM AN EYE MOVEMENT STUDY

Yang Haibo

Academy of Psychology and Behavior, Tianjin Normal University, Tianjin 300074

Received:2006-07-17 Online:2006-09-20 Published:2006-09-20

摘要/Abstract

摘要： 以大学生为被试,利用眼动记录技术,结合言语理解中的歧义句研究范式,将品牌名称嵌入句子环境中,探讨消费者评估不同类别著名品牌的延伸效果时的认知加工特点。结果发现：（1）消费者对不同类别的品牌延伸产品进行评估时的心理过程相同;（2）品牌延伸必须在一定的范围内进行,最好是在品牌主打产品所在类别的内部进行延伸。

关键词: 品牌延伸, 眼动, 句子理解

Abstract: Eye-tracking techniques and ambiguous sentence paradigm were used to examine how consumers evaluated the cognitive effect in brand extension of different kinds of brands. Participants who were college students were presented with sentences, which could only be fully understood if they made an inference that was based on extending the meaning, associated with the brand name. The results showed that: 1)Brand extension should be executed in certain range, which was created by the father brand; 2)There was no significant extension difference among different categories.

Key words: brand extension, eye movements, sentence comprehension

中图分类号:

B849

杨海波. 不同类别品牌延伸认知效果的眼动评估[J]. 心理与行为研究, 2006, 4(3): 194-199.

Yang Haibo. THE COGNITIVE EFFECT IN BRANDS EXTENSION EVALUATION: EVIDENCE FROM AN EYE MOVEMENT STUDY[J]. Studies of Psychology and Behavior, 2006, 4(3): 194-199.

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