中老年男性性激素水平与认知功能的关系

Abstract Objective: Study the relationship between sex hormones and cognitive function in aged male. Methods: The serum sex hormones including Free Testosterone(FT), Total Testosterone(TT), Estradiol(E2), Prolactin(PRL) and Luteotropic Hormone(LH) of 74 elderly men(47-75 years old, mean 58.73) were measured by radioimmunoassay. They were all applied the cognitive tests of episodic memory and verbal fluency. For the episodic memory, four experiments examined picture, digit and words memory separately. Four verbal fluency tests were performed in the middle of each episodic memory. The 74 men were divided into two groups according to the levels of their sex hormones respectively, with each group had 37 subjects. Data was analyzed by the software of SPSS 11.0. Results: Mean age and the mean years of formal education had no significant difference between the groups; Men in the group with higher levels of FT had significantly higher scores in the tests of picture memory and words memory；Men in the group with higher levels of TT had significantly higher scores in the tests of verbal fluency4, picture memory and words memory；Men in the group with higher levels of E2 had significantly higher scores in the tests of picture memory and verbal fluency3,4；There were no correlations between PRL or LH and the cognitive tests. Conclusions: 1 Sex hormones (especially FT, TT, E2) did have effect on the cognitive function in aged male, higher levels of hormones related with higher scores of some cognitive tests. 2 Among the cognitive functions, picture memory and words memory performance seemed being effected by the sex hormones most.

学习不良儿童的元认知偏差及矫正

Metacognitive illusions or metacognitive bias is a concept that is a homologous with metacognitve monitor accuracy. In the dissertation, metacognitive illusions mainly refers to the absolute differences between judgment of learning (JOL) and recall because individuals are misguided by some invalid cues or information. JOL is one kind of metacognitive judgments, which is the prediction about the future performance of learned materials. Its mechanism and accuracy are the key issues in the study of JOL. Cue-utilization framework proposed by Koriat (1997) summarized the previous findings and provided a significant advance in understanding how people make JOL. However, the model is not able to explain individual differences in the accuracy of JOL. From the perspective of people’s cognitive bound, our study use posterior associative word pairs easy to produce metacognitive bias to explore the deeper psychological mechanism of metacontive bias. Moreover, we plan to investigate the cause to result in higher metacognitive illusions of children with LD. Based on these, the study tries to look for the method of mending metacognitive illusions. At the same time, we will summarize the findings of this study and previous literatures, and propose a revesied theory for explaining children’s with LD cue selection and utilization according to Koriat’s cue-utilization model. The results of the present study indicated that: (1) Children showed stable metacognitive illusions for the weak associative and posterior associative word pairs, it was not true for strong associative word pairs. It was higher metacognitive illusions for children with LD than normal children. And it was significant grade differences for metacognitive illusions. A priori associative strength exerted a weaker effect on JOL than it did on recall. (2) Children with LD mainly utilized retrieval fluency to make JOL across immediate and delay conditions. However, for normal children, it showed some distinction between encoding fluency and retrieval fluency as potential cues for JOL across immediate and delay conditions. Obviously, children with LD lacked certain flexibility for cue selection and utilization. (3)When word pairs were new list, it showed higher metacognitve transfer effects for analytic inferential group than heuristic inferential group for normal children in the second block. And metacognitive relative accuracy got increased for both children with and without LD across the experimental conditions. However, it was significantly improved only for normal children in analytic inferential group.

左侧梭状回内文字的字形加工：中文正常阅读者，中文文盲、非中文母语被试的对比研究

Reading is an important human-specific skill obtained through extensive learning experience and is reliance on the ability to rapidly recognize single words. According to the behavioral studies, the most important stage of reading is the representation of “visual word form”, which is independent on surface visual features of the reading materials. The prelexical visual word form representation is characterized by the abstractive and highly effective and precise processing. Neuroimaging and neuropsychological studies have investigated the neural basis underlying the visual word form processing. On the basis of summary of the existing literature, the current thesis aimed to address three fundamental questions involving neural basis of word recognition. First, is there a dedicated neural network that is specialized for word recognition? Second, is the orthographic information represented in the putative word/character selective region (VWFA)? Third, what is the role of reading experience in the genesis of the VWFA, is experience a main driver to shape VWFA instead of evolutionary selectivity? Nineteen Chinese literate volunteers, 5 Chinese illiterates and 4 native English speakers participated in this study, and performed perceptual tasks during fMRI scanning. To address the first question, we compared the differential responses to three categories of visual objects, i.e., faces, line drawings of objects and Chinese characters, and defined the region of interesting (ROI) for the next experiment. To address the second question, Chinese character orthography was manipulated to reveal possible differential responses to real characters, false characters, radical combinations, and stroke combinations in the regions defined by the first experiment. To examine the role of reading experience in genesis of specialization for character, the responses for unfamiliar Chinese characters in Chinese illiterates and native English speakers were compared with that in the Chinese literates, and tracked the change in cortical activation after a short-term reading training in the illiterates. Data were analyzed in two dimensions. Both BOLD signal amplitude and spatial distribution pattern among multi-voxels were used to systematically investigate the responsiveness of the left fusiform gyrus to Chinese characters. Our results provide strong and clear evidence for the existence of functionally specialized regions in the human ventral occipital-temporal cortex. In the skilled readers a region specialized for written words could be consistently found in the lateral part of the left fusiform gyrus, line drawings in the median part and faces in the middle. Our results further show that spatial distribution analysis, a method that was not commonly used in neuroimaging of reading, appears to be a more effective measurement for category specialization for visual objects processing. Although we failed to provide evidence that VWFA processes orthographic information in terms of signal intensitiy, we do show that response pattern of real characters and radical collections in this area is different from that of false characters and random stroke combinations. Our last set of experiments suggests that the selective bias to reading material is clearly experience dependent. The response to unknown characters in both English speakers/readers and Chinese illiterates is fundamentally different from that of the skilled Chinese readers. The response pattern for unknown characters is more similar to that for line drawings rather as a weak version of character in skilled Chinese readers. Short-term training is not sufficient to produce VWFA bias even when tested with learned characters, rather the learned characters generated a overall upward shift of the activation of the left fusiform region. Formation of a dedicated region specialized for visual word/character might depend on long-term extensive reading experience, or there might be a critical period for reading acquisition.

同事关系质量及其作用机制

Although the research into coworker relationship quality has been recognized one of key factors related to organization performance, and has been thought a new trend in organization behavior research with the flatting of organization structure and complication of task assignment, there is relatively little empirical research on the mechanism between coworkers’ interaction, contraring to the fruitful results on member exchange research based on social network theory, say nothing of the influence of cultural differences such as GUANXI. This research developed the scale for the assessment of Coworker Relationship Quality by literature review, deep interview, and questionnaires, compared the predictable ability of Coworker Relationship Quality (CRQ) scale and Coworker Exchange (CWX) scale on employees’ work attitudes and behaviors. Finally, the mediating effect of Coworker Relationship Quality between employees’ similarities on personality and their work attitudes and behaviors was investigated. Following are main results. Firstly, we found that the interpersonal communication, trust, and mutual support are the key factors of coworker relationship quality, which is similar to the result getting from western samples. But Chinese people are more GUANXI ORIENTATION, means they want to build longtime relationship with others, not only when they are coworkers, but also when one of them left the organization. Secondly, though the core meaning of CRQ and CWX are same, their predictable ability on organization outcomes is different. CRQ is more powerful than CWX, especially on turnover intention. The result showed that after controlling the effect of demographic variables and CRQ, CWX cannot predict turnover intention significantly, but CRQ can still predict turnover intention significantly after controlling demographic variables and CWX. Thirdly, the partial mediating effect of CRQ between positive affectivity similarity and organizational citizenship behavior, coworker satisfaction, organizational commitment and turnover intention are validated, but we did not find the mediating effect of CRQ between demographic variable similarity and workers’ attitudes and behaviors. The Similarity Attraction Paradigm, Social Identity Theory, and Self Category Theory were supported.

语音意识缺陷儿童的言语知觉技能

Considerable studies find that developmental dyslexia is associated with deficits in phonological processing skills, especially phonological awareness. In order to explore the nature of phonological awareness deficits in dyslexia, researchers have begun to investigate the role of speech perception. The findings about speech perception abilities in dyslexics are inconsistent. The heterogeneity of dyslexia may be responsible for the inconsistency of findings. Considering the general suggestion that phonological awareness deficits in dyslexia are attributed to categorical perception deficits, it is more direct to examine whether children with phonological awareness difficulties or phonological dyslexia show speech categorization deficits consistently. The present study would investigate whether Chinese children with phonological awareness deficits or phonological dyslexia showed abnormal speech perception. The whole study consisted of two parts. Part I screened children with phonological-awareness deficits from Year 3 kindergartens and examined their abilities of perceiving native category continuum, nonnative category contrasts and non-speech sound series. Part II selected phonological dyslexics from an elementary school as participants, and further explored the relation between phonological deficits and speech perception. The first two experiments of Part II examined separately the abilities to label stimuli in native category continuum and brief stops in different contexts, the last experiment investigated the adaptation effects of different participant groups. The main conclusions are as follows: 1) Children with phonological dyslexia showed categorical perception deficits: they had lower consistency than controls when perceiving stimuli within phonetic categories, especially for the stimuli which were not natural sounds. 2) Children with phonological dyslexia exhibited a general difficulty of perceiving brief segments of stops from different contexts. 3) Children with phonological dyslexia did not show adaptation to repeatedly presented stimuli. Based on the present conclusions and the findings of previous studies, we suggested that the representations of sound stimuli in phonological dyslexics’ brains are different from those in normal children’s; the representations of sound stimuli in dyslexics’ cortical neural networks are more diffuse and inconsistent.

空间关系类别的形成与计算

Spatial categorization and computation were studied systematically and sequentially in the dissertation, in which, category learning paradigm was transferred to spatial domain. Four parts were developed in our study, in which, the former two parts investigated the mechanism of spatial categorization, and the latter two parts explored two applied issues. Spatial category formation was investigated by two aspects in distance and angle respectively in research one. The results showed that subjects can make accurate judgment and rating for corresponding spatial categorical prototypes and boundaries. In the second research, the formation of spatial relationship categorization was examined through two factors of number of categories and different spatial configurations. The results were repeated in this part, and also, different influences of reference of frame were found in the process of spatial categorization. In the third research, the influences of spatial categorization on spatial localization were found, that in subject could make different location judgment with new acquired spatial categories. Spatial position distribution has no effect on spatial localization on the other hand. The result that reference objects have significant influences on applicability of spatial relationship was found in research four. Our Bayesian hierarchical model could be applied in simulation and prediction of perception of “above” spatial relationship. Theoretical significance and applied importance were discussed in detail.

空间注意系统中的动物特异性模块

Human being’s visual attentional system is the direct results of millions of years of evolutionary selection. As an adaptation to the environment, the most prominent function of attentional system is to facilitate the effective selection and subsequent processing of the most critical information and events from the environment with the aim of enhancing a given individual’s chance of passing his/her gene to the next generation. In the living environment of ancestral human beings, animals were undoubtedly one of those stimulus categories of great evolutionary significance. Since the process of animal-related information had life-or-death consequences for ancestral human beings, some researchers proposed a so-called animate monitoring hypothesis which states that there exists a category-specific module in the attentional system of human beings which specializes in the detection and frequent re-inspection of animal stimuli. Drawing on the available findings and theories regarding the inhibition-of-return effect, the present study utilized several variants of the spatial cueing paradigm to test the two main predictions of animate monitoring hypothesis：（1） animal stimuli in the environment are capable of summon attention in a reflexive way; （2） the inhibitory effect of attentional process on animal stimuli is less pronounced when compared to stimuli of other categories. The results of the present study provide supportive evidence to the existence of a category-specific module for animals in the attentional system. The present study contributes to the further understanding of the important role played by attentional mechanism in solving the critical adaptive problem faced by ancestral human beings during the course of evolution.

品牌属性权重判断的反应时研究

In current days, many companies have carried out their branding strategies, because strong brand usually provides confidence and reduce risks to its consumers. No matter what a brand is based on tangible products or services, it will possess the common attributes of this category, and it also has its unique attributes. Brand attribute is defined as descriptive features, which are intrinsic characteristics, values or benefits endowed by users of the product or service (Keller, 1993; Romaniuk, 2003). The researches on models of brand multi-attributes are one of the most studied areas of consumer psychology (Werbel, 1978), and attribute weight is one of its key pursuits. Marketing practitioners also paid much attention to evaluations of attributes. Because those evaluations are relevant to the competitiveness and the strategies of promotion and new product development of the company (Green & Krieger, 1995). Then, how brand attributes correlate with weight judgments? And what features the attribute judgment reaction? Especially, what will feature the attribute weight judgment process of consumer who is facing the homogeneity of brands? Enlightened by the lexical hypothesis of researches on personality traits of psychology, this study choose search engine brands as the subject and adopt reaction time, which has been introduced into multi-attributes decision making by many researchers. Researches on independence of affect and cognition and on primacy of affect have cued us that we can categorize brand attributes into informative and affective ones. Meanwhile, Park has gone further to differentiate representative and experiential with functional attributes. This classification reflects the trend of emotion-branding and brand-consumer relationship. Three parts compose the research: the survey to collect attribute words, experiment one on affective primacy and experiment two on correlation between weight judgment and reaction. The results are as follow: In experiment one, we found: (1) affect words are not rated significantly from cognitive attributes, but affect words are responded faster than cognitive ones; (2) subjects comprehend and respond in different ways to functional attribute words and to representative and experiential words. In experiment two, we fund: (1) a significant negative correlation between attributes weight judgment and reaction time; (2) affective attributes will cause faster reaction than cognitive ones; (3) the reaction time difference between functional and representative or experiential attribute is significant, but there is no different between representative and experiential. In sum, we conclude that: (1): In word comprehension and weight judgment, we observed the affective primacy, even when the affect stimulus is presented as meaningful words. (2): The negative correlation between weight judgment and reaction time suggest us that the more important of attribute, the quicker of the reaction. (3): The difference on reaction time of functional, representative and experiential reflects the trend of emotional branding.

幼儿分类能力发展及促进的实验研究

Classification is a kind of basic cognitive process, and category is an important way for human beings to define the world. At the same time, categories are organized in a hierarchical way, which makes it possible for human beings to process information efficiency. For those reasons, the development of classification ability is always one of the foci in developmental psychology. By using the methods of spontaneous and trained classification of both familiar stimuli materials and artificial concepts, this research explored the 4-6 year old children's classification criteria. And by the artificial concept system formed in these classification criteria experiments, the mastery degree of class hierarchy in these young children was analyzed. The main results and conclusions are: 1) The classification ability increases quickly among kindergarteners from 4 to 6 year old: the 4 year old children seemed unable to classify objects by classificatory criteria, however, the 6 year ones had shown the ability in many experimental conditions. But the main basis of classificatory criteria in these young children, including 6 year old ones, was the functional relation of the objects but the conceptual relations, and their classification criteria was not consistent because they seem to be easily affected by experimental conditions. 2) The age of 5 is a more sensitive period of classification ability development: for the children of 5 year old, it was found that their classification ability was easily enhanced by training. The zone of proximal development in classification ability by category standard could probably lie in this period of age. 3) Knowledge is an important factor that affects young children's classification ability, meanwhile, their classification activity are affected by cognitive processing ability: young children exhibited different classification ability as they had different understanding of stimuli materials. Kindergarteners of different age were significantly different in their classification ability as the difference in cognitive processing ability, even if they had the same knowledge about the stimuli materials. 4) Different properties of class hierarchy are different in difficulty for young children: the 5-6 year old children showed that the could master the transitivity of the class hierarchy. No matter under what learning condition, they could answer most of the transitivity questions correctly and infer the property of the sub-class according to that of the super-class. The young children at 5-6 years old had mastered the branching property of class hierarchy at a relative high level, but their answers were easily affected by the hints in the questions. However, it seemed that the asymmetry of class hierarchy was difficult for young children to learn. Because young children could not understand the class inclusion relation, they always drew wrong conclusions about super-class from sub-class in their classification.

管理干部胜任特征评价方法的初步研究

Competency Assessment Method (CAM) is an important technique of Human Resource Management and Development in theory and practice, especially in personnel selection and training. Based on literatures of related fields, the thesis explored the feasibility of CAM in China. The main results found in this study are as follows: 1. Competencies scored in Behavioral Event Interviews (BEI) are not influenced by length of protocol, by performance in the preceding year. Average level and maximal level of complexity correlate significantly with length of protocol. Total competency frequency of outstanding executives is not significantly different from that of typical executives. These results support McCleland's view. But there is significant correlation between length of protocol and competency frequencies, which which is not agreed by McCleland. We found that competency scores using coding standard of average level and maximal level of complexity show more reliability than that using coding standard of competency frequencies. But this isn't confirmed by McCleland. 2. Inter-rater reliability was studied. The results indicated: total Category Agreement (CA) is 55.45%, over 70 percent of 20 competencies of the inter-rater reliability coefficients based on the classical test theory are significantly correlated. G coefficient based on the generalization theory is 0.85697. 3. Study of criterion sample shows that manager's competencies of China's communication enterprise are as follows: Impact and Influence, Organization Commitment, Information Seeking, Achievement Orientation, Team Leadership, Interpersonal Understanding, Initiative, Market Awareness, Self-confidence, Developing Others. This result in similar to the generic competency model of managers presented in Spencer's book. 4. CAM showed more advantages than the method of experts panel judgement.

记忆年老化与焦虑

It is well established that memory functioning deteriorates with advancing age. However, research indicates that the magnitude of age-related memory deficits varies across different types of memory, and broad individual differences can be observed in the rate and timing of memory aging. The general aim of this study was to investigate the selectivity and variability of memory functioning in relation to anxiety. Firstly, memory effectiveness was assessed in episodic memory tasks with reality monitoring and external source monitoring paradigms, semantic memory tasks referred to general knowledge and word fluency, and perceptual priming task reflected in word completion. According to the scores on trait version of STAI, the high-trait and low-trait anxious subjects were screened respectively from young and old participants matched for educational level. Secondly, based on the results of the first part, concurrent primary and secondary tasks with probe technique assessing spare processing capacity were used to explore the relation between memory efficiency and anxiety. The first main findings were that: (a) there were no age-related differences in semantic memory assessed by general knowledge and PRS, whereas age effects were observed in episodic memory and semantic memory assessed by word fluency with stringent time restraints. (b) Furthermore, comparison of age-related deficits in source and item was not related to the presentation ways and encoding effort for source, but was affected by types of source. Specifically, memory was more sensitive to aging than item memory in external source monitoring processes involved in discriminating two external sources (i.e., female vs. male voices), but not in reality monitoring processes in discriminating between internal and external sources (i.e., acting vs. listening). The second main findings were that: (a) Anxiety had no effects on the effectiveness and efficiency of semantic memory in recall of general knowledge and PRS, but impaired those of semantic memory in word fluency. (b) The effects of anxiety on episodic memory were different between the old and the young. Both the effectiveness and the efficiency of episodic memory of the old were affected adversely by anxiety. More importantly, source recall in external source monitoring processes was observed to be more vulnerable to anxiety than item memory. The effectiveness of episodic memory of the young was relatively unrelated to anxiety, while anxiety might have adverse effect on their memory efficiency. These results indicated that: First, the selectivity of age-related memory deficits existed not only between memory systems, but also within episodic memory system. The tendency to forget the source even when the fact was retained in external source monitoring was suggested to be a specific feature of cognitive aging. Second, anxiety had adverse impact on the individual differences in memory aging, and mediated partial age-related differences in episodic memory performance.

汉字形音义加工时间进程的事件相关电位（ERP）研究

The time-courses of orthographic, phonological and semantic processing of Chinese characters were investigated systematically with multi-channel event-related potentials (ERPs). New evidences concerning whether phonology or semantics is processed first and whether phonology mediates semantic access were obtained, supporting and developing the new concept of repetition, overlapping, and alternating processing in Chinese character recognition. Statistic parameter mapping based on physiological double dissociation has been developed. Seven experiments were conducted: I) deciding which type of structure, left-right or non-left-right, the character displayed on the screen was; 2) deciding whether or not there was a vowel/a/in the pronunciation of the character; 3) deciding which classification, natural object or non-natural object, the character was; 4) deciding which color, red or green, the character was; 5) deciding which color, red or green, the non-character was; 6) fixing on the non-character; 7) fixing on the crosslet. The main results are: 1. N240 and P240:N240 and P240 localized at occipital and prefrontal respectively were found in experiments 1, 2, 3, and 4, but not in experiments 5, 6, or 7. The difference between the former 4 and the latter 3 experiments was only their stimuli: the former's were true Chinese characters while the latter's were non-characters or crosslet. Thus Chinese characters were related to these two components, which reflected unique processing of Chinese characters peaking at about 240 msec. 2. Basic visual feature analysis: In comparison with experiment 7 there was a common cognitive process in experiments 1, 2, 4, and 6 - basic visual feature analysis. The corresponding ERP amplitude increase in most sites started from about 60 msec. 3. Orthography: The ERP differences located at the main processing area of orthography (occipital) between experiments 1, 2, 3, 4 and experiment 5 started from about 130 msec. This was the category difference between Chinese characters and non-characters, which revealed that orthographic processing started from about 130 msec. The ERP differences between the experiments 1, 2, 3 and the experiment 4 occurred in 210-250, 230-240, and 190-250 msec respectively, suggesting orthography was processed again. These were the differences between language and non-language tasks, which revealed a higher level processing than that in the above mentioned 130 msec. All the phenomena imply that the orthographic processing does not finished in one time of processing; the second time of processing is not a simple repetition, but a higher level one. 4. Phonology: The ERPs of experiment 2 (phonological task) were significantly stronger than those of experiment 3 (semantic task) at the main processing areas of phonology (temporal and left prefrontal) starting from about 270 msec, which revealed phonologic processing. The ERP differences at left frontal between experiment 2 and experiment 1 (orthographic task) started from about 250 msec. When comparing phonological task with experiment 4 (character color decision), the ERP differences at left temporal and prefrontal started from about 220 msec. Thus phonological processing may start before 220 msec. 5. Semantic: The ERPs of experiment 3 (semantic task) were significantly stronger than those of experiment 2 (phonological task) at the main processing areas of semantics (parietal and occipital) starting from about 290 msec, which revealed semantic processing. The ERP differences at these areas between experiment 3 and experiment 4 (character color decision) started from about 270 msec. The ERP differences between experiment 3 and experiment 1 (orthographic task) started from about 260 msec. Thus semantic processing may start before 260 msec. 6. Overlapping of phonological and semantic processing: From about 270 to 350 msec, the ERPs of experiment 2 (phonological task) were significantly larger than those of experiment 3 (semantic task) at the main processing areas of phonology (temporal and left prefrontal); while from about 290-360 msec, the ERPs of experiment 3 were significantly larger than those of experiment 2 at the main processing areas of semantics (frontal, parietal, and occipital). Thus phonological processing may start earlier than semantic and their time-courses may alternate, which reveals parallel processing. 7. Semantic processing needs part phonology: When experiment 1 (orthographic task) served as baseline, the ERPs of experiment 2 and 3 (phonological and semantic tasks) significantly increased at the main processing areas of phonology (left temporal and frontal) starting from about 250 msec. The ERPs of experiment 3, besides, increased significantly at the main processing areas of semantics (parietal and frontal) starting from about 260 msec. When experiment 4 (character color decision) served as baseline, the ERPs of experiment 2 and 3 significantly increased at phonological areas (left temporal and frontal) starting from about 220 msec. The ERPs of experiment 3, similarly, increased significantly at semantic areas (parietal and frontal) starting from about270 msec. Hence, before semantic processing, a part of phonological information may be required. The conclusion could be got from above results in the present experimental conditions: 1. The basic visual feature processing starts from about 60 msec; 2. Orthographic processing starts from about 130 msec, and repeats at about 240 msec. The second processing is not simple repetition of the first one, but a higher level processing; 3. Phonological processing begins earlier than semantic, and their time-courses overlap; 4. Before semantic processing, a part of phonological information may be required; 5. The repetition, overlapping, and alternating of the orthographic, phonological and semantic processing of Chinese characters could exist in cognition. Thus the problem of whether phonology mediates semantics access is not a simple, but a complicated issue.

品牌形象的消费行为学分析

Brand image is the attributes set and the related associations of a brand in consumers mind, and it is the subjective reflections of brands. The paper explored the factors of brand image system and their weight. As the traditional means to evaluate weight coefficients are not perfect, a new method, conjoint analysis, was attempted. The factors of brand image were explored through questionnaire. Sports sneaker, toothpaste, and personal stereo were chosen as product sample, and four hundred and twenty university students from Tangshan city and Beijing as subjects(each person evaluated two kinds of products). The first two kinds of products were requisites of students, and sports sneaker belonged to High conspicuous products and toothpaste was low conspicuous product. On the other hand, personal stereo was the sample of development and entertainment products. Several factors of three products brand were taken out with factor analysis. In order to explore the weight of the brand image factors, a contrast of factor contribution ratio method, holistic quartation method and conjoint analysis is made here. Twenty university students evaluated the weight of the image factors of three kinds of brand with holistic quartation method, then they gave the weight of personal stereo with conjoint analysis method. Product function, advertising and propaganda, symbolic meaning, market orientation, brand appetency, consuming experience are the factors of sports sneaker brand image. Product function, advertising and propaganda, market orientation, product grade, corporation image are the factors of toothpaste brand image. Corporation image and product function, advertising and propaganda, consuming experience, symbolic meaning, price and function ratio are the factors of personal stereo brand image. So the hypothesis was proved that brand image is an ordinal and organical system, "ordinal" means the weight of factors are different, "organical" means that brand image can be deposed into several factors and the factors belonged to function components and meaning components (function components are the factors about physical characteristics and function, which are called "hard factors"); meaning factors are those that can show the personality、value and lifestyle of consumers, which are called "soft factors". The research also gave evidence of the hypothesis below: the factor structures of brand image of different product category have commonness and individuality; the function components of low conspicuous products are more important than the high conspicuous products. The exploration of conjoint analysis is what the paper seeks to be some creative in some degree.