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.

大脑序列记忆信息的提取

The purpose of this study was to examine the cognitive and neural mechanism underlying the serial position effects using cognitive experiments and ERPs(the event related potentials), for 11 item lists in very short-term and the continuous-distractor paradigm with Chinese character. The results demonstrated that when the length of list was 11 Chinese character, and the presentation time, the item interval and the retention interval was 400ms, the primacy effect and recency effect belong to the associative memory and absolute memory respectively. The retrieval of the item at the primacy part depended mainly on the context cues, but the retrieval of the item at the recency part depended mainly on the memory trace. The same results was concluded in the continuous-distractor paradigm (the presentation time was 1sec, the item interval is 12sec, and the retention interval was 30sec). Cognitive results revealed the robust serial position effects in the continuous-distractor paradigm. The different retrieval process between items at the primacy part and items at the recency part of the serial position curve was found. The behavioral responses data of ERP illustrated that the responses for the prime and recent items differed neither in accuracy nor reaction time, the retrieval time for the items at the primacy part was longer than that for the items at the recency part. And the accuracy of retrieval for the primacy part item was lower than that for the recency part items. That meant the retrieval of primacy part items needed more cognitive processes. The recent items, compared with the prime items, evoked ERPs that were more positive, this enhanced positivity occurred in a positive component peaking around 360ms. And for the same retrieval direction (forward or backward), the significant positive component difference between the retrieval for prime items and the retrieval for recent items was found. But there was no significant difference between the forward and backward retrieval at both the primacy and recency part of the serial position curve. These revealed the two kind of retrieval (forward and backward) at the same part of the serial position curve belonged to the same property. These findings fit more closely with the notion of the distinct between the associative memory and the absolute memory.