卷入度、消费者内隐认知对商品选择的影响
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- 英文论文题名：The Influence of Involvement and Consumers' Implicit Cognition on Merchandise Selection
- 论文作者：梁一鸣 ; 高恺譞 ; 李洋
- 英文论文作者：Yi Ming Liang ; Kaixuan Gao ; Yang Li ; Department of Psychology ; East China Normal University
- 年：2015
- 作者机构：华东师范大学心理与认知科学学院;
- 论文关键词：内隐认知 ; 外显认知 ; 卷入度 ; 决策
- 英文论文关键词：Implicit cognition ; explicit cognition ; involvement ; decision
- 会议召开时间：2015-10-16
- 会议录名称：第十八届全国心理学学术会议摘要集——心理学与社会发展
- 英文会议录名称：Proceedings of the 18th National Academic Congress of Psychology
- 语种：中文
- 分类号：B842.1
- 学会代码：ZGXG
- 会议名称：第十八届全国心理学学术会议
- 会议地点：中国天津
- 主办单位：中国心理学会
- 学会名称：中国心理学会
- 页数：2
- 文件大小：771k
- 原文格式：D
- 会议级别：全国
摘要
本研究探讨在对商品的外显、内隐认知有冲突的情况下,被试对商品的卷入是否影响内隐和外显认知对决策的预测力。正式实验以华东师范大学49名本科生作为被试,30男、19女。实验选用国产和日本手机作为待选商品,通过对商品的各属性打分测量被试外显态度,通过IAT测验测量被试的内隐态度。前测1中,我们利用Zai Chkowsky J.的人格卷入度测量量表,测得被试在两种购买情境下卷入度有显著差异(T=-2.9,p=.016<.05),其中高卷入度情境指导语为"假定你准备换一部手机,你对新手机的预算为3000元左右。";低卷入情境的指导语为:"假定你原来有一部手机,这部手机使用情况良好。你办宽带得到一张赠送的电话卡,你需要另外买一部手机放这张卡,这部手机相当于你的备用机,你对买手机的预算为3000元左右。"前测2中,我们通过IAT测验测得:国产手机和积极词语是相容联结,日本手机和消极词语是相容联结,且被试对日本手机内隐态度显著消极于国产手机;而外显问卷测出被试对于日本手机的打分,显著高于国产手机(T=-3.8,p=.001<.05),前测2验证了被试对于实验材料的外显、内隐态度分离。正式实验中,被试随机被分配到高、低卷入度组,对前测中使用的5个国产品牌的手机和5个日本品牌手机进行购买可能性评分。结果表明:卷入度和外显、内隐态度间存在显著的交互作用,4.11,df=(1,47),p=.048<.05。在低卷入情况下,内隐和外显态度对决策的影响无明显差异;高卷入度情况下,外显态度对决策有显著主导作用(T=-2.7,p=.013<.05)。对于结果,我们推测:高卷入情境会使被试在决策时调动较多的认知资源,因此决策结果由外显认知主导。而本实验中的低卷入情境,虽比高卷入情境卷入程度低,但仍带给被试较高的卷入,所以两种态度对于决策结果的预测无显著差异。
This study is to confirm whether subjects' involvement will have an impact on decision which is predicted by implicit and explicit cognitive, when implicit and explicit cognitive have a conflict. There were 49 undergraduates from ECNU as subjects in the formal experiment, 30 males and 19 females. Domestic and Japan cellphones are goods waited to be chose. Explicit attitudes are measured by the score on variety of property, while implicit attitudes are measured by IAT. In Pretest 1, we found that subjects had significant differences between two types of purchase situations by using Zai ChkowskyJ 's The Personal Involvement Inventory(T=-2.9, p=.016<.05). The instruction of high-involvement situation is "Assume that you are ready to change a cellphone, and your budget is 3000 RMB." The instruction of low-involvement situation is "Assume that you have a cellphone, and it is in good condition. You get a complimentary phone card when buy a broadband service, and you need to buy a new cellphone to use this card as a standby phone. Your budget is 3000 RMB." In Pretest 2, we used IAT to measure. We founnd that domestic cellphones and positive words were compatible pairing, as well as Japan cellphones and negative words. Subjects showed significantly negative implicit attitude to Japan cellphone than to domestic one, while subjects marked Japan cellphone significantly higher than domestic one by the explicit questionnaire(T=-3.8, p=.001<.05). Pretest 2 proved subjects' explicit and implicit attitude to experimental materials were separate. In formal experiment, subjects were randomly assigned to high- involvement group and low- involvement group to mark purchase likelihood to 5 domestic brand cellphones and five Japan brand cellphone. The results showed that there existed significant interaction between involvement and explicit or implicit attitudes(4.11, df=(1,47), p=.048<.05). There was no significant difference between implicit and explicit attitudes' influence on decisions in low- involvement situation. Explicit attitudes played a significant leading role for decision making in high- involvement situation(T=-2.7,p=.013<.05). Based on the result, we hypothesize that: subjects will use more cognitive resources to make decisions in a high- involvement situation, so the result of decision is dominated by explicit cognition. Though the low- involvement situation in this experiment show a low involvement than the high-involvement situation, subjects still get themselves in a high level involvement, so there was no significant difference between two attitudes for predicting the result of the decision.
This study is to confirm whether subjects' involvement will have an impact on decision which is predicted by implicit and explicit cognitive, when implicit and explicit cognitive have a conflict. There were 49 undergraduates from ECNU as subjects in the formal experiment, 30 males and 19 females. Domestic and Japan cellphones are goods waited to be chose. Explicit attitudes are measured by the score on variety of property, while implicit attitudes are measured by IAT. In Pretest 1, we found that subjects had significant differences between two types of purchase situations by using Zai ChkowskyJ 's The Personal Involvement Inventory(T=-2.9, p=.016<.05). The instruction of high-involvement situation is "Assume that you are ready to change a cellphone, and your budget is 3000 RMB." The instruction of low-involvement situation is "Assume that you have a cellphone, and it is in good condition. You get a complimentary phone card when buy a broadband service, and you need to buy a new cellphone to use this card as a standby phone. Your budget is 3000 RMB." In Pretest 2, we used IAT to measure. We founnd that domestic cellphones and positive words were compatible pairing, as well as Japan cellphones and negative words. Subjects showed significantly negative implicit attitude to Japan cellphone than to domestic one, while subjects marked Japan cellphone significantly higher than domestic one by the explicit questionnaire(T=-3.8, p=.001<.05). Pretest 2 proved subjects' explicit and implicit attitude to experimental materials were separate. In formal experiment, subjects were randomly assigned to high- involvement group and low- involvement group to mark purchase likelihood to 5 domestic brand cellphones and five Japan brand cellphone. The results showed that there existed significant interaction between involvement and explicit or implicit attitudes(4.11, df=(1,47), p=.048<.05). There was no significant difference between implicit and explicit attitudes' influence on decisions in low- involvement situation. Explicit attitudes played a significant leading role for decision making in high- involvement situation(T=-2.7,p=.013<.05). Based on the result, we hypothesize that: subjects will use more cognitive resources to make decisions in a high- involvement situation, so the result of decision is dominated by explicit cognition. Though the low- involvement situation in this experiment show a low involvement than the high-involvement situation, subjects still get themselves in a high level involvement, so there was no significant difference between two attitudes for predicting the result of the decision.
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