反应时技术在品牌联想测查中的应用

心理学报 ›› 2004, Vol. 36 ›› Issue (05): 608-613.

反应时技术在品牌联想测查中的应用

雷莉，樊春雷，王詠，马谋超

中国科学院心理研究所，北京 100101

收稿日期:2003-09-20 修回日期:1900-01-01 发布日期:2004-09-30 出版日期:2004-09-30
通讯作者: 雷莉

The Employment of Reaction-time Technique in Brand-structure Exploring

Lei Li, Fan Chunlei, Wang Yong, Ma Mouchao

Institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China

Received:2003-09-20 Revised:1900-01-01 Online:2004-09-30 Published:2004-09-30
Contact: Lei Li

摘要/Abstract

摘要： 反应时技术在以往品牌研究中主要被用来测查品牌名称与产品类别的联系强度。基于品牌名称语义网络的构成，在已有研究的启发下，将反应时测量技术应用于品牌联想结构的测查之中。研究采用了反应时方法和传统的自由联想方法对三个产品种类五个品牌的品牌联想结构进行了探索。两种结果的对比分析验证了反应时方法的可行性，并且在测量的精确性与客观性上，反应时方法具有较大的优势。该测量技术提供的客观量化数据有助于揭示消费者内在的品牌联想结构，在市场研究中具有广泛的应用前景。

关键词: 品牌联想, 品牌特质, 反应时技术, 自由联想

Abstract: Reaction-time technique was used to measure the relation strength between the brand name and its product category in prior researches. Base on the semantic network definition of the brand name, we employed the technique to explore the brand associations. Five brands in three categories were checked by free-recall method and reaction-time technique. The comparison of the results showed that the reaction-time technique is a more sensitive and objective tool to define the brand associations. The differences of reaction-times containing closely related versus distantly related ideas enable researchers to make inferences about the precise nature of the brand structure in long-term memory.

Key words: brand-associations, brand attributes, raction-time technique, free-recall method

中图分类号:

B849:C93

雷莉，樊春雷，王詠，马谋超. (2004). 反应时技术在品牌联想测查中的应用. 心理学报, 36(05), 608-613.

Lei Li, Fan Chunlei, Wang Yong, Ma Mouchao. (2004). The Employment of Reaction-time Technique in Brand-structure Exploring. , 36(05), 608-613.

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[2]	杜伟强,于春玲,赵平. 参照群体类型与自我—品牌联系[J]. 心理学报, 2009, 41(02): 156-166.