心境在态度提取和态度保持阶段的不同影响：以山寨机评价为例
文献类型：学位论文
| 作者 | 王晓嘉 |
| 学位类别 | 硕士 |
| 答辩日期 | 2010-05 |
| 授予单位 | 中国科学院研究生院 |
| 授予地点 | 北京 |
| 导师 | 陈毅文 ; 樊春雷 |
| 关键词 | 心境 态度保持 态度提取 山寨机 |
| 其他题名 | The Influences of Mood on the Stages of Attitude Retrieval and Retention: Evidence from Chinese Phone Evaluation |
| 学位专业 | 心理学 |
| 中文摘要 | 心境对消费者态度的影响问题是当前消费研究领域中的一个热点。心境对消费者态度编码阶段的影响已有较多研究，但心境如何影响消费者态度的提取和保持阶段尚无系统研究。由于山寨机现象对中国当前手机市场产生了巨大的冲击，因此本研究以山寨机现象作为研究对象，通过单因素独立组实验设计，分别探讨积极心境和消极如何影响态度提取和保持阶段的问卷评价结果和评价反应时结果。 研究一发现，相对于积极心境，在消极心境下，消费者倾向提取更有利于山寨机的态度，如在态度提取过程中，安全性和质量变得较不重要，山寨机的优点，如外观好看则变得更重要，这也可能是山寨机流行的原因之一；问卷评价结果表明，在态度提取阶段，积极心境和消极心境均能促进积极态度的提取；相对于积极心境，消极心境会促进消极态度提取。评价反应时的结果表明，积极心境下，个体对积极态度的评价反应时更快；消极心境下，个体对消极态度的评价反应时更快。 研究二发现，积极心境和消极心境均会增强态度的保持效果。消极心境下，个体关于消费理念，山寨机评价要素中各维度重要性和行为倾向等三个方面的态度保持效果更好；积极心境下，个体关于山寨机评价的态度保持效果更好。相对于控制组，在积极心境和消极心境下，个体的消费理念，山寨机评价要素中各维度重要性和山寨机负性评价等三个方面的中性态度倾向于转换为消极态度；相对于控制组，在积极心境和消极心境下，山寨机正性评价维度的中性态度倾向于转换为积极态度。 |
| 英文摘要 | The influences of mood on consumer attitudes have been one of study hotspots in consumer research. There have been many researches about the influences of mood on the stages of attitude encoding, but not pay good attention to attitude retention and retrieval. In addition, Chinese Phone makes a huge impact and influence on Chinese cellphone market. In this article, two studies take Chinese Phone as an example, studying the influences of mood on the stages of attitude retention (Experiment 1) and retrieval (Experiment 2). In experiment 1, participants retrieve attitudes which to the advantage of Chinese Phone when in negative moods but not when in positive moods. This may be the reason of the popularity of Chinese Phone. In addition, according to the inquired questionnaire results, on the stages of attitude retrieval, positive attitudes are more easily to retrieve when in positive moods but not when in negative moods, negative attitudes have opposite effects. According to the results of reaction time, the reaction time of positive attitudes in positive moods is faster than in negative moods, negative attitudes have opposite effects. In experiment 2, positive moods and negative moods both can enhance attitude retention. The attitude retention of consumption concept, the importance of various indicators in Chinese Phone evaluation and behavior tendency in negative moods are better than in positive moods. The attitude retention of Chinese Phone evaluation in positive moods is better than in negative moods. In positive moods and negative moods, there is more neutral attitude of consumption concept, the importance of various indicators in Chinese Phone evaluation and Chinese Phone positive evaluation convert to negative attitude than in control group. In control group there is more neutral attitude of Chinese Phone positive evaluation convert to negative attitude than in positive moods and negative moods. |
| 学科主题 | 应用心理学 |
| 语种 | 中文 |
| 源URL | [http://ir.psych.ac.cn/handle/311026/20404]  |
| 专题 | 心理研究所_健康与遗传心理学研究室 |
| 作者单位 | 中国科学院心理研究所 |
| 推荐引用方式 GB/T 7714 | 王晓嘉. 心境在态度提取和态度保持阶段的不同影响：以山寨机评价为例[D]. 北京. 中国科学院研究生院. 2010. |
入库方式： OAI收割
来源：心理研究所
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