CAJ | 학술논문

基于以往学者提出的双重态度模型，针对问题品牌和优质品牌，使用自陈量表对消费者进行外显品牌态度测量，利用GNAT方法测量消费者的内隐品牌态度。结果显示，被试对于问题品牌具有消极的内隐态度、对于优秀品牌具有积极的内隐态度。而且，无论对问题品牌还是对优秀品牌，其内隐态度与外显态度之间相关均不显著，表明外显品牌态度与内隐品牌态度彼此独立。
기우이왕학자제출적쌍중태도모형，침대문제품패화우질품패，사용자진량표대소비자진행외현품패태도측량，이용GNAT방법측량소비자적내은품패태도。결과현시，피시대우문제품패구유소겁적내은태도、대우우수품패구유적겁적내은태도。이차，무론대문제품패환시대우수품패，기내은태도여외현태도지간상관균불현저，표명외현품패태도여내은품패태도피차독립。
On the Basis of the Model of Dual Attitudes and with the focus on problem brands and high quality brands, consumer＇s explicit attitudes were measured by a self-report questionnaire, and their implicit attitudes were measured by GNAT. The results showed that the subjects had a negative implicit attitude to crisis brand, and they had a positive implicit attitude to high quality brand. Furthermore, whether towards problem brands or high quality brands, there was no significant relation between subjects＇ implicit attitudes and explicit attitudes. It was indicated that the explicit brand attitude and the implicit brand attitude could be independent of each other.