Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing
Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing
复制标题
DOI：
10.1509/jmkr.2005.42.4.458
复制
发表时间：
2005-08
影响因子：
6.1
通讯作者：
G. Johar;Jaideep Sengupta;Jennifer L. Aaker
中科院分区：
文献类型：
--
作者：
G. Johar;Jaideep Sengupta;Jennifer L. Aaker
本研究考察了推理更新的动态过程。作者提出了一个框架，描绘了两个机制，指导更新的人格特质推断品牌。三个实验的结果表明，慢性（那些特质是可访问的）更新他们的初始推断的基础上的新信息的特质的影响。值得注意的是，非慢性病患者（那些无法获得该特质的人）也会更新他们最初的推断，但他们这样做的基础是新信息的评估含义。该框架通过揭示两种不同的推理更新路径和强调特质可及性的调节作用，增加了推理文献。研究结果有直接的影响，营销人员试图了解品牌个性的建设，他们强调不断演变的品牌认知的性质和概念，消费者和营销人员在这个过程中发挥重要作用。
This research examines the dynamic process of inference updating. The authors present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) update their initial inferences on the basis of the trait implications of new information. Notably, nonchronics (those for whom the trait is not accessible) also update their initial inferences, but they do so on the basis of the evaluative implications of new information. The framework adds to the inference-making literature by uncovering two distinct paths of inference updating and by emphasizing the moderating role of trait accessibility. The findings have direct implications for marketers attempting to understand the construction of brand personality, and they emphasize the constantly evolving nature of brand perceptions and the notion that both the consumer and the marketer have important roles to play in this process.