品牌再造模型—如何透過偏誤修正移除品牌中的負面刻板印象

A Brand Reengineering Model—How to Remove Negative Stereotypes from a Brand by Bias Correction

梁貫御(Kuan-Yu Liang)

指導教授 ： 簡怡雯 ； 蕭中強

國立臺灣大學/管理學院/商學研究所/博士(2014年)

https://doi.org/10.6342/NTU.2014.10380

摘要

品牌就像人一樣可能得到癌症，而負面刻板印象對一個品牌來說就像是一顆腫瘤。透過延伸態度修正(Wegener and Petty 1995, 1997)的機制，我們提出當人們擁有足夠的動機與能力進行偏誤排除時，負面刻板印象就可以順利被移除。意卽，當此品牌轉型至無關的產品類別(即劇烈式改變)並且改名，消費者就有動機及能力去排除掉負面刻板印象。在此條件之下，此品牌就可以獲得較佳的評價。就像重生一樣，品牌能夠透過我們提出的方法跨越產品類別的藩籬以延長其壽命。除此之外，此研究不僅是第一個直接衡量潛在偏誤之辨認的研究，而且也證實相較於低涉入，受試者在高涉入的情境下知覺刻板印象影響力的比例更高。

關鍵字

品牌再塑造 ； 轉型 ； 改名 ； 偏誤修正 ； 刻板印象

並列摘要

Similar to human beings, a brand may get cancer. Extending correction mechanism (Wegener and Petty 1995, 1997), the authors propose that the initial negative stereotype for a brand, like a tumor, could be removed when consumers have motivation and ability to correct it. That is, when the brand has transformed into an irrelevant product category (i.e., revolutionary change) and is renamed, consumers should have motivation as well as ability to correct for the initial negative stereotype. Under this condition, the brand will obtain better evaluation. Like a rebirth, the brand can thus transform into different product categories to lengthen its life through this manner. Furthermore, not only is the study the first direct measurements of the identification of potential bias, but it also support that participants are more likely to detect the influence of stereotype under high involvement conditions.

並列關鍵字

Rebranding ； Transformation ； Renaming ； Bias Correction ； Stereotype

參考文獻

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