术语“品牌偏好”的详细信息

英译术语:

brand preference

汉语语境:

实验使用七分评定问卷作为外显态度测量工具，使用三个内隐联想测验程序作为内隐态度测量工具对31名研究生被试进行的研究结果表明:(1)品牌选择不同的被试具有相应的内隐品牌偏好，即使是在被试对自己的外显态度并不是十分清楚的情形下，内隐偏好也可以是显著的。(2)在具有内隐品牌偏好的被试中，并不是所有的被试都能达到内隐品牌认同的高度。(3)外显品牌态度和内隐品牌态度并不是完全一致的。实验二是为了探索内隐品牌态度的干预策略。实验使用根据评价性条件反射技术和阈下劝说技术原理编写的、旨在增强被试对可口可乐的内隐品牌偏好的干预程序对45名高中生进行了干预。干预前后的内隐品牌偏好IAT效应变化显示:评价性条件反射技术结合阈下劝说技术对被试的内隐品牌偏好的改变是分情形的:对已经形成的内隐品牌偏好的增强效果不明显，但是对其减弱甚至逆转有着较为明显的效果。

英语语境:

Study 1 use Likert Scales as a tool to measure explicit brand attitude, use three implicit association test as tools to measure implicit brand attitude. The Subjects of this study is 31 graduate students. The result of study 1 shows:1. Subjects with different brand choice have corresponding implicit brand preference. Subjects'implicit preference can be significant without having explicit acknowledgement of his or her explicit attitude.2. Not all the subjects with the implicit brand preference have implicit brand identity.3. The explicit brand attitude is not completely coincided with the implicit brand attitude.The purpose of study 2 is to investigate the interference strategies of implicit brand attitude. The software for Interference is composed following the principle of Evaluative Conditioning and Subliminal Persuasion. The subjects of this study are 34 middle school students. The result of study 2 shows: Intervention effect is not significant in increasing the implicit brand attitude, but significant in decreasing or even reversing it.

英译术语:

preference for brands

汉语语境:

为将消费者对品牌属性的模糊评判信息转化为消费者的品牌偏好信息,首先将模糊语义转化为三角模糊数,然后利用模糊数的广义加法、近似乘法及标量乘法计算,从而将消费者对属性的离散意见转化为对某一品牌的综合意见。然后通过定义一种模糊数综合排序指标来确定消费者的品牌偏好顺序。最后还通过一个算例来说明方法的实用性和有效性。

英语语境:

In order to transfer individual preference for attributes into preference for brands, use linear triangular membership functions to capture the vagueness of consumers' semantics. Then it defines a generalized additive function, an approximate multiplication and a scalar multiplication between fuzzy numbers. After that, it integrates the belief levels to the attributes to form an aggregate belief level to a brand. Finally, a ranking index is defined to give the consumers' turn of preference for different brands. In addition a case is studied to illustrate the method’s feasibility.