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当代大学生对中美品牌的内隐态度——基于内隐联想测验（IAT）的测量

Contemporary College Students’ Implicit Attitudes Towards Chinese and American Brands —Based on the Measurement of the Implicit Association Test (IAT)

Psychology of China / 2021,3(6): 590-595 / 2021-07-15 978 827

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• Authors: 颜开      陈雨果      李心怡      李宇欣      柳睿航      陶文颜      邢玉娇      杨慧娴      陈欣怡     
• Information:

  江苏理工学院教育学院，常州

• Keywords: College students; Chinese and American brands; Implicit association test 大学生；中美品牌；内隐联想测验
• Abstract: This experiment aims to understand college students’ implicit attitude bias towards Chinese and American brands. The Implicit Association Test (IAT) method was used to test 41 college students. The results showed that the reaction time of positive/Chinese brand and negative/American brand connection task is significantly lower than the reaction time of the negative/Chinese brand and the positive/American brand connection task. The study found that current Chinese college students tend to associate Chinese brands with positive attitudes, and American brands with negative attitudes. 本实验旨在了解大学生对中美品牌的内隐态度偏差，采用内隐联想测验（IAT）的方法，对 41 名大学生进行测试，结果表明被试对积极 / 中国品牌、消极 / 美国品牌联结任务的反应时显著低于消极 / 中国品牌、积极 /美国品牌联结任务的反应时。研究发现当前中国大学生倾向于将中国品牌与积极态度、美国品牌与消极态度联系起来。
• DOI: https://doi.org/10.35534/pc.0306070
• Cite: 颜开，陈雨果，李心怡，等．当代大学生对中美品牌的内隐态度——基于内隐联想测验（IAT）的测量［J］．中国心理学前沿， 2021，3（6）：590-595．