中国科学院心理研究所机构知识库

心理词汇法源于早期对特质词的研究,它以人们对特定事物进行评价所用的词汇为研究对象,能够概括出看似纷乱复杂的心理词汇的内在规律。在品牌人格研究中,其应用范围主要集中在品牌人格维度的提取和品牌特质的研究两个方面。心理词汇法已经不仅仅局限于对词汇进行整理分析,许多相关学科的研究方法,如反应时方法,内隐态度的测量等都被吸收和利用进来;同时,心理词汇法也被应用到品牌人格的其他相关方面,如品牌延伸,品牌定位等。

Rooted in the early research of trait-word, mental lexical method is used to reveal the inner nature of subjects by analyzing the words which are able to evaluate specific individual or object.In brand personality studies, mental lexical method mainly focuses on the dimensions or key traits of brand personality.So far, many other methods have been combined into mental lexical method, such like reaction time test and implicit attitude test from interrelated fields.Mental lexical method is also applied to the studies of brand extension, brand positioning and some other fields related to brand personality.

国家自然科学基金重点项目:"中国本土品牌成长与创新研究"(项目号:70632003) 国家自然科学基金面上项目:"品牌特质 品类关注特性与消费者的品牌选择决策"(项目号:70402015)。

Rooted in the early research of trait-word, mental lexical method is used to reveal the inner nature of subjects by analyzing the words which are able to evaluate specific individual or object.In brand personality studies, mental lexical method mainly focuses on the dimensions or key traits of brand personality.So far, many other methods have been combined into mental lexical method, such like reaction time test and implicit attitude test from interrelated fields.Mental lexical method is also applied to the studies of brand extension, brand positioning and some other fields related to brand personality.