中国科学院心理研究所机构知识库

本研究采用问卷调查法，探讨了大众评价商标的要素体系。专业设计者和非专业设计者的评价要素重视度及其差异，和不同群体对四种商标类型反应的差异。研究结果表明:

(一)大众对商标的评价要素可归纳为以下六点:创意因素，企业形象因素，设计因素，认知因素，情感因素和媒介传播因素。

(二)对商标评价要素的重视度，专业设计者和非专业设计者存在着某些显著差异，即专业设计者更看重”企业形象因素”和’.设计因素’·，而非专业设计者更偏重于”认知因素”和”情感因素”.

（三 )不同群体对商标类型的反应，表现出明显的差异。对数据的进一部分析显示:对抽

象型商标的评价，来自城市的学生作肯定胜评价的比例高于来自农村的，而来自农村的学生对汉字型商标的评价则高于来自城市的;大学生与小学生相比，前健怒寸抽象型商标的肯定比例高于后者，而后者对具象型商标则表现出更高的评价倾向.

With the method of questionnaire survey, the study explored consumers' evaluation factors on trademark and examined whether there are some differences between professional designers and audience. The different response between different groups on four categories of trademark was also proved.

In the study of the first subprogram, a survey into consumers' evaluation of trademark in general was made, which obtained six factors, namely, creation, corporate identity, designing cognition, affection and medium spreading.

Under the condition of the first findings, the study of the second survey concluded that there are differences between professional designers and audience on the weight of four evaluation factors. Audience regard “cognition“ and “affection ”as more important than professional designers do. And professional designers think more highly of “corporate identity ”and“ designing” than audience do.

The third survey revealed that between different groups, there is obviously different response to the four categories of trademark. As to the abstract trademark, college students who come from urban area have higher evaluation than those who come from rural .College students who come from countryside set a higher value on Chinese character trademark than those who come from urban area. "The college students have higher evaluation on abstract trademark, while the pupils like the cartoon trademark better.