| Summary: | 碩士 === 大同大學 === 事業經營研究所 === 90 === ABSTRACT
Prior research argues that different pieces of information about a product (called cues) are linked to a product node in memory. All decisions that human beings make involve memory. All purchase decisions also involve memory. A rational, conscious brand-choice decision depends on memories of the brands. Even a simple habitual purchase decision also depends on memory of one''s “regular” brand. A brand logo is a short cut of memory. Like signpost, it is very suggestive. It registers in your memory and activates a specific behavior, setting up impulses, providing information. It affects the consumer''s decision making.
In this study, we manipulate brand logo complexity─that is, we use the brand name and brand logo (words and pictures) to find out whether they are consistent so as to deeply understand whether high and low brand logo complexity has serious influence on consumers’ processing fluency and judgment when the logo is under repeated exposure. We also try to find out whether brand logo complexity and repetition will influence processing fluency and judgment in two different product involvement situations (high and low product involvement).
The findings are as follows: (1) In both high and low product involvement situations, the effect of the two-way interaction between brand logo complexity and repetition on processing fluency and judgment are significant. (2) In both high and low product involvement situations, repetition makes a significant difference to processing fluency and judgment when brand logo complexity is single-meaning. (3) In both high and low product involvement situations, repetition makes a significant difference to processing fluency and judgment when brand logo complexity is multiple-meaning. (4) In high product involvement situation, brand logo complexity makes no significant difference to processing fluency and judgment when repetition is zero exposure. In low product involvement situation, brand logo complexity makes a significant difference to processing fluency and judgment when repetition is zero exposure. (5) In both high and low product involvement situations, brand logo complexity makes a significant difference to processing fluency and judgment when repetition is one exposure. (6) In both high and low product involvement situations, brand logo complexity makes a significant difference to processing fluency and judgment when repetitions are three exposures. (7) In high product involvement situation, brand logo complexity makes no significant difference to processing fluency and judgment when repetitions are five exposures. In low product involvement situation, brand logo complexity makes a significant difference to processing fluency and judgment when repetitions are five exposures.
In case of high product involvement, the effect of single-meaning brand logos at different levels of exposure on processing fluency and judgment displays an inverted U-shaped pattern whereas the effect of multiple-meaning brand logos at different levels of exposure on processing fluency and judgment displays a U-shaped pattern.
In case of low product involvement, the effects of both single-meaning and multiple-meaning brand logos at different levels of exposure on processing fluency and judgment display an inverted U-shaped pattern.
In case of high or low product involvement situation, consumers’ processing fluency and judgment for single-meaning brand logo are more than for multiple-meaning ones. At three exposures, the effect of single-meaning brand logo on consumers’ processing fluency and judgment is largest.
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