品牌真实性的影响及其心理机制
The Consequence of Brand Authenticity and Its Psychological Mechanism
摘要: 品牌真实性已得到心理学等各方面研究的广泛关注。品牌真实性是指消费者认为品牌对消费者和品牌自身是忠诚和真实的，并且能够实现消费者表现真实自我的属性。品牌真实性与个体的态度、心理、行为都有密切的关系。自我决定理论、需求理论和经济权衡视角可以解释品牌真实性对个体的影响。未来研究的研究设计和变量选择等方法学问题及研究视角还需要进一步改进，同时需要考虑品牌真实性对社会发展的现实意义，跟紧社会心理服务体系建设的大趋势。
Abstract: Brand authenticity (BA) refers to the degree to which consumers perceive that a brand is faithful and true to consumers and itself, and helps consumers express their true selves. BA has positive effects on behavior and psychology of consumers, but few researches explore it from the perspective of individual mind. Current research sorted out the concept, measurement and research method of BA in the perspective of psychology, and further explored the psychological mechanism of the impact of BA on consumer behavior and psychology. Future research should be directed towards following aspects: 1) To undertake more empirical studies particularly experimental studies; 2) To explore the relationship between the subjective and objective variables; 3) To shift research perspective to human instead of marketing for improving people’s lives; 4) To follow the trend of system of public psychological services.
文章引用：赖华, 赵娜 (2020). 品牌真实性的影响及其心理机制. 心理学进展, 10(2), 83-91. https://doi.org/10.12677/AP.2020.102011

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