Annual Review of Psychology ( IF 23.6 ) Pub Date : 2021-01-05 , DOI: 10.1146/annurev-psych-010419-051008 Richard P Bagozzi 1 , Simona Romani 2 , Silvia Grappi 3 , Lia Zarantonello 4
Research in psychology has shown that even routinely experienced everyday objects such as brands can trigger cognitively engaging, emotional, and socially meaningful experiences. In this article, we review three key areas where current advances reside: brands as passive objects with utilitarian and symbolic meanings, brands as relationship partners and regulators of personal relationships, and brands as creators of social identity with social group linking value. Research in these areas is grounded in a number of fundamental perspectives within cognitive, emotional, motivational, personality, interpersonal, and group psychology. We conclude by addressing emerging areas for research.
中文翻译:
品牌的心理基础。
心理学研究表明,即使是日常体验的日常物品,如品牌,也能引发具有认知吸引力、情感和社会意义的体验。在本文中,我们回顾了当前进步所在的三个关键领域:作为具有功利和象征意义的被动对象的品牌,作为关系伙伴和个人关系调节器的品牌,以及作为具有社会群体链接价值的社会认同的创造者的品牌。这些领域的研究基于认知、情感、动机、个性、人际关系和群体心理学的许多基本观点。最后,我们将讨论新兴的研究领域。