中華心理學刊 民 68, 21卷, 二期, 99-104
Chinese Journal of Psychology 1979, Vol. 21, No.2, 99-104

莊仲仁（國立臺灣大學）

摘要

本研究是以四種不同品牌(味全、小美、福樂、百樂〉的香草冰淇淋給受試者品嚐，以探討各種品牌印象對產品本質評定之影響。整個研究分系兩個階段進行；在第一階段實驗中均不告訴受試者所品嚐的冰淇淋是何種品牌，而在第二階段實驗時才告知之。結果發現，受試者對冰淇淋之評定，受到味覺及品牌印象兩種因素之影響。在刺激的印象模糊時，品牌印象之支配力較高於味覺之支配力。在刺激印象清晰時，品牌印象之支配力則不如味覺之支配力。又刺激之使用經驗及刺激是否新奇，也相當地影響品牌印象。

Effect of Brand Preference Upon Consumers' Perceived Taste of Ice-Cream

Chong-Jen Chuang(National Taiwan University)

Abstract

The purpose of this study was to determine the effect of 4 kinds of brand ice-cream on consumers' preference based upon a measurement of their taste for ice-cream. The subjects consisted of 30 college students. Two Experiments are reported concerning taste tests in brands or no brands research. In Experiment I a panel of 30 S, Compared the taste in 4 kinds of no-brand ice-cream.
In the other, they rate the taste of the same ice-creams in Exp. I, with the only exception that they are informed the brands of these 4 kinds of ice-cream before their taste-rating. Results indicated that a preference brand positively affected the taste which S, experimenced for samples of ice-cream.