中文摘要：

为了探讨品牌印象的双重结构及其形成与改变的心理机制，在双重加工模型理论基础上，采用2×2×3完全随机被试问实验设计，先后进行两个实验研究。结果显示：外显品牌印象的形成与改变遵循规则加工，内隐品牌印象的形成与改变遵循联想加工，说明二者是相互独立的两个心理结构，为双重加工的双重系统观点提供了新证据。smith和DeCoster（2000）的双重加工模型未考虑被试对信息的卷入程度对联想加工和规则加工的影响，使其理论解释力不够，此研究结果正好在这方面取得了进展。

英文摘要：

With the development of emerging implicit social cognition research, it is suggested that the researches of social cognition should be re-discussed from two different aspects （i.e. explicit and implicit） in order to provide richer and more comprehensive explanation for understanding human behavior. Previous studies showed that personal involvement is an important variable when individuals process and understand information. The subjects were divided into low personal involvement and high personal involvement in the present study. Based on the dual-process model, the study aims to examine the psychological mechanism by which new brand impressions are formed and changed in groups with two different levels of personal involvement. A 2 （valence of learned impression： positive, negative）× 2 （level of reinforcement： 100%, 75%） × 3 （counter impression condition： control, 20CI, 100CI） between subjects design was implemented in the study 1 （low involvement） and study 2 （high involvement）. The subjects were Chinese university students. They were selected by convenience sampling and assigned randomly to 12 subgroups to participate in the study 1 and study 2. The sample excluded subjects who omitted items in the explicit brand impression and had an error rate of IAT equal to or higher than 20%. All analysis reported here involve the remaining 216 participants in study 1 and 202 participants in study 2. The results show that explicit brand impressions are independent from implicit ones; Following rule-based procession, the forming and change of explicit brand impression are developed by fast-learning memory system; Whereas implicit brand impression forming and change follow association procession and are developed by slow-learning memory system; In information processing individual difference in brand involvement has much to offer dual-process accounts of brand impression formation and change. The study suggests that managers of enterprises should show the positive information involvin