Experimental Study Based On Different Levels Of Monitoring Students Consumer Brand Attitude

Band attitude and brand choice behavior is an academic topic, consumers'brand attitude can effectively predict their consumption behavior, and has a practical significance to corporate marketer. College students consumers'brand attitude and choice behavior are influenced by their reference groups. At the same time, consumers are more concerned about brand perception of self-congruity/function-congruity. The degree of Brand Consumption varies from consumer of different levels of self-monitoring. This study uses the psychology experimental method in consumer behavior research, examining the effect of and situations on the brand choice behavior of different self-monitoring level's college consumers. The study combines theoretical analysis with empirical research. Through the pilot test and literature research, self-congruity/function-congruity brand, which were used for the main experiment were selected. Then constructed situation of the main experiment. By joining the reference group's positive/negative feedback, measuring whether consumers'brand attitude to self-congruity/function-congruity brand would be influenced by reference group's positive/negative feedback.The results of the experiment lead to several findings, including:(a) high self-monitoring individuals pretend to choose self-congruity brand, while low self-monitoring individuals pretend to choose function-congruity brand.(b) to self-congruity brand, people with different self-monitoring level conduct significant different brand attitude.(c) to self-congruity brand, high self-monitoring individuals are significant influenced by reference group's feedback; while low self-monitoring individuals aren't.