当今社会,由于市场供给商品的日趋繁多和人们生活节奏的不断加快,消费者不可能在市场上逐一鉴别选择商品,在购买力允许的条件下,一旦购买动机形成,其购买行为的发生在很大程度上取决于对某一品牌的印象。事实上许多产品并不是消费者在使用之后才产生印象,而是没使用之前就可能有一种印象。如东芝、松下等电器并不是每人 In today’s society, due to the increasing supply of goods in the market and the ever-accelerating pace of people’s lives, consumers cannot identify products on the market one by one. Under the conditions of purchasing power, once the purchase motives are formed, their purchasing behaviors are greatly affected. The degree depends on the impression of a certain brand. In fact, many products do not produce impressions after the consumer uses them, but may have an impression before they are used. Such as Toshiba, Panasonic and other appliances are not per person