虽然心理图式暗示符合消费者心理图式的品牌形象定位更容易获得成功,但现实中与消费者心理图式不相符的品牌形象定位也不乏成功案例。本文引人涉入度理论来解释这一看似矛盾的问题,指出当消费者对产品涉入度不同时,与他们心理图式不一致的品牌形象定位对其购买意向产生的不同作用,并分析了消费者情感在此过程中的中介作用。 Although the psychological schema implies that brand image positioning in line with consumer psychology is more likely to be successful, there are also successful cases of brand image positioning that are not in line with consumer psychology in reality. This paper introduces the theory of involvement to explain this seemingly contradictory issue, points out that when consumers are involved in different degrees of product, the different from their psychological patterns of brand image positioning of their different intention to purchase, and analysis The consumer’s emotional intermediation in this process.