关 键 词 ：内隐人格；渐变论；实体论；国货意识；国货偏见学科分类：管理学--企业管理
Previous studies have focused on examining the effects of consumer age, income and other superficial individual characteristics, as well as social emotions, on the moderating effect of domestic product awareness, ignoring the influence of implicit personality, a deep individual trait. This paper confirms through questionnaire survey and empirical analysis that the trait of gradualism has a significant positive adjustment to national pride, national economic distress awareness, national collective self-esteem, greater self-needs, self-affirmation, local brand recognition and awareness of domestic products. It has a significant negative moderating effect on the concept of face and showing off and comparing psychology; at the same time, the trait of gradualism also has a significant positive moderation on the correlation between the national economic sense of distress and the greater self-needs, as well as the self-affirmation and the awareness of domestic products. The research shows that implicit personality is an important moderating variable that affects the awareness of domestic products; consumers with high awareness of domestic products must have significant gradationism characteristics, while consumers with prejudice of domestic products have significant substantive characteristics.