已有研究集中于检验消费者年龄、收入等表层个体特征以及社会情绪对国货意识的调节作用，忽视了内隐人格这一深层个体特质的影响。本文通过问卷调查和实证分析证实，渐变论特质对国家自豪感、民族经济忧患意识、国家集体自尊、大我需要、自我肯定程度、本土品牌认同度以及国货意识具有显著的正面调节，对面子观和炫耀攀比心理具有显著的负向调节作用；同时，渐变论特质还对民族经济忧患意识与“大我”需要之间以及自我肯定与国货意识之间的相关关系具有显著的正向调节。研究表明，内隐人格是影响国货意识的重要调节变量；高国货意识消费者必然存在显著的渐变论特质，而国货偏见消费者则存在显著的实体论特质。

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.