品牌消费旅程中消费者的认知心理过程——神经营销学视角

doi:10.3724/SP.J.1042.2021.02024

摘要/Abstract

摘要：

品牌消费旅程通常指的是对于品牌消费服务的多维度(包括认知, 情绪, 感觉, 行为和品牌关系)响应。揭示品牌消费旅程的认知心理过程是目前营销学领域之中研究的重点与热点。在梳理当前神经营销领域内有关功能性核磁共振(fMRI)、事件相关电位(ERP)、事件相关震荡(ERO)的相关研究成果后, 将消费者在品牌消费旅程之中的认知心理进程划分为注意吸引、决策形成、消费体验和品牌忠诚四个阶段, 并系统阐述了每个阶段之中消费者心理进程的神经机制与脑区活动, 进而全面立体地揭示消费心理的全貌。未来研究可以进一步探索不同神经指标在具体营销情境下的表征意义, 并结合超扫描技术进一步解析多个被试间的神经耦合情况。

关键词: 品牌消费, 心理进程, 功能性核磁共振(fMRI), 事件相关电位(ERP), 事件相关震荡(ERO)

Abstract:

Brand consumption journey usually refers to the multi-dimensional (including cognition, emotion, feeling, behavior and brand relationship) response to brand consumption service. Revealing the cognitive psychological process of brand consumption journey is the focus and hot spot in the field of marketing. Based on the summary of the domestic and foreign research results involving brand marketing, consumer psychology and decision neuroscience, this paper divides the brand consumption journey into four stages: attention attraction, decision-making, consumption experience and brand loyalty. Meanwhile, this paper reveals the cognitive psychological process of consumers in the journey of brand consumption from two levels (consciousness and subconsciousness): in the stage of attention attraction, consumers process the perceived product information and form target attention through the perceptual pathway of the brain, and the activation degree of nucleus accumbens (NAcc) and anteriorinsula (AIns) can reflect consumers' attention to products, The N1 and P2 components of ERP are closely related to the formation of visual attention. The alpha ERD of ERO represents the formation of attention attraction and the allocation of early attention resources. In the decision-making stage, consumers form an estimate of the expected value of products in the striatum and other brain regions, and make a purchase decision after weighing it with the price. The P3 and SW components of ERP can reflect the confidence of decision-making, and the gamma ERS of ERO can reflect the decision-making process of value integration of product information. In the stage of consumption experience, consumers' emotional pleasure is reflected in the medial orbitofrontal cortex and other brain areas. Emotional changes will lead to changes in P2 and LPP amplitudes of ERP. Emotional experience is related to theta ERS, gamma ERS, delta ERS and alpha ERD of ERO. Finally, in the stage of brand loyalty, consumers conduct consumption learning based on the structure of striatum, caudate nucleus and hippocampus, and the results will lead to consumer loyalty (or disloyalty). The late positive component of 500~800 ms in ERP may be related to brand loyalty, while theta ERS in ERO may be related to consumer memory and product immersion experience, which reflects customer loyalty. Future research can further explore the representational meaning of different neural indicators in specific marketing situations, and analyze the neural coupling between multiple subjects by applying with hyperscanning technology.

Key words: brand consumption, mental process, functional magnetic resonance imaging (fMRI), event related potential (ERP), event related oscillation (ERO)

中图分类号:

B842

谢莹, 刘昱彤, 陈明亮, 梁安迪. (2021). 品牌消费旅程中消费者的认知心理过程——神经营销学视角. 心理科学进展 , 29(11), 2024-2042.

XIE Ying, LIU Yutong, CHEN Mingliang, LIANG Andi. (2021). The cognitive psychological process of brand consumption journey: The perspective of neuromarketing. Advances in Psychological Science, 29(11), 2024-2042.

图/表 1

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