ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2021, Vol. 29 ›› Issue (11): 2024-2042.doi: 10.3724/SP.J.1042.2021.02024

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The cognitive psychological process of brand consumption journey: The perspective of neuromarketing

XIE Ying1, LIU Yutong1, CHEN Mingliang2(), LIANG Andi3   

  1. 1School of Economics and Management, Northwest University, Xi’an, 710027, China
    2School of Management, Zhejiang University, Hangzhou, 310058, China
    3School of Public Management, Northwest University, Xi’an, 710027, China
  • Received:2020-08-06 Online:2021-11-15 Published:2021-09-23
  • Contact: CHEN Mingliang


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)

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