), 梁安迪3 1西北大学经济管理学院, 西安 710127
2浙江大学管理学院, 杭州 310058
3西北大学公共管理学院, 西安 710127
收稿日期:2020-08-06出版日期:2021-11-15发布日期:2021-09-23通讯作者:陈明亮E-mail:chenml@zju.edu.cn基金资助:国家自然科学基金项目(71802158);陕西省自然科学基金项目(2020JQ-608);陕西省社会科学基金项目(2018S42)The cognitive psychological process of brand consumption journey: The perspective of neuromarketing
XIE Ying1, LIU Yutong1, CHEN Mingliang2(), LIANG Andi3 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:2020-08-06Online:2021-11-15Published:2021-09-23Contact:CHEN Mingliang E-mail:chenml@zju.edu.cn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。
图/表 1
图1品牌消费认知心理过程的整体框架模型
图1品牌消费认知心理过程的整体框架模型参考文献 86
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