消费者心理神经科学研究简介

A Brief Introduction about Consumer Psychology Neuroscience

消费者神经科学是结合心理学、决策学、营销学及神经科学以阐明消费者决策行为和心理过程的交叉学科,侧重点在于消费者偏好、支付意愿及对产品的价值评估等问题。目前,该领域内的主流研究范式是:Knutson等人使用的购物任务(研究产品偏好)以及Plassmann等人的竞价任务(探索消费者的支付意愿)。大量脑成像研究结果发现:消费者购买行为所涉及到的皮层及脑区包括:内侧前额叶皮质(MPFC)、脑岛(insuar)、眶额叶(OFC)及伏隔核(NAcc)等。其中,内侧前额皮质主要表征消费者的产品偏好及价值评估,具有购买预测功能,脑岛则与产品价格紧密相关,眶额叶主要表征消费者的愉快体验及支付意愿。由于购买行为受到个人特质、情绪、社会等多重复杂因素的影响,加之小样本施测,使得相对简单的实验室模拟研究结果在效度和信度方面遭到质疑,因此,未来研究可以着眼于以下几个方面:1)在技术手段上,通过整合ERP和fMRI等相关数据来得出更为准确的结论;2)在变量控制上,关注消费者的负性情绪、人格特征及价格等产品因素来考查其对购买决策的影响;3)验证现有的经济理论以更好的阐释、发展人类的日常消费决策的心理机制。

Consumer neuroscience, as an interdiscipline subject combines psychology, decision, marketing and neuroscience to explain consumer decision making and mental process.This subject gives significant attention to the （consumer） preference, willingness to pay and value evaluation of consumer. Recently, researchers such as Knutson used purchase task paradigm to study product preference, while Plassmann et al used the BDM to discuss the problems such as willingness to pay. Brain-imaging study has found that consumers＇ purchase behavior relate to the cortex and brain regions that involves MPFC, the insula, OFC and Nucleus accumbens. Most researchers believe that MPFC indicates products preference and value evaluation of consumer, functioning in purchase prediction; The insula activation is closely related with the price; OFC can coding consumer experienced pleasantness and willingness to pay. Meanwhile, Nucleus accumbens plays the same role as MPFC＇s and insula＇s partial work. However, the buying behavior under the influence of multiple complicated factors such as personal traits, emotion, society and small sample make this simple laboratory research results were questioned in both validity and reliability. Therefore, future research can focus on the following aspects： 1） on technological means, through the integration of ERP and fMRI and other related data to drawing more accurate conclusion; 2）on variable control, focus on the negative emotions, personal characteristics of consumer and other product factors such as price to test their influence on）purchase decision-making; 3）on theoretical study, verify the existing economic theory to better interpret and develop the psychological mechanism of human＇s daily consumption decision.