新品上市广告中品牌差异的脑认知研究被引量：3

Research on People's Brain Cognitive Caused by Different Brand in New Arrival Advertising

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摘要针对不同品牌联合推出新产品广告,采用事件相关电位技术研究由品牌差异导致的认知差异。16名被试参与实验,实验材料为仅有品牌差异的iPhone5C广告,采用Go/NoGo范式进行实验,记录脑电数据并进行分析。结果表明,含有中国移动信息的刺激材料与含有中国电信信息的刺激材料诱发出的P3振幅和潜伏期均有显著性差异,说明联合品牌中品牌的变化会导致工作记忆的大幅更新,客观地反映了用户的认知过程,大脑会根据已有记忆对联合品牌进行评估。 The brain cognitive differences on new arrival advertising in brand alliance launched by different brand were studied by applying event-related potentials method. 16 participants took part in the study. Two ads about iPhone5C used as materials in this study were designed only with a difference in brand. The experiment was done as Go/NoGo paradigm. EEG data was obtained and analyzed. The results showed that significant differences existed in amplitude and latencies of P3 between China Mobile and China Unicom, memory updated substantially for brands changing, the user＇s cognitive process reflected objectively and brains made evaluation based on reserved memory combined with brands.

作者郭伏张雪峰孙凤良丁一操雅琴

机构地区东北大学工商管理学院

出处《工业工程与管理》 CSSCI 北大核心 2014年第4期115-119,134,共6页 Industrial Engineering and Management

基金国家自然科学基金资助项目(71171041) 国家科技支撑计划资助项目(2012BAH25F08)

关键词品牌联合品牌差异脑认知 P3 brand alliance brand difference brain cognitive P3

分类号 TB18 [一般工业技术]

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