品牌消费旅程中消费者的认知心理过程——神经营销学视角

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

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。

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 has become the focus and hotspot in the field of marketing.Based on the relevant research results of functional magnetic resonance imaging(fMRI),event-related potentials(ERP)and event-related oscillation(ERO),this paper divides the cognitive psychological process of consumers in the brand consumption journey into four stages:attention-attraction,decision-making,consumption experience and brand loyalty.Meanwhile,this paper systematically expounds the neural mechanism and brain activities of consumer psychological process in each stage,and further reveals the blueprint of consumer psychology.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.