具有强迫性购买倾向的消费者对品牌标识的线索反应:一个消费者神经科学的视角

Mirja Hubert, Marco Hubert, Marcello M. Mariani
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引用次数: 0

摘要

精心设计的品牌标识对于有效的营销策略至关重要。本研究采用消费者神经科学方法和人-情感-认知-执行互动模型,分析了品牌标识感知过程中与强迫购买倾向相关的行为反应和神经激活模式。结果表明,女性对品牌标识的暗示反应更强烈,并且在与(行为)成瘾的暗示反应相关的大脑区域显示出活动变化。相反,男性的线索反应较少,但在与奖励相关的区域显示出更多的活动变化。有强迫性购买倾向的女性可能更容易受到品牌标志的影响,这可能会引发类似于上瘾模式的神经活动,而男性则没有那么强烈的线索反应,但显示出与奖励相关的隐藏神经活动。本研究加深了对以下方面的理解:(1)营销线索如何影响成瘾前行为;(2)强迫性购买倾向人群中与线索反应相关的大脑激活的性别差异。我们将进一步研究强迫性购买者(尤其是男性消费者)如何感知品牌的内隐过程和神经过程。我们还强调需要保护弱势消费者群体,如强迫性购买者。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Cue-reactivity to brand logos of consumers with a compulsive buying tendency: A consumer neuroscience perspective
Well-designed brand logos can be critical in effective marketing strategies. By adopting a consumer neuroscience approach and the interaction of person-affect-cognition-execution model, this study analyzes the behavioral reaction and neural activation pattern during the perception of brand logos in relation to the compulsive buying tendencies of participants. Results suggest that women are more cue-reactive toward brand logos and show activity changes in brain regions associated with cue-reactivity in (behavioral) addictions. Conversely, men are less cue-reactive but show increased activity changes in reward-related regions. Women with compulsive buying tendencies may be more susceptible to brand logos, which can evoke neural activation similar to addictive patterns, while men are less cue-reactive but show hidden neural activation associated with rewards. This study enhances understanding of (1) how marketing cues influence pre-addictive behavior and (2) gender differences in brain activations related to cue-reactivity in people with compulsive buying tendencies. We inform further research on implicit and neural processes on how brands are perceived by compulsive buyers, particularly among male consumers. We also emphasize the need to protect vulnerable consumer groups, such as compulsive buyers.
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