品牌寿命对消费者购买意愿的影响：一项ERP研究。

IF 2.4 4区医学 Q3 NEUROSCIENCES

Neuroscience Research Pub Date : 2025-04-15 DOI:10.1016/j.neures.2025.04.001

Jianhua Liu

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引用次数: 0

摘要

本研究旨在运用事件相关电位（event- correlation potential， ERP）方法，探讨品牌寿命对消费者购买意愿的神经关联。行为上，与短寿命组相比，长寿命组的被试表现出较高的购买率和较短的反应时间。此外，在神经水平上，与短寿命条件相比，长寿命条件诱导N400降低，LPP升高。本研究表明，品牌寿命对消费者的购买意愿有正向影响。本研究的结果延伸了品牌传承的研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The impact of brand longevity on consumers’ purchase intention: An ERP study

This study aims to investigate the neural correlates of brand longevity on consumers’ purchase intention by applying the event-related potentials (ERP) method. Behaviorally, in contrast to the short longevity condition, participants in the long longevity condition showed a high purchase rate and a shorter reaction time (RT). In addition, at the neural level, the long longevity condition elicited a decreased N400 and an increased LPP compared to the short longevity condition. This study demonstrated that brand longevity has a positive impact on consumers’ purchase intention. The results of this study extend research on brand heritage.

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来源期刊

Neuroscience Research 医学-神经科学

CiteScore

5.60

自引率

3.40%

发文量

136

审稿时长

28 days

期刊介绍： The international journal publishing original full-length research articles, short communications, technical notes, and reviews on all aspects of neuroscience Neuroscience Research is an international journal for high quality articles in all branches of neuroscience, from the molecular to the behavioral levels. The journal is published in collaboration with the Japan Neuroscience Society and is open to all contributors in the world.