The neurophysiological mechanisms underlying brand personality consumer attraction: EEG and GSR evidence
The neurophysiological mechanisms underlying brand personality consumer attraction: EEG and GSR evidence
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品牌个性消费者吸引力背后的神经生理学机制：EEG 和 GSR 证据
DOI：
10.1016/j.jretconser.2023.103296
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发表时间：
2023
影响因子：
10.4
通讯作者：
Yuanhang Lai
中科院分区：
文献类型：
--
作者：
Zhiwei Xu;Miao Zhang;Pengfei Zhang;Jiawen Luo;Mengting Tu;Yuanhang Lai
品牌个性的“相似-吸引”机制存在争议，因为许多研究发现消费者青睐的品牌个性与他们的个性不一致。这种矛盾情况背后的心理原因仍然未知。因此，本研究基于神经科学中情感理论的循环模型，利用脑电图和GSR测量生理反应和自我评估问卷，向不同大五人格特质的受试者展示5种品牌个性形象。 36名本科生参与了实验。结果表明：1）如果采用问卷调查的方法，结果与前人的研究大致一致，符合“性格相似导致吸引力”的理论。 2）受试者的生理指标与自评分数不相符。根据EEG和GSR结果，具有“能力”个性的品牌强烈吸引具有较强“开放性”的消费者。 “责任心”强的主体回避“真诚”、“粗犷”的品牌个性；本研究基于神经科学的“情感/感觉”理论，解释了生理指标与自我评估问卷结果不一致的现象，并为品牌个性理论的争议问题提出了新的解决方案。我们的研究结果对于指导品牌个性设计和目标消费群体识别具有重要的实用价值。
The “similarity-attraction” mechanism of brand personality exists in a state of controversy because many studies have found that the brand personality favored by consumers is inconsistent with their personality. The psychological reasons underlying this paradoxical situation remain unknown. Therefore, based on the circumplex model of emotion theory in neuroscience, this study uses EEG and GSR to measure physiological responses and self-assessment questionnaires to the display of 5 brand personality images to subjects with different Big Five personality traits. 36 undergraduate students participated in the experiment. The results show that: 1) if the questionnaire survey method is used, the results are approximately consistent with previous studies, which is consistent with the theory of ‘similar personality leads to attraction’. 2) The subjects' physiological indicators were not concordant with the self-report scores. Based on EEG and GSR results, brands with the “competence” personality strongly attracted consumers with strong ‘openness’. Subjects with strong “conscientiousness” avoided the ‘sincerity’ and ‘ruggedness’ brand personality; Based on the “emotion/feeling” theory of neuroscience, this study explains the non-concordant results of physiological indicators and self-assessment questionnaires, and proposes a new solution to the controversial issue of brand personality theory. Our findings have significant practical value for guiding brand personality design and the identification of target consumer groups.
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DOI：
--
发表时间：
2011
期刊：
Chinese journal of clinical psychology
影响因子：
--
作者：
S. Yao
通讯作者：
S. Yao
影响因子：
6.1
作者：
Ira J. Dolich
通讯作者：
Ira J. Dolich
DOI：
10.1016/0013-4694(62)90088-3
发表时间：
1962-10
期刊：
Electroencephalography and Clinical Neurophysiology
影响因子：
--
作者：
S. Lorens;C. Darrow
通讯作者：
S. Lorens;C. Darrow
推断服装风格与穿着者个性之间的内在相关性
影响因子：
3.6
作者：
Wei Zhiqiang;Yan Yan;Huang Lei;Nie Jie
通讯作者：
Nie Jie
影响因子：
5.6
作者：
Jin Su;Xiao Tong
通讯作者：
Jin Su;Xiao Tong