Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications
Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications
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DOI：
10.1509/jmr.13.0606
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发表时间：
2015-08-01
影响因子：
6.1
通讯作者：
Morwitz, Vicki G.
中科院分区：
文献类型：
--
作者：
Cerf, Moran;Greenleaf, Eric;Morwitz, Vicki G.
本文向市场营销和消费者研究人员介绍了人类单神经元记录的方法。首先，作者提供了这种方法的一般描述，讨论了它的优点和缺点，并描述了以前的单神经元人类研究的发现。其次，他们讨论了这种方法与市场营销和消费者行为的相关性，更具体地说，如何使用它来深入了解分类、感官辨别、对新刺激和熟悉刺激的反应以及对经验的回忆等领域。第三，他们提出了一项旨在说明如何进行单神经元研究以及如何处理和分析来自它们的数据的研究。本研究考察了人们上调（即增强）恐惧情绪的能力，这对设计有效的恐惧诉求具有启示意义。这项研究表明，先前显示的对令人恐惧的内容有选择性反应的神经元的放电率随着情绪增强指令的增加而增加，但这仅适用于不会自动引起实质性恐惧的视频。作者讨论了这些发现如何有助于说明哪些结论可以从单个神经元研究中得出，哪些不能。
This article introduces the method of single-neuron recording in humans to marketing and consumer researchers. First, the authors provide a general description of this methodology, discuss its advantages and disadvantages, and describe findings from previous single-neuron human research. Second, they discuss the relevance of this method for marketing and consumer behavior and, more specifically, how it can be used to gain insights into the areas of categorization, sensory discrimination, reactions to novel versus familiar stimuli, and recall of experiences. Third, they present a study designed to illustrate how single-neuron studies are conducted and how data from them are processed and analyzed. This study examines people's ability to upregulate (i.e., enhance) the emotion of fear, which has implications for designing effective fear appeals. The study shows that the firing rates of neurons previously shown to respond selectively to fearful content increased with emotion enhancement instructions, but only for a video that did not automatically evoke substantial fear. The authors discuss how the findings help illustrate which conclusions can and cannot be drawn from single-neuron research.