Neural mechanisms of brand love relationship dynamics: Is the development of brand love relationships the same as that of interpersonal romantic love relationships?
Neural mechanisms of brand love relationship dynamics: Is the development of brand love relationships the same as that of interpersonal romantic love relationships?
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DOI：
10.3389/fnins.2022.984647
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发表时间：
2022
影响因子：
4.3
通讯作者：
Watanuki, Shinya
中科院分区：
文献类型：
--
作者：
Watanuki, Shinya
关键词：
品牌爱是品牌与消费者之间的一种关系。管理关系是营销战略的一个重要问题，因为它根据时间流而变化。品牌爱情理论及其动力学是在人际爱情理论的基础上发展起来的。虽然许多品牌喜爱的研究提供了有用的发现，品牌喜爱的神经机制仍然不清楚。特别是，它的动力学还没有从神经科学的角度考虑。本研究采用定量神经影像元分析方法，从脑连接的角度探讨了品牌爱情和人际爱情关系激活脑区的共性和差异。关于与这些激活的大脑区域相关的每段爱情关系的心理过程，使用NeuroQuery平台进行解码分析，以防止反向推理。结果表明，不同的神经机制和心理过程参与了不同的爱情关系的动力学，虽然前额叶在所有阶段重叠，强化学习系统在早期阶段的两个爱情关系之间的驱动。值得注意的是，在独特的心理过程中，虽然亲社会方面参与了所有阶段的人际浪漫爱情关系的心理过程，他们没有参与品牌爱情关系的心理过程。总之，虽然两种爱情关系之间的共同大脑区域和心理过程被观察到，品牌爱情关系动力学的神经机制和心理过程可能与人际浪漫爱情关系动力学的神经机制和心理过程有本质的不同。由于这一发现表明这两种关系之间的本质区别，人际浪漫爱情的理论应谨慎应用时，调查品牌爱情关系的动态。
Brand love is a relationship between brands and consumers. Managing the relationship is an important issue for marketing strategy since it changes according to temporal flow. Brand love theories, including their dynamics, have been developed based on interpersonal romantic love theories. Although many brand love studies have provided useful findings, the neural mechanism of brand love remains unclear. Especially, its dynamics have not been considered from a neuroscience perspective. The present study addressed the commonalities and differentiations of activated brain regions between brand love and interpersonal romantic love relationships using a quantitative neuroimaging meta-analytic approach, from the view of brain connectivity. Regarding the mental processes of each love relationship related to these activated brain regions, decoding analysis was conducted using the NeuroQuery platform to prevent reverse inference. The results revealed that different neural mechanisms and mental processes were distinctively involved in the dynamics of each love relationship, although the anterior insula overlapped across all stages and the reinforcement learning system was driven between both love relationships in the early stage. Remarkably, regarding the distinctive mental processes, although prosocial aspects were involved in the mental processes of interpersonal romantic love relationships across all stages, they were not involved in the mental processes of brand love relationships. Conclusively, although common brain regions and mental processes between both love relationships were observed, neural mechanisms and mental processes in brand love relationship dynamics might be innately different from those in the interpersonal romantic love relationship dynamics. As this finding indicates essential distinctiveness between both these relationships, theories concerning interpersonal romantic love should be applied cautiously when investigating brand love relationship dynamics.
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影响因子：
5.7
作者：
Bartra, Oscar;McGuire, Joseph T.;Kable, Joseph W.
通讯作者：
Kable, Joseph W.
DOI：
10.7759/cureus.13802
发表时间：
2021-03-10
期刊：
Cureus
影响因子：
--
作者：
Kesserwani H
通讯作者：
Kesserwani H
DOI：
10.1177/1073858411403316
发表时间：
2012-06
期刊：
The Neuroscientist : a review journal bringing neurobiology, neurology and psychiatry
影响因子：
--
作者：
Andrews-Hanna JR
通讯作者：
Andrews-Hanna JR
影响因子：
3.7
作者：
Berron D;Frühholz S;Herrmann M
通讯作者：
Herrmann M
影响因子：
3.7
作者：
Acar, Freya;Seurinck, Ruth;Moerkerke, Beatrijs
通讯作者：
Moerkerke, Beatrijs