【作者】 张雪峰；

【导师】 郭伏；

【作者基本信息】 东北大学 ， 管理科学与工程， 2018， 博士

【摘要】 迈入二十一世纪后,随着网络技术的大规模应用和发展,市场竞争也日趋激烈,营销活动对于企业的发展也越发重要。合理使用营销手段不仅能够帮助企业占领和扩大市场份额,加强企业与消费者之间的沟通,还能够培育消费者并引导他们形成购买习惯。如何预测消费者是否会积极地响应一个品牌或产品,如何发现消费者的内心需求,如何设计能够吸引消费者的广告,这些问题需要合理的解答。在消费者行为过程中,营销刺激如何影响消费者的认知反应仍不明晰,如销售促进信息会对消费者的注意力产生怎样的影响,消费者如何在众多的品牌间进行衡量并做出购买决定,不同人的评价或推荐信息对消费者的影响是否相同等。目前,主要采用行为观察、问卷调查、深度访谈等方法对上述问题开展研究,这些方法在解释消费者行为中的内在认知反应方面仍有所欠缺。本研究提出了采用事件相关电位技术(event-related potential,ERP),探索营销刺激对消费者影响的脑认知机理,能够从脑认知神经科学层面观察影响消费者行为的各种营销刺激的反应,是将认知神经科学应用于消费者购物行为研究的一次有益尝试。可客观地、定量地记录和分析消费者面对不同营销刺激时的脑电成分变化,不仅能为传统的研究方法提供补充,还能观察消费者行为前的判断,行为中的监控,行为后的预测和评估等认知过程,有望在认知神经科学层面上解释消费者行为过程中的认知机理,为消费者行为过程提供神经科学层面上的理论支持。本研究主要工作内容以及研究结论:(1)基于事件相关电位技术,探索了消费者接收不同销售促进信息后,对销售促进信息认知上的差异。研究给被试呈现了两种典型的促销信息,发现了反映不同促销信息认知过程差异的主要指标N2。当接收到不同的促销信息后,大脑对促销海报信息加工程度会存在差异,对狂欢节式促销信息加工的深度高于对一般促销信息加工的深度,从而导致了 N2成分平均波幅的增大。研究揭示了消费者注意力调节的神经机制,在认知控制阶段,当促销信息呈现后对含蓄刺激的反应抑制会受内隐记忆的影响。(2)基于事件相关电位技术,探索了消费者从接触品牌到了解品牌的认知过程。通过播放某品牌的一段视频广告模拟了消费者对该品牌产品产生兴趣后的主动搜索品牌信息行为,发现观看视频广告信息后该品牌商品图片诱发的P2和P3成分较观看前的平均波幅均变小。P2和P3成分幅值的变小,反映了被试在辨别品牌信息时投入的注意力资源的减少,分辨品牌信息的任务难度降低。研究揭示了消费者注意力分配的神经机制,揭示了消费者从初次接触到深入了解品牌信息的认知过程。(3)基于事件相关电位技术,探索了消费者对联合广告中品牌知名度差异的认知过程。发现了反映消费者在看到存在品牌差异的品牌联合广告后,由品牌导致的认知差异的事件相关电位成分N2和P3。在处理品牌信息时的辨识阶段,当品牌的知名度都比较高时,消费者用以辨别品牌所分配的注意资源基本相同,该阶段诱发的N2成分无明显差异。对品牌信息进行深层次的认知加工时,品牌信息蕴含的服务、知名程度、先验知识等会导致消费者记忆的更新过程存在差异,即当原有记忆与刺激材料提供的新的品牌信息之间存在较大差异时,大脑需要投入更多的心理资源去处理信息,此阶段诱发的P3成分呈现显著差异。(4)基于事件相关电位技术,探索了消费者对不同渠道间价格差异信息的认知过程。根据现实情况,研究模拟了消费者面临渠道间价格差异的选择过程,发现消费者面对存在价格差异的渠道时,认知控制和注意的分配等认知过程存在差异,渠道间较小的价格差异会诱发较大的N2波,较大的价格差异会导致任务难度的减小,从而导致诱发的P3波的减小。事件相关电位成分N2和P3的波幅可以作为衡量消费者对渠道间价格差异的辨识和注意力分配的认知指标。(5)基于事件相关电位技术,探索了消费者对推荐信息的认知机理。根据实际情况,研究设计了三种消费者能接触到的推荐信息,发现消费者在处理三种推荐信息时诱发的事件相关电位成分N2和P3存在显著差异。N2成分反映了消费者对推荐来源的分辨过程,熟悉程度高的人和不太熟悉的人诱发的N2成分较无建议诱发的N2幅值大,且不熟悉人的更大;P3成分反映了消费者对建议信息加工的程度,熟悉程度越高的人的建议诱发的P3成分幅值越大,代表被试对建议信息加工的程度越深。揭示了消费者处理不同分享人的建议信息时的认知过程。本研究结果从认知神经科学层面探讨了营销刺激对消费者行为的影响,明确影响消费者购买决策的关键要素,不仅能从认知的角度观察和解释消费者行为各个阶段内在的神经活动,还能帮助企业制定更加合理的营销策略。更多还原

【Abstract】 After entering the twenty-first century,market competition is becoming increasingly fierce with the large-scale application of network technology and its’ development,and marketing activities become more important for the development of every enterprise.Using marketing activities reasonably can not only help enterprises to occupy and expand their market shares,strengthen the communication between enterprises and consumers,but also can cultivate and guide consumers to develop their buying habits.How to assess whether consumers will actively respond to a brand or product,how to find the consumers’ inner needs,and how to design advertising to attract consumers,these issues need a reasonable answer.The effect of the purchasing decision element’s affection on the consumer’s reaction in the process of buying,such as how the marketing information makes an impact on the consumer’s attention,and whether the impact of the evaluation or recommendation of some person on the consumer will be the same,is still unclear.In response to these problems,the main methods of studying the consumer’s response caused by purchase decision elements are behavior observation,questionnaires,in-depth interviews and other methods in the present.However,these methods have some lack to explain the consumer’s behavior to the purchase decision elements on a deeper level.This study proposes to use event-related potential(ERP)signal analysis techniques to explore the consumer’s cognitive mechanism of marketing stimulus,which is a very valuable attempt to apply cognitive neuroscience in consumer behavior.The application of using cognitive neuroscience method to carry out research on the mechanism of marketing elements can not only make up for the inadequacy of the traditional research methods,but also can observe consumer behavior before judgment,monitor the behavior,predict and assess the post-behavior,and other cognitive processes,then explain the consumer’s neuro activity of purchase decision elements at the level of neuroscience,which can provide theoretical support for the decision-making process at the neuroscience level.The main work of this research and research conclusions include:(1)Based on the analysis of ERP analysis technology,this research studied the differences in cognitive processing after receiving different promotion information.The study presented two typical sales promotion information to participants and found the indicator N2 reflecting the differences in the cognitive process of different promotion information.When different promotion information has been received,there will be differences in the processing of promotional poster information,which the depth of carnival promotion information processing will be higher than that of general promotion information,and result in an increase in the average amplitude of N2 components.The study reveals the neurological mechanisms of consumer attention distribution.In the cognitive control stage,the inhibition of response to implied stimuli could be affected by implicit memory after the presentation of promotional information.(2)Based on the analysis of ERP analysis technology,this research puts forward a method to study consumers’ different cognition stages to brand.By presenting an advertisement video of a certain brand to simulate the active search behavior for brand information after consumers have an interest in a product.The study found that the average amplitude of P2 and P3 components induced by the product image after watching the advertisement video information before viewing.The smaller amplitude of the P2 and P3 components reflected the reduction of attention resources invested in identifying brand information by the participants,and less difficulty in distinguishing the brand information.The study reveals the neural mechanism of consumer attention distribution and the consumers’ cognitive process from initial contact to an in-depth understanding of brand information.(3)Based on the analysis of ERP analysis technology,this paper puts forward a method to measure the differentiation of cognition processing to different brand awareness.The event-related potential components N2 and P3,which reflected the cognitive differences caused by the brand after the consumers saw the co-brand advertising with different brand awareness,were found.In the identification stage while dealing with brand information,if the brand’s popularity was relatively equal,the attention resources that consumers used to identify the brand were basically the same.Thus there was no significant difference in the evoked N2 components at this stage.When deep-level cognitive processing of brand information was performed,the services,well-known levels,and prior knowledge contained in the brand information would lead difference while updating consumer’s memory.Which means,when there would be a large difference between the new brand information provided by the original memory and stimulus materials,the brain needed to devote more psychological resources to processing information,and the evoked P3 components showed significant differences at this stage.(4)A measuring method based on ERP analysis technology to study consumers’ cognitive processing to price difference information was proposed.According to the actual situation,the study simulated the selection process in which consumers face price differences between channels and found that when consumers face channels with price differences,there were differences in cognitive processes such as the cognitive control and distribution of attention.The small price difference between channels will induce larger N2 component,and larger price differences will lead to a reduction in the mission difficulty and thus a reduction in the evoked P3 component.The amplitude of event-related potential components N2 and P3 can be used as a cognitive index to measure the consumer’s identification of price differences between channels and the distribution of attention.(5)Based on the analysis of ERP analysis technology,this paper puts forward a method to measure consumer’s cognitive process caused by recommendation information.According to the actual situation,the study designed three kinds of recommendation information that consumers can contact,and found that there significant differences in event-related potential components N2 and P3 induced by consumers when processing the three types of recommendation information.Compared to no recommended,the results showed that the ERP components N2 and P3 evoked by the recommendation of different familiarities referral were different:the recommendation with low familiarities induced the greatest average amplitude of N2,and the recommendations with high familiarities induced the greatest average amplitude of P3.The results suggest that,N2 reflects consumers’identification process of recommendation information;P3 reflects consumers’ propensity to products recommended or the cognitive process of selection on value measurement.These findings revealed the cognitive process when consumers dealing with different recommendation information.This study explored the influences of marketing stimulus on consumers’ behavior on the cognitive neuroscience,clarified the key elements which could affect consumers’ decision-making.This study not only could observe and explain the inherent neural activities in each stage of consumer behavior from a cognitive perspective,but also could help companies to make the reasonable marketing strategies.更多还原