新品上市广告中品牌差异的脑认知研究  

Research on People's Brain Cognitive Caused by Different Brand in New Arrival Advertising

作　　者：郭伏[1] 张雪峰[1] 孙凤良[1] 丁一[1] 操雅琴[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110819

出　　处：《工业工程与管理》2014年第4期115-119,134,共6页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71171041);国家科技支撑计划资助项目(2012BAH25F08)

摘　　要：针对不同品牌联合推出新产品广告,采用事件相关电位技术研究由品牌差异导致的认知差异。16名被试参与实验,实验材料为仅有品牌差异的iPhone5C广告,采用Go/NoGo范式进行实验,记录脑电数据并进行分析。结果表明,含有中国移动信息的刺激材料与含有中国电信信息的刺激材料诱发出的P3振幅和潜伏期均有显著性差异,说明联合品牌中品牌的变化会导致工作记忆的大幅更新,客观地反映了用户的认知过程,大脑会根据已有记忆对联合品牌进行评估。The brain cognitive differences on new arrival advertising in brand alliance launched by different brand were studied by applying event-related potentials method. 16 participants took part in the study. Two ads about iPhone5C used as materials in this study were designed only with a difference in brand. The experiment was done as Go/NoGo paradigm. EEG data was obtained and analyzed. The results showed that significant differences existed in amplitude and latencies of P3 between China Mobile and China Unicom, memory updated substantially for brands changing, the user＇s cognitive process reflected objectively and brains made evaluation based on reserved memory combined with brands.

关 键 词：品牌联合 品牌差异 脑认知 P3 

分 类 号：TB18[一般工业技术]