第3期 宋之杰等神经营销研究进展、问题及展望 想、品牌个性等)等领域,有待利用神经营销技术[]管理世界,2012(6):163179 开展更为深入、广泛的研究和应用。 [9]颜立神经营销学硏究现状探析[J].外国经济与管理,2011, (五)消费者个性与保护营销的神经研究 33(5):25-32 神经营销在消费者个体特征领域取得了一定0)ciVS,Rmg4A,shms,tal, Evidencefor a common representation of decision values for dissimilar goods in human 成果,但是消费者个性极为复杂,还存在很多空 Journal of Neuroscience 白。内隐人格理论( implicit theories)认为渐变论 2009,29(39):1231512320. 者关注消费过程(购物的体验、情绪、享乐),而实[1] Fitz Gerald T h, Seymour B, Dolan R J. The role of human o 体论者关注消费结果(产品功能、实用性) frontal cortex in value comparison commensurable objects 地域差异造成欧美偏向独立性自我思维,而 Joumal of Neuroscience, 2009, 29(26):8388-8395 中国人则是互依型自我思维,面子文化和炫耀机【2] Zurawicki L. Book review; neuromarketing; sploring the brain of the consumer []. Internal Joumal of Market Research, 2011 制在消费活动中的表现不尽相同。细分市场客户 (53):287-288. 的人格特质,目的是研究不同个性消费者背后的[] EschEr,MoT, Schmit b,ta. Brands on the brain. d 神经机制,制定特色产品设计和广告策略以更好 mers use declarative information or experienced emotions to 地匹配消费者需求。当下很多消费者存在强迫性 evaluate brands [J]. Journal of Consumer Psychology, 2012, 22 购买、成瘾消费倾向,“一入淘宝深似海,从此存款 (1):7585 [14]Reimann M, Zaichkowsky J, Neuhaus C, et al. Aesthetic 是路人”绝非个例,对这类“非理性”消费行为的心 package design: A behavioral, neural, and psychological 理、生理机制知之甚少。消费者是脆弱和无辜的 Investigation [] Journal of Consumer Psychology, 2010(20) 未来在设法“诱导”消费者开启“购买按钮”的同 431-441 时,也应该从大脑内部探索“非理性”消费行为形[] Reimann M, Casta R, Zaichkowsky J,ctal. Novel ver 成机理,致力于引导消费者减少不良消费行为的 familiar brands: an analysis of neurophysiology, response latency 发生 and choice [J]. Marketing Letters, 2012, 23(3): 745-75 [16]Rampl L V, Opitz C, Welpe I M, et al. The role of emotions in 参考文献] agnetic resonance imaging fMRI)[J]. Marketing Lette [1 Green S, Holbert N. Gifts of the neuro-magi 2016,27(2):361-374 speculation in the age of neuromarketing [17] Erk S, Spitzer M, Wunderlich A P, et al. Cult Research,2012,24(1):10-14 adulate reward circuitry [J]. NeuroReport, 2002, 13( 18) [2]杜建刚,王琳.神经营销学的研究现状:MR成果评述[J].经 2499-2503. 济管理,2012,34(3):189-199. [18] Martin R, Judith Z, Carolin N, et al. Aesthetic package design: 3]Hammou K A, Galib M H, Melloul J. The contributions of neuro- A behavioral, neural, and psychological investigation [J].Jourmal marketing in marketing research [J]. Joumal of Management of Consumer Psychology, 2010(20): 431441 Research,2013,5(4):20-33 [19] Reimann M, Bechara A. The somatic marker framework as a neu- [4] Vitor C R F, Janainade M E G, Jorge H CO. A review of studies ological theory of decision-making: Review neeptual teting: practical results, techniques, contributions comparisons, and future neuroeconomics research [J]. Joumal of and limitations [J]. Jourmal of Management Research,2014,6 (2):201-222. [2] Meier B P, Moeller SK, Riemer-Peltz M, et al. Sweet taste pref [5] Schaefer A, Buratto L G, Goto N, et al. The feedback-related predict prosocial inferences negativity and the P300 brain potential are sensitive to price personalities, and behaviors []. 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Neural predictors of第 3 期 宋之杰 等 神经营销研究进展、问题及展望 85 想、品牌个性等)等领域,有待利用神经营销技术 开展更为深入、广泛的研究和应用。 (五) 消费者个性与保护营销的神经研究 神经营销在消费者个体特征领域取得了一定 成果,但是消费者个性极为复杂,还存在很多空 白。 内隐人格理论( implicit theories) 认为渐变论 者关注消费过程(购物的体验、情绪、享乐),而实 体论者关注消费结果(产品功能、实用性) [57] 。 地域差异造成欧美偏向独立性自我思维,而 中国人则是互依型自我思维,面子文化和炫耀机 制在消费活动中的表现不尽相同。 细分市场客户 的人格特质,目的是研究不同个性消费者背后的 神经机制,制定特色产品设计和广告策略以更好 地匹配消费者需求。 当下很多消费者存在强迫性 购买、成瘾消费倾向,“一入淘宝深似海,从此存款 是路人冶绝非个例,对这类“非理性冶消费行为的心 理、生理机制知之甚少。 消费者是脆弱和无辜的, 未来在设法“诱导冶 消费者开启“购买按钮冶 的同 时,也应该从大脑内部探索“非理性冶消费行为形 成机理,致力于引导消费者减少不良消费行为的 发生。 [参考文献] [1] Green S, Holbert N. Gifts of the neuro鄄magi: Science and speculation in the age of neuromarketing [J]. Marketing Research, 2012, 24(1):10鄄14. [2] 杜建刚,王琳. 神经营销学的研究现状:fMRI 成果评述[J]. 经 济管理,2012,34(3):189鄄199. [3] Hammou K A, Galib M H, Melloul J. The contributions of neuro鄄 marketing in marketing research [J]. Journal of Management Research, 2013,5(4):20鄄33. [4] Vitor C R F, Janainade M E G, Jorge H C O. A review of studies on neuromarketing: practical results, techniques, contributions and limitations [J]. Journal of Management Research, 2014, 6 (2):201鄄222. [5] Schaefer A, Buratto L G, Goto N, et al. The feedback鄄related negativity and the P300 brain potential are sensitive to price expectation violations in a virtual shopping task [J]. PloS One, 2016,11(9):1鄄22. [6] Nobuhiko G, Faisal M, Dexter S, et al. Neural signals of selective attention are modulated by subjective preferences and buying decisions in a virtual shopping task [J]. Biological Psychology, 2017 (128):11鄄20. [7] 马庆国,王小毅. 从神经经济学和神经营销学到神经管理学 [J]. 管理工程学报,2006(3): 129鄄132. [8] 马庆国,付辉建,卞军. 神经工业工程:工业工程发展的新阶段 [J]. 管理世界,2012(6): 163鄄179. [9] 颜立. 神经营销学研究现状探析[J]. 外国经济与管理,2011, 33(5):25鄄32. [10] Chib V S, Rangel A, Shimojo S, et al. Evidence for a common representation of decision values for dissimilar goods in human ventromedial prefrontal cortex [J]. Journal of Neuroscience, 2009,29(39): 12315鄄12320. 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How to measure cerebral correlates of emotions in marketing relevant tasks [J]. Cognitive Computation, 2014,6(4):856鄄871. [22] Linda E, Couwenberg, Maarten A S, et al. Neural responses to functional and experiential ad appeals: Explaining ad effectiveness [J]. International Journal of Research in Marketing , 2017(34): 355鄄366. [23] Knutson B, Rivk S, Wimmer G E, et al. Neural predictors of