基于认知神经科学的消费者怀旧研究

发布时间：2018-03-18 14:01

本文选题：消费者　切入点：怀旧　出处：《暨南大学》2015年硕士论文　论文类型：学位论文

【摘要】：消费者怀旧在中国现代社会中呈现出群体现象,怀旧已经悄然成为消费界中的时尚,它表现在百姓生活的方方面面,大量怀旧品牌产品或者以怀旧为题材的电影、音乐、主题餐厅等在市场上收到大量消费群体的追捧。为了了解分析这一社会现象,本研究选取怀旧消费的主要群体80后消费者为样本,采用行为实验和脑电实验相结合的方式对消费者的怀旧偏好进行研究。研究目的如下:1、证明消费者对怀旧产品内隐情感偏好的存在;2、研究消费者怀旧倾向对于怀旧产品偏好程度的影响3、分离消费者怀旧偏好当中的刻板印象与内隐情感态度;4、利用事件相关电位技术(ERPs)揭示消费者怀旧内隐偏好的脑电神经机制。研究得出以下结论:1、消费者对怀旧产品具有积极的情感偏好,怀旧程度越高偏好强度越大;2、消费者对怀旧产品与现代产品无明显的关于质量或者价格等方面的刻板印象;3、怀旧产品在更能诱发被试的关于注意资源分配的脑电反应P2成分,即相对于现代产品怀旧产品更能吸引消费者的无意识注意;4、行为实验与脑电实验得出一致性的结果,怀旧产品与消极情感词汇联合反应的条件下诱发的N2波幅显著高于其与积极情感词联合反应的任务。表明脑电N2成分可能是内隐联想测验的IAT效应的反应指标。
[Abstract]:Consumer nostalgia presents a group phenomenon in modern Chinese society. Nostalgia has quietly become a fashion in the consumer world. It is manifested in all aspects of people's life, a large number of nostalgic brand products or movies and music with nostalgic themes. In order to understand and analyze this social phenomenon, this study selected the post-80s consumer, a major group of nostalgic consumers, as a sample. The purpose of this study is as follows: 1, to prove the existence of implicit emotional preference in nostalgia products, and to study the influence of nostalgia on nostalgia. The influence of the degree of old product preference 3, the separation of stereotype and implicit emotional attitude in consumer nostalgia. The use of event-related potentials (ERPs) to reveal the EEG mechanism of consumer nostalgia implicit preference. In conclusion 1, consumers have a positive emotional preference for nostalgic products. The higher the nostalgia degree, the greater the intensity of preference. Consumers have no obvious stereotype about quality or price between nostalgic products and modern products. Nostalgia products are more likely to induce the P2 component of attention resource allocation. That is, compared to the nostalgic products of modern products, they are more likely to attract consumers' unconscious attention. Behavior experiments and EEG experiments show consistent results. The N _ 2 amplitude induced by nostalgic product and negative affective lexical reaction was significantly higher than that of positive affective words, indicating that the N _ 2 component of EEG might be a response index of IAT effect in implicit association test.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：B842

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