营销广告中多模态隐喻的消费者认知神经机制研究

发布时间：2018-04-22 02:28

本文选题：神经营销学 + 广告隐喻　；参考：《浙江大学》2014年硕士论文

【摘要】：在信息爆炸的今天,如何让消费者在面临一项产品时,能在有限的时间里迅速了解产品的功能和特点,这是市场营销领域急需重视的问题。隐喻式广告营销就是利用消费者熟知的事物来比喻推出的新产品(例如用豹子的速度来隐喻汽车加速效果),使得消费者能够容易、便捷、轻松地去认识和理解复杂又生疏的新产品,帮助说服消费者对新产品产生好感。在处理广告中的隐喻时,消费者必须自己进行推理,并发现两种事物之间的相似性。研究发现,这种推理能够促使消费者对广告隐喻信息进行更深层次的加工,而这种深层次理解加工将正向影响消费者对产品和广告的态度,以及对广告内容的记忆。因此,研究消费者在面对隐喻式广告时的认知加工机制,从脑神经层面揭示消费者背后的黑箱,对提升市场营销效果,实现精准营销无疑具有现实意义。本研究基于神经营销学,以概念隐喻理论、消费者主观理解水平模型(LSC)为理论基础,以汽车与动物的隐喻式广告为切入点,采用事件相关电位技术手段,辅以问卷研究方法,探索消费者对广告隐喻的认知心理过程和相关神经机制。本研究得到以下结论： (1)提出消费者对广告中多模态隐喻的认知加工的三阶段模型,经历跨模态认知冲突处理阶段(N300)、语义冲突处理阶段(N400)、语义整合阶段(LPC)等三个阶段。 (2)实验脑电数据支持LSC模型,从神经层面证实广告隐喻不仅会诱发消费者对广告信息进行浅层次理解,同时还促使消费者进行思考,基于个人经验和知识深层次理解广告信息,从而有效提高广告信息记忆程度。
[Abstract]:In today's information explosion, how to make consumers understand the function and characteristics of a product quickly in a limited time is an urgent problem in the field of marketing. Metaphorical advertising is a metaphor for new products that consumers are familiar with (for example, using leopard speed to metaphor car acceleration so that consumers can be easy and convenient. Easy to understand and understand complex and unfamiliar new products, help to convince consumers of new products. In dealing with metaphors in advertising, consumers must reason for themselves and discover similarities between the two. It is found that this kind of reasoning can promote consumers to process metaphorical information in advertising at a deeper level, and this deep understanding and processing will positively affect consumers' attitudes towards products and advertisements, as well as their memory of advertising content. Therefore, it is of practical significance to study the cognitive processing mechanism of consumers in the face of metaphorical advertising, and to reveal the black box behind consumers from the brain nerve level, which will improve the marketing effect and achieve accurate marketing. This study is based on neuromarketing, based on conceptual metaphor theory, consumer subjective understanding level model (LSCS), the metaphorical advertising of cars and animals as a starting point, event-related potential technology, and questionnaire research methods. To explore the cognitive psychological process and related neural mechanism of advertising metaphor. The conclusions of this study are as follows: 1) A three-stage model for consumers' cognitive processing of multimodal metaphors in advertising is proposed, which includes three stages: intermodal cognitive conflict processing stage (N300), semantic conflict processing stage (N400) and semantic integration stage (LPC). Experimental EEG data support the LSC model, which proves that advertising metaphor not only induces consumers to understand advertising information on a superficial level, but also promotes consumers to think and understand advertising information deeply based on personal experience and knowledge. In order to effectively improve advertising information memory.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842

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