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首页> 外文期刊>Journal of marketing research >Merely Being with You Increases My Attention to Luxury Products: Using EEG to Understand Consumers' Emotional Experience with Luxury Branded Products
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Merely Being with You Increases My Attention to Luxury Products: Using EEG to Understand Consumers' Emotional Experience with Luxury Branded Products

机译：仅仅与您在一起提高了我对奢侈品的关注度：使用EEG理解消费者对奢侈品牌的情感体验

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摘要

Electrophysiological and hemodynamic studies provide substantial evidence of dissimilar brain responses when people view emotional compared with neutral pictures. This study investigates consumer brain responses underpinning passive viewing of luxury (high emotional value) versus basic (low emotional value) branded products when participants are alone or with another person. Conforming to social facilitation theory and using electroencephalogram methods, the authors recorded event-related potentials while female participants passively viewed pictures of luxury and basic branded products. They examined event-related-potential amplitudes in three time windows, corresponding to the P2 and P3 components and the late positive potential (LPP). Dissimilar brain responses occurred in the Together but not the Alone condition for the P2 and P3 components over visual cortex sites. The LPP amplitude was higher for luxury than for basic branded products, but only in the Together condition, suggesting that the presence of another person magnifies the emotional effect of brand type. Taken together, the results suggest that LPP amplitude during passive viewing of relevant marketing images reflects increased attention allocation and motivational significance, both enhanced by the presence of another person, to stimuli with higher emotional value.
机译：当人们将情绪与中性图片相比时，电生理和血液动力学研究提供了大脑反应不同的大量证据。这项研究调查了当参与者单独或与他人在一起时，被动看待奢侈品（高情感价值）与基本（低情感价值）品牌产品的消费者大脑反应。遵循社会便利化理论并使用脑电图方法，作者记录了与事件相关的电位，而女性参与者则被动地观看了奢侈品和基本品牌产品的图片。他们在三个时间窗口中检查了与事件相关的电位振幅，分别对应于P2和P3分量以及晚期正电位（LPP）。在视觉皮层位点上，P2和P3组件在“在一起”条件下发生了不同的大脑反应，但在“单独”条件下没有发生。奢侈品的LPP幅度高于基本品牌产品，但仅在To​​gether条件下，表明另一个人的存在会放大品牌类型的情感影响。两者合计，结果表明，在被动观看相关营销图像期间的LPP幅度反映出注意力分配和动机意义的增加，这两者都因另一个人的存在而增强，从而具有较高的情感价值。

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