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Form 'defines' function: Neural connectivity between aesthetic perception and product purchase decisions in an fMRI study

机译:形式“定义”功能:功能磁共振成像研究中美学感知与产品购买决策之间的神经联系

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摘要

In the aesthetics literature, object beauty has been emphasized for its non-instrumental benefits, in other words, beauty that is 'rewarding' in itself, without functional considerations. In the context of consumer products, this study examines the influence of aesthetic perceptions on purchase decisions based on integrating both reward (hedonic) and functional value attribution mechanisms. Brain connectivity analysis of functional magnetic resonance imaging (fMRI) data sheds light on the neural route for the influence of product beauty on purchase. Notably, a significant directional connectivity from brain networks mediating 'aesthetic perception' to 'functional value' to 'purchase decision' shows that the left Amygdala, an emotion-related region of the aesthetic network, influences all five regions in the functional network, which then influences the purchase network of the brain, thus supporting the utilitarian goals of aesthetic appraisals and the Antonio Damasio's somatic/emotional marker hypothesis. Further, we find clear evidence that the reward (hedonic) network, which also influences the purchase network, receives information from the functional network of the brain, integrating both the non-instrumental and instrumental value of the product. In other words, beauty in consumer products influences purchase decisions by evoking emotions that importantly define the functional value of products, in addition to their hedonic/reward value uncovered in previous literature. In light of the novel findings, the authors discuss important implications for marketing theory, methodology, and practice. Copyright (C) 2016 John Wiley & Sons, Ltd.
机译:在美学文献中,对象美因其非工具性优点而被强调,换言之,本身具有“奖励”作用的美,没有功能方面的考虑。在消费产品的背景下,本研究基于奖励(享乐)和功能价值归因机制的结合,研究了审美观念对购买决策的影响。功能磁共振成像(fMRI)数据的大脑连通性分析为了解产品美感对购买的影响提供了神经途径。值得注意的是,从介导“审美感知”到“功能价值”再到“购买决策”的大脑网络之间的显着方向连通性表明,左杏仁核是审美网络中与情感相关的区域,会影响功能网络中的所有五个区域,然后会影响大脑的购买网络,从而支持审美评估和安东尼奥·达马西奥(Antonio Damasio)的身体/情绪标记假设的功利目标。此外,我们发现了明确的证据,即奖励(享乐)网络也影响了购买网络,它从大脑的功能网络接收信息,整合了产品的非仪器和工具价值。换句话说,除了先前文献中发现的享乐价值/奖励价值外,消费产品中的美丽还通过唤起重要定义产品功能价值的情绪来影响购买决策。根据新发现,作者讨论了对营销理论,方法论和实践的重要启示。版权所有(C)2016 John Wiley&Sons,Ltd.

著录项

  • 来源
    《Journal of Consumer Behaviour》 |2016年第4期|335-347|共13页
  • 作者单位

    Auburn Univ, Dept Consumer & Design Sci, 308 Spidle Hall, Auburn, AL 36849 USA;

    Auburn Univ, Dept Psychol, Dept Elect & Comp Engn, AU MRI Res Ctr, 220 Broun Hall, Auburn, AL 36849 USA;

    Calif State Univ Long Beach, Dept Family & Consumer Sci, 1250 Bellflower Blvd, Long Beach, CA 90840 USA;

    Auburn Univ, Dept Elect & Comp Engn, AU MRI Res Ctr, 200 Broun Hall, Auburn, AL 36849 USA|Cleveland Clin, Lou Ruvo Ctr Brain Hlth, 888 W Bonneville Ave, Las Vegas, NV USA;

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  • 入库时间 2022-08-17 23:20:44

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