Consumer Neuroscience: Decoding The Mind of The Consumer
2016/05/24
研討會日期 : 2016-05-24
時間 : 14:30
主講人 : Professor Yu-Ping Chen
主持人 : Professor Tzu-Ting Yang
地點 : Conference Room C103
演講者簡介 : Professor Chen received her Ph.D. in Business Administration at UC Berkeley. She is currently an Assistant Professor at National Taiwan University College of Management. Her research fields are Neuromarketing, Neuroeconomics, Judgment and Decision Making.
演講摘要 : Marketing theory and practice have become increasingly customer-centered in recent decades. To that end, marketers, consumer researchers, and the lay public alike have begun to take special interest in how understanding the human brain can help them better understand consumers. Despite advances in knowledge of how the brain represents simple goods such as those involving primary rewards, however, there is great difficulty in extending this understanding to more complex goods typical of modern human society, and in particular how the brain represents the set of intangible characteristics resulting from social and cultural influences, for example, the intangible characteristics captured by a good’s brand. Here we combine newly available machine learning techniques with functional neuroimaging data to characterize the set of processes that give rise to the intangible associations people have with brands. Our findings represent an important advance in the application of neuroscientific methods to consumer research, moving from work focused on cataloging brain regions associated with marketing stimuli to testing and refining mental constructs central to theories of consumer behavior.
