體驗行銷的神經生物觀點
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2012/08-2013/07
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在過去體驗行銷的研究中，大部分學者皆認為消費者情緒的誘發就是體驗行銷的核心。之所以會產生這樣的研究結果來自於兩個原因，(1)體驗行銷的定義分歧，且都流於空幻的文字敘述，沒有具體證據，及(2)受制於研究方法的限制，只能衡量事後體驗，無法衡量消費前與消費中的體驗，導致大部分的學者皆把情緒與體驗行銷畫上等號。本研究認為，可以用生理心理科學的角度來探討體驗行銷背後的運作機制。利用腦神經科學的知識與儀器測量體驗時的大腦神經活動，本研究不但可以(1)明確地指出體驗行銷的生理運作機制，及其如何影響認知的過程，更可以提供具體證據來補充文字定義敘述不足之處，及(2)突破研究方法上的限制，可以同步地衡量體驗行銷元素之間的相互作用關係。 本研究主張體驗行銷是消費者對某標的物產生主觀心理建構的過程，在建構的過程中會涉及與此標的物相關的記憶與情緒；若只喚起消費者對某標物的記憶與情緒，而沒有對此標的物產生心理建構的過程，則不是體驗行銷；亦即，對某標的物產生主觀的心理建構以及刺激的自我參照行(Self-referent)才是體驗行銷的核心，單單只喚起與某標的物有關的記憶與情緒並不是體驗行銷。藉由腦神經科學的知識與儀器，本研究不但可以捕捉消費者在進行體驗時具體的形貌，也可以用更精確的語言來瞭解體驗行銷生理及心理的運作機制。 本研究為三年期計畫，希望藉由體驗行銷材料的選擇與呈現，同步測量消費者大腦的活動，以了解體驗的神經機制為何，進而促進對體驗的生理層面的定義與了解。
In the past experiential marketing research stream, most scholars hold that triggering consumer emotions is the key to experiential marketing. There are two reasons for this account: (1) differences in the definition of experiential marketing, and (2) the limitations of research methods in which researchers can only measure experiences after the consumption rather than measure it during the consumption, resulting in most of the scholars equate the emotion with experiential marketing. This study attempts to explore the definition of experiential marketing from a neurobiological perspective. Using functional MRI, this study intends to (1) clarify the physical operation of the mechanism of experiential marketing, and provide biological evidence to supplement the inadequacies of the text definition statement, and (2) simultaneously identify the elements of experiential marketing and their interactions with less restrictions in terms of research methods. The current study assumes that experiential consumption is a multitude of various cognitive components, such as memory, emotions, and mental imageries. The ability to build mental imageries is particularly important to experiential consumption. In addition, one key characteristic of experiential consumption has to do with self-referents. Through the use of fMRI, it is expected that these localized brain areas can be identified as related to experiential consumptions. This project is a three-year project which starts with the composition and selection of materials and then uses these materials to present research participants with experiential marketing stimuli. It is hoped that the definition and cognitive mechanisms can be better revealed with the results of this research.
In the past experiential marketing research stream, most scholars hold that triggering consumer emotions is the key to experiential marketing. There are two reasons for this account: (1) differences in the definition of experiential marketing, and (2) the limitations of research methods in which researchers can only measure experiences after the consumption rather than measure it during the consumption, resulting in most of the scholars equate the emotion with experiential marketing. This study attempts to explore the definition of experiential marketing from a neurobiological perspective. Using functional MRI, this study intends to (1) clarify the physical operation of the mechanism of experiential marketing, and provide biological evidence to supplement the inadequacies of the text definition statement, and (2) simultaneously identify the elements of experiential marketing and their interactions with less restrictions in terms of research methods. The current study assumes that experiential consumption is a multitude of various cognitive components, such as memory, emotions, and mental imageries. The ability to build mental imageries is particularly important to experiential consumption. In addition, one key characteristic of experiential consumption has to do with self-referents. Through the use of fMRI, it is expected that these localized brain areas can be identified as related to experiential consumptions. This project is a three-year project which starts with the composition and selection of materials and then uses these materials to present research participants with experiential marketing stimuli. It is hoped that the definition and cognitive mechanisms can be better revealed with the results of this research.