神经营销学研究现状探析
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外国经济与管理 2011 年 第 33 卷第 05 期, 页码：25 - 32
摘要
参考文献
摘要
神经营销学是国外近几年发展较快的一个新兴跨学科研究领域,它运用先进的脑成像技术考察与市场营销相关的问题,将观察视角深入到以前被视为"黑箱"的人体大脑内部。由于其突出的应用价值,工商界与学术界都对其报以很高的兴趣与热情。本文对神经营销学的最新研究成果进行了评介,并讨论了该领域目前存在的问题和今后的发展方向。
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[13]Ambler,T,and Burne,T.Thei mpact of affect on memory of advertising[J].Journal of Advertising Research,1999,39(2):25-34.
[14]Ambler,T,Ioannides,A,and Rose,S.Brands on the brain:Neuro-i mages of advertising[J].Business Strategy Review,2000,11(3):17-30.
[15]Erk,S,Spitzer,M,Wunderlich,A P,Galley,L,and Walter,H.Cultural objects modulate reward circuitry[J].NeuroReport,2002,13(18):2 499-2 503.
[16]O’Doherty,J P.Reward representations and reward-related learning in the human brain:Insights from neuroi maging[J].Cur-rent Opinionin Neurobiology,2004,14(6):769-776.
[18]Sanfey,A G,Rilling,J K,Aronson,J A,Nystrom,LE,and Cohen,J D.The neural basis of economic decision-makingin the ulti-matumgame[J].Science,2003,300(5626):1 755-1 758.
[17]McClure,S M,York,MK,and Montague,P R.The neural substrates of reward processingin humans:The modern role of f MRI[J].Neuroscientist,2004,10(3):260-268.
[19]Plassmann,H,Ambler,T,Sven,B,and Kenning,P.What can advertisers learn from neuroscience?[J].International Journal ofAdvertising,2007,26(2):151-175.
[2]Deppe,M,Schwindt,W,Kugel,H,Plassmann,H,and Kenning,P.Nonlinear responses within the medial prefrontal cortex revealwhen specific i mplicit informationinfluences economic decision-making[J].Journal of Neuroi maging,2005,15(2):171-182.
[3]Koenigs,M,and Tranel,D.Prefrontal cortex damage abolishes brand-cued changesin cola preference[J].Social Cognitive and Af-fective Neuroscience,2008,3(1):1-6.
[4]Plassmann,H,Kenning,P,Schwindt,W,Kugel,H,and Deppe,M.The role of the medial prefrontal cortexin risk modulated pro-cessing of brandinformation[R].Poster presented at the 11th Annual Meeting of the Organization for Human Brain Mapping,Toronto,2005.
[5]Schaefer,M,Berens,H,Heinze,HJ,and Rotte,M.Neural correlates of culturally familiar brands of car manufactures[J].Neuro-I mage,2006,31(2):861-865.
[6]Deppe,M,Schwindt,W,Pieper,A,Kugel,H,Plassmann,H,Kenning,P,Deppe,K,and Ringelstein,E B.Anterior cingulate re-flects susceptibility to framing during attractiveness evaluation[J].NeuroReport,2007,18(11):1 119-1 123.
[7]Plassmann,H,Kenning,P,and Ahlert,D.Why companies should make their customers happy:The neural correlates of customerloyalty[J].Advances in Consumer Research,2007,34:1-5.
[8]Yoon,C,Gutchess,A H,Feinberg,F,and Polk,T A.Afunctional magnetic resonance i maging study of neural dissociations be-tween brand and person judgments[J].Journal of Consumer Research,2006,33(1):31-40.
[9]Knutson,B,Rick,S,Wi mmer,G E,Prelec,D,and Loewenstein,G.Neural predictors of purchase[J].Neuron,2007,53(1):147-156.
[10]Plassmann,H,O’Doherty,J,Shiv,B,and Rangel,A.Marketing actions can modulate neural representations of experienced pleas-antness[R].Proceedings of National Academy of Sciences of the United State of America,2008,105(3):1 050-1 054.
[11]Plassmann,H,O’Doherty,J,and Rangel,A.Orbitofrontal cortex encodes willingness to pay in everyday economic transactions[J].Journal of Neuroscience,2007,27(37):9 984-9 988.
[12]Kenning,P,Plassmann,H,Kugel,H,Schwindt,W,Pieper,A,and Deppe,M.Neural correlates of attractive ads[A].in Kos-chnick,WJ(Ed.).FOCUS-Jahrbuch 2007,Schwerpunkt:Neuro konomie,Neuromarketing,Neuromarktforschung[C].Munich:FOCUSMagazin Verlag,2007:287-298.
[13]Ambler,T,and Burne,T.Thei mpact of affect on memory of advertising[J].Journal of Advertising Research,1999,39(2):25-34.
[14]Ambler,T,Ioannides,A,and Rose,S.Brands on the brain:Neuro-i mages of advertising[J].Business Strategy Review,2000,11(3):17-30.
[15]Erk,S,Spitzer,M,Wunderlich,A P,Galley,L,and Walter,H.Cultural objects modulate reward circuitry[J].NeuroReport,2002,13(18):2 499-2 503.
[16]O’Doherty,J P.Reward representations and reward-related learning in the human brain:Insights from neuroi maging[J].Cur-rent Opinionin Neurobiology,2004,14(6):769-776.
[18]Sanfey,A G,Rilling,J K,Aronson,J A,Nystrom,LE,and Cohen,J D.The neural basis of economic decision-makingin the ulti-matumgame[J].Science,2003,300(5626):1 755-1 758.
[17]McClure,S M,York,MK,and Montague,P R.The neural substrates of reward processingin humans:The modern role of f MRI[J].Neuroscientist,2004,10(3):260-268.
[19]Plassmann,H,Ambler,T,Sven,B,and Kenning,P.What can advertisers learn from neuroscience?[J].International Journal ofAdvertising,2007,26(2):151-175.
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颜立. 神经营销学研究现状探析[J]. 外国经济与管理, 2011, 33(5): 25–32.
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