Research On Neural And Predictive Mechanism Of Short-term Emotional Induction On Individual Buying Behavior Based On SOR Framework

The in-depth study of consusmer behavior and its internal mechanism can effectively help marketers and enterprises to understand consumer needs,implement marketing plans,and achieve corporate goals.Stimulus-Organism-Response(S-O-R)framework indicates that consumer’s buying behavior is mainly cased by external stimuli such as commodities and marketing situations.Externa stimuli can change the internal psychological activities of individuals.This endogenous change mostly comes from emotional priming,which leads to the purchase motivation and decisions.However,the existing researches on consumer behavior under the framework of S-O-R model mostly use psychological scale to measure intrinsic psychological activities,which may not easy to accurately and objectively examine the real psychological activities and emotional states of individuals.Understanding the research methods of neuroscience can reveal more accurately the behavior process and internal mechanism of consumers from the dimensions of time processing and brain functional positioning.Moreover,this thecnology can provide evidences from neuroscience for enterprises and marketers to open the "black box" of consumers’ purchase decision-making process.The main study issue of this thesis is focuses on the interactive marketing strategy of online shopping platform based on user participation for two-person mild combat games.As an external stimulus,we plan to analyse whether this novel interactive marketing strategy still conforms to the theoretica framework of S-O-R model,and whether the winning/losing effect within the interactive strategy can induce short-term emotions of individuals,and subsequently influence individuals’buying behavior.Further,we plan to adopt ERP components obtained from neuroscience experiments to predict individuals’ buying behavior.According to the research purpose and main issues of this thesis,this paper conducts three studies based on the theory of consumer S-O-R framework to investigate the cognitive neurological process of individual buying behavior through neuroscience methods.In order to meet the basic requirements of neuroscientific experiment,we decomposes the process of buying behavior into two stages from price perception and product preference aspects:purchase intention represented by adding shopping cart task and purchase decision represented by save holdings or purchase(SHOP)task and adopts the two-person finger player game representing the winning/losing effect of the interactive marketing strategy.Meanwhile,whether the winning/losing effect can induce short-term emotions of individuals have been investigated through the three studies.After analysing and discussing the data from behavioral and neurological levels,there are four main conclusions have been obtained:(1)The winning/losing effect of interactive marketing strategy can effectively induce short-term emotions,whih can be extended to other related studies as a research paradigm of shot-term emotional priming.(2)Shot-term emotions induced by interactive marketing strategy will change individual’s perception of price and affect their purchase intention.(3)Short-term emotions induced by interactive marketing strategy will weaken individual’s perception of product preference and affect their purchase decision-making behavior.(4)Through the calculation of logistic regression method,it is confirmed that the related ERP components can be used as an effective index to predict individual’s buying behavior under the short-term emotional stimulation.Generally speaking,the winning/losing effect of interactive marketing strategy can effectively induce short-term emotions of individuals.The changes of the short-term emotions further change the perception of product prices and preferences,and finally influence their purchase intention and purchase decision-making behavior.At the same time,ERP components that represent short-term emotional changes can effectively predict individual’s buying behavior.Furthermore,the conclusions of this thesis enrich the relevant theories and research results of consumer behavior.Firstly,this study obtains all cognitive data intuitively from the level of brain activity signals of individual’s buying process,which makes the scientificity of S-O-R model of consumer behavior further demonstrated at the neurological level.Secondly,the success of using ERP components to predict individual’s purchasing behavior enriches the relevant theories of consumer behavior prediction.thirdly,it proves that the influence of win-lose effect in interactive marketing strategies on individual’s internal psychological activities comes from the induction of short-term emotions,the foundings enrich the research results related to emotions and consumer decision-making.In terms of marketing practice,we also provide new ideas from the perspective of neuroscience for enterprises and marketers to have a deeper understanding of consumers.