Research On The Influence Of Marketing Stimulation On Consumers’ Brain Cognition Based On Event-Related Potential

After entering the twenty-first century,market competition is becoming increasingly fierce with the large-scale application of network technology and its’ development,and marketing activities become more important for the development of every enterprise.Using marketing activities reasonably can not only help enterprises to occupy and expand their market shares,strengthen the communication between enterprises and consumers,but also can cultivate and guide consumers to develop their buying habits.How to assess whether consumers will actively respond to a brand or product,how to find the consumers’ inner needs,and how to design advertising to attract consumers,these issues need a reasonable answer.The effect of the purchasing decision element’s affection on the consumer’s reaction in the process of buying,such as how the marketing information makes an impact on the consumer’s attention,and whether the impact of the evaluation or recommendation of some person on the consumer will be the same,is still unclear.In response to these problems,the main methods of studying the consumer’s response caused by purchase decision elements are behavior observation,questionnaires,in-depth interviews and other methods in the present.However,these methods have some lack to explain the consumer’s behavior to the purchase decision elements on a deeper level.This study proposes to use event-related potential(ERP)signal analysis techniques to explore the consumer’s cognitive mechanism of marketing stimulus,which is a very valuable attempt to apply cognitive neuroscience in consumer behavior.The application of using cognitive neuroscience method to carry out research on the mechanism of marketing elements can not only make up for the inadequacy of the traditional research methods,but also can observe consumer behavior before judgment,monitor the behavior,predict and assess the post-behavior,and other cognitive processes,then explain the consumer’s neuro activity of purchase decision elements at the level of neuroscience,which can provide theoretical support for the decision-making process at the neuroscience level.The main work of this research and research conclusions include:(1)Based on the analysis of ERP analysis technology,this research studied the differences in cognitive processing after receiving different promotion information.The study presented two typical sales promotion information to participants and found the indicator N2 reflecting the differences in the cognitive process of different promotion information.When different promotion information has been received,there will be differences in the processing of promotional poster information,which the depth of carnival promotion information processing will be higher than that of general promotion information,and result in an increase in the average amplitude of N2 components.The study reveals the neurological mechanisms of consumer attention distribution.In the cognitive control stage,the inhibition of response to implied stimuli could be affected by implicit memory after the presentation of promotional information.(2)Based on the analysis of ERP analysis technology,this research puts forward a method to study consumers’ different cognition stages to brand.By presenting an advertisement video of a certain brand to simulate the active search behavior for brand information after consumers have an interest in a product.The study found that the average amplitude of P2 and P3 components induced by the product image after watching the advertisement video information before viewing.The smaller amplitude of the P2 and P3 components reflected the reduction of attention resources invested in identifying brand information by the participants,and less difficulty in distinguishing the brand information.The study reveals the neural mechanism of consumer attention distribution and the consumers’ cognitive process from initial contact to an in-depth understanding of brand information.(3)Based on the analysis of ERP analysis technology,this paper puts forward a method to measure the differentiation of cognition processing to different brand awareness.The event-related potential components N2 and P3,which reflected the cognitive differences caused by the brand after the consumers saw the co-brand advertising with different brand awareness,were found.In the identification stage while dealing with brand information,if the brand’s popularity was relatively equal,the attention resources that consumers used to identify the brand were basically the same.Thus there was no significant difference in the evoked N2 components at this stage.When deep-level cognitive processing of brand information was performed,the services,well-known levels,and prior knowledge contained in the brand information would lead difference while updating consumer’s memory.Which means,when there would be a large difference between the new brand information provided by the original memory and stimulus materials,the brain needed to devote more psychological resources to processing information,and the evoked P3 components showed significant differences at this stage.(4)A measuring method based on ERP analysis technology to study consumers’ cognitive processing to price difference information was proposed.According to the actual situation,the study simulated the selection process in which consumers face price differences between channels and found that when consumers face channels with price differences,there were differences in cognitive processes such as the cognitive control and distribution of attention.The small price difference between channels will induce larger N2 component,and larger price differences will lead to a reduction in the mission difficulty and thus a reduction in the evoked P3 component.The amplitude of event-related potential components N2 and P3 can be used as a cognitive index to measure the consumer’s identification of price differences between channels and the distribution of attention.(5)Based on the analysis of ERP analysis technology,this paper puts forward a method to measure consumer’s cognitive process caused by recommendation information.According to the actual situation,the study designed three kinds of recommendation information that consumers can contact,and found that there significant differences in event-related potential components N2 and P3 induced by consumers when processing the three types of recommendation information.Compared to no recommended,the results showed that the ERP components N2 and P3 evoked by the recommendation of different familiarities referral were different:the recommendation with low familiarities induced the greatest average amplitude of N2,and the recommendations with high familiarities induced the greatest average amplitude of P3.The results suggest that,N2 reflects consumers’identification process of recommendation information;P3 reflects consumers’ propensity to products recommended or the cognitive process of selection on value measurement.These findings revealed the cognitive process when consumers dealing with different recommendation information.This study explored the influences of marketing stimulus on consumers’ behavior on the cognitive neuroscience,clarified the key elements which could affect consumers’ decision-making.This study not only could observe and explain the inherent neural activities in each stage of consumer behavior from a cognitive perspective,but also could help companies to make the reasonable marketing strategies.