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神经广告学是神经营销学的一个重要分支,是应用神经科学技术来研究广告传播及其效果的新兴交叉性学科,近年来发展迅猛。目前神经广告学的研究主要涉及广告设计和产品吸引力评价、满意度及其信任、品牌效应、品牌选择与品牌延伸等。其局限主要表现在生态效度较低,设备昂贵、数据分析复杂等方面。未来的研究可以着眼于对传统广告研究理论进行修正、补充和拓展、多技术的融合以及进一步探析广告心理效应的内在机制。
Nerve advertising is an important branch of neuro-marketing and a newly emerging interdisciplinary subject that uses neuroscience techniques to study the spread of advertising and its effects. It has developed rapidly in recent years. At present, the research on neuro-advertising mainly involves the evaluation of advertisement design and product attractiveness, satisfaction and trust, brand effect, brand choice and brand extension. Its limitations are mainly reflected in the low ecological validity, expensive equipment and complex data analysis. Future research can focus on the traditional advertising research theory to amend, supplement and expand, multi-technology integration and further explore the psychological mechanism of advertising.