本文選題：品牌延伸 + 評(píng)估決策　； 參考：《浙江大學(xué)》2008年博士論文

【摘要】： 決策神經(jīng)科學(xué)(Decision Neuroscience)是快速成長(zhǎng)的前沿交叉學(xué)科,也是管理科學(xué)的新生研究領(lǐng)域。它將管理科學(xué)延伸到神經(jīng)科學(xué)層面,通過(guò)研究傳統(tǒng)決策“黑箱”的神經(jīng)活動(dòng),從而更好的構(gòu)建決策行為模型,它可用于對(duì)消費(fèi)者決策問(wèn)題的研究。事件相關(guān)腦電位(ERP)是認(rèn)知神經(jīng)科學(xué)中最為成熟的腦掃描研究工具之一,它借助穩(wěn)定的內(nèi)源性腦電生理指標(biāo),結(jié)合行為學(xué)數(shù)據(jù),能夠研究傳統(tǒng)的外顯評(píng)估技術(shù)難以涉及的認(rèn)知過(guò)程。運(yùn)用ERP來(lái)研究消費(fèi)者決策,不僅為消費(fèi)者決策理論找到神經(jīng)學(xué)證據(jù),而且它所采取的基于過(guò)程測(cè)量的、多系統(tǒng)協(xié)作的視角,可彌補(bǔ)過(guò)去決策理論中基于結(jié)果測(cè)量的、單一系統(tǒng)框架不足。 品牌延伸是常見(jiàn)的營(yíng)銷手段,主要用來(lái)降低推出新產(chǎn)品的成本,以及避免新品牌失敗的風(fēng)險(xiǎn)。在過(guò)去二十多年里,學(xué)者們致力于探討品牌延伸的評(píng)估決策過(guò)程,形成了圍繞AK模型(Aaker and Keller,1990)的主流學(xué)派,研究主題主要圍繞影響品牌延伸態(tài)度形成的感知質(zhì)量、契合性、類別相似性等變量;但是品牌延伸評(píng)估決策過(guò)程中的“黑箱”,即延伸評(píng)估的認(rèn)知處理過(guò)程和伴隨它的情感遷移過(guò)程卻討論不多,并由此帶來(lái)一些學(xué)術(shù)爭(zhēng)論。檢驗(yàn)經(jīng)典評(píng)估模型,彌補(bǔ)理論缺口,對(duì)關(guān)鍵性的學(xué)術(shù)爭(zhēng)論給出解釋,這是當(dāng)前品牌延伸研究的主要任務(wù)。 本研究以AK模型等經(jīng)典延伸評(píng)估理論為出發(fā)點(diǎn),在研究方法上,以決策科學(xué)、消費(fèi)者行為學(xué)和認(rèn)知神經(jīng)科學(xué)所共通的關(guān)聯(lián)記憶網(wǎng)絡(luò)為基礎(chǔ)理論,并整合了品牌延伸理論、決策科學(xué)、認(rèn)知科學(xué)、ERP研究以及最新的決策神經(jīng)科學(xué)成果,從“認(rèn)知—情感;自動(dòng)—受控”四維度的決策加工處理視角,提出階段性假設(shè);并根據(jù)消費(fèi)者通常進(jìn)行延伸評(píng)估決策的過(guò)程特點(diǎn)設(shè)計(jì)了“刺激1啟動(dòng)(品牌名稱)-刺激2目標(biāo)(產(chǎn)品名稱)”(prime—probe)的實(shí)驗(yàn)研究范式,通過(guò)ERP的過(guò)程測(cè)量來(lái)檢驗(yàn)各階段的評(píng)估決策變量,進(jìn)而結(jié)合神經(jīng)機(jī)制建立描述性評(píng)估決策模型,并以傳統(tǒng)的消費(fèi)者決策研究方法來(lái)對(duì)此進(jìn)行檢驗(yàn);在內(nèi)容上,建立了以母品牌“感知質(zhì)量”為啟動(dòng)效應(yīng),通過(guò)“相似性匹配”的閘門作用來(lái)引導(dǎo)兩類“分類處理”機(jī)制,再由“契合性判斷”來(lái)完成協(xié)調(diào)與整合,最后進(jìn)一步在“延伸態(tài)度”中完成情感評(píng)估,輸出消費(fèi)決策行為結(jié)果的階段模型。 本研究利用國(guó)際標(biāo)準(zhǔn)ERP/認(rèn)知實(shí)驗(yàn)室,針對(duì)評(píng)估決策各階段,歷時(shí)2年,共設(shè)計(jì)并開(kāi)展了包含不同控制條件的四項(xiàng)實(shí)驗(yàn)研究,找到了品牌延伸評(píng)估決策各階段關(guān)鍵變量的腦電成分依據(jù),從而支持了假設(shè);并根據(jù)這些成分隨各階段時(shí)間進(jìn)程的變化以及它們之間的數(shù)量關(guān)系,結(jié)合行為學(xué)數(shù)據(jù),進(jìn)一步探討了品牌延伸評(píng)估決策的過(guò)程機(jī)制,最后形成了基于神經(jīng)科學(xué)的品牌延伸五階段評(píng)估決策模型。本研究還運(yùn)用焦點(diǎn)小組座談內(nèi)容分析法在現(xiàn)實(shí)適用性上支持了“五階段模型”;并用2448個(gè)樣本規(guī)模的問(wèn)卷數(shù)據(jù)對(duì)“五階段模型”進(jìn)行基于OLS回歸和SEM路徑分析的檢驗(yàn),發(fā)現(xiàn)不僅有較AK模型更好的解釋力,而且對(duì)于過(guò)去爭(zhēng)論的焦點(diǎn),如母品牌“感知質(zhì)量”對(duì)品牌延伸評(píng)估決策的影響、“相似性”的作用、適度不“契合”更有利于評(píng)估、“契合性”與“延伸態(tài)度”如何導(dǎo)致最終決策等問(wèn)題,給出統(tǒng)一的解釋。在最后的展望中,本研究還分析了最近幾年決策神經(jīng)科學(xué)在國(guó)際頂級(jí)管理和科學(xué)期刊上的表現(xiàn),并結(jié)合本研究提出的研究框架,設(shè)計(jì)了一些在該領(lǐng)域未來(lái)有望取得重大突破的研究方案。 本研究提出的“五階段模型”,包含的主要結(jié)論如下: (1)品牌延伸評(píng)估決策過(guò)程中存在母品牌感知質(zhì)量的啟動(dòng)效應(yīng)(階段一)。它可由接受品牌名稱刺激后誘發(fā)的LPC(晚期正成分復(fù)合波)腦電成分來(lái)表征,與記憶獲取和情感(affect)處理有關(guān);知名品牌能引起更大且偏腦區(qū)左側(cè)化的LPC,說(shuō)明營(yíng)銷中的品牌效應(yīng)來(lái)源于知名品牌對(duì)正性情緒的激活。 (2)品牌延伸評(píng)估決策過(guò)程中存在相似性匹配過(guò)程(階段二)。它可由接受產(chǎn)品名稱刺激后誘發(fā)的N270(270毫秒負(fù)波)腦電成分來(lái)表征,與基本屬性的失匹配(mismatch)和沖突處理有關(guān);與母品牌產(chǎn)品基本屬性聯(lián)系越少,N270越大。 (3)品牌延伸評(píng)估決策過(guò)程中存在分類處理過(guò)程(階段三)。它可由接受產(chǎn)品名稱刺激后誘發(fā)的P300(300毫秒正波)腦電成分來(lái)表征。P300與類別處理、記憶更新、注意等有關(guān);類別一致性延伸可以誘發(fā)更大的P300。 (4)品牌延伸評(píng)估決策過(guò)程中存在契合性判斷過(guò)程(階段四)。它可由接受產(chǎn)品名稱刺激后誘發(fā)的N400(400毫秒負(fù)波)腦電成分來(lái)表征,與大腦對(duì)沖突控制和高級(jí)協(xié)調(diào)有關(guān);類別不一致性延伸可以誘發(fā)更大的N400。N400可由N270和P300振幅的線性函數(shù)來(lái)表示,表明契合性判斷是一個(gè)由相似性匹配所引導(dǎo)(閘門作用),依靠分類處理機(jī)制所完成的一個(gè)自動(dòng)加工處理結(jié)果。 (5)品牌延伸評(píng)估決策過(guò)程中存在兩種分類機(jī)制。N270對(duì)不同產(chǎn)品類別描述無(wú)顯著差異,說(shuō)明相似性匹配與分類處理是兩個(gè)不同的過(guò)程;而P300和N400則均對(duì)產(chǎn)品類別描述敏感,且大類描述導(dǎo)致更大的P300,細(xì)類描述導(dǎo)致更大的N400,前者支持第一類基于類別的分類處理(category-based processing),而后者支持了第二類基于片斷的分類處理(piecemeal integration processing)。 (6)品牌延伸評(píng)估決策過(guò)程中存在延伸態(tài)度形成過(guò)程(階段五)。它可由接受產(chǎn)品名稱刺激后誘發(fā)的LPP(晚期正電位)腦電成分來(lái)表征,與情感評(píng)估有關(guān);不一致性延伸可以誘發(fā)更大的LPP。同時(shí)品牌延伸接受率只有在控制了N400后才與LPP顯著偏相關(guān),且行為結(jié)果可由N400和LPP振幅的線性函數(shù)來(lái)表示,表明最終的決策行為可以通過(guò)契合性判斷和延伸態(tài)度兩個(gè)獨(dú)立的系統(tǒng)共同作用而產(chǎn)生;前者以認(rèn)知和自動(dòng)加工過(guò)程為主,后者以情感和受控加工過(guò)程為主。 本研究是決策神經(jīng)科學(xué)研究的一次探索,在研究方法、研究范式、研究?jī)?nèi)容和結(jié)論上均具有交叉學(xué)科的創(chuàng)新之處,也具有較強(qiáng)的現(xiàn)實(shí)意義。主要有如下三個(gè)創(chuàng)新點(diǎn): (1)緊跟當(dāng)前國(guó)際上決策神經(jīng)科學(xué)的發(fā)展趨勢(shì),采用腦掃描技術(shù)(事件相關(guān)腦電位,ERP)研究消費(fèi)者決策問(wèn)題。其意義有二:目前運(yùn)用ERP研究決策問(wèn)題較少,本研究是對(duì)近年來(lái)決策神經(jīng)科學(xué)前沿研究成果的驗(yàn)證和補(bǔ)充;用ERP在毫秒級(jí)測(cè)量決策全過(guò)程的行為和腦電信號(hào)變化,從而在時(shí)間進(jìn)程上研究品牌延伸評(píng)估決策機(jī)制,揭示傳統(tǒng)研究難以涉及的決策過(guò)程黑箱。 (2)在神經(jīng)機(jī)制上支持了品牌延伸領(lǐng)域經(jīng)典理論的基礎(chǔ)假設(shè),并完善了延伸評(píng)估決策模型。本研究以傳統(tǒng)決策科學(xué)、行為決策和認(rèn)知神經(jīng)科學(xué)所共通的關(guān)聯(lián)記憶網(wǎng)絡(luò)理論作基礎(chǔ),針對(duì)以AK模型(1990)為代表主流研究的核心問(wèn)題,找到在決策過(guò)程中存在“感知質(zhì)量”、“契合性”和“延伸態(tài)度”等關(guān)鍵變量的神經(jīng)學(xué)證據(jù);進(jìn)一步通過(guò)對(duì)腦電信號(hào)動(dòng)態(tài)變化的分析,提出了較AK模型有更高解釋力的“五階段模型”。其中,“感知質(zhì)量”的啟動(dòng)效應(yīng);以“相似性匹配”的閘門作用來(lái)引導(dǎo)兩類“分類處理”機(jī)制并最終通過(guò)“契合性判斷”完成沖突處理與協(xié)調(diào);通過(guò)“契合性判斷”的自動(dòng)處理和“延伸態(tài)度”的受控處理雙系統(tǒng)作用形成消費(fèi)決策;等內(nèi)容,均是對(duì)傳統(tǒng)理論的有益補(bǔ)充。 (3)“五階段”模型針對(duì)理論爭(zhēng)論焦點(diǎn)給出了基于神經(jīng)機(jī)制的統(tǒng)一解釋。本研究從決策神經(jīng)科學(xué)的“認(rèn)知—情感;自動(dòng)—受控”四維視角出發(fā),融合了消費(fèi)者決策研究中長(zhǎng)期對(duì)立并存的基于認(rèn)知過(guò)程和基于情感過(guò)程的兩大流派:而以神經(jīng)機(jī)制為基礎(chǔ)的階段評(píng)估決策模型,對(duì)一些經(jīng)典爭(zhēng)論給出新的解釋。如,發(fā)現(xiàn)母品牌的記憶和情感啟動(dòng)效應(yīng),解釋了Aaker and Keller(1990)和后來(lái)Sunde and Brodie(1993)等研究關(guān)于實(shí)證中為何品牌感知質(zhì)量不起作用的爭(zhēng)論;通過(guò)對(duì)分類機(jī)制的探討支持了Tauber(1988)情感遷移模型中以契合性作關(guān)鍵中介的假設(shè),也強(qiáng)調(diào)了Bhat and Reddy(2001)屬性聯(lián)想模型中以認(rèn)知評(píng)價(jià)為中介的合理性;以感知質(zhì)量的啟動(dòng)效應(yīng)和契合性判斷的沖突處理機(jī)制來(lái)解釋倒“U”型評(píng)估現(xiàn)象,支持了Mandler(1982)的圖式調(diào)適解釋和Martin andStewart(2001)的實(shí)證結(jié)果,也闡明了其他研究沒(méi)有發(fā)現(xiàn)該現(xiàn)象的原因。
[Abstract]:Decision Neuroscience (Decision Neuroscience) is a frontier interdisciplinary subject of rapid growth and a new field of management science. It extends the management science to the neuroscience level and studies the neural activity of the traditional decision making "black box" so as to build a better decision-making behavior model. It can be used to study the problem of consumer decision-making. The event related brain potential (ERP) is one of the most mature brain scanning research tools in cognitive neuroscience. It is able to study the cognitive processes that are difficult to be involved in the traditional explicit assessment techniques with the help of stable endogenous electroencephalogram indicators and behavioral data. The use of ERP to study consumer decision-making is not only for consumer decision-making theory. To neurologic evidence, and it takes a multi system collaboration perspective based on process measurement, it can make up for the result measurement based on the past decision theory, and the single system framework is insufficient.
Brand extension is a common marketing tool, which is mainly used to reduce the cost of new products and to avoid the risk of failure of new brands. In the past more than 20 years, scholars have devoted themselves to the evaluation and decision-making process of brand extension, forming the mainstream school around the AK model (Aaker and Keller, 1990), and the main theme of the research is to influence the brand. However, the "black box" in the brand extension assessment decision-making process, namely the "black box", that is, the cognitive processing process of the extension assessment and the emotional transfer process that accompanied it is not much discussed, and there are some academic debates. The academic debate gives an explanation, which is the main task of brand extension research at present.
This study is based on the classic extension assessment theory such as the AK model, based on the theory of decision-making science, consumer behavior and cognitive neuroscience, and integrates brand extension theory, decision-making science, cognitive science, ERP research and the latest decision-making neuroscience achievements, from "cognition". - emotion; automatic - controlled four dimension decision processing point of view, put forward the stage hypothesis, and design the experimental research paradigm of "stimulate 1 start (brand name) - 2 target (product name)" (prime - probe) according to the process characteristics of consumers' usually extended evaluation decision, and test each stage through the process measurement of ERP To evaluate the decision variables, and then to establish a descriptive evaluation model based on the neural mechanism, and to test it with the traditional consumer decision-making research method. In the content, the "perceptual quality" of the parent brand is established as the starting effect, and the "similarity matching" gate is used to guide the two categories of "classification processing" mechanism. Coordination and integration are completed by "fit judgment". Finally, the emotional assessment is completed in the "extended attitude" and the stage model of the outcome of consumer decision making is output.
In this study, the international standard ERP/ cognitive laboratory was used to design and carry out four experimental studies with different control conditions for each stage of evaluation and decision making. The basis of brain electrical components of key variables in each stage of brand extension evaluation was found. The change and the quantitative relationship between them, combined with the behavioral data, further explore the process mechanism of brand extension evaluation decision, and finally form a five stage evaluation model of brand extension based on neuroscience. This study also supports the "five stage model" by using the focus group discussion content analysis method in the practical applicability. And using 2448 sample scale questionnaire data to test the "five stage model" based on OLS regression and SEM path analysis, it is found that not only has the better explanatory power of the AK model, but also the focus of the past debate, such as the influence of the "perceived quality" of the parent brand to the brand extension evaluation decision, and the role of "similarity". In the final outlook, this study also analyzes the performance of the decision-making neuroscience in the world's top management and scientific journals in the last few years, and combines the research framework proposed in this study. A research plan that is expected to make significant breakthroughs in the future.
The "five stage model" proposed in this study contains the following conclusions:
(1) there is a starting effect of the perceived quality of the parent brand in the process of brand extension assessment (phase I). It can be characterized by the LPC (late positive component composite wave) induced by the name of the brand name, which is related to the memory acquisition and emotional (affect) processing; the famous brand can cause the LPC of the larger and left side of the partial brain area. The brand effect originates from the activation of positive emotions by well-known brands.
(2) there is a similarity matching process in the process of brand extension assessment (stage two). It can be characterized by the N270 (270 millisecond negative wave) electroencephalogram (270 millisecond negative wave) induced by the name of the product, which is related to the mismatch (mismatch) of the basic attributes and the conflict treatment; the less the basic attributes of the parent brand products, the greater the N270.
(3) there is a classification process in the process of brand extension assessment (stage three). It can be induced by the P300 (300 millisecond positive wave) electroencephalogram (300 millisecond positive wave) induced by the name of the product to characterize.P300 with category processing, memory renewal, attention and so on; the category conformance extension can induce a greater P300.
(4) in the process of brand extension assessment, there is a consistent judgment process (stage four). It can be characterized by the N400 (400 millisecond negative wave) brain electrical components induced by the stimulus of the product name, which is related to the brain's conflict control and advanced coordination; the category inconsistency extension can induce a larger linear function of the amplitude of the amplitude of the N270 and the P300. The number is represented, indicating that the agreement judgment is a result of an automatic processing that is completed by the classification processing mechanism, which is guided by the similarity matching (the gate action).
(5) there are two classification mechanisms in the decision process of brand extension assessment that there are no significant differences in the description of different product categories, indicating that similarity matching and classification are two different processes, while P300 and N400 are sensitive to the description of product categories, and the large class description leads to a larger P300, and the fine class description leads to a greater N400, the former supports the first N400. A class based classification processing (category-based processing), which supports second types of piecemeal integration processing based on fragments.
(6) there is an extended attitude formation process (stage five) in the decision-making process of brand extension assessment. It can be characterized by the LPP (late positive potential) brain electrical components induced by the stimulus of the product name, which is related to the emotional assessment; the extension of inconsistency can induce a larger LPP. and the extension acceptance rate of the same brand is only after the control of N400. Partial correlation, and the result of the behavior can be expressed by the linear function of the amplitude of N400 and LPP, indicating that the final decision behavior can be produced by the joint action of two independent systems by the agreement judgment and the extended attitude; the former is dominated by cognitive and automatic processing, and the latter is dominated by emotional and controlled processing.
This study is an exploration of the research of decision-making neuroscience. It has the innovation of cross discipline in research methods, research paradigms, research contents and conclusions, and also has strong practical significance. There are three innovations as follows:
(1) to follow the current international development trend of decision-making neuroscience, brain scanning technology (event related brain potential (ERP)) is used to study the problem of consumer decision-making. The significance of this study is two: at present, there are few decision-making problems in the use of ERP research. This research is a verification and supplement to the leading research results of decision-making neuroscience in recent years; and ERP is used in millisecond measurement decision making. The behavior of the whole process and the change of EEG signal, so as to study the decision mechanism of brand extension evaluation in time process, and reveal the black box of the decision-making process which is difficult to be involved in the traditional research.
(2) the basic hypothesis of the classical theory of brand extension field is supported on the neural mechanism, and the extended evaluation decision model is perfected. This study is based on the theory of traditional decision science, behavioral decision and cognitive neuroscience, which is the core of the AK model (1990). In the process, there are neurological evidence of key variables such as "perceived quality", "fit" and "extended attitude", and further through the analysis of the dynamic changes of EEG signals, a "five stage model" which has a higher explanatory power than the AK model is proposed. To guide the two categories of "classification processing" mechanism and ultimately through the "fit judgment" to complete the conflict treatment and coordination, through the "fit judgment" automatic treatment and the "extended attitude" controlled processing dual system role to form a consumption decision; and other content, are beneficial supplement to the traditional theory.
(3) the "five stage" model gives a unified explanation based on the neural mechanism for the focus of the theoretical debate. From the perspective of "cognitive emotion, automatic control" in the decision-making neuroscience, this study combines the two major schools of cognitive process based on the cognitive process and the emotional process in the consumer decision-making research. Based on the mechanism based stage evaluation decision model, some new interpretations of the classic arguments are given. For example, the discovery of the memory and affective priming effect of the parent brand, explains the argument about why the Aaker and Keller (1990) and later Sunde and Brodie (1993) do not work on why the brand perception quality is not effective; through the discussion of the classification mechanism The Tauber (1988) affective migration model is supported by the hypothesis that the consistency is the key medium, and the rationality of the cognitive evaluation in the Bhat and Reddy (2001) attribute association model is also emphasized, and the "U" type evaluation phenomenon is explained by the starting effect of perceived quality and the conflict handling mechanism of the agreement judgment, which supports Mandler (1982). The results of schema adaptation and Martin andStewart (2001) also illustrate why other studies do not find such a phenomenon.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F224

【引證文獻(xiàn)】

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本文編號(hào)：1924572