享乐主义还是实用主义？情感与消费决策权衡 ——基于消费者行为学与神经营销学视角

The tradeoff between utilitarian and hedonic products is quite pervasive for consumers to encounter and is also a key question for consumer research to answer in term of consumer behavior. Based on the achievements of the traditional research on consumer behavior, from the innovative perspective that combines consumer behavior research with cognitive neuroscience, this study will try to explore how the positive affective factor - the induced incidental affect “guilty” and the negative affective factor – the induced incidental “pleasure” will modulate the choices between utilitarian and hedonic products. In addition to that, by efficiently and sensitively detecting the consumer decision process with neuroimaging technique which can’t be easily achieved by the traditional techniques, we will try to investigate how the underlying affective systems process these two kinds of products, especially how the dynamic interactions between cognitive and affective systems of the brain shape the consumer decision making. In general, these results will not only theoretically deepen our understandings of the consumer theory in term of the hedonic vs. utilitarian tradeoff, but also, on the applicable side, it will give us valid implications for consumers and give the guidance for companies on how to optimize and promote their strategy to plan their marketing program with pertinence given the functional characteristics of their products.

享乐品和实用品之间的抉择是消费者经常需要面对的两难权衡，也是消费者行为学研究领域的一个重要问题。本研究将在传统行为学研究的基础上，从营销科学和认知神经科学整合的视角出发，来观察情感如何影响消费者的两难选择，特别是外在诱发的消极情绪愧疚感和外在诱发的积极情绪愉悦感如何影响消费者的决策权衡。并进一步在大脑水平解读两类消费产品如何为大脑所感知与加工，通过有效捕捉传统研究方法所无法直接观测到的消费决策过程中的动态信息， 解读情感脑区如何参与两类消费品的加工，以及如何与认知脑区有机互动，共同影响消费者的决策权衡。在理论上，通过操控积极和消极情感因素，在行为和神经科学两个层面解读消费者在两难权衡时的加工机理，进一步深化实用品、享乐品的消费决策理论；在实践上，通过对消费者决策行为的深入理解，不但能为消费者的决策提供建议，还有助于企业优化和提升产品营销策略，针对不同功能目标的产品策划相应的推广方案。

面对不同类型的商品，消费者如何进行评价和选择，历来都是消费决策研究所关心的重要话题。本研究项目在传统消费决策研究的基础之上，从行为与认知神经科学两个层面出发，在以下三个方面开展了系列研究：一方面，通过将行为与电生理工具相结合，发现了消费决策价值表征与电生理信号之间存在的有机联系；另一方面，通过情绪调控的操纵，在行为和认知神经科学层面观察了情绪调节对于消费价值表征的影响；最后，在前二项研究的基础上，探讨了来自外部的社会信息如何影响消费决策价值的评估；在理论上，通过对于消费决策价值表征的解析，进一步深化了人们对消费决策价值表征的理解；在实践上，通过对消费者对不同商品应答的解析，为消费者的健康决策提供指导，为政府引导民众健康生活提供合理的政策建议。