了解观看有吸引力差异的产品时大脑激活的变化
Emily L L Sin1, Clive H Y Wong2, Bolton K H Chau3,4,5
1School of Design, The Hong Kong Polytechnic University, Hong Kong.
Neurology international
|September 23, 2024
概括
非常有吸引力的产品设计会激活奖励大脑区域,如前带皮质 (ACC),而不那么有吸引力的设计则会激活情绪处理区域,如insula. 这种神经科学洞察力有助于开发更有吸引力的产品.
科学领域:
- 神经科学是一个神经科学.
- 消费者行为 消费者行为
- 产品设计 产品设计
背景情况:
- 产品的吸引力显著影响消费者的反应和购买决策.
- 以前的研究主要使用行为研究,缺乏对吸引力感知神经支的洞察力.
- 了解神经机制可以导致客观的,基于大脑活动的设计准则.
研究的目的:
- 确定用于评估极具吸引力的产品图像的神经网络.
- 确定用于评估不那么有吸引力的产品图像的神经网络.
- 为了对比高和低吸引力评估之间的神经网络差异.
主要方法:
- 功能磁共振成像 (fMRI) 用于测量大脑活动.
- 参与者看了产品图像的不同程度的吸引力.
- 分析了神经激活模式,以应对不同的吸引力水平.
主要成果:
- 极具吸引力的图像激活了前带带皮层 (ACC) 和尾极.
- 不那么有吸引力的图像激活了胰岛和下额头 (IFG).
- 对于高与低的吸引力评估,观察到不同的神经网络.
结论:
- 非常有吸引力的设计可以吸引与奖励相关的大脑区域.
- 不那么有吸引力的设计会激活与情绪处理相关的区域.
- 这些发现为通过设计增强产品吸引力和消费者参与提供了神经科学基础.
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