探索短视频使用的神经心理模型:商业化混合方法调查
Kanishka Pathak1, Pankaj Kumar Singh2, Akbar Jan N3
1Assistant Professor Department of Marketing and Strategy, ICFAI Business School (IBS), The ICFAI Foundation for Higher Education (Deemed-to-be University), Hyderabad, Telangana, 501203, India.
Acta psychologica
|February 17, 2026
概括
短视频 (SV) 通过神经心理因素推动长时间使用,使品牌能够提高消费者参与度和产品评估,从而增加销售额.
科学领域:
- 神经科学是一个神经科学.
- 营销心理学 营销心理学
- 数字媒体研究 数字媒体研究
背景情况:
- 短视频 (SV) 是数字广告中的变革力量,影响消费者行为并为沉浸式服务设定了新的标准.
- 对于有效的营销策略来说,了解长期的SV参与背后的心理驱动因素至关重要.
研究的目的:
- 调查长时间使用短视频的神经心理基础.
- 开发一个概念模型,解释用户与VS的互动.
- 确定品牌如何利用 SV 特性获得商业利益.
主要方法:
- 一种混合方法的方法,结合了归纳和演研究.
- 应用领先的神经心理模型来分析用户行为.
- 检查消费SV的抑制和认知失调方面.
主要成果:
- 识别导致长时间VS滚动的心理动态.
- 发现SV平台诱导的认知锁定效应.
- 展示了如何在商业上利用用户的抗抑制行为.
结论:
- SVs创造了一个"认知锁定"效应,可以被品牌利用.
- 一个拟议的模型有助于数字广告商利用SV的价值主张.
- 调查结果为企业提供了可行的建议,以通过SV来提高销售和品牌知名度.
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