https://scholars.lib.ntu.edu.tw/handle/123456789/459493
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.author | YU-PING CHEN | en_US |
dc.contributor.author | Nelson, L.D. | en_US |
dc.contributor.author | Hsu, M. | en_US |
dc.creator | Chen, Y.-P.;Nelson, L.D.;Hsu, M. | - |
dc.date.accessioned | 2020-02-15T03:52:59Z | - |
dc.date.available | 2020-02-15T03:52:59Z | - |
dc.date.issued | 2015 | - |
dc.identifier.issn | 00222437 | - |
dc.identifier.uri | https://scholars.lib.ntu.edu.tw/handle/123456789/459493 | - |
dc.description.abstract | Considerable attention has been given to the notion of a set of humanlike characteristics associated with brands, referred to as "brand personality." The authors combine newly available machine learning techniques with functional neuroimaging data to characterize the set of processes that give rise to these associations. The authors show that brand personality traits can be captured by the weighted activity across a widely distributed set of brain regions previously implicated in reasoning, imagery, and affective processing. That is, as opposed to being constructed through reflective processes, brand personality traits seem to exist a priori inside consumers' minds, such that the authors are able to predict what brand a person is thinking about solely on the basis of the relationship between brand personality associations and brain activity. These findings represent an important advance in the application of neuroscientific methods to consumer research, moving from work focused on cataloging brain regions associated with marketing stimuli to testing and refining constructs central to theories of consumer behavior. © 2015, American Marketing Association. | - |
dc.relation.ispartof | Journal of Marketing Research | - |
dc.subject | Brand personality; Branding; Consumer neuroscience; Functional magnetic resonance imaging; Machine learning | - |
dc.subject.classification | [SDGs]SDG12 | - |
dc.title | From "Where" to "What": Distributed representations of brand associations in the human brain | en_US |
dc.type | journal article | en |
dc.identifier.doi | 10.1509/jmr.14.0606 | - |
dc.identifier.scopus | 2-s2.0-84941111268 | - |
dc.identifier.url | https://www.scopus.com/inward/record.uri?eid=2-s2.0-84941111268&doi=10.1509%2fjmr.14.0606&partnerID=40&md5=e13b25d5e7b18dc9e91df5a7ca813195 | - |
dc.relation.pages | 453-466 | - |
dc.relation.journalvolume | 52 | - |
dc.relation.journalissue | 4 | - |
item.cerifentitytype | Publications | - |
item.fulltext | no fulltext | - |
item.openairecristype | http://purl.org/coar/resource_type/c_6501 | - |
item.openairetype | journal article | - |
item.grantfulltext | none | - |
crisitem.author.dept | International Business | - |
crisitem.author.parentorg | College of Management | - |
顯示於: | 國際企業學系 |
在 IR 系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。