The neurophysiological mechanisms underlying brand personality consumer attraction: EEG and GSR evidence |
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| Institution: | 1. School of Management, Shandong University, Jinan, 250100, China;2. School of Business, Qingdao University of Technology, Tsingtao, 266071, China;1. Department of Marketing, School of Business Administration, Hunan University, Changsha, 410000, China;2. Hunan Key Laboratory of Macroeconomic Big Data Mining and its Application, School of Business, Hunan Normal University, Changsha, 410000, China;3. Department of Management, School of Business Administration, Huaqiao University, Quanzhou, 362000, China;1. AUT Business School, Auckland University of Technology, 120 Mayoral Drive, Auckland Central, 1010, New Zealand;2. Department of Marketing & Tourism Management, National Chiayi University, 580 Shin-Min Road, Chiayi City, 6000, Taiwan;1. Galatasaray University, Faculty of Economics and Administrative Sciences, Department of Business Administration, 34353, Istanbul, Turkey;2. Yalova University, Institute of Graduate Studies, Department of Business Administration, 77200, Yalova, Turkey;1. School of Industrial Engineering, College of Engineering, University of Tehran, Tehran, Iran;2. DeGroote School of Business, McMaster University, Hamilton Canada;3. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;4. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai 600077, Tamil Nadu, India |
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| Abstract: | The “similarity-attraction” mechanism of brand personality exists in a state of controversy because many studies have found that the brand personality favored by consumers is inconsistent with their personality. The psychological reasons underlying this paradoxical situation remain unknown. Therefore, based on the circumplex model of emotion theory in neuroscience, this study uses EEG and GSR to measure physiological responses and self-assessment questionnaires to the display of 5 brand personality images to subjects with different Big Five personality traits. 36 undergraduate students participated in the experiment. The results show that: 1) if the questionnaire survey method is used, the results are approximately consistent with previous studies, which is consistent with the theory of ‘similar personality leads to attraction’. 2) The subjects' physiological indicators were not concordant with the self-report scores. Based on EEG and GSR results, brands with the “competence” personality strongly attracted consumers with strong ‘openness’. Subjects with strong “conscientiousness” avoided the ‘sincerity’ and ‘ruggedness’ brand personality; Based on the “emotion/feeling” theory of neuroscience, this study explains the non-concordant results of physiological indicators and self-assessment questionnaires, and proposes a new solution to the controversial issue of brand personality theory. Our findings have significant practical value for guiding brand personality design and the identification of target consumer groups. |
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| Keywords: | Brand personality Neuromarketing EEG GSR Circumplex model of emotion |
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