{"id":12070,"date":"2013-02-13T20:18:31","date_gmt":"2013-02-13T20:18:31","guid":{"rendered":"https:\/\/www.sisinternational.com\/the-neurobiological-basis-of-consumer-choice\/"},"modified":"2026-01-24T15:20:05","modified_gmt":"2026-01-24T20:20:05","slug":"%e6%b6%88%e8%b2%bb%e8%80%85%e9%81%b8%e6%93%87%e7%9a%84%e7%a5%9e%e7%b6%93%e7%94%9f%e7%89%a9%e5%ad%b8%e5%9f%ba%e7%a4%8e","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/zh_hk\/%e6%b6%88%e8%b2%bb%e8%80%85%e9%81%b8%e6%93%87%e7%9a%84%e7%a5%9e%e7%b6%93%e7%94%9f%e7%89%a9%e5%ad%b8%e5%9f%ba%e7%a4%8e\/","title":{"rendered":"\u6d88\u8cbb\u8005\u795e\u7d93\u884c\u92b7\u5e02\u5834\u7814\u7a76"},"content":{"rendered":"

\u7814\u7a76\u767c\u73fe\uff0c\u7576\u6d88\u8cbb\u8005\u505a\u51fa\u8cfc\u8cb7\u6c7a\u5b9a\u6642\uff0c\u5927\u8166\u7d0b\u72c0\u9ad4\u548c\u5167\u5074\u524d\u984d\u8449\u76ae\u8cea\uff08MPFC\uff09\u5340\u57df\u6703\u88ab\u6d3b\u5316\u3002<\/h2>\n\n\n\n
\"SIS<\/figure>\n\n\n\n

<\/p>\n\n\n\n

\u6d88\u8cbb\u8005\u9078\u64c7\u7684\u795e\u7d93\u751f\u7269\u5b78\u57fa\u790e\u662f\u4ec0\u9ebc\uff1f<\/h2>\n\n\n\n

The choice process has two steps. \u00a0First, the consumer assigns a value to each option. \u00a0Second, these values are compared, and the highest-ranking option is selected.<\/p>\n\n\n\n

\u4eba\u5011\u8a55\u4f30\u4ed6\u5011\u770b\u5230\u7684\u523a\u6fc0\u3002<\/h2>\n\n\n\n

A recent study has found that the striatum and MPFC are still activated when consumers<\/a> are presented with different options and not required to make a choice.  What does this mean?<\/p>\n\n\n\n

\"SIS<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Even if they do not have to choose. \u00a0A person may see a car passing by.\u00a0 She subconsciously assigns it a value.\u00a0 She then sees another car pass by.\u00a0 She then assigns this other car a value and may then subconsciously compare the two cars.<\/p>\n\n\n\n

\u9019\u5c0d\u5ee3\u544a\u5546\u610f\u5473\u8457\u4ec0\u9ebc\uff1f<\/h2>\n\n\n\n

Marketing may not necessarily need a commercial<\/a> or billboard in order to materialize.  A billboard or commercial may promote the positive values of a product<\/a>.  Yet a consumer may subconsciously value a product<\/a> anyway.  Perhaps there are certain aspects that a company\u2019s advertisers have to worry about besides what its competitors say or how they advertise.  If consumers automatically assign values to products, then marketing may not improve a product<\/a> that has many deficiencies.<\/p>\n\n\n\n

Cost-Effective Neuro Marketing<\/h2>\n\n\n\n

Yet this finding may present advertisers with some cost-effective marketing opportunities.  Companies can highlight some positive virtues of a product on the product itself.  Perhaps an automaker may put on a car some emblem highlighting its positive virtues. This way, a prospective buyer, when valuing the car on the street, may take into account some other positive aspects of this car.  And, later on, when this buyer goes to car dealership, she may keep in mind the brand of the car she saw on the street earlier.<\/p>","protected":false},"excerpt":{"rendered":"

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