College of Design, Dongseo University, Busan, Korea.
Department of Clothing & Textiles, College of Human Ecology, Pusan National University, Busan, Korea.
PLoS One. 2020 Dec 23;15(12):e0241578. doi: 10.1371/journal.pone.0241578. eCollection 2020.
This study investigated consumers' responses to fashion visual merchandising (VM) from a neuroscientific perspective. The brain activations of 20 subjects differently involved in fashion were recorded using functional near-infrared spectroscopy in response to three different fashion VM types. According to the types of fashion VM, significant differences were observed, which were significantly higher for the creative VM. Moreover, highly fashion-involved subjects showed activation of the orbital frontal cortex region in response to the creative VM. Based on these results, it is suggested that marketing strategies should be devised explicitly for the brand's targeted audience and goals.
本研究从神经科学的角度调查了消费者对时尚视觉营销（VM）的反应。使用功能近红外光谱仪记录了 20 名不同程度参与时尚的受试者对三种不同时尚 VM 类型的反应的大脑激活情况。根据时尚 VM 的类型，观察到了显著差异，创意 VM 的差异明显更高。此外，高度参与时尚的受试者在看到创意 VM 时，眶额皮质区域的活跃度会增加。基于这些结果，建议制定营销策略时应明确针对品牌的目标受众和目标。
