DOI: 10.14704/nq.2018.16.5.1425

Impact of Country of Origin and Brand Logo on the Acceptance of Luxury Price Based on Brain Evoked Potential Analysis

Ying Cheng, Tianhua Wang

Abstract


In order to reveal the Brain evoked potential analysis neuro-mechanism of the impact of external clues on consumers' acceptance of luxury price through the use event-related potentials (ERPs), this paper took the consumers’ purchase of luxury goods as background to simulate the shopping scenario of luxury goods through experiments. The event-related potential (ERP) method was used to record the brain electrical activities of the subjects during the decision-making process. This study designed experiment 1 and 2 to examine the impact of the clue of single-double country of origin and the existence of brand logo on the acceptance of luxury price. Studies have shown that the clue of single country of origin are more conducive to consumers’ acceptance than the clue of double country of origin; the logo design are also more conducive to consumers’ acceptance of price.

Keywords


Brain Evoked Potential Analysis, Consumer, Country of Origin, Brand Logo

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