DOI: 10.14704/nq.2018.16.5.1418

Consumer Nostalgia Based on Brain Evoked Potential

Xianghua Xiao


In order to use event-related potentials (ERPs) to reveal the neural mechanism of brain evoked potential analysis of consumers' nostalgic implicit preferences, this study selects the major consumers of nostalgic consumption, the post-80s, as samples and adopts a combination of behavioral experiments and brain evoked potential analysis experiments to study the consumers’ nostalgic preferences. It holds that nostalgic products are more likely to induce participants’ P2 component of brain evoked potential response to resource allocation, that is, nostalgic products are more able to attract consumers' attention unconsciously than the modern products. It is concluded that the N2 amplitude induced by the connection reaction of nostalgic products and negative sentiment vocabulary is significantly higher than that induced by its connection response with positive sentiment vocabulary. In addition, brain N2 component may be an indicator of implicit association test.


Nostalgia, Consumer, Electroencephalogram Analysis

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