感性工学および認知神経科学の観点からみる花卉マーケティング戦略への新たな可能性

DOI

書誌事項

タイトル別名
  • New Possibilities for Flower Marketing Strategy from the Viewpoint of Kansei Engineering and Cognitive Neuroscience

抄録

<p>In this research, we aimed to give new findings to marketing strategies for flowers. Especially purchase of flower plants is decided not with functional value but with sensibility value. Therefore, we quantitatively and structurally analyzed the sensitivity of subjects' preferences using Kansei Engineering method. Furthermore, based on cognitive neuroscience method, fMRI (functional Magnetic Resonance Imaging) was used to evaluate the impression on the way of presenting flowers and the effect on brain activity. Based on the results, this paper explores the possibility of applying the neuromarketing which integrates the fields of marketing, psychology, and neuroscience to the flower business in the future.</p>

収録刊行物

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詳細情報 詳細情報について

  • CRID
    1390001288105155968
  • NII論文ID
    130007553110
  • DOI
    10.11207/taaos.7.2_299
  • ISSN
    21868530
  • 本文言語コード
    en
  • データソース種別
    • JaLC
    • CiNii Articles
  • 抄録ライセンスフラグ
    使用不可

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