New Possibilities for Flower Marketing Strategy from the Viewpoint of Kansei Engineering and Cognitive Neuroscience

DOI

Bibliographic Information

Other Title
  • 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

Abstract

<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>

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Details 詳細情報について

  • CRID
    1390001288105155968
  • NII Article ID
    130007553110
  • DOI
    10.11207/taaos.7.2_299
  • ISSN
    21868530
  • Text Lang
    en
  • Data Source
    • JaLC
    • CiNii Articles
  • Abstract License Flag
    Disallowed

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