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Gender Differences in Transnational Brand Purchase Decision Toward Mixed Culture and Original Culture Advertisements: An fNIRS Study.

ABSTRACT: Culture strategy is very important for transnational brand marketing. Functional near-infrared spectroscopy (fNIRS) is a promising brain imaging modality for neuromarketing research. In the present study, we used fNIRS to explore the neural correlates of consumers' purchase decision on different cross-culture marketing strategies. Forty Chinese participants watched transnational brands and products advertised with photographs of the brands' original culture (the original culture advertisements) and advertised with photographs of Chinese culture (the mixed culture advertisements), respectively. The behavioral results showed that the female participants showed significantly higher purchase rate when watching the original culture advertisements than the mixed culture advertisements, whereas the male participants did not show significant preference between these two types. The fNIRS results further revealed that for the female participants, watching mixed culture advertisements evoked significant positive activation in the left dorsolateral prefrontal cortex and negative activation in the medial prefrontal cortex, which was not found in the male participants. These findings suggest possible cognitive and emotional differences between men and women in purchase decision making toward different cross-culture marketing strategy. The present study also demonstrates the great potential of fNIRS in neuromarketing research.

SUBMITTER: Duan L

PROVIDER: S-EPMC8226242 | biostudies-literature |

REPOSITORIES: biostudies-literature

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Project description:Sincerity and excitement are core brand personality dimensions, which capture the majority of consumers' personality perceptions associated with brands. Previous research has demonstrated that consumers are more willing to purchase sincere brands than exciting brands. The present research addresses the mechanism underlying this variability. A total of four studies were conducted. Study 1 adopted survey-based design and manipulated brand personality by two versions of fictitious coffee brands. Results showed that sincere (vs. exciting) brands elicited more proximal psychological distance and in turn led to higher purchase intention. With a similar procedure, a different sample, and a different product (vacuum cup), Study 2 replicated the pattern demonstrated in Study 1. Moreover, the impact of brand personality upon psychological distance was found to be more prominent among consumers with high (vs. low) levels of attachment anxiety. Because psychological distance is proposed and proved to be a critical variable for mediating the variability in purchase intention, we adopted cognitive computerized tasks in Studies 3-4 to test whether stimuli perceived as sincere and exciting will induce different responses relevant to the perceptions of psychological distance. Study 3 adopted a picture-word version of Stroop task to test whether the automatic activation of personality-priming words would carry various perceptions of psychological distance, and results showed that participants classified distance faster when a close (vs. far) spatial distance matched sincere words and when a far (vs. close) spatial distance matched exciting words. Study 4 adopted the interference task to examine whether visual attention would be affected by personality-priming images, and results indicated a stronger cueing effect and an articulated interference effect for sincere (vs. exciting) figures. This research advances the literature of brand personality by probing the important role of psychological distance and further elaborating on the variability of consumer behavior toward sincere and exciting brands.

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Gender Differences in Transnational Brand Purchase Decision Toward Mixed Culture and Original Culture Advertisements: An fNIRS Study.

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