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    題名: 美感體驗歷程與大腦心智反應-消費者對品牌識別標誌之雙軌美感體驗歷程
    其他題名: The Dual Process of Consumer Aesthetic Experiences on Logo Evaluation
    作者: 別蓮蒂;蔡介立
    貢獻者: 企業管理學系
    關鍵詞: 品牌識別標誌設計;美學;美感體驗;消費者腦神經科學
    Logo Design;Aesthetics;Aesthetic Experience;Consumer Neuroscience
    日期: 2013
    上傳時間: 2016-04-20 13:27:16 (UTC+8)
    摘要: 消費者對品牌識別標誌之雙軌美感體驗歷程 品牌識別標誌 (Logo) 的設計是各種工業與商業設計中，最接近行銷功能的一種設計，因此本研究以品牌Logo的美感為標的，探討影響消費者判斷一個品牌Logo美感的設計因素與行銷因素。 過去有關美學的研究，多半是從藝術美學與美學哲學的角度出發，關於設計美學方面則以應用為主，較少有學術類的研究；少數設計美學的學術研究，也多以產品設計為主，Logo設計經常被研究者所忽略。Logo設計的美感涉及設計美學、行銷學及消費者心理學等領域；其中，消費者的美感體驗，更是屬於大腦高層次主觀認知的難解課題。近年來幸因神經生理研究的科技發展，許多腦神經科學家、認知心理學家，甚至是消費者研究者，可突破過去傳統實驗法無法解讀的認知運作，藉由先進儀器掌握大腦的活動以佐證研究結果。 本研究擬以三年共四個系列研究，分別使用傳統行為科學實驗法、眼動儀、ERP、fMRI，探討消費者對Logo美感體驗由下而上與由上而下的雙軌歷程，以分析Logo設計本身的對稱性與比例、Logo設計的象徵意涵、品牌故事，以及消費者本身過去與品牌相關的愉悅經驗，分別如何影響其美感體驗。旨在透過系統性分析，瞭解消費者對品牌Logo美感體驗的來源，以協助行銷人和設計者合作建立一個具美感、可感動人、與消費價值結合的品牌。此外，本研究擬運用研究成果建置一個互動的品牌行銷與Logo設計教學網頁，除推提升研究成果的應用價值之外，亦期望透過後續的網站互動紀錄，持續收集可供未來進一步研究的資料。
    The Dual Process of Consumer Aesthetic Experiences on Logo Evaluation Among all the commercial designs, logo design carries most marketing function. This research project aims on brand logo design to investigate who consumers evaluate the aesthetics of a logo. The objectives of this project are to identify the objective logo design and marketing determinants and subjective emotional determinants of aesthetics, as well as the processes of consumer aesthetic experiences. The aesthetics of a logo design can be examines from various perspectives, including design aesthetics, marketing, and consumer psychology. It is also a multi-discipline topic which has not been well discussed before. Furthermore, consumers’ aesthetic experience is higher-level subjective cognition which can hardly be explored by traditional behavioral study methods. Contributing to the recent development of neuroscience technology, researchers in consumer behavior and marketing started to extend to a new area, Consumer Neuroscience, to discover the hidden mechanism of consumer behavior. This research project plans to run four series of studies, including tradition subjective behavioral method, eye-tracking, ERP, and fMRI in three years to explore both bottom-up and top-down processes of aesthetic experiences. This research will examine the symmetry and ratio of the logo to reveal the objective bottom-up aesthetic process, the symbolic meaning of the logo and brand story to represent the cognitive drive of subjective top-down aesthetic process, and individual experience for the emotional drive of top-down aesthetic process. The results of this project will be presented on an interactive website to cultivate designers and marketers’ senses of aesthetics and marketing tactics, and simultaneously collect more logo information for future studies.
    關聯: 計畫編號 NSC 101-2420-H004-012-MY2
    資料類型: report
    顯示於類別:[企業管理學系] 國科會研究計畫

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