The impact of customer's cognitive level on brand's perceived value Based on the research of eye movement experiment

With the growth of people's living standard and economic income, the effect of prices is weakened while customers are shopping, but brand effect is increasingly obvious. This paper uses the customers' brand cognitive level as independent variable, and uses simulation scenario experiment method and use the eye tracker to record and analyze the eye movement data of the participants of different cognitive levels during the process of choosing and buying different brands, then uses science methods to process and analyze dates, and find out the relationship between the customer's cognitive level and value perception of the brand. The results prove that improve customers' cognitive level of a brand can also improve the brand perceived value to them.