How to "Nudge" your consumers toward sustainable fashion consumption: An fMRI investigation

被引：74

作者：

Lee, Eun-Ju ^{[1
]}

Choi, Hanah ^{[1
]}

Han, Jinghe ^{[2
]}

Kim, Dong Hyun ^{[1
]}

Ko, Eunju ^{[3
]}

Kim, Kyung Hoon ^{[4
]}

机构：

[1] Sungkyunkwan Univ, Seoul, South Korea

[2] Beijing Inst Fash Technol, Beijing, Peoples R China

[3] Yonsei Univ, Seoul, South Korea

[4] Changwon Natl Univ, Chang Won, South Korea

来源：

JOURNAL OF BUSINESS RESEARCH | 2020年 / 117卷

基金：

新加坡国家研究基金会;

关键词：

Sustainable fashion; Balance theory; fMRI; Anterior cingulate cortex; Superior parietal lobule; Bilateral lingual gyri; CORPORATE SOCIAL-RESPONSIBILITY; ANTERIOR CINGULATE CORTEX; HEIDERS BALANCE THEORY; PSYCHOLOGICAL REACTANCE; PREFRONTAL CORTEX; BRAIN; BEHAVIOR; BRAND; GREEN; EXPOSURE;

D O I：

10.1016/j.jbusres.2019.09.050

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Consumers often have positive attitudes about green marketing, yet their fashion purchases are not linked to sustainability, revealing an unbalanced psychological state. Based on balance theory, we explain how environmental priming can increase consumer preferences for fashion products with green logos. Using fMRI, we identify the neural representation of the green logo effect as significant activations in the anterior cingulate cortex (ACC). Prior exposure to environmental priming messages increased brain activations in the superior parietal lobule (SPL) and the bilateral lingual gyri (LG) during green-related communication, reflecting brain processes of relational reasoning and leading to increased preference for fashion products that bear a green logo. We discuss managerial implications related to the effectiveness of "nudge" communication techniques in setting up the tone for sustainable fashion marketing.

引用

页码：642 / 651

页数：10

共 65 条

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