基于神经营销学的音乐与颜色相关性

工业工程

基于神经营销学的音乐与颜色相关性

1. 西南交通大学经济管理学院，四川成都，610031; 2. 电子科技大学经济与管理学院，四川成都，610054

出版日期:2016-02-29 发布日期:2016-04-05
作者简介:朱坤（1984-），男，山东省人，博士研究生，主要研究方向为知识管理、人因工程.
基金资助:
国家自然基金资助项目（70871099）

A Study of the Correlation between Music and Color Based on Neuromarketing

1.School of Economics and Management,Southwest Tiaotong University, Chengdu 610031,China;
2.School of Economics and Management, University of Electronic Science and Technology of China, Chengdu 610054, China

Online:2016-02-29 Published:2016-04-05

摘要/Abstract

摘要：

采纳认知科学的研究方法，通过对12位被试的脑电进行事件相关电位分析（ERP），对音乐与颜色的相关性进行了研究。研究结果表明，音乐与颜色存在相关性，由于音乐的加入，被试对于颜色的识别效率降低。而在校园歌曲的背景下，被试对于绿色的识别效率与其他颜色相比存在显著差异。有鉴于此，在广告设计、网页展示中，应采纳相关度较高的音乐与颜色组合，发挥两者的组合效应，提升营销效果。

关键词: 神经营销学, 事件相关电位, 颜色, 音乐

Abstract:

Aiming at processing analysis of color and music, the two symbols which belong to different sensoriums, the interrelation between them is studied. Eventrelated potentials (ERP) are introduced and the records of recognition process analyzed. Discrepancy is showed on the relativity of different color and music. The green color holds the highest relativity to campus songs which represents its bigger amplitude P300 and more delitescence. So it is proposed that in advertising design and webpage show, a combination with high correlation of music and color should be adopted, which would play a combined effect, enhancing marketing effectiveness.

Key words: neuromarketing, eventrelated potentials, color, music

朱坤1，李永建1，曾维斌2. 基于神经营销学的音乐与颜色相关性[J]. 工业工程.

ZHU Kun1, LI Yongjian1, ZENG Weibin2. A Study of the Correlation between Music and Color Based on Neuromarketing[J]. Industrial Engineering Journal .

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