How Apple and Nike have branded your brain | Your Brain on Money | Big Think
Summary
TLDR品牌对消费者行为的影响远超购买行为本身。研究表明,品牌如苹果能够通过重复讲述其品牌故事,塑造消费者身份,从而影响其决策。人们通过选择特定品牌来表达自我,如耐克代表性能,而安德玛代表挑战者精神。消费者与品牌的联系可能加深到认同品牌如家人的程度,这种认同感甚至能影响他们的行为。神经科学、营销和心理学教授迈克尔·普拉特的研究表明,品牌感知如何影响我们的决策。通过MRI观察,发现苹果用户对苹果的新闻反应与对家人的反应相似,而三星用户则对品牌新闻没有明显的情感反应。这表明,品牌不仅塑造了消费者的选择,还可能触及潜意识层面。消费者应意识到品牌的影响力,并在购买时深思熟虑,了解为何选择特定产品。品牌已成为现代人身份认同的支柱,我们应更深入地考虑品牌塑造决策的伦理、法律和社会影响。
Takeaways
- 🧐 消费者倾向于选择特定品牌而非其他同类产品,即使它们在实质上是相同的。
- 🤔 经济学家质疑理性消费者为何愿意为相同产品支付更多费用。
- 🎓 杜克大学的研究显示,被潜意识暴露于苹果标志的参与者在创造性任务上表现得更好。
- 🍎 苹果品牌通过重复讲述其品牌故事,塑造了一种品牌形象,即苹果是为时尚、酷、有趣的创意人群而设的。
- 🧠 品牌的力量可以影响我们的行为,这种影响远远超出了销售点。
- 💡 品牌的影响力可能会破坏我们做出理性消费决策的能力。
- 👕 选择不同品牌时,消费者实际上是在选择创建一种身份。
- 🏃 消费者通过选择品牌来表达与体育的关联,不同品牌代表不同的概念路径。
- 🏠 消费者与品牌的关系可以深化到认同品牌如同家人一样的程度。
- 🤝 一旦消费者认同某个品牌,他们可能会为品牌辩护,因为对品牌的攻击就像是对他们自身的攻击。
- 🧠 迈克尔·普拉特教授的研究表明,我们对品牌的感知如何影响我们的决策。
- 📱 苹果用户对苹果的大脑共情反应与对家庭成员的反应相同,而三星用户对品牌新闻则没有正面或负面反应。
- 🤷♂️ 大多数人没有意识到他们潜意识中选择品牌是因为品牌具有某种自我表达价值。
- 🤔 我们需要更深入地思考塑造消费者决策的权力的道德、法律和社会影响。
- 🛍️ 作为消费者,我们应该意识到品牌的影响力,并在购买产品前暂停思考。
- 🚫 无论喜欢与否,品牌不会消失,它们已经成为我们身份的支柱。
Q & A
为什么消费者会特意选择特定的品牌,比如可口可乐、泰诺或李维斯,即使它们只是普通商品?
-消费者选择特定品牌可能是因为品牌背后的故事和形象与他们的个人身份和价值观相吻合,这使得品牌不仅仅是商品本身,而是一种生活方式和自我表达的方式。
经济学家如何解释消费者愿意为相同商品支付更多费用的现象?
-经济学家可能会质疑这种现象,因为在理性消费理论中,消费者应该寻求性价比最高的商品。然而,品牌的影响力和消费者的情感联系可以超越理性决策,导致他们愿意为品牌支付溢价。
杜克大学的研究是如何展示品牌对消费者行为的影响的?
-杜克大学的研究通过向参与者快速展示苹果或IBM的logo,发现那些被暴露于苹果logo下的人在创造性任务上表现得更好,这表明苹果品牌与创造性、时尚和有趣的形象已经深入人心。
品牌如何影响消费者的购买决策?
-品牌通过塑造一种形象和故事,可以影响消费者的自我认同和行为。消费者在选择品牌时,实际上是在选择一种与自己身份相符合的生活方式,这种认同感可以促使他们做出非理性的购买决策。
为什么消费者与某个品牌建立联系后,会对该品牌产生强烈的忠诚感?
-当消费者与品牌建立联系后,他们可能会将品牌视为自己身份的一部分,就像对待家人一样。因此,当有人批评他们所忠诚的品牌时,他们会感觉像是对自己的攻击,从而产生强烈的防御反应。
迈克尔·普拉特教授的研究如何揭示品牌对消费者决策的影响?
-迈克尔·普拉特教授通过使用MRI机器观察iPhone用户和三星Galaxy用户的大脑反应,发现苹果用户对苹果的新闻有同理心反应,而三星用户则没有对三星新闻产生明显的情感反应,这表明品牌感知确实影响消费者的决策过程。
三星用户在MRI测试中对苹果新闻的反向同理心反应意味着什么?
-这意味着三星用户可能并不是因为对三星品牌的忠诚而选择购买,而是因为对苹果品牌的反感。当苹果的新闻是负面的时候,他们的大脑反映出积极的反应,这可能是一种对抗性的心理机制。
消费者如何意识到品牌对他们选择的影响,并做出更明智的购买决策?
-消费者应该意识到品牌的影响力,并在购买前暂停思考,问自己为什么要购买这个产品。通过深入了解自己的购买动机,消费者可以更加理性地评估商品的价值,而不是仅仅基于品牌的影响。
品牌在现代社会中扮演了什么角色,为什么它们能够成为人们身份的支柱?
-品牌在现代社会中扮演了重要角色,它们不仅仅是商品的标识,还代表了一种生活方式和社会地位的象征。人们通过选择特定的品牌来表达自己的个性和价值观,因此品牌成为了人们身份的一部分。
为什么有些人声称他们不受品牌影响,但实际上仍然受到某种形式的品牌影响?
-这是因为即使这些人声称不追求品牌,他们的选择仍然受到一种反品牌品牌的影响。这种反品牌品牌同样满足了人们对支持系统和归属感的需求,因此他们实际上仍然在通过选择来表达自己的身份和价值观。
随着我们对品牌影响力的了解越来越深入,我们需要考虑哪些伦理、法律和社会问题?
-随着对品牌影响力的深入了解,我们需要考虑品牌如何以负责任的方式塑造消费者的决策,避免操纵和误导消费者。同时,我们还需要考虑品牌对个人身份和社会价值观的长期影响,以及如何在保护消费者权益和促进市场竞争之间找到平衡。
品牌如何通过自我表达价值影响消费者的潜意识选择?
-品牌通过塑造独特的形象和故事,与消费者建立情感联系,使消费者在潜意识中将品牌与自己的个人身份和价值观联系起来。这种联系可以促使消费者在选择商品时,即使面对功能相似的其他选项,也会倾向于选择那些能够反映他们自我形象的品牌。
Outlines
🧐 品牌的力量:消费者行为与品牌认同
第一段视频脚本讨论了消费者对特定品牌的偏好,即使这些品牌的产品在实质上与其他品牌相同。经济学家可能会质疑理性消费者为何愿意为相同产品支付更多。然而,研究表明品牌如苹果(Apple)通过重复讲述其品牌故事,可以影响消费者的自我认同和行为。例如,苹果用户在进行创造性任务时表现得更好,这表明品牌可以超越销售点影响我们。此外,品牌选择与个人身份的构建紧密相关,消费者通过选择品牌来表达自己的社会归属和价值观。品牌忠诚度可以非常深厚,以至于消费者将品牌视为家庭的一部分,并对品牌的批评产生防御性反应。研究还表明,品牌感知如何影响我们的决策,例如苹果用户对苹果公司的新闻反应与对家庭成员的反应相似。这段内容强调了品牌对消费者决策的深远影响,并提出了关于品牌影响力的伦理、法律和社会影响的思考。
🤔 人类的基本需求:品牌作为身份的支柱
第二段视频脚本探讨了人类对支持系统的基本需求,以及品牌如何成为我们身份的支柱。传统上,教堂、社区和其他机构可能提供了这种支持,但现在品牌已经介入并承担了这一角色。这种观点认为,品牌不仅仅是商业实体,它们还代表了一种社会和文化身份,为消费者提供了归属感和自我表达的途径。这强调了品牌在现代社会中的重要性,以及它们如何塑造和反映消费者的个人和社会身份。
Mindmap
Keywords
💡品牌
💡理性消费者
💡身份认同
💡潜意识
💡品牌忠诚度
💡神经科学
💡市场定位
💡消费者行为
💡自我表达
💡伦理、法律和社会影响
💡支持系统
Highlights
消费者倾向于选择特定品牌,即使它们与非品牌产品相同。
经济学家质疑理性消费者为何愿意为相同产品支付更多。
杜克大学的研究显示,被潜意识暴露于苹果标志的参与者在创造性任务上表现更好。
苹果品牌与时尚、酷、有趣的创意人士的品牌形象相关联。
品牌的力量可以影响我们的行为,超越购买点。
品牌的影响力可能破坏我们做出理性消费决策的能力。
选择不同品牌时,消费者在创造身份。
品牌选择反映了消费者想要表达的体育精神或身份。
消费者与品牌的关系可能加深到将品牌视为家庭的一部分。
消费者可能会为品牌辩护,因为对品牌的攻击被视为对他们自身的攻击。
品牌感知影响我们的决策,与我们如何与人建立关系相似。
通过MRI机器观察,苹果用户对苹果的新闻显示出与家人相同的大脑共情反应。
三星用户对关于自己品牌的新闻没有正面或负面反应。
三星用户对苹果的负面新闻显示出反向共情的大脑反应。
三星用户并未报告他们MRI显示的对苹果和三星的感觉。
消费者可能潜意识地选择品牌,因为这些品牌具有自我表达价值。
品牌塑造消费者决策的能力有很大的力量。
作为消费者,我们应该意识到品牌的影响力,并在购买前暂停思考。
品牌不会消失,它们已经成为我们身份的支柱。
Transcripts
- Coke is just soda.
Tylenol is just acetaminophen.
And Levi's are just jeans.
Yet consumers go out of their way
to select these specific brands over others.
- An economist would say,
"How is this possible,
that a rational consumer would be willing to pay more
for exactly the same thing?"
We love to think about ourselves as rational.
That's not how it works.
A very famous study done by colleagues at Duke University
flashed either the Apple logo or the IBM logo
to two randomized groups of participants.
- The study found that
after being subliminally exposed
to the Apple logo, compared to
when you'd been exposed to the IBM logo,
participants performed better on creative tasks.
- And the argument is that Apple has been telling you
this story over and over again,
that Apple is the brand for hip, cool, fun, creative people.
- This is the true power of brands.
They can influence our behavior in ways
that extend way beyond the point of sale.
So to what degree can the influence of brands
wreak havoc on our ability
to make rational spending decisions?
This is your brain on money.
This is Americus Reed.
He studies identity and marketing
at the University of Pennsylvania.
When I make choices about different brands,
I'm choosing to create an identity.
When I put that shirt on,
when I put those shoes on, those jeans, that hat,
someone is going to form an impression about what I'm about.
So if I'm choosing Nike over Under Armour,
I'm choosing a kind of different way to express
affiliation with sport.
The Nike thing is about performance.
The Under Armour thing is about the underdog.
I have to choose which of these
different conceptual pathways
is most consistent with where I am in my life.
- And once a consumer makes that choice,
their relationship with a brand can deepen to the point
where they identify with that brand like family.
And once you identify with a brand,
it can shape the way you behave.
- And it's really interesting because they will also,
if someone talks bad about that product, brand, or service,
they will be the first to go out and defend.
Why?
Because an attack on the brand is an attack on themselves.
- Michael Platt is a professor of
neuroscience, marketing, and psychology
whose research demonstrates how
our perception of brands influences our decisions.
- There's an idea in marketing, which is that
we relate to brands in the same way we relate to people.
It's like, "I love this brand," or, "I hate this brand."
Of course, what people say, right, can often be
different from what's really going on in their heads.
So we thought, "Well, why don't we just
ask the brain directly?"
- Michael and his team observed the brains of
iPhone users and Samsung Galaxy users with an MRI machine
while they heard good, bad, and neutral news
about Apple and Samsung.
- Apple customers showed
a brain empathy response toward Apple
that was exactly what you'd see in the way you would respond
to somebody in your own family.
- Strangely, Samsung users
didn't have any positive or negative responses
when good or bad news was released about their brand.
The only evidence that Samsung users showed
was reverse empathy for Apple news.
Meaning if the Apple headline was negative,
their brain reflected a positive response.
- You know, it really shows us that
Apple has completely defined the market here.
Samsung customers, it seems, from their brain data,
are only buying Samsung 'cause they hate Apple.
- The kicker?
The Samsung users didn't report feeling
the results their MRIs showed.
What was happening in their brains
and what they reported feeling towards Apple and Samsung,
were totally different.
- Most people just don't realize
that they are subconsciously choosing brands
because those brands have some kind of
self-expressive value.
- You can see there's a lot of power here
in terms of shaping consumers' decisions.
As we learn more and more about that,
we have to think much more deeply about
the ethical, legal, and societal implications of doing that.
- So, as consumers, what can we do
to make informed choices?
Well, the best thing we can do is to
be aware of the influence that brands hold.
- I think it's important to always pause
and think a little bit about,
"Okay, why am I buying this product?"
- And like it or not,
brands aren't going anywhere.
- I've heard lots of people push back
and say that, "I'm not into brands."
I take a very different view.
They're not doing anything any different than
what someone who affiliates with a brand is doing.
They have a brand, it's just an anti-brand brand.
And I think about,
what is it that I've learned about identity over time?
I think a lot of it has to do with
the fundamental need that we as humans have
to have support systems.
Perhaps it was the church, it was the community,
it was these other institutions that existed.
Now, brands have stepped in as pillars of our identity.
So I'm very much motivated to see that
in that positive light.
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