Abstract

Consumer's response to the luxury and non- luxury brand logo: Perceptional, Recognitional, Emotional response by fMRI

Sung, Young-Shin, Ph. D. Professor Dept. of Psychology Korea University
Lee, Ji-ryang · Shin, Joo-ri · Jung, Yong-ki MA Student Dept. of Psychology Korea University

This study examined the consumer's brain activation in order to find the consumer's psychological response to the Logo of ' Luxury brand' and ' Non-Luxury brand'. With the result, lastly we tried to know psychological meaning to the Luxury brand and Non-Luxury brand. We compared Luxury brand with Non luxury brand to clearly explore psychological respose to the Luxury brand. Especially, we selected the Brand Logo as a experiment stimuli, considering specific characters what exists in psychological meaning and symbol of brand, conspicuous desire of Luxury brand consumption. And, this study tried to find the consumer's response about Brand Logo in priority through three dimension of perception, recognition and emotion. This study used the fMRI for physiological measurement method to examine the consumer's various and vivid responses. As a result, we can find interesting facts about how consumers perceive the Luxury brand logo and Non- Luxury brand logo, what they think and feel to the brand logo. Finally, this study shows the psychological meaning of Luxury and Non- Luxury brand logo.

Key Word : Luxury Brand, Non- Luxury Brand, Brand Logo, Perception, Recognition, Emotion, fMRI, Consumer Psychology