Abstract
This study aims to study the influence of brand logo on the neuropsychological mechanism of luxury goods price acceptance. This study explores the neuropsychological mechanism of the impact of two basic external clues on the price acceptance of luxury goods, namely country of origin and brand logo, with the aid of the event-related potential technique in neuroscience. The amplitude of micro-impression group is significantly smaller than that of macro-impression group. Human cognition is monitored by the brain and human neuropsychological mechanism can reflect the level of conflict detected by the brain. This kind of cognitive monitoring mechanism can cause significant neural amplitude when mismatched.
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