Publisher's Synopsis
Brand image attention of behavioral consumption of prediction methodBrand is one good behavioral economy method to persuade Disney consumption. Disney can apply brand image prediction method to attract visitors visiting choice. Disney is one famous entertainment theme park in the World. The application of disney visitor consumption psychology, and in particular to Disney branding, has gained popularity over the past decade in academic research and business practice. What neuroscience can bring to advance Disney entertainment theme park understanding of the consumer psychology of brands choice of behavioral consumption. The Disney brand preference formation over time has four basic components: (1) representation and attention, (2) predicted value, (3) experienced value and (4) remembers value and learning.First, on representation and attention component, it means that the amount of information consumers are exposed to is enormous, yet consumer's processing capacity is limited. How Disney consumers represent, attend to, and perceive incoming information may have a profound influence on their behavioral consumption, i.e. Disney brand identification. Representation is the first process in entertainment theme park industry brand decisions, which involves forming the representation of the choice alternatives, that is brand identification. For example, different beer brands provide different options for choice are identified to consumers. At the same time, the entertainment theme park consumer needs to integrate information on internal state, (e.g. thirst level) and external states, e.g. (location, social context) that drive attention. For example, when faced with a choice between a entertainment theme park consumer's choice is likely to depend on whose own level of entertainment theme park playing facilities ( an internal state) and level of entertainment facilities chooses to play ( an external state). However, the entertainment theme park brand image is a visual system allows for rapid entertainment theme park brand and entertainment service performance identification. One of the key questions at this stage is what entertainment theme park consumers pay attention to ( i.e. focus on ) once who are exposed to a number of rapidly identified entertainment theme park choice alternatives ( i.e. theme park images). Attention is the mechanism responsible for selecting the information that gains preferential status above other available information for researching on entertainment theme park image. Thus, if the entetainment theme park brand image is attractive, then it will be probable attract the initial eye movement of entertainment theme park consumers and thus may have a profound effect on related theme park consumer behavior. For example, Pieters and Wedel (2007) showed that ensuring that consumers pay attention to the brand displayed in a print ad. It is the most effective way to ensure that who will transfer their attention to other elements of the print ad. So, entertainment theme park image of attractive visual selection and eye movement can enhance the quality of incoming information to consumer individual behavioral consumption for the entertainment theme park of choice. The suggestion of eye-tracking is as a useful tool for determining the extent to which entertainment theme park consumers find different entertainment facilities images extensions plausible. In sum, representation and attention are complex processes that influence all subsequent steps in our brand decisions framework.
