New Possibilities for Flower Marketing Strategy from the Viewpoint of Kansei Engineering and Cognitive Neuroscience

Abstract

In this research, we aimed to give new findings to marketing strategies for flowers. Especially purchase of flower plants is decided not with functional value but with sensibility value. Therefore, we quantitatively and structurally analyzed the sensitivity of subjects' preferences using Kansei Engineering method. Furthermore, based on cognitive neuroscience method, fMRI (functional Magnetic Resonance Imaging) was used to evaluate the impression on the way of presenting flowers and the effect on brain activity. Based on the results, this paper explores the possibility of applying the neuromarketing which integrates the fields of marketing, psychology, and neuroscience to the flower business in the future.