品牌价值决策的贝叶斯整合框架及其神经基础
A Bayesian Integration Framework for Brand Value Decision-Making and Its Neural Basis
摘要
品牌价值决策需要在长期形成的品牌先验与产品的即时设计证据之间进行整合。基于贝叶斯推断的视角，本综述提出了“品牌先验—设计证据—价值整合”的整体框架，并梳理了其潜在的神经对应机制。现有研究表明，品牌先验可能由mPFC的抽象认知结构与mPFC–NAcc奖赏通路共同编码；设计证据通过OFC、ACC、顶枕区及pMTG等区域完成美学与概念加工；而vmPFC负责整合不同价值线索并表征确定性，DLPFC则在信息冲突时调节整合权重。这些神经过程在功能上与贝叶斯框架的先验、似然与后验结构形成了有意义的映射，为理解品牌价值判断的计算机制提供了新的视角。本文最后讨论了未来在量化建模、因果性神经验证以及品牌偏好的动态学习机制等方面的研究方向。
Abstract
Brand value decision-making requires integrating long-term brand priors with the products immediate design evidence. From a Bayesian inference perspective, this review proposes an overall framework of brand priorsdesign evidencevalue integration and summarizes its potential neural correspondences. Existing studies suggest that brand priors may be jointly encoded by the abstract cognitive structure of the mPFC and the mPFCNAcc reward pathway; design evidence is processed through regions such as the OFC, ACC, occipito-parietal areas, and pMTG to support aesthetic and conceptual processing; the vmPFC integrates value signals from different sources and represents certainty, while the DLPFC adjusts integration weights when information conflicts occur. These neural processes functionally map onto the prior, likelihood, and posterior components of the Bayesian framework, offering a new perspective for understanding the computational mechanisms of brand value judgment. The review concludes by discussing future research directions, including quantitative modeling, causal neural validation, and dynamic learning mechanisms underlying brand preference.关键词
品牌价值决策/贝叶斯推断/先验—证据整合/神经基础Key words
brand value decision-making/bayesian inference/prior–evidence integration/neural basis引用本文复制引用
栾梦恺,周成林,丁蕊,王莹莹.品牌价值决策的贝叶斯整合框架及其神经基础[EB/OL].(2026-03-09)[2026-03-11].https://chinaxiv.org/abs/202603.00043.学科分类
经济学
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