뇌의 인지적 경험과 Limbic 유형에 따른 소비자 감정디자인 연구- 디자인 체어를 중심으로 -

Branding is not just a process that gives a company their name, but is also about creating a general identity and philosophy. The branding shorten consumers’ complicated decision-making processes and give a clear direction to the ideal self-image. Shopping is a process through which consumers find material elements that fulfill their need to build a personal identity for themselves. This process starts with understanding personal “actual self-congruity” and “social self-congruity” according to “Self Congruity Theory” by M. Joseph Sirgy. A brand image needs to deliver the continuous, united look and feel of an ideality that simulates the“ideal self-congruity” of consumer. The “Seductive Experience” gets stronger as personal ideality gets closer to a brand’s identity and philosophy. Limbic®types map and the three steps of design theory were used to analyze the correlation between consumer behavior and the emotional cognition process. Limbic®types show a concentration of complex emotional personality structures, which are classified according to the main emotion field of the personality structure. Visceral, Behavioral, and Reflective are the three steps of design cognition, which influences both the emotions about, and cognition of an object. This paper aims to help consumers understand their consumption propensities and cope with a competitive market from day to day through studying the correlations between emotional design cognition and consumer types.