An Online Service Branding Method with Neuroscience Technology

A key of brand development is the building relations of long-term trust with the customers. Trust formation is considered to be intimately linked with historical traits and/or subconscious feelings. In this study, by applying the knowledge of neuroscience, we experimentally examined the effects of customer´s cognitive characteristics and context cognition on trust formed in an online environment. As a result, we found that there are methods of providing online information suited to different types of cognitive characteristics, and that there are online media expressions inducing different types of context cognition. By combining these findings, we will be able to build on a powerful technique for brand development by applying to trust formation. This method will achieve a form of service innovation in an online world by co-evolving with the progress of neuroscience research.