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Neurological effects of product price and evaluation on online purchases based on event-related potentials
- Source :
- Neuroscience Letters. 704:176-180
- Publication Year :
- 2019
- Publisher :
- Elsevier BV, 2019.
-
Abstract
- In order to better understand how price and evaluation impact consumers' decision making, this research examined the neural bases underlying consumers' cognition of the two important clues when shopping online. An ERP experiment was conducted involving 19 Chinese students and the behavior data revealed that product price and evaluation significantly influenced their willingness to purchase mobile phones online, and the speed with which they made purchase decisions supported cue-diagnosis theory. Further, ERP results indicated three neural stages of decision-making: early automatic cognition with emotional valence and negativity bias effects elicited by product evaluation ratings, an evaluation stage exhibiting an attention, and a final stage featuring an evaluation-categorization pattern associated with pleasurable sensations. Specifically, those three neural stages of online decision-making were coded with corresponding event-related potentials in brain, that is, N1 and P2 in automatic cognition stage, P300 in evaluation phase, LPP in concluding phase. Hence, the research results reveal neurological effects of product price and evaluation on online purchases and deepen our comprehension of consumers' cognitive process.
- Subjects :
- Male
0301 basic medicine
Economics
Decision Making
Emotional valence
Choice Behavior
Product price
Young Adult
03 medical and health sciences
0302 clinical medicine
Event-related potential
Negativity bias
Humans
Evoked Potentials
Internet
General Neuroscience
Electroencephalography
Cognition
Neurological effects
Comprehension
030104 developmental biology
Order (business)
Female
Psychology
030217 neurology & neurosurgery
Cognitive psychology
Subjects
Details
- ISSN :
- 03043940
- Volume :
- 704
- Database :
- OpenAIRE
- Journal :
- Neuroscience Letters
- Accession number :
- edsair.doi.dedup.....c9a09ae30fc5d6f0f0cd44ff11289ef5