How Is the Neural Response to the Design of Experience Goods Related to Personalized Preference? An Implicit View

Ma, Yongbin; Jin, Jia; Yu, Wenjun; Zhang, Wuke; Xu, Zhijiang; Ma, Qingguo

doi:10.3389/fnins.2018.00760

Cited by 17 publications

(24 citation statements)

References 47 publications

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“…The paradigm in the single-reference condition is similar to most previous consumer preference studies ( Telpaz et al, 2015 ; Goto et al, 2017 ; Ma et al, 2018 ; Tyson-Carr et al, 2018 ). In these study paradigms, only one product is presented in each trial, and participants make a value judgment using only their expectations.…”

Section: Discussionmentioning

confidence: 99%

“…Their results showed that N200, LPP, and positive slow waves (PSW) could predict consumer preference for a product with an overall accuracy of 71%, although prediction accuracy varied for different components. Ma et al (2018) found that the N200 and LPP were sensitive to the preferences of the consumers, and Tyson-Carr et al (2018) revealed that low-value items elicited a more pronounced N200 than high-value items.…”

Section: Introductionmentioning

confidence: 98%

“…These preference elicitation paradigms for ERP measurement can be summarized into two categories. First, one product is viewed in each trial, and participants are asked to make responses according to their judgment ( Telpaz et al, 2015 ; Goto et al, 2017 ; Ma et al, 2018 ; Tyson-Carr et al, 2018 ). Second, two products are displayed simultaneously in each trial, and participants are required to choose which product they prefer ( Li et al, 2012 ; Larsen and O’Doherty, 2014 ; Gui et al, 2016 ; Goto et al, 2019 ).…”

Section: Introductionmentioning

confidence: 99%

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How Do Reference Points Influence the Representation of the N200 for Consumer Preference?

Guang-rong

Zhu

et al. 2021

Front. Psychol.

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Recent studies have suggested that event-related brain potential (ERP) can represent consumer preference, and there is consensus that the N200 is the best indicator of consumer preference. Measurement of reference-dependent consumer preference, in turn, requires a reference point, but it remains largely unknown how reference points modulate the preference-related N200. We designed an experiment to investigate how reference points affect the N200 based on classical paradigms. In the single-reference condition, one product was displayed in each trial; in the conjoined-reference condition, a pair of products was displayed simultaneously. Our results showed that in the single-reference condition, low-preference products elicited more negative N200 than high-preference products, replicating previous results, but the N200 could not distinguish between low‐ and high-preference products when viewing two options of similar subjective value in the conjoined-reference condition. These findings suggest that reference points modulate the representation of the N200 on consumer preference. When only viewing one product, participants make a value judgment based on their expectations. However, when viewing two products simultaneously, both their expectation and the alternative product can serve as reference points, and whether the N200 can represent consumer preference depends on which reference point is dominant. In future research, reference points must be controlled when the N200 is used to explore value-related decision-making.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 98%

Section: Introductionmentioning

confidence: 99%

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How Do Reference Points Influence the Representation of the N200 for Consumer Preference?

Guang-rong

Zhu

et al. 2021

Front. Psychol.

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“…LPP is a late-stage ERP component, which reaches its peak between 300 and 800 ms after the onset of a stimulus 27 and is also a commonly examined ERP component. It was reported that LPP is sensitive to the cognitive process of emotion regulation, 16 , 28–30 and a larger LPP amplitude indicates stronger emotional arousal. 18 Thus, given the emotional arousal sensitivity of LPP, in the current study, we proposed that LPP represents an emotional regulation process for the product picture in the later evaluation stage.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Product Image Dynamism on Purchase Intention for Online Aquatic Product Shopping: An EEG Study

Wang¹,

Wang²,

Lian³

et al. 2021

PRBM

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Purpose The normalization of epidemic prevention and control triggered a fierce scuffle in the e-commerce of fresh food, as well as for aquatic products online shopping. The main difficulty for consumers to buy fresh food online has always been information asymmetry. Previous study reported that the image is still the primary information source to address information asymmetry. Yet, few studies have focused on the image presentation of aquatic products in e-commerce. The current study aims to probe the effect of perceived movement of e-commerce pictures on purchase intention of aquatic products. Further, we examine how consumers’ cognitive conflict and emotion occur when purchasing specific aquatic products with different image dynamism. Methods Twenty-eight subjects participated in an experiment with a 2-level product category (fresh vs frozen) × 2-level image dynamism (static vs dynamic) design. During the experiment, participants were asked to rate their purchase intention after they browse the experimental stimulus. We recorded subjects’ electroencephalograms (EEGs) throughout the experiment. Results Behaviorally, participants’ purchase intention for the dynamic image was significantly greater than that for the static image, regardless of aquatic product categories. At the neural level, we found that dynamic image produced less cognitive conflict and aroused consumers’ positive feelings, which were reflected in decreased N2 amplitudes and latency as well as increased LPP (late positive potential) amplitude, respectively. This effect was enhanced for fresh aquatic products. Conclusion Although picture dynamism only increases perceived movement, it can still induce positive emotions toward the product and lead to a greater purchase intention. The current study emphasized the value of the neuroscience method in revealing consumer cognition and emotion duration product evaluation.

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“…On the other hand, several studies have linked EEG frontal asymmetries to consumer choice prediction and purchase intention (Ambler et al, 2004; Vecchiato et al, 2011). Besides, ERP components were associated with categorizing and evaluating stimuli, P300 (Polich, 2007) and N200 (Folstein and Van Petten, 2008) and most recently P200 and LPP (Ma et al, 2018). Furthermore, ERP component N200 and a weaker theta band was associated to purchase intention (Telpaz et al, 2015).…”

Section: Introductionmentioning

confidence: 99%

The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP)

Abdeljelil

2019

Front. Hum. Neurosci.

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The tendency of customers’ preference to their local brands over the foreign ones is known as consumer ethnocentrism, and it is an important issue in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer Ethnocentrism in the field of brand preference, using event-related potential (ERP). We sampled subjects from two ethnic groups, a Chinese ethnic group and a sub-Saharan Black African group from Zhejiang University. The subjects faced two sequential stimuli, S1 followed by S2. S1 consisted of 40 pictures of 20 Chinese and 20 Black Africans people wearing traditional clothes, and S2 consisted of 40 fake brand-logos which were divided randomly into two groups of 20 each. The subjects were informed that the people in S1 purchased and recommended the products with the brand-logos presented in S2, and the subjects were asked to rate their preference degree toward these logos. The brand-logos were called the “in-group recommended logos” if the recommenders in S1 were the same race as the subjects, otherwise, the “out-group recommended logos.” The results revealed that the race of the brand-logo recommender highly impacted the Chinese subjects’ preference for the brand-logos. The N200 component elicited by the in-group recommended logos were significantly lower than those elicited by the out-group recommended logos. Additionally, there was evidence that being familiar with foreign cultures reduced consumer ethnocentrism. The African subjects were familiar with Chinese people and adopted a Chinese culture, as a result, they did not differ in showing preferences between the in-group and out-group recommended logos.

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How Is the Neural Response to the Design of Experience Goods Related to Personalized Preference? An Implicit View

Cited by 17 publications

References 47 publications

How Do Reference Points Influence the Representation of the N200 for Consumer Preference?

How Do Reference Points Influence the Representation of the N200 for Consumer Preference?

The Effect of Product Image Dynamism on Purchase Intention for Online Aquatic Product Shopping: An EEG Study

The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP)

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