Neurophysiological correlates of purchase decision-making

Diez, I.; Marco-Pallarés, Josep

doi:10.1016/j.biopsycho.2021.108060

Cited by 4 publications

(3 citation statements)

References 75 publications

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“…On the contrary, when two kinds of online reviews were consistent, smaller N2 amplitudes were induced. This result is also consistent with some standpoints that the increase in N2 amplitude indicates higher perceived conflicts (Alí Diez & Marco-Pallarés, 2021; Jing et al, 2019; J. Liu, Mo, & Gao, 2021).…”

Section: Discussionsupporting

confidence: 92%

How do expert reviews and consumer reviews affect purchasing decisions? An event-related potential study.

Guo¹,

Chen²,

Li³

et al. 2022

Journal of Neuroscience, Psychology, and Economics

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Online consumer reviews and expert reviews play a crucial role in customers’ purchase decisions. Existing studies explored the influence of consumer reviews and expert reviews on purchasing decisions separately. No research has examined how expert reviews and consumer reviews affect purchasing behaviors simultaneously. This study adopted the event-related potentials (ERP) technique to investigate the underlying cognitive process and purchasing behaviors when confront with different portfolios of consumer reviews and expert reviews. Participants were required to make a purchase decision according to the presented stimuli in each trial. Behavioral results indicated that a higher purchase rate was observed when expert reviews and consumer reviews are positive, followed by the portfolio of positive expert reviews and negative consumer reviews. The results suggested that expert reviews outweigh consumer reviews when making purchase decisions. At the neural level, when expert reviews and consumer reviews are consistent (both positive or negative), positive reviews could evoke smaller P2, larger N2, and larger later positive potential (LPP). When expert reviews and consumer reviews are conflictive, the portfolio of positive expert reviews and negative consumer reviews could elicit smaller P2, N2, and larger LPP. The physiological results revealed a three-stage cognitive pattern before making purchase decisions, including early attentional resources allocation with P2, conflicts perception with N2, and the later evaluative categorization with LPP. Briefly, these findings provided a preliminary exploration of consumers’ underlying cognitive processes and neural responses when making purchase decisions. Our findings will help marketers better understand consumers’ cognitive processes and contribute to managing online reviews.

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Section: Discussionsupporting

confidence: 92%

How do expert reviews and consumer reviews affect purchasing decisions? An event-related potential study.

Guo¹,

Chen²,

Li³

et al. 2022

Journal of Neuroscience, Psychology, and Economics

View full text Add to dashboard Cite

show abstract

“…Our study found that the price can also moderate the consumer’s response to pain experience, that is, the pain effects on attention and behavioral inhibition were obvious when the price was low. Fourth, previous studies have described the purchase decision as a multifactorial cognitive process involving several brain networks (Alí Diez & Marco-Pallarés, 2021; Pearson et al, 2014). Accordingly, this study provides a more comprehensive view of the cognitive mechanisms underlying the relationship between pain and purchase decision by combining ERP component LPP and EEG beta frequency oscillation to characterize two distinct cognitive processes.…”

Section: Discussionmentioning

confidence: 99%

The influence of psychological pain on purchase decision under different price contexts: An EEG study.

Ma¹,

Zhu²,

Hu³

2023

Journal of Neuroscience, Psychology, and Economics

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“…It is of the utmost importance for market participants to keep the uncertainties to a minimum, and also the risks of their decisions [49]. It has been established [50] that the process that takes place induces something else in terms of price increases and waiting for a better price.…”

Section: Introductionmentioning

confidence: 99%

The Relationship between Decision and Payment Habits and Its Relation with Wasting—Evidence from Hungary

et al. 2021

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The aim of the study is to explore the relationship between overspending and the method of payment, to highlight its causes. The non-representative survey was conducted between 2020 and 2021 in Hungary (n = 499) using the snowball sampling of data collection. They examined the relationship between age, education, place of residence, and payment methods, and analyzed the impact of internal and external factors on cash consumption and sustainability. The results showed that the use of cash as a method of payment is characteristic with advancing age, and higher education has a higher willingness to pay electronically according to the examined sample, and the existence of electronic access is not related to the size of the settlement. It can be stated that the majority of respondents have no choice when choosing a payment method. The answers reflect confidence in electronic payment solutions (a value of 2.21 on a six-point scale). Each group believes that they can consciously plan their budget (alternative budget). With proper communication and awareness of these influencing factors, financial awareness can be strengthened.

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Neurophysiological correlates of purchase decision-making

Cited by 4 publications

References 75 publications

How do expert reviews and consumer reviews affect purchasing decisions? An event-related potential study.

How do expert reviews and consumer reviews affect purchasing decisions? An event-related potential study.

The influence of psychological pain on purchase decision under different price contexts: An EEG study.

The Relationship between Decision and Payment Habits and Its Relation with Wasting—Evidence from Hungary

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