The use of event related potentials brain methods in the study of Conscious and unconscious consumer decision making processes

Özkara, Behçet Yalın; Bagozzi, Richard P.

doi:10.1016/j.jretconser.2020.102202

Cited by 45 publications

(39 citation statements)

References 77 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Our experience of the sensory world is delayed (see, Libet, 1999 ), which raises the possibility that all conscious mental functions are initiated unconsciously. Unconscious processes have been recognised as one of the primary causes of consumer behaviour ( Williams and Poehlman, 2017 ; García-Madariaga et al, 2020 ; Ozkara and Bagozzi, 2021 ). The key point to discuss here is how a decrease and/or alteration of consciousness generated by a change in which sensory inputs are transmitted to consumers can strongly impact the way(s) in which they are persuaded, control themselves and make decisions ( Baumeister et al, 2017 ; Plassmann and Mormann, 2017 ).…”

Section: The Role Of the Human Senses In Consumer Consciousnessmentioning

confidence: 99%

Consumer Consciousness in Multisensory Extended Reality

et al. 2022

View full text Add to dashboard Cite

The reality-virtuality continuum encompasses a multitude of objects, events and environments ranging from real-world multisensory inputs to interactive multisensory virtual simulators, in which sensory integration can involve very different combinations of both physical and digital inputs. These different ways of stimulating the senses can affect the consumer’s consciousness, potentially altering their judgements and behaviours. In this perspective paper, we explore how technologies such as Augmented Reality (AR) and Virtual Reality (VR) can, by generating and modifying the human sensorium, act on consumer consciousness. We discuss the potential impact of this altered consciousness for consumer behaviour while, at the same time, considering how it may pave the way for further research.

show abstract

Section: The Role Of the Human Senses In Consumer Consciousnessmentioning

confidence: 99%

Consumer Consciousness in Multisensory Extended Reality

et al. 2022

View full text Add to dashboard Cite

show abstract

“…1983 ; Baumeister and Masicampo 2010 ; Morewedge and Kahneman 2010 ; Sklar et al. 2012 ; Rogers 2014 ; Shields 2014 ; Ozkara and Bagozzi 2021 ).…”

Section: Cognitive Processesunclassified

From non-conscious processing to conscious events: a minimalist approach

Sklar

Kardosh

Hassin³

2021

Neuroscience of Consciousness

View full text Add to dashboard Cite

The minimalist approach that we develop here is a framework that allows to appreciate how non-conscious processing and conscious contents shape human cognition, broadly defined. It is composed of three simple principles. First, cognitive processes are inherently non-conscious, while their inputs and (interim) outputs may be consciously experienced. Second, non-conscious processes and elements of the cognitive architecture prioritize information for conscious experiences. Third, conscious events are composed of series of conscious contents and non-conscious processes, with increased duration leading to more opportunity for processing. The narrowness of conscious experiences is conceptualized here as a solution to the problem of channeling the plethora of non-conscious processes into action and communication processes that are largely serial. The framework highlights the importance of prioritization for consciousness, and we provide an illustrative review of three main factors that shape prioritization—stimulus strength, motivational relevance and mental accessibility. We further discuss when and how this framework (i) is compatible with previous theories, (ii) enables new understandings of established findings and models, and (iii) generates new predictions and understandings.

show abstract

“…Consumers make several purchasing decisions every day (Becker, 2021; Bettman et al., 1991; Ozkara & Bagozzi, 2021); such decisions and consumers' associated behaviours are influenced by numerous variables, which may or may not differ among individual consumers (Drolet et al., 2019; Hamilton et al., 2019; Kim et al., 2020; Punj & Stewart, 1983). Buying impulsiveness, tendency for post‐purchase cognitive dissonance, and price consciousness are such variables.…”

Section: Introductionmentioning

confidence: 99%

What’s going on in my mind? The effects of cognitive differences on buying impulsiveness, cognitive dissonance, and price consciousness

Özyörük

2021

Int J Consumer Studies

View full text Add to dashboard Cite

Buying impulsiveness, tendency for cognitive dissonance, and price consciousness may differ among consumers, primarily because of differences in individuals' time orientation, thinking style, risk perception, and cognitive flexibility. This exploratory hypothesis‐testing study aims to examine whether the cognitive differences in future orientation, holistic thinking, risk perception, and cognitive flexibility of consumers affect buying impulsiveness, tendency for cognitive dissonance, and price consciousness, through hypothesis testing and structural equation modelling. Data were collected face‐to‐face from 414 participants across the two largest cities of Turkey (İstanbul and Ankara) using the convenience sampling method. The findings demonstrate that future orientation, holistic thinking, and risk perception negatively affect buying impulsiveness. The tendency for post‐purchase cognitive dissonance is negatively affected by future orientation and holistic thinking and is positively affected by risk perception. Price consciousness, however, is affected positively by future orientation and negatively by risk perception. In addition, cognitive flexibility, which is also shaped by future orientation and holistic thinking, increases price consciousness and plays a mediating role in the relationship between future orientation and price consciousness.

show abstract

The use of event related potentials brain methods in the study of Conscious and unconscious consumer decision making processes

Cited by 45 publications

References 77 publications

Consumer Consciousness in Multisensory Extended Reality

Consumer Consciousness in Multisensory Extended Reality

From non-conscious processing to conscious events: a minimalist approach

What’s going on in my mind? The effects of cognitive differences on buying impulsiveness, cognitive dissonance, and price consciousness

Contact Info

Product

Resources

About