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Online shopping festivals play a significant role in consumers' purchase decision and have been the focus of much research and many marketing practices. However, research has yet to explore which product categories can promote consumer purchase intention during online shopping festivals. This study carried out a neurophysiological experiment with event-related potentials (ERPs) to investigate the mechanism of participants' purchase intention for two classic product categories (utilitarian products (UP) and hedonic products (HP)) during online shopping festivals. The behavioral findings demonstrated that compared to HP, participants had a purchase intention bias towards UP. Neurocognitively, this purchase intention bias was reflected by a larger N2 component and a smaller LPC component for UP than for HP. N2 reflected attentional capture in the early cognitive stage, and LPC reflected the later stage of negative emotional perception. These findings provide a preliminary exploration of the mechanism of people's purchase decision of UP and HP during online shopping festivals, positively contributing marketing practices and future research.
This article was published in the following journal.
Name: Neuroscience letters
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A late-appearing component of the event-related potential. P300 stands for a positive deflection in the event-related voltage potential at 300 millisecond poststimulus. Its amplitude increases with unpredictable, unlikely, or highly significant stimuli and thereby constitutes an index of mental activity. (From Campbell, Psychiatric Dictionary, 6th ed)
The recorded electrical responses from nerve, muscle, SENSORY RECEPTOR, or area of the CENTRAL NERVOUS SYSTEM following stimulation. They range from less than a microvolt to several microvolts. The evoked potential can be auditory (EVOKED POTENTIALS, AUDITORY), somatosensory (EVOKED POTENTIALS, SOMATOSENSORY), visual (EVOKED POTENTIALS, VISUAL), or motor (EVOKED POTENTIALS, MOTOR), or other modalities that have been reported. Often used synonymously to event-related potentials which are associated with higher level cognitive processes.
A preconceived judgment made without adequate evidence and not easily alterable by presentation of contrary evidence.
An event experienced by an infant or a child that is characterized by some combination of apnea, color change, change in muscle tone, choking, and gagging.
Disorders in which exposure to a traumatic or stressful event is explicitly a diagnostic criterion.