Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals.

07:00 EST 30th November 2019 | BioPortfolio

Summary of "Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals."

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.


Journal Details

This article was published in the following journal.

Name: Neuroscience letters
ISSN: 1872-7972
Pages: 134665


DeepDyve research library

PubMed Articles [27172 Associated PubMed Articles listed on BioPortfolio]

Don't trick me: An event-related potentials investigation of how price deception decreases consumer purchase intention.

As a kind of information deception, price deception is adopted by some online sellers as an approach to mislead the consumers into buying their products. However, when consumers have sufficient knowle...

Determinants of intention to reduce salt intake and willingness to purchase salt-reduced food products: Evidence from a web survey.

To study consumers' intention to reduce their dietary salt intake and willingness to purchase salt-reduced food products, as well as the determinants of these, this research relies on data collected t...

The influence of consumer ethnocentrism on purchase of domestic wine: Application of the extended theory of planned behaviour.

With the globalization of markets, consumers are increasingly confronted with a wide range of domestic and foreign products. One of the elements influencing purchase choice of domestic over foreign pr...

Assessing customers' perceived value of the anti-haze cosmetics under haze pollution.

Air pollution caused by haze may damage residents' skin, which affects their willingness to buy anti-haze cosmetics. Thus, this paper pays attention to residents' willingness to buy anti-haze cosmetic...

Why and When Consumers Indulge in Smartphones: The Mental Association Between Smartphones and Fun.

Although smartphones are widely used, knowledge regarding whether smartphones shape consumers' minds and influence their behaviors is limited. This research attempts to fill this gap and shows that sm...

Clinical Trials [8527 Associated Clinical Trials listed on BioPortfolio]

The Impact of Methadone Maintenance Therapy on Food Reward Processing in Opioid Dependence

Methadone maintenance therapy (MMT) has shown clear efficacy for relieving opioid withdrawal symptoms and reducing the morbidity and mortality of opioid dependence. A notable phenomenon as...

Event-Related Potential (ERP) Biomarkers in Subjects With Schizophrenia and Healthy Volunteer Subjects

This is an observational, non-interventional study that will recruit Healthy Volunteers (HV) and subjects with clinically confirmed Schizophrenia (SZ). The purpose of this study is to esta...

Evaluation of a Handheld Event-Related Potential (ERP) System as an Effective Method to Diagnose Alzheimer's Disease

This study will evaluate a handheld event-related potential (ERP) testing device from Neuronetrix, Inc. as a method to screen elderly adults for Alzheimer's disease or other age-related de...

Consciousness Field Project: Intention Host Device-mediated Distant Intentionality

This study evaluates the potential for a new kind of wellness improvement intervention, utilizing the cutting edge model of William Tiller, PhD, material scientist and Stanford Professor E...

Physical Activity and Sedentary Behaviour Associated With Utilitarian E-bike Use

Physical inactivity and sedentary are recognized as important risks factors for several diseases and total mortality. One of the main perceived barriers to physical activity is the lack of...

Medical and Biotech [MESH] Definitions

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.

Quick Search

DeepDyve research library

Searches Linking to this Article