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The impact of emotional involvement on online service buying decisions: an event-related potentials perspective

When examining a buying process, changes in human brain signals and their event-related potential (ERP) components can be considered a reflection of the consumers’ emotions. In this experiment, participants were shown 12 products and related services that were available for purchase. After recording...

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Detalles Bibliográficos
Autores principales: Zhao, Meina, Wang, Jing, Han, Weiwei
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Lippincott Williams & Wilkins 2015
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4623853/
https://www.ncbi.nlm.nih.gov/pubmed/26457370
http://dx.doi.org/10.1097/WNR.0000000000000457
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author Zhao, Meina
Wang, Jing
Han, Weiwei
author_facet Zhao, Meina
Wang, Jing
Han, Weiwei
author_sort Zhao, Meina
collection PubMed
description When examining a buying process, changes in human brain signals and their event-related potential (ERP) components can be considered a reflection of the consumers’ emotions. In this experiment, participants were shown 12 products and related services that were available for purchase. After recording ERP components, we used a questionnaire to measure the individuals’ emotional involvement toward the services (i.e. the same services shown in the stimuli) of the 12 products to measure the emotional valence of the services. The emotional ERP components and the late positive potential (LPP) were elicited under the service conditions and distributed over the left frontal regions. We determined that the services may evoke an LPP and that services with a high emotional value may evoke a larger LPP, which suggests that positive emotion may be measured using the LPP amplitude in the left frontal regions. This result helps elucidate whether positive emotions are stimulated during the product-service system decision-making process and helps understand the emotional valences of different services. Our analysis of the emotional motivation of the consumer suggests that the LPP may be useful as an emotional indicator for measuring consumers’ evaluation of services that provides a neural view of product-service system buying decisions.
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spelling pubmed-46238532015-11-20 The impact of emotional involvement on online service buying decisions: an event-related potentials perspective Zhao, Meina Wang, Jing Han, Weiwei Neuroreport Integrative Systems When examining a buying process, changes in human brain signals and their event-related potential (ERP) components can be considered a reflection of the consumers’ emotions. In this experiment, participants were shown 12 products and related services that were available for purchase. After recording ERP components, we used a questionnaire to measure the individuals’ emotional involvement toward the services (i.e. the same services shown in the stimuli) of the 12 products to measure the emotional valence of the services. The emotional ERP components and the late positive potential (LPP) were elicited under the service conditions and distributed over the left frontal regions. We determined that the services may evoke an LPP and that services with a high emotional value may evoke a larger LPP, which suggests that positive emotion may be measured using the LPP amplitude in the left frontal regions. This result helps elucidate whether positive emotions are stimulated during the product-service system decision-making process and helps understand the emotional valences of different services. Our analysis of the emotional motivation of the consumer suggests that the LPP may be useful as an emotional indicator for measuring consumers’ evaluation of services that provides a neural view of product-service system buying decisions. Lippincott Williams & Wilkins 2015-12-02 2015-11-04 /pmc/articles/PMC4623853/ /pubmed/26457370 http://dx.doi.org/10.1097/WNR.0000000000000457 Text en Copyright © 2015 Wolters Kluwer Health, Inc. All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution-Non Commercial-No Derivatives License 4.0 (CCBY-NC-ND), where it is permissible to download and share the work provided it is properly cited. The work cannot be changed in any way or used commercially. http://creativecommons.org/licenses/by-nc-nd/4.0/.
spellingShingle Integrative Systems
Zhao, Meina
Wang, Jing
Han, Weiwei
The impact of emotional involvement on online service buying decisions: an event-related potentials perspective
title The impact of emotional involvement on online service buying decisions: an event-related potentials perspective
title_full The impact of emotional involvement on online service buying decisions: an event-related potentials perspective
title_fullStr The impact of emotional involvement on online service buying decisions: an event-related potentials perspective
title_full_unstemmed The impact of emotional involvement on online service buying decisions: an event-related potentials perspective
title_short The impact of emotional involvement on online service buying decisions: an event-related potentials perspective
title_sort impact of emotional involvement on online service buying decisions: an event-related potentials perspective
topic Integrative Systems
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4623853/
https://www.ncbi.nlm.nih.gov/pubmed/26457370
http://dx.doi.org/10.1097/WNR.0000000000000457
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