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An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task

There is a connection between the frontal negative slow wave (FNSW) and the arousal inhibition in the hedonic purchase context. To calculate the FNSW (400–800 ms), event-related potentials (ERPs) method was applied to depict the neural substrates on prudent and impulsive consumers’ behaviors within...

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Autores principales: Mei, Yupeng, Jing, Kunpeng, Chen, Lele, Shi, Rui, Song, Zhijie
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8264297/
https://www.ncbi.nlm.nih.gov/pubmed/34248527
http://dx.doi.org/10.3389/fnhum.2021.674312
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author Mei, Yupeng
Jing, Kunpeng
Chen, Lele
Shi, Rui
Song, Zhijie
author_facet Mei, Yupeng
Jing, Kunpeng
Chen, Lele
Shi, Rui
Song, Zhijie
author_sort Mei, Yupeng
collection PubMed
description There is a connection between the frontal negative slow wave (FNSW) and the arousal inhibition in the hedonic purchase context. To calculate the FNSW (400–800 ms), event-related potentials (ERPs) method was applied to depict the neural substrates on prudent and impulsive consumers’ behaviors within various states of promotion. Promotion types include the pure price promotion and the mixed promotion (a mixture of a charitable donation and a discount). Behaviorally, consumers response more quickly in the pure price promotion condition and they express a preference for the mixed promotion. More importantly, a larger FNSW emerged in the impulsive consumers than the prudent, suggesting that the former might tend to control their eagerness to consume hedonic items. Compared with the price promotion as the worse option, the mixed promotion as the better option caused more perceptual conflict, leading to an increase in N2 amplitude. It suggests that consumers incline to reject the worse offers. These results also reveal that people primarily have to search negative promotion information by their insight and subsequently impulsive consumers inhibit the responses to the promotion information. The method of ERPs and FNSW should be helpful for marketing researchers and professionals on hedonic consumption and sales promotion.
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spelling pubmed-82642972021-07-09 An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task Mei, Yupeng Jing, Kunpeng Chen, Lele Shi, Rui Song, Zhijie Front Hum Neurosci Neuroscience There is a connection between the frontal negative slow wave (FNSW) and the arousal inhibition in the hedonic purchase context. To calculate the FNSW (400–800 ms), event-related potentials (ERPs) method was applied to depict the neural substrates on prudent and impulsive consumers’ behaviors within various states of promotion. Promotion types include the pure price promotion and the mixed promotion (a mixture of a charitable donation and a discount). Behaviorally, consumers response more quickly in the pure price promotion condition and they express a preference for the mixed promotion. More importantly, a larger FNSW emerged in the impulsive consumers than the prudent, suggesting that the former might tend to control their eagerness to consume hedonic items. Compared with the price promotion as the worse option, the mixed promotion as the better option caused more perceptual conflict, leading to an increase in N2 amplitude. It suggests that consumers incline to reject the worse offers. These results also reveal that people primarily have to search negative promotion information by their insight and subsequently impulsive consumers inhibit the responses to the promotion information. The method of ERPs and FNSW should be helpful for marketing researchers and professionals on hedonic consumption and sales promotion. Frontiers Media S.A. 2021-06-24 /pmc/articles/PMC8264297/ /pubmed/34248527 http://dx.doi.org/10.3389/fnhum.2021.674312 Text en Copyright © 2021 Mei, Jing, Chen, Shi and Song. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Neuroscience
Mei, Yupeng
Jing, Kunpeng
Chen, Lele
Shi, Rui
Song, Zhijie
An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task
title An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task
title_full An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task
title_fullStr An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task
title_full_unstemmed An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task
title_short An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task
title_sort investigation of a frontal negative slow wave in a virtual hedonic purchase task
topic Neuroscience
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8264297/
https://www.ncbi.nlm.nih.gov/pubmed/34248527
http://dx.doi.org/10.3389/fnhum.2021.674312
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