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The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials

Although the number of studies on online reviews is growing, the impact of reviewer photo on consumer purchase decision-making has not yet been examined systematically. In particular, the underlying neural mechanisms have remained underexplored. Thus, the present study investigated whether and how r...

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Detalles Bibliográficos
Autores principales: Tang, Xiaoli, Song, Zhijie
Formato: Online Artículo Texto
Lenguaje:English
Publicado: University of Economics and Human Sciences in Warsaw 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8720366/
https://www.ncbi.nlm.nih.gov/pubmed/35003403
http://dx.doi.org/10.5709/acp-0316-x
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author Tang, Xiaoli
Song, Zhijie
author_facet Tang, Xiaoli
Song, Zhijie
author_sort Tang, Xiaoli
collection PubMed
description Although the number of studies on online reviews is growing, the impact of reviewer photo on consumer purchase decision-making has not yet been examined systematically. In particular, the underlying neural mechanisms have remained underexplored. Thus, the present study investigated whether and how reviewer photos affects consumers to make a purchase decision by using eventrelated potentials (ERPs). At the behavioral level, participants demonstrated a higher purchase rate with a shorter RT in situations with reviewer photos compared to situations without reviewer photos. Meanwhile, at the neural level, compared with situations without reviewer photos, situations with reviewer photos attracted more rapid attention resources at the early automatic processing phase, which induced a greater P2 amplitude, then mobilized more sustained attention allocation at the cognitive monitoring phase due to its evolutionary significance which elicited a more negative N2 amplitude, and finally resulted in a better evaluative categorization with higher motivational and emotional arousal due to its social presence which evoked a larger late positive potential (LPP) amplitude at the late elaborate cognitive processing phase. Those results illuminated the neural pathway of purchase decision-making when consumers were exposed in different conditions of reviewer photo. Moreover, the current study provided evidence for the underlying influence of reviewer photo on purchase decision-making in online shopping.
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spelling pubmed-87203662022-01-06 The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials Tang, Xiaoli Song, Zhijie Adv Cogn Psychol Research Articles Although the number of studies on online reviews is growing, the impact of reviewer photo on consumer purchase decision-making has not yet been examined systematically. In particular, the underlying neural mechanisms have remained underexplored. Thus, the present study investigated whether and how reviewer photos affects consumers to make a purchase decision by using eventrelated potentials (ERPs). At the behavioral level, participants demonstrated a higher purchase rate with a shorter RT in situations with reviewer photos compared to situations without reviewer photos. Meanwhile, at the neural level, compared with situations without reviewer photos, situations with reviewer photos attracted more rapid attention resources at the early automatic processing phase, which induced a greater P2 amplitude, then mobilized more sustained attention allocation at the cognitive monitoring phase due to its evolutionary significance which elicited a more negative N2 amplitude, and finally resulted in a better evaluative categorization with higher motivational and emotional arousal due to its social presence which evoked a larger late positive potential (LPP) amplitude at the late elaborate cognitive processing phase. Those results illuminated the neural pathway of purchase decision-making when consumers were exposed in different conditions of reviewer photo. Moreover, the current study provided evidence for the underlying influence of reviewer photo on purchase decision-making in online shopping. University of Economics and Human Sciences in Warsaw 2021-01-13 /pmc/articles/PMC8720366/ /pubmed/35003403 http://dx.doi.org/10.5709/acp-0316-x Text en Copyright: © 2021 University of Economics and Human Sciences in Warsaw https://creativecommons.org/licenses/by-nc-nd/4.0/This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0/).
spellingShingle Research Articles
Tang, Xiaoli
Song, Zhijie
The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials
title The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials
title_full The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials
title_fullStr The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials
title_full_unstemmed The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials
title_short The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials
title_sort effect of reviewer profile photo on purchase decision: evidence from event-related potentials
topic Research Articles
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8720366/
https://www.ncbi.nlm.nih.gov/pubmed/35003403
http://dx.doi.org/10.5709/acp-0316-x
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