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THE INFLUENCE OF POSITIVELY EVALUATIVE ATTRIBUTES ON PURCHASING DECISIONS

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Date Issued:
2023
Abstract/Description:
This experiment evaluated the effect of positively evaluative attributes on purchasing decisions by manipulating the Type of Repetition from a study phase to a test phase. Behavioral data and hemodynamic responses were measured using functional near-infrared spectroscopy (fNIRS) in 38 participants during a study task, where brand-name products and product specific attributes were processed, and during a test phase, where participants chose to purchase either new or previously processed products that were presented with either the same attribute, a different attribute, or no attribute. Results at test showed that repeating the association produced the highest accuracy in selecting the previously processed product and the highest hemodynamic activation. In contrast, presenting a different attribute at test produced the lowest accuracy and least hemodynamic activation, much like baseline. This hemodynamic difference between the same and different conditions was especially prevalent in the left hemisphere during the later time windows. These findings suggest that repeating the association biases purchase intention and produces hemodynamic repetition enhancement. In contrast, changing the association leads to interference and reduced selection of the processed product.
Title: THE INFLUENCE OF POSITIVELY EVALUATIVE ATTRIBUTES ON PURCHASING DECISIONS.
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Name(s): Temples, Chelsea L. , author
Barnhardt, Terrence M. , Thesis advisor
Florida Atlantic University, Degree grantor
Department of Psychology
Charles E. Schmidt College of Science
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Date Created: 2023
Date Issued: 2023
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 63 p.
Language(s): English
Abstract/Description: This experiment evaluated the effect of positively evaluative attributes on purchasing decisions by manipulating the Type of Repetition from a study phase to a test phase. Behavioral data and hemodynamic responses were measured using functional near-infrared spectroscopy (fNIRS) in 38 participants during a study task, where brand-name products and product specific attributes were processed, and during a test phase, where participants chose to purchase either new or previously processed products that were presented with either the same attribute, a different attribute, or no attribute. Results at test showed that repeating the association produced the highest accuracy in selecting the previously processed product and the highest hemodynamic activation. In contrast, presenting a different attribute at test produced the lowest accuracy and least hemodynamic activation, much like baseline. This hemodynamic difference between the same and different conditions was especially prevalent in the left hemisphere during the later time windows. These findings suggest that repeating the association biases purchase intention and produces hemodynamic repetition enhancement. In contrast, changing the association leads to interference and reduced selection of the processed product.
Identifier: FA00014238 (IID)
Degree granted: Thesis (MA)--Florida Atlantic University, 2023.
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): Includes bibliography.
Subject(s): Consumer behavior
Consumer behavior--Psychological aspects
Semantic memory
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FA00014238
Use and Reproduction: Copyright © is held by the author with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Host Institution: FAU