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REPEATEDLY PROCESSING ATTRIBUTES OF PRODUCTS IMPACTS PURCHASING PERFORMANCE: AN FNIRS STUDY
Title
REPEATEDLY PROCESSING ATTRIBUTES OF PRODUCTS IMPACTS PURCHASING PERFORMANCE: AN FNIRS STUDY.
Creator
Chan, Jasmine Y., Wilcox, Teresa G., Florida Atlantic University, Department of Psychology, Charles E. Schmidt College of Science
Abstract/Description
Few experiments have examined the effects of attribute processing on purchase intentions. This experiment predicts a function of the left prefrontal cortex (PFC) is to process brand-name products for their attributes. Hemodynamic response was measured in bilateral PFC from 48 participants during a study task, where participants processed brand-name products using various attribute processing types (once using one attribute, twice using the same attribute, and twice using two different...
Show moreFew experiments have examined the effects of attribute processing on purchase intentions. This experiment predicts a function of the left prefrontal cortex (PFC) is to process brand-name products for their attributes. Hemodynamic response was measured in bilateral PFC from 48 participants during a study task, where participants processed brand-name products using various attribute processing types (once using one attribute, twice using the same attribute, and twice using two different attributes), and during a purchase intention test, where participants chose to purchase novel or previously processed brand-name products. Analysis of variance compared differences in hemodynamic response as a function of cortical structure, Type of Processing, and task. Results demonstrated repetition suppression in the left PFC for brand-name products that were previously processed for multiple attributes. Findings suggest processing different attributes of the same brand-name product bias purchase intentions, where participants were more likely to purchase brand-name products processed for multiple attributes.
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Date Issued
2021
PURL
http://purl.flvc.org/fau/fd/FA00013674
Subject Headings
Consumers--Psychology, Consumer behavior
Format
Document (PDF)
PURCHASE INTENTION AFTER EXPOSURE TO SAME VERSUS DIFFERENT ATTRIBUTES OF BRAND-NAME PRODUCTS: AN FNIRS STUDY
Title
PURCHASE INTENTION AFTER EXPOSURE TO SAME VERSUS DIFFERENT ATTRIBUTES OF BRAND-NAME PRODUCTS: AN FNIRS STUDY.
Creator
Chan, Jasmine Y., Wilcox, Teresa G., Florida Atlantic University, Department of Psychology, Charles E. Schmidt College of Science
Abstract/Description
When viewing advertisements, one could be exposed to new information about the product. During that time, one could construct ad hoc categories or simple attributes for the brand-name product. The current experiment used functional near-infrared spectroscopy (fNIRS) to measure bilateral frontal and temporal cortices to understand the contribution of constructing ad hoc categories and simple attributes on purchase intentions. The current experiment also examined the feasibility of using the...
Show moreWhen viewing advertisements, one could be exposed to new information about the product. During that time, one could construct ad hoc categories or simple attributes for the brand-name product. The current experiment used functional near-infrared spectroscopy (fNIRS) to measure bilateral frontal and temporal cortices to understand the contribution of constructing ad hoc categories and simple attributes on purchase intentions. The current experiment also examined the feasibility of using the tensor decomposition method compared to the grand averaging method in multidimensional fNIRS signal analysis. This is to see if tensor decomposition can maintain the pattern of hemodynamic response without losing the temporal dynamics and spatial array to find a more optimized time and regions of interest to average across. The current experiments consisted of two parts: 1) participants studied brand-name products for various ad hoc categories (Experiment 1) or various simple attributes (Experiment 2) and 2) pick for purchase brand-name products in a two-alternative forced choice purchase intention test. Three methods were used to analyze the hemodynamic response data: the grand averaging method, the tensor decomposition method, and the revised grand averaging method. The revised grand averaging method is the same as the grand averaging method but uses information from the tensor decomposition method to inform what time and channel to average across. There were behavioral priming benefits compared to products that were not studied. However, there were no differences across the study conditions. Results revealed processing benefits, not purchasing benefits, for brand-name products studied for different simple attributes as marked by changes in the left prefrontal cortex. The results from tensor decomposition revealed more details on the time and channels of interest than the grand averaging method. Findings suggest that studying different simple attributes of a brand-name product produces benefits in the purchase intention process. Also, findings suggest tensor decomposition is a feasible method for fNIRS signal analysis.
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Date Issued
2024
PURL
http://purl.flvc.org/fau/fd/FA00014392
Subject Headings
Consumer behavior, Psychology, Experimental, Near infrared spectroscopy
Format
Document (PDF)