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THE EFFECT OF NEGATIVE INFORMATION ON PURCHASE REJECTION: AN fNIRS STUDY
Title
THE EFFECT OF NEGATIVE INFORMATION ON PURCHASE REJECTION: AN fNIRS STUDY.
Creator
Caudle, Megan, Barnhardt, Terrance, Florida Atlantic University, Department of Psychology, Charles E. Schmidt College of Science
Abstract/Description
The goal of this study is to determine how negative information affects purchasing decisions and what neurological processes are included in these purchasing decisions. Specifically, this study aims to explore the effect of consumers receiving the same negative attribute twice versus two different negative attributes for a product. The introduction of this study will discuss background concepts like the Controlled Semantic Cognition Framework from Lambon Ralph et al., (2017) and the neural...
Show moreThe goal of this study is to determine how negative information affects purchasing decisions and what neurological processes are included in these purchasing decisions. Specifically, this study aims to explore the effect of consumers receiving the same negative attribute twice versus two different negative attributes for a product. The introduction of this study will discuss background concepts like the Controlled Semantic Cognition Framework from Lambon Ralph et al., (2017) and the neural processes behind selection as discussed in Thompson-Schill et al., (1997). The results indicated that there were differences in hemodynamic response between conditions where the same negative attribute was presented with a product twice versus conditions where two different negative attributes were presented with a product. Both behaviorally and hemodynamically, the results provide evidence supporting an inner conflict when dealing with two negative alternative choices. Future research could include realistic advertisements to better mimic everyday scenarios.
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Date Issued
2023
PURL
http://purl.flvc.org/fau/fd/FA00014232
Subject Headings
Consumer behavior, Consumer behavior--Psychological aspects, Semantic memory
Format
Document (PDF)
THE INFLUENCE OF POSITIVELY EVALUATIVE ATTRIBUTES ON PURCHASING DECISIONS
Title
THE INFLUENCE OF POSITIVELY EVALUATIVE ATTRIBUTES ON PURCHASING DECISIONS.
Creator
Temples, Chelsea L., Barnhardt, Terrence M., Florida Atlantic University, Department of Psychology, Charles E. Schmidt College of Science
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...
Show moreThis 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.
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Date Issued
2023
PURL
http://purl.flvc.org/fau/fd/FA00014238
Subject Headings
Consumer behavior, Consumer behavior--Psychological aspects, Semantic memory
Format
Document (PDF)