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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)