"You Win, You Buy"-How Continuous Win Effect Influence Consumers' Price Perception: An ERP Study.

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2018
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Abstract
Price played an important role in most purchases. Buying behavior was strongly determined by consumers' price expectations. Emotion as a research hotspot was demonstrated to be ubiquitous in marketing and influenced purchase processing as well. This study addressed interests upon whether emotion arousal would influence consumers' price perceptions and their willingness to purchase. Compared to such emotion researches which normally adopted emotional pictures as priming stimuli, we creatively employed a two-player "Finger Play" (FP) game without monetary gains or losses to arouse subjects' emotion in the experiment. A 2 (FP Game Results: Continuous Win vs. Continuous Lose) by 2 (Price Conditions: High Price vs. Low Price) Event-Related Potentials (ERPs) experiment was designed to investigate whether game results would arouse different emotions and influence subjects' perception of product price. Both behavioral and ERP results indicated that subjects' price perception was deeply impacted by emotions induced from continuous win/lose experiences.
Reference Key
ma2018youfrontiers Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Ma, Qingguo;Zhang, Linanzi;Wang, Manlin;
Journal Frontiers in neuroscience
Year 2018
DOI
10.3389/fnins.2018.00691
URL
Keywords
event-related potentials neuromarketing p300 neuromanagement lpp p2 continuous win effect price perception

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