Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals.

Clicks: 300
ID: 82683
2020
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Emerging

Ranked #14 of 45 articles by views in neuroscience letters

Most read Least read

Bar heights use a square-root scale.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
Online shopping festivals play a significant role in consumers' purchase decision and have been the focus of much research and many marketing practices. However, research has yet to explore which product categories can promote consumer purchase intention during online shopping festivals. This study carried out a neurophysiological experiment with event-related potentials (ERPs) to investigate the mechanism of participants' purchase intention for two classic product categories (utilitarian products (UP) and hedonic products (HP)) during online shopping festivals. The behavioral findings demonstrated that compared to HP, participants had a purchase intention bias towards UP. Neurocognitively, this purchase intention bias was reflected by a larger N2 component and a smaller LPC component for UP than for HP. N2 reflected attentional capture in the early cognitive stage, and LPC reflected the later stage of negative emotional perception. These findings provide a preliminary exploration of the mechanism of people's purchase decision of UP and HP during online shopping festivals, positively contributing marketing practices and future research.
Reference Key
shang2020utilitarianneuroscience Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Shang, Qian;Jin, Jia;Qiu, Junping;
Journal neuroscience letters
Year 2020
DOI
S0304-3940(19)30768-2
URL
Keywords
lpc purchase intention n2 hedonic products online shopping festival utilitarian products

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.