The impact of perceived quality on online buying decisions

Jing Wang · Weiwei Han

38 citations0/0 files storedNeuroreport

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Neural and Behavioral Psychology Studies

Abstract

Consumer neuroscience can provide useful insights into the neural foundations of consumer decisions, such as perceived quality. One of the applications is to guide attribute configuration of products to fit consumers' expectations on the basis of individual preferences. In this study, we required 20 participants to decide whether to buy the product provided in the stimuli and to respond as soon as possible. According to their reports of expectations after the experiment, we subdivided the stimuli into two conditions. Condition 1 contained the stimuli that fit individual preferences, whereas Condition 2 contained the other stimuli. An essential component of event-related potentials (ERPs), the P300, was elicited in the two conditions and distributed over almost all parietal and occipital regions. Products in Condition 1 induced a higher P300 amplitude than those in Condition 2. The results show that evaluating product attributes is a cognitive process that modulates attention in the aforementioned regions. When participants evaluate the alternatives, categorical processing occurred on the basis of similarity judgment. The situation in Condition 1 produced a similarity overlap between the product and the expectation and resulted in a higher P300. Otherwise, there was no overlap, leading to a smaller P300. Hence, the P300 may be a useful neural endogenous indicator for measuring consumers' evaluations of products in marketing research.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 38 citations exist upstream.

References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2005Neuroeconomics: How Neuroscience Can Inform Economics 1989The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review 2010Neuromarketing: the hope and hype of neuroimaging in business 1994Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations 1989The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review 2009Analysis of neurophysiological reactions to advertising stimuli by means of EEG and galvanic skin response measures.2013The contribution of neuroscience to consumer research: A conceptual framework and empirical review

Cited by

2020Electroencephalogram-Based Preference Prediction Using Deep Transfer Learning 2024Electroencephalography Studies on Marketing Stimuli: A Literature Review and Future Research Agenda 2023A Bibliometric Analysis of Consumer Neuroscience towards Sustainable Consumption 2016Means-end chain approach for exploring the motivation of ready-to-drink tea consumers

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.