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Influence of Cognitive Resource Limitation on Consumer Purchasing Decision: An Event-Related Potentials Perspective

6 citations0/0 files storedInternational Conference on Service Systems and Service Management

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Consumer Behavior and Marketing Influence Decision-Making and Behavioral Economics Neural and Behavioral Psychology Studies

Abstract

This research aims to study the neural influence of conflict between product appearance and performance on consumer decision when consumers' cognitive resources are limited. In order to manipulate the cognitive resources, 20 subjects were asked to memorize a 20-digit number in 20s. Then, stimuli of products with appearance and performance information were displayed randomly. Subjects need to decide whether to buy, while the Electroencephalogram (EEG) was recorded. The stimuli were divided into four conditions based on the consistency of appearance and performance (condition 1: more attractive and superior performance; condition 2: more attractive and inferior performance; condition 3: less attractive and superior performance; condition 4: less attractive and inferior performance). Results showed that conditions 1 and 2 had higher purchase rate than other two conditions, but the difference between conditions 1 and 2 was not significant. Although both conditions 2 and 3 have conflicting information, condition 3 evoked the highest amplitude of conflict-related N270 than other conditions in the prefrontal regions. Aesthetics-related P2 were also elicited among posterior-parietal regions in all configurations, but the P2 amplitude triggered by condition 2 was significantly larger than other conditions. The findings indicated that consumers need to call more cognitive resources to integrate several pieces of product information when product appearance conflicts with its performance. When their cognitive resources were limited, they tended to use automatic, affective processes over thoughtful, cognitive ones which leaded to a high purchase rate, a smaller N270 and a larger P2 for the more attractive but inferior performance products. Hence, P2 and N270 may be useful neural endogenous indicators to reflect the process of handling conflicts in consumer decision.

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References

1999Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making 2002An Investigation of the Processes by Which Product Design and Brand Strength Interact to Determine Initial Affect and Quality Judgments 2010The good, the bad, and the ugly: Influence of aesthetics on product feature judgments 2005Embodied Cognition and New Product Design: Changing Product Form to Influence Brand Categorization *2011The power of plain: Intensifying product experience with neutral aesthetic context 2007Event-related potential N270 correlates of brand extension 2015Cognitive impairment in generalized anxiety disorder revealed by event-related potential N270

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