INTRODUCTION: Consumer behavior on the Internet is influenced by factors that can affect consumers' perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers' implicit responses to marketing stimuli. The objective of this study is to use electroencephalography (EEG) to investigate the differential effects of selected online purchase decision factors that are becoming increasingly important in online shopping. METHODS: Using event-related potentials (ERPs) and simultaneous eye-tracking measurements, we identified differences in the perception of utilitarian and hedonic products when the products are exposed together with visual elements of the factors review, discount, and quantity discount. The ERP analysis focused on the P200 and late positive potential components (LPP). RESULTS: By allowing free-viewing of stimuli during measurement, early automatic and later more complex attentional affective responses could be observed. The results suggest that the review and discount factors are processed faster than the product itself. However, the eye-tracking data indicate that the brain processes the factor without looking at it directly, i.e., from a peripheral view. DISCUSSION: The study also demonstrates the possibilities of using new objective methods based on neurobiology and how they can be applied, especially in areas where the use of neuroscience is still rare, yet so much needed to objectify consumers' knowledge of their need satisfaction behavior.
- Publication type
- Journal Article MeSH
... Approaching equity in consumer health information delivery: NetWellness. ... ... Total and partial coherence analysis of spontaneous and evoked EEG by means of multi-variable autoregressive ... ... Medicine -- Computer Methods and Programs in Biomedicine -- European Radiology -- Health Educucation & Behavior ...
ix, 534 stran : ilustrace, tabulky ; 28 cm
- MeSH
- Medical Records Systems, Computerized MeSH
- Internet MeSH
- Knowledge Management MeSH
- Decision Support Techniques MeSH
- Image Processing, Computer-Assisted MeSH
- Signal Processing, Computer-Assisted MeSH
- Health Services Administration MeSH
- Education, Medical MeSH
- Health Information Systems MeSH
- Publication type
- Collected Work MeSH
- Conspectus
- Lékařské vědy. Lékařství
- NML Fields
- lékařská informatika
- NML Publication type
- ročenky
