ArticleFrontiers in neuroscience2016
ERP Correlates of Simulated Purchase Decisions.
Article in Frontiers in neuroscience, 2016. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 14 papers.
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Who cites it
14 citing papers in PubMed.
- Neural correlates of the non-optimal price: an MEG/EEG study.Frontiers in human neuroscience · 2025Article
- DeePay: deep learning decodes EEG to predict consumer's willingness to pay for neuromarketing.Frontiers in human neuroscience · 2023Article
- The Influence of Tourist Attraction Type on Product Price Perception and Neural Mechanism in Tourism Consumption: An ERP Study.Psychology research and behavior management · 2023Article
- A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research.Brain informatics · 2022Review
- Corrigendum: To Each Their Own: The Impact of Regulatory Focus on Consumers' Response to Online Information Load.Frontiers in neuroscience · 2022Article
- To Each Their Own: The Impact of Regulatory Focus on Consumers' Response to Online Information Load.Frontiers in neuroscience · 2022Article
- The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study.Psychology research and behavior management · 2020Article
- Electrophysiological Mechanisms Underlying Time-Dependent Assessments in Moral Decision-Making.Frontiers in neuroscience · 2019Article
- How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study.Frontiers in neuroscience · 2019Article
- The Neural Basis of Herding Decisions in Enterprise Clustering: An Event-Related Potential Study.Frontiers in neuroscience · 2019Article
- Predicting risk decisions in a modified Balloon Analogue Risk Task: Conventional and single-trial ERP analyses.Cognitive, affective & behavioral neuroscience · 2018Article
- The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles.Frontiers in neuroscience · 2018Article
- Tracking Economic Value of Products in Natural Settings: A Wireless EEG Study.Frontiers in neuroscience · 2018Article
- "You Win, You Buy"-How Continuous Win Effect Influence Consumers' Price Perception: An ERP Study.Frontiers in neuroscience · 2018Article
Corrections and comments
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Authors and funding
4 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Decision making in economic context is an everyday activity but its neuronal correlates are poorly understood. The present study aimed at investigating the electrophysiological brain activity during simulated purchase decisions of technical products for a lower or higher price relative to a mean price estimated in a pilot study. Expectedly, participants mostly decided to buy a product when it was cheap and not to buy when it was expensive. However, in some trials they made counter-conformity decisions to buy a product for a higher than the average price or not to buy it despite an attractive price. These responses took more time and the variability of the response latency was enhanced relative to conformity responses. ERPs showed enhanced conflict related fronto-central N2 during both types of counter-conformity compared to conformity decisions. A reverse pattern was found for the P3a and P3b. The response-locked P3 (r-P3) was larger and the subsequent CNV smaller for counter-conformity than conformity decisions. We assume that counter-conformity decisions elevate the response threshold (larger N2), intensify response evaluation (r-P3) and attenuate the preparation for the next trial (CNV). These effects were discussed in the framework of the functional role of the fronto-parietal cortex in economic decision making.
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