ArticlePloS one
The Feedback-Related Negativity and the P300 Brain Potential Are Sensitive to Price Expectation Violations in a Virtual Shopping Task.
Article in PloS one. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 18 papers, 1 of them a synthesis that pooled it.
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Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
18 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Is EEG Suitable for Marketing Research? A Systematic Review.Frontiers in neuroscience · 2020Pooled it
- An EEG-based non-linear state-space model for trust inference in a space-relevant human-autonomy teaming task.Frontiers in neuroergonomics · 2026Article
- Reward positivity and affective functioning in early childhood: evidence from temporospatial principal components analysis.Frontiers in human neuroscience · 2026Article
- Neural mechanisms of expert persuasion on willingness to pay for sugar.Frontiers in behavioral 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
- Motivation in the metaverse: A dual-process approach to consumer choices in a virtual reality supermarket.Frontiers in neuroscience · 2023Article
- Bid outcome processing in Vickrey auctions: An ERP study.Psychophysiology · 2022Article
- A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research.Brain informatics · 2022Review
- Is the Discount Really Favorable? The Effect of Numeracy on Price Magnitude Judgment: Evidence From Electroencephalography.Frontiers in neuroscience · 2022Article
- How Do Reference Points Influence the Representation of the N200 for Consumer Preference?Frontiers in psychology · 2021Article
- An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task.Frontiers in human neuroscience · 2021Article
- Event-related brain potentials reflect predictive coding of anticipated economic change.Cognitive, affective & behavioral neuroscience · 2020Article
- The semiotics of the message and the messenger: How nonverbal communication affects fairness perception.Cognitive, affective & behavioral neuroscience · 2019Article
- Electrical Brain Responses Reveal Sequential Constraints on Planning during Music Performance.Brain sciences · 2019Article
- Can Brain Waves Really Tell If a Product Will Be Purchased? Inferring Consumer Preferences From Single-Item Brain Potentials.Frontiers in integrative neuroscience · 2019Article
- Differential effects of real versus hypothetical monetary reward magnitude on risk-taking behavior and brain activity.Scientific reports · 2018Article
- "You Win, You Buy"-How Continuous Win Effect Influence Consumers' Price Perception: An ERP Study.Frontiers in neuroscience · 2018Article
- The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles.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
A large body of evidence shows that buying behaviour is strongly determined by consumers' price expectations and the extent to which real prices violate these expectations. Despite the importance of this phenomenon, little is known regarding its neural mechanisms. Here we show that two patterns of electrical brain activity known to index prediction errors-the Feedback-Related Negativity (FRN) and the feedback-related P300 -were sensitive to price offers that were cheaper than participants' expectations. In addition, we also found that FRN amplitude time-locked to price offers predicted whether a product would be subsequently purchased or not, and further analyses suggest that this result was driven by the sensitivity of the FRN to positive price expectation violations. This finding strongly suggests that ensembles of neurons coding positive prediction errors play a critical role in real-life consumer behaviour. Further, these findings indicate that theoretical models based on the notion of prediction error, such as the Reinforcement Learning Theory, can provide a neurobiologically grounded account of consumer behavior.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.