ArticlePsychology research and behavior management2019
Consumers' Implicit Motivation Of Purchasing Luxury Brands: An EEG Study.
Article in Psychology research and behavior management, 2019. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 17 papers.
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Who cites it
17 citing papers in PubMed.
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- Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda.Behavioral sciences (Basel, Switzerland) · 2022Review
- A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research.Brain informatics · 2022Review
- How do extrinsic cues influence consumers' online hotel booking decisions? An event-related potential experiment.Frontiers in psychology · 2022Article
- "Sound" Decisions: The Combined Role of Ambient Noise and Cognitive Regulation on the Neurophysiology of Food Cravings.Frontiers in neuroscience · 2022Article
- Love Your Country: EEG Evidence of Actor Preferences of Audiences in Patriotic Movies.Frontiers in psychology · 2021Article
- An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task.Frontiers in human neuroscience · 2021Article
- The Effect of Product Image Dynamism on Purchase Intention for Online Aquatic Product Shopping: An EEG Study.Psychology research and behavior management · 2021Article
- Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study.Frontiers in neuroscience · 2021Article
- The Impact of Social Crowding on Consumers' Online Mobile Shopping: Evidence from Behavior and ERPs.Psychology research and behavior management · 2021Article
- Which Visual Modality Is Important When Judging the Naturalness of the Agent (Artificial Versus Human Intelligence) Providing Recommendations in the Symbolic Consumption Context?Sensors (Basel, Switzerland) · 2020Article
- Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model.Frontiers in psychology · 2020Article
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Authors and funding
5 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
purposeThis study aims to explore consumers' implicit motivations for purchasing luxury brands based on the functional theories of attitudes by using event-related potentials (ERPs).
methodsBrand authenticity and logo prominence were used to modulate the social-adjustive function and value-expressive function, respectively. Twenty right-handed healthy female undergraduates and graduates participated in an experiment that has a 2 brand authenticity (genuine/counterfeit) × 2 brand prominence (prominent logo/no logo) design. In the experiment, participators browsed different luxury handbags with different brand authenticity and logo prominence, and then reported their purchase intentions on a five-point scale. Meanwhile, EEGs were recorded from the subjects throughout the experiment. In the analysis process, three ERP components, which can, respectively, reflect the cognitive conflict (N200), emotional conflict (N400) and motivational emotional arousal (LPP) during the evaluation of marketing-related stimuli, were mainly focused.
resultsFor counterfeit brands, the no logo condition elicited significant larger N200 amplitude, marginally significant larger N400 amplitude and significant smaller LPP amplitude than the prominent logo condition. However, for genuine brands, this modulation effect of logo prominence cannot be found. These results imply that consumers' implicit social motivations for purchasing luxury brands come from the satisfaction of at least one social goal. When one goal cannot be satisfied, consumers will more expect the satisfaction of another one. If this expectation is violated, it seems to be unexpected and unacceptable. Thus, greater anticipation conflict (N200) and emotion conflict (N400) will be induced, and the purchase motivation (LPP) cannot be aroused.
conclusionConsumers' preferences for luxury brands are based on the satisfaction of their social goals. These social goals always coexist and perform as compensation with each other. The dissatisfaction of one social goal would promote their expectation of the satisfaction of another social goal.
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