The Relation Between Consumers' Frontal Alpha Asymmetry, Attitude, and Investment Decision.

ABSTRACT: The frontal alpha asymmetry (FAA) is a neurophysiological measure of motivation and preference. Despite the FAA is associated to commercial pleasantness, conflicting evidence emerged in the literature regarding its relationship with behavior. To study the association between FAA and consumers' decision, we manipulated a commercial script to elicit diverse consumers' attitudes and decisions and to evaluate whether the FAA score is associated to their final investment. A little informative script (S1) was used to polarize consumers' attitudes and investments toward unfavorable scores, while a more personalized message (S2) to elicit in customers a favorable attitude and higher investments. Twenty-one participants listened to the scripts, and their FAA, attitude, and monetary investment were

SUBMITTER: Di Gruttola F 

PROVIDER: S-EPMC7874093 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature