An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task.

ABSTRACT: There is a connection between the frontal negative slow wave (FNSW) and the arousal inhibition in the hedonic purchase context. To calculate the FNSW (400-800 ms), event-related potentials (ERPs) method was applied to depict the neural substrates on prudent and impulsive consumers' behaviors within various states of promotion. Promotion types include the pure price promotion and the mixed promotion (a mixture of a charitable donation and a discount). Behaviorally, consumers response more quickly in the pure price promotion condition and they express a preference for the mixed promotion. More importantly, a larger FNSW emerged in the impulsive consumers than the prudent, suggesting that the former might tend to control their eagerness to consume hedonic items. Compared with the price promot

SUBMITTER: Mei Y 

PROVIDER: S-EPMC8264297 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature