Analyzing motivating functions of consumer behavior: Evidence from attention and neural responses to choices and consumption.

ABSTRACT: Academia and business have shown an increased interest in using neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to assess consumer motivation. The current research contributes to this literature by verifying whether these methods can predict the effects of antecedent events as motivating functions of attention, neural responses, choice, and consumption. Antecedent motivational factors are discussed, with a specific focus on deprivation as such a situational factor. Thirty-two participants were randomly assigned to the experimental and control conditions. Water deprivation of 11-12 h was used as an establishing operation to increase the reinforcing effectiveness of water. We designed three experimental sessions to capture the complexity of the relationship

SUBMITTER: Pawar S 

PROVIDER: S-EPMC9947287 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature