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Purchase decision-making is modulated by vestibular stimulation.

Preuss N, Mast FW, Hasler G - Front Behav Neurosci (2014)

Bottom Line: CVS significantly reduced probability of buying a product.The results suggest that CVS interfered with emotional circuits and thus attenuated the pleasant and rewarding effect of acquisition, which in turn reduced purchase probability.The present findings contribute to the rapidly growing literature on the neural basis of purchase decision-making.

View Article: PubMed Central - PubMed

Affiliation: Department of Psychology, University of Bern Berne, Switzerland ; Center for Cognition, Learning and Memory, University of Bern Berne, Switzerland.

ABSTRACT
Purchases are driven by consumers' product preferences and price considerations. Using caloric vestibular stimulation (CVS), we investigated the role of vestibular-affective circuits in purchase decision-making. CVS is an effective noninvasive brain stimulation method, which activates vestibular and overlapping emotional circuits (e.g., the insular cortex and the anterior cingulate cortex (ACC)). Subjects were exposed to CVS and sham stimulation while they performed two purchase decision-making tasks. In Experiment 1 subjects had to decide whether to purchase or not. CVS significantly reduced probability of buying a product. In Experiment 2 subjects had to rate desirability of the products and willingness to pay (WTP) while they were exposed to CVS and sham stimulation. CVS modulated desirability of the products but not WTP. The results suggest that CVS interfered with emotional circuits and thus attenuated the pleasant and rewarding effect of acquisition, which in turn reduced purchase probability. The present findings contribute to the rapidly growing literature on the neural basis of purchase decision-making.

No MeSH data available.


Each product (total of 120 products) was first presented for 2 s without price information. After 2 s, the price information was added, followed by the decision option (CHF, Swiss Francs).
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Figure 1: Each product (total of 120 products) was first presented for 2 s without price information. After 2 s, the price information was added, followed by the decision option (CHF, Swiss Francs).

Mentions: In Experiment 1 subjects performed a purchase decision-making task (SHOP task), which was based on the task developed by Knutson et al. (2007). The task consisted of 120 labeled products, which were presented to the subjects by means of a head-mounted display. Products were presented for 2000 ms, followed by presentation of the price for 2000 ms (Figure 1). Then, subjects chose either to purchase the product or not, by pressing the “yes” or “no” button (“f” and “j” keys were used). The side of the response buttons was counterbalanced. The price of the products was 20% of the original market price. Two blocks of 60 randomly selected products were randomly assigned to either the CVS or the sham stimulation condition. Products were equally often assigned to both stimulation conditions. Each product was presented only once per subject. After the experiment, subjects answered questions about desirability (Likert-Scale “1”–“6”; 1 = very low interest, 6 = very high interest), WTP (0-10-20-30-50-70-100% of products’ market price by pressing one out of keys “1”–“7”) and familiarity (Likert-Scale “1”–“6”; 1 = very low familiarity, 6 = very high familiarity) of all products. Both scales were presented from top to bottom. Upon completion of the Experiment 1 out of all trials was determined randomly. If the subject had decided to buy the respective product during that trial, she had to pay for it and received the product by mail.


Purchase decision-making is modulated by vestibular stimulation.

Preuss N, Mast FW, Hasler G - Front Behav Neurosci (2014)

Each product (total of 120 products) was first presented for 2 s without price information. After 2 s, the price information was added, followed by the decision option (CHF, Swiss Francs).
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC3928537&req=5

Figure 1: Each product (total of 120 products) was first presented for 2 s without price information. After 2 s, the price information was added, followed by the decision option (CHF, Swiss Francs).
Mentions: In Experiment 1 subjects performed a purchase decision-making task (SHOP task), which was based on the task developed by Knutson et al. (2007). The task consisted of 120 labeled products, which were presented to the subjects by means of a head-mounted display. Products were presented for 2000 ms, followed by presentation of the price for 2000 ms (Figure 1). Then, subjects chose either to purchase the product or not, by pressing the “yes” or “no” button (“f” and “j” keys were used). The side of the response buttons was counterbalanced. The price of the products was 20% of the original market price. Two blocks of 60 randomly selected products were randomly assigned to either the CVS or the sham stimulation condition. Products were equally often assigned to both stimulation conditions. Each product was presented only once per subject. After the experiment, subjects answered questions about desirability (Likert-Scale “1”–“6”; 1 = very low interest, 6 = very high interest), WTP (0-10-20-30-50-70-100% of products’ market price by pressing one out of keys “1”–“7”) and familiarity (Likert-Scale “1”–“6”; 1 = very low familiarity, 6 = very high familiarity) of all products. Both scales were presented from top to bottom. Upon completion of the Experiment 1 out of all trials was determined randomly. If the subject had decided to buy the respective product during that trial, she had to pay for it and received the product by mail.

Bottom Line: CVS significantly reduced probability of buying a product.The results suggest that CVS interfered with emotional circuits and thus attenuated the pleasant and rewarding effect of acquisition, which in turn reduced purchase probability.The present findings contribute to the rapidly growing literature on the neural basis of purchase decision-making.

View Article: PubMed Central - PubMed

Affiliation: Department of Psychology, University of Bern Berne, Switzerland ; Center for Cognition, Learning and Memory, University of Bern Berne, Switzerland.

ABSTRACT
Purchases are driven by consumers' product preferences and price considerations. Using caloric vestibular stimulation (CVS), we investigated the role of vestibular-affective circuits in purchase decision-making. CVS is an effective noninvasive brain stimulation method, which activates vestibular and overlapping emotional circuits (e.g., the insular cortex and the anterior cingulate cortex (ACC)). Subjects were exposed to CVS and sham stimulation while they performed two purchase decision-making tasks. In Experiment 1 subjects had to decide whether to purchase or not. CVS significantly reduced probability of buying a product. In Experiment 2 subjects had to rate desirability of the products and willingness to pay (WTP) while they were exposed to CVS and sham stimulation. CVS modulated desirability of the products but not WTP. The results suggest that CVS interfered with emotional circuits and thus attenuated the pleasant and rewarding effect of acquisition, which in turn reduced purchase probability. The present findings contribute to the rapidly growing literature on the neural basis of purchase decision-making.

No MeSH data available.