Limits...
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.


Results of Experiment 2, item-based analysis: desirability of a product was lower during CVS than during sham stimulation (p = 0.01).
© Copyright Policy - open-access
Related In: Results  -  Collection

License
getmorefigures.php?uid=PMC3928537&req=5

Figure 3: Results of Experiment 2, item-based analysis: desirability of a product was lower during CVS than during sham stimulation (p = 0.01).

Mentions: The same products were used in Experiment 2 (data of one product was missing due to technical problems). Again, the products were randomly assigned to the stimulation condition (CVS or sham). Desirability of the products was lower during CVS (mean = 2.67, SEM = 0.07) than during sham stimulation (mean = 2.86, SEM = 0.07), T(118) = −2.6, p = 0.005 (Figure 3), whereas WTP remained unchanged, T(118) = −0.2, p = 0.42 (CVS: mean = 6.49, SEM = 0.86; Sham: mean = 6.55, SEM = 0.97). Again, the decrease in product desirability was higher when sham stimulation was the first condition (from 3.09(sham) to 2.83(CVS)), T(118) = −3.08, p = .002. There were no changes in desirability when CVS was the first condition (from 2.65(sham) to 2.57(CVS)), T(118) = 0.83, p = 0.2. There was no effect of order on WTP (both p-values > 0.04).


Purchase decision-making is modulated by vestibular stimulation.

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

Results of Experiment 2, item-based analysis: desirability of a product was lower during CVS than during sham stimulation (p = 0.01).
© Copyright Policy - open-access
Related In: Results  -  Collection

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

Figure 3: Results of Experiment 2, item-based analysis: desirability of a product was lower during CVS than during sham stimulation (p = 0.01).
Mentions: The same products were used in Experiment 2 (data of one product was missing due to technical problems). Again, the products were randomly assigned to the stimulation condition (CVS or sham). Desirability of the products was lower during CVS (mean = 2.67, SEM = 0.07) than during sham stimulation (mean = 2.86, SEM = 0.07), T(118) = −2.6, p = 0.005 (Figure 3), whereas WTP remained unchanged, T(118) = −0.2, p = 0.42 (CVS: mean = 6.49, SEM = 0.86; Sham: mean = 6.55, SEM = 0.97). Again, the decrease in product desirability was higher when sham stimulation was the first condition (from 3.09(sham) to 2.83(CVS)), T(118) = −3.08, p = .002. There were no changes in desirability when CVS was the first condition (from 2.65(sham) to 2.57(CVS)), T(118) = 0.83, p = 0.2. There was no effect of order on WTP (both p-values > 0.04).

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.