Promotion framing effects on the purchase of hedonic-utilitarian bundles: ERPs evidence of the moderating role of income source.

Prior studies suggest that people are susceptible to the promotion framing effect. Yet it's still unknown if income source moderates the effect of promotion frame on consumer decision-making and the underlying neural responses. The current study applied the event-related potentials (ERPs) approach to exploring the moderating role of income source (hard-earned income and windfall income) on the promotion framing effect in a cross-category bundling context. Two promotion frames were created with identical total prices for a cross-category bundle that included both hedonic and utilitarian products. The behavioral results showed that income source moderated the effect of promotion frame on neural responses and purchase decision-making. When participants obtained a hard-earned income, they showed an attenuated N2, an enlarged LPP amplitude, and a higher purchase rate in the hedonic (vs. utilitarian) freebie condition; but when they obtained a windfall income, the effect of promotion frame disappeared. Overall, the conclusions have important ramifications for both theory and practice.

"Guess You Like It" - How personalized recommendation timing and product type influence consumers' acceptance: An ERP study.

Personalized recommendation has been increasingly used in online shopping environment, and improving the effectiveness of personalized recommendation is an important issue. On the basis of two-stage decision theory and preference inconsistency theory, our study adopted the neuroscientific methodology of event-related potential to investigate the decision-making process and psychological mechanism of consumers for personalized recommendation under different recommendation timings (browsing and decision stages) and recommended product types (similar and related). Behavioral results showed that consumers' acceptance of similar product recommendations was higher than that of related product recommendations during the browsing stage, whereas no difference was observed in consumers' acceptance of the two product types during the decision stage. More importantly, neurophysiology results provided underlying psychological mechanism for exploring consumers' decision-making process for personalized recommendations. Consumers' psychological mechanism of the personalized recommendations might be divided into two processes, the early automatic cognitive process indicated by the N2 component, and the late advanced cognitive process indicated by the P3 component. We suggested that N2 reflects the perceptual mismatch between the recommended products and the target products, and P3 reflects the attention capture during categorization evaluation of the recommended product and the target product. These findings have important theoretical and practical significance for the deeper understanding of consumers' decision-making process and psychological mechanism in personalized recommendation, as well as improving the effectiveness of personalized recommendation.

How Are Consumers Affected by Taste and Hygiene Ratings When Ordering Food Online? A Behavioral and Event-Related Potential Study.

With the rapid development of the take-out industry, taste and hygiene ratings as social-based information have been frequently used by online food-ordering platforms to facilitate consumer purchases. The present study aims to uncover the effects of taste and hygiene ratings on online food-ordering decision by incorporating behavioral and neural approaches. The behavioral results showed that a high taste rating induced a higher ordering intention than a low taste rating, and that a high hygiene rating induced a higher ordering intention than a low hygiene rating. The effect of hygiene rating on ordering intention was moderated by taste rating. Hygiene rating had a greater impact on ordering intention when the taste rating was high (vs. low). In addition, inconsistency between taste and hygiene ratings increased the cognitive load and took more time for decision-making. The event-related potential (ERP) data revealed that consumers paid more attention to a high (vs. low) taste rating in the early cognitive process, which was reflected by a larger P2. Subsequently, a more negative N2 was elicited by conflicting ratings than consistent ratings when the taste rating was low. In the relatively late decision-making process, a larger P3 was evoked by consistent than conflicting ratings, suggesting that consumers had more confidence in their decisions for consistent ratings. These findings could help restaurants understand the roles of taste and hygiene rating cues in affecting consumer behavior and prompt those restaurants to adopt effective measures to increase online sales.

The Sunny Side of Negative Feedback: Negative Feedback Enhances One's Motivation to Win in Another Activity.

Negative feedback has been widely reported to be a demotivator that could frustrate the recipient's need for competence and erode his intrinsic motivation in the same activity. Nevertheless, little attention has been devoted to the intertemporal effect of negative feedback on one's intrinsic motivation in another activity. To fill this gap, we arranged participants in a game with two sessions and manipulated the content of feedback as a between-subject factor. In session 1, participants had to complete a time estimation task with moderate difficulty, during which half of the participants received normal performance feedback and the other half received negative performance feedback. In session 2, all participants were guided to accomplish a moderately difficult stopwatch task that was competence-supportive. A more pronounced win-loss difference wave of reward positivity (RewP) was detected in the experimental (negative performance feedback) group compared to the control (normal performance feedback) group during session 2. This finding indicates that negative feedback in an activity may have a positive impact on one's intrinsic motivation in a following competence-supportive activity.

Electrophysiological Correlates of Processing Warning Signs With Different Background Colors: An Event-Related Potentials Investigation.

Warning signs, as a type of safety signs, are widely applied in our daily lives to informing people about potential hazards and prompting safe behavior. Although previous studies have paid attention to the color of warning signs, they are mostly based on surveys and behavioral experiments. The neural substrates underlying the perception of warning signs with different background colors remain not clearly characterized. Therefore, this research is intended to address this gap with event-related potentials (ERPs) technique. Warning signs with three different background colors (i.e., white, yellow, and blue) were used in the experiment. The results showed that the perceptual differences between different warning signs were present in the form of differential ERPs components (P1, N1, P2, N2, and P3) though subjects were not required to explicitly attend to the warning signs.

Are We Sensitive to Different Types of Safety Signs? Evidence from ERPs.

PURPOSE: Safety signs are widely used to deliver safety-related information. There are many different types of safety signs. Although previous studies have paid attention to the design and effectiveness of safety signs, little attention has been devoted to investigating how people process the information conveyed by different types of safety signs. Accordingly, the current study is intended to explore the neural mechanisms underlying people's perception of different types of safety signs. METHODS: Three types of safety signs (prohibition, mandatory and warning signs) were used in the study. We employed questionnaire and event-related potentials (ERPs) experiment with an implicit paradigm to probe how people perceive these three types of safety signs. RESULTS: Behaviorally, warning signs induced a higher level of perceived hazard than prohibition signs and mandatory signs, and prohibition signs induced a higher level of perceived hazard than mandatory signs. At the brain level, prohibition signs and warning signs led to reduced P2 amplitudes compared to mandatory signs. In addition, warning signs elicited larger N2 and N4 amplitudes than prohibition signs and mandatory signs, and prohibition signs elicited larger N2 and N4 amplitudes than mandatory signs, coinciding with the behavioral results. CONCLUSION: Different types of safety signs led to significant differences in individuals' hazard perception. Based on the neural results, we suggest that the processing of safety signs consists of two stages: the rapid detection of hazard information (indicated by P2) and the conscious integration of hazard information in working memory (indicated by N2 and N4).

The Effect of Reviewers' Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation.

Personal review record, as a form of personally identifiable information, refers to the past review information of a reviewer. The disclosure of reviewers' personal information on electronic commerce websites has been found to substantially impact consumers' perception regarding the credibility of online reviews. However, personal review record has received little attention in prior research. The current study investigated whether the disclosure of personal review record influenced consumers' information processing and decision making by adopting event-related potentials (ERPs) measures, as ERPs allow for a nuanced examination of the neural mechanisms that underlie cognitive processes. At the behavioral level, we found that the purchase rate was higher and that the reaction time was shorter when the review record was disclosed (vs. when it was not), indicating that the disclosed condition was more favorable to the participants. Moreover, ERPs data showed that the disclosed condition induced an attenuated N400 component and an increased LPP component relative to the undisclosed condition, suggesting that the former condition gave rise to less cognitive and emotional conflict and to more positive evaluations. Thus, by elucidating potential cognitive and neural underpinnings, this study demonstrates the positive impact of reviewers' disclosure of personal review record on consumers' purchase decisions.

Don't trick me: An event-related potentials investigation of how price deception decreases consumer purchase intention.

As a kind of information deception, price deception is adopted by some online sellers as an approach to mislead the consumers into buying their products. However, when consumers have sufficient knowledge about the price information, the effect of price deception on their purchase decision making remains elusive. Therefore, behavioural and event-related potentials measures were combined to investigate this issue. Behaviourally, a higher purchase rate and reduced reaction time were observed in the truthful condition relative to the deceptive condition, suggesting that the truthful condition was more favourable to the participants. At the neural level, the truthful condition triggered an attenuated N2 and an increased LPP compared with the deceptive condition, indicating less cognitive and decisional conflict and more positive evaluation of the truthful condition. Taken together, these results revealed the negative impact of price deception on purchase decision making and its potential neural substrates.

When does the discount look more attractive: neural correlates of discount framing effect in the purchase of bundles.

Bundling, as a common selling strategy, is often used along with a price discount. However, relatively little is known about the neural correlates of discount framing effect in the bundling context. In the current study, we recorded event-related potentials while participants were performing a virtual shopping task in which they had to decide whether or not to buy bundles. Each bundle consisted of a relatively high-priced product and a relatively low-priced product, and three discount frames with practically identical total prices were devised for each bundle. The price reduction was described either as a discount on the individual component [discount on the high-priced product (DH); discount on the low-priced product (DL)] or on the overall bundle (DB). Behavioral data showed that DH and DB led to higher purchase rate than DL. Electrophysiological data revealed increased P300 amplitudes for DH and DB relative to DL, which was suggestive of the cognitive process of evaluative categorization. In addition, attenuated LPP amplitudes were observed for DH and DL compared with DB, indicating higher cognitive load for DH and DL. Overall, these results demonstrate the discount framing effect in the purchase of bundles and the potential neural correlates of this effect.

Corrigendum: The Effects of Money on Fake Rating Behavior in E-Commerce: Electrophysiological Time Course Evidence From Consumers.

[This corrects the article DOI: 10.3389/fnins.2018.00156.].

Correction: Neurocognitive mechanisms underlying deceptive hazard evaluation: An event-related potentials investigation.

[This corrects the article DOI: 10.1371/journal.pone.0182892.].

A Surprising Source of Self-Motivation: Prior Competence Frustration Strengthens One's Motivation to Win in Another Competence-Supportive Activity.

According to self-determination theory (SDT), competence is among the three basic psychological needs essential for one's well-being and optimal functioning, and the frustration of these needs is theoretically predicted to induce a restorative response. While previous studies have explored the restoration process of autonomy and relatedness, empirical evidence for such a process is still lacking for competence. In order to explore this process and to examine the effect of prior competence frustration on one's motivation to win in a subsequent competence-supportive task, we adopted a between-group experimental design and manipulated one's competence frustration through task difficulty in an electrophysiological study. Participants in both groups were instructed to work on the time-estimation task and the stop-watch task in two successive sessions respectively. Participants in the experimental group were asked to complete a highly difficult task in the first session and a task of medium difficulty in the second session, while those in the control group were instructed to work on tasks of medium difficulty in both sessions. In the second session, an enlarged feedback-related negativity (FRN) loss-win difference wave (d-FRN) was observed in the experimental group compared to the control group, indicating that the competence-frustrated participants have an enhanced motivation to win in a subsequent competence-supportive task. Thus, results of the present study provided original neural evidence for the restoration process of frustrated competence, which provided important guidelines for the managerial practice.

The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles.

Studies have revealed that consumers are susceptible to price framing effect, a common cognitive bias, due to their limited capacity in processing information. The effect of price framing in a bundling context and its neural correlates, however, remain not clearly characterized. The present study applied the event-related potentials (ERPs) approach to investigate the role of price framing in information processing and purchase decision making in a bundling context. Three price frames were created with practically identical total prices (with a maximum difference of ¥0.1, which was about equal to 0.016 US dollars) for a bundle with two components, a focal product and a tie-in product. In normal price condition (NP), both the focal and tie-in products were offered at a normal discounted price; in zero price condition (ZP), the tie-in product was offered free while the total price of the bundle remained the same as NP; whereas in low price condition (LP), the tie-in product was offered at a low token price (¥0.1), and the focal product shared the same price as the focal product of ZP. The behavioral results showed a higher purchase rate and a shorter reaction time for ZP in contrast to NP. Neurophysiologically, enlarged LPP amplitude was elicited by ZP relative to NP, suggesting that ZP triggered a stronger positive affect that could motivate decision to buy. Thus, this study provides both behavioral and neural evidence for how different price framing information is processed and ultimately gives rise to price framing effect in purchase decision making.

Uncertain is worse: modulation of anxiety on pain anticipation by intensity uncertainty: evidence from the ERP study.

To investigate the effect of uncertain information in the anticipation phase, this study used four cues to inform participants that they would face four kinds of subsequent electrical shocks: low-intensity shock, high-intensity shock, 50-50% chance of low-intensity or high-intensity shock, and no shock. Subjective evaluation on the anxiety elicited by different cues showed that uncertain cues aroused higher anxiety than certain cues, but the effect was observed only at low-intensity shock. The electroencephalogram data revealed that uncertain-shock cue elicited significantly larger stimulus-preceding negativity than certain-high-shock cue at the frontal site. The uncertain-shock cue and certain-high-shock cue both elicited significantly larger stimulus-preceding negativity than the cues of certain-low-shock and nonshock, respectively. Uncertain cues elicited significantly larger pain-evoked P2 than certain cues. The results implied that uncertainty of information regarding shock intensity captured more motivational engagement, aroused higher anxiety on anticipating for the electrical shock, and elicited higher perceived pain of shock stimulation.

The Effects of Money on Fake Rating Behavior in E-Commerce: Electrophysiological Time Course Evidence From Consumers.

Online ratings impose significant effects on the behaviors of potential customers. Thus, online merchants try to adopt strategies that affect this rating behavior, and most of these strategies are connected to money, such as the strategies of returning cash coupons if a consumer gives a five-star rating (RI strategy, an acronym for "returning" and "if") or returning cash coupons directly with no additional requirements (RN strategy, an acronym for "returning" and "no"). The current study explored whether a certain strategy (RN or RI) was more likely to give rise to false rating behaviors, as assessed by event-related potentials. A two-stimulus paradigm was used in this experiment. The first stimulus (S1) was the picture of a product with four Chinese characters that reflected the product quality (slightly defective vs. seriously defective vs. not defective), and the second stimulus (S2) displayed the coupon strategy (RN or RI). The participants were asked to decide whether or not to give a five-star rating. The behavioral results showed that the RI strategy led to a higher rate of five-star ratings than the RN strategy. For the electrophysiological time courses, the N1, N2, and LPP components were evaluated. The slightly defective products elicited a larger amplitude of the N1 component than the seriously defective and not-defective products, reflecting that perceptual difficulty was associated with the processing of the slightly defective products. The RI strategy evoked a less negative N2 and a more positive LPP than the RN strategy, indicating that the subjects perceived less conflict and experienced stronger incentives when processing the RI strategy. These findings will benefit future studies of fake online comments and provide evidence supporting the policy of forbidding the use of the RI strategy in e-commerce.

Neurocognitive mechanisms underlying deceptive hazard evaluation: An event-related potentials investigation.

Deceptive behavior is common in human social interactions. Researchers have been trying to uncover the cognitive process and neural basis underlying deception due to its theoretical and practical significance. We used Event-related potentials (ERPs) to investigate the neural correlates of deception when the participants completed a hazard judgment task. Pictures conveying or not conveying hazard information were presented to the participants who were then requested to discriminate the hazard content (safe or hazardous) and make a response corresponding to the cues (truthful or deceptive). Behavioral and electrophysiological data were recorded during the entire experiment. Results showed that deceptive responses, compared to truthful responses, were associated with longer reaction time (RT), lower accuracy, increased N2 and reduced late positive potential (LPP), suggesting a cognitively more demanding process to respond deceptively. The decrement in LPP correlated negatively with the increment in RT for deceptive relative to truthful responses, regardless of hazard content. In addition, hazardous information evoked larger N1 and P300 than safe information, reflecting an early processing bias and a later evaluative categorization process based on motivational significance, respectively. Finally, the interaction between honesty (truthful/deceptive) and safety (safe/hazardous) on accuracy and LPP indicated that deceptive responses towards safe information required more effort than deceptive responses towards hazardous information. Overall, these results demonstrate the neurocognitive substrates underlying deception about hazard information.

Being Eager to Prove Oneself: U-Shaped Relationship between Competence Frustration and Intrinsic Motivation in Another Activity.

Competence frustration has been consistently found to undermine one's intrinsic motivation in the same activity. However, the relationship between competence frustration in a preceding activity and one's intrinsic motivation in a subsequent one remains unclear. In order to explore this relationship, self-reported data were collected from 617 undergraduate students of a large comprehensive university in southern China, who took varied courses immediately before taking a less-demanding one. Results suggested a U-shaped relationship between students' competence frustration in a preceding course and intrinsic motivation in a subsequent one. To be specific, for students whose competence frustration reached the inflection point, a restoration process would be activated if the current course would help restore their competence. Importantly, these students' competence frustration in a preceding course was found to positively predict their intrinsic motivation level in a subsequent course. As far as we are concerned, this is the first study to reveal a potential positive effect of need frustration outside of its primary thwarting context, which complements and extends existing literatures on the dynamics between need frustration and intrinsic motivation.

Event-related lateralized readiness potential correlates of the emotion-priming Simon effect.

The Simon effect indicates that the reaction time (RT) is shorter when the stimulus and response locations are congruent than when they are not. This study used a priming-target paradigm to explore the emotion-priming Simon effect with event-related potential techniques. The technique of residue iteration decomposition was employed to analyze the lateralized readiness potential (LRP) component, which contributed to disentangling the overlap between LRP and N2 central contralateral in the Simon task with horizontal stimulus-response arrangements. The behavioral result revealed significant Simon effect in RT. In the neural process, the Simon effect was reflected by both the stimulus-locked LRP (S-LRP) and the response-locked LRP (R-LRP), with the incongruent condition showing longer onset latency, larger Gratton-dip, and smaller negative-going deflection of S-LRP and smaller negative-going deflection of R-LRP. These findings suggest that the interference of irrelevant location information is located at the perceptual-encoding (indicated by S-LRP) and response-execution stages (indicated by R-LRP), providing evidence for both the perceptual-interference and response-interference accounts. However, the further linear regression result signaled that the Simon effect might be more closely related to the response-execution stage than the perceptual-encoding stage. In addition, the influence of emotion on the Simon effect was salient only in the incongruent condition, showing longer onset latency of S-LRP and larger Gratton-dip of R-LRP in the negative emotion-priming condition than in the neutral emotion-priming condition, which revealed that the emotional interference effect arose from the stages of perceptual encoding and early response execution only when the locations of a stimulus and the corresponding response were incongruent.

The neural process of perception and evaluation for environmental hazards: evidence from event-related potentials.

Perception and evaluation of environmental hazards are vital for human beings to avoid potential hazard. This study used event-related potentials to explore the neural temporal features in the human brain during the processing of environmental hazard presented by picture stimuli, and we found two stages involved in processing pictures with environmental hazard: the relatively early automatic hazard perception stage indicated by P200 and the later hazard evaluation stage indicated by late positive potential. It provided certain evidence for the hazard perception two-stage model. The results indicated consistency between neural processing toward word and picture stimuli in the hazard evaluation tasks.