Deeper affection, more consumptions: consumer decision-making among people with different levels of intimacy-evidence from fNIRS.

IF 2.9 2区 医学 Q2 NEUROSCIENCES
Chenyu Zhang, Jingyue Liu, Yifei Zhong, Ye Zhang, Yujia Meng, Rui Huang, He Wang, Yingjie Liu
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引用次数: 0

Abstract

Consumer decision-making varies according to an individual's relationship with the recipient of the gift. This study used a mock purchase task to investigate consumer decision-making and its underlying neurological mechanisms when purchasing gifts of different prices for recipients with varying levels of intimacy. Functional near-infrared spectroscopy was used to record neural activity during the task. Behavioral results found that the lover group had a much higher purchasing rate than the friend group, particularly when acquiring premium products. Analysis of the functional near-infrared spectroscopy data found that neural activity in the dorsolateral prefrontal cortex and orbitofrontal cortex decreased when items were discounted, with lower activation in the dorsolateral prefrontal cortex in lovers during the purchasing of premium products. Furthermore, we identified significant differences in functional connectivity between the dorsolateral prefrontal cortex and orbitofrontal cortex under different conditions. We compared the support vector machine algorithm and logistic regression, finding that logistic regression better predicts purchasing tendencies based on neuroactivation levels. In our view, a stronger emotional connection leads to a more rewarding experience for consumers when buying premium products. This study reveals the impact of intimate relationships on consumer decision-making and provides guidance for businesses in developing marketing strategies targeted at the lover's market.

情感越深,消费越多:不同亲密程度人群的消费决策——来自fNIRS的证据。
消费者的决定因个人与礼物接受者的关系而异。本研究使用模拟购买任务来研究消费者在为不同亲密程度的收礼者购买不同价格的礼物时的决策及其潜在的神经机制。功能近红外光谱用于记录任务期间的神经活动。行为结果发现,情人组的购买率比朋友组高得多,尤其是在购买优质产品时。对功能性近红外光谱数据的分析发现,当商品打折时,恋人的背外侧前额叶皮层和眶额叶皮层的神经活动减少,而在购买高档商品时,恋人的背外侧前额叶皮层的激活较低。此外,我们还发现不同条件下背外侧前额叶皮层和眶额叶皮层之间的功能连通性存在显著差异。我们比较了支持向量机算法和逻辑回归,发现逻辑回归能更好地预测基于神经激活水平的购买倾向。在我们看来,更强的情感联系会让消费者在购买优质产品时获得更有益的体验。本研究揭示了亲密关系对消费者决策的影响,并为企业制定针对情人市场的营销策略提供了指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Cerebral cortex
Cerebral cortex 医学-神经科学
CiteScore
6.30
自引率
8.10%
发文量
510
审稿时长
2 months
期刊介绍: Cerebral Cortex publishes papers on the development, organization, plasticity, and function of the cerebral cortex, including the hippocampus. Studies with clear relevance to the cerebral cortex, such as the thalamocortical relationship or cortico-subcortical interactions, are also included. The journal is multidisciplinary and covers the large variety of modern neurobiological and neuropsychological techniques, including anatomy, biochemistry, molecular neurobiology, electrophysiology, behavior, artificial intelligence, and theoretical modeling. In addition to research articles, special features such as brief reviews, book reviews, and commentaries are included.
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