From Brain to Shopping Cart: Neural Signals of Willingness to Buy Innovative Products.

IF 5.9 2区医学 Q1 NEUROSCIENCES

Neuroscience bulletin Pub Date : 2025-06-24 DOI:10.1007/s12264-025-01431-2

Ziyi Li, Lulu Liu, Ying Hu, Lushuang Zhang, Xingxu Xie, Jing Luo

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引用次数: 0

Abstract

Exploring the mechanisms underlying willingness to buy (WTB) will help us identify neural indicators for predicting the performance of innovative products. Using functional magnetic resonance imaging, we asked participants to view products created by combining two components, including high applicability new combinations (HANCs), which provide a novel and practical application; and low applicability new combinations (LANCs), which provide no additional value. First, we found that WTB generally involves activation of the parahippocampal gyrus. For HANC, activation in the pars opercularis of the inferior frontal gyrus (IFG oper) is associated with WTB. Second, representational similarity analysis revealed that for HANC, the interrelation between the elements and combinations in the IFG oper predicts WTB. Third, multivoxel pattern analysis found that classification accuracy in the IFG oper predicts the difference in WTB between HANCs and LANCs. In conclusion, WTB requires default mode network-based associative processing. For HANC products, executive control network-based processes are necessary for value construction.

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从大脑到购物车：购买创新产品意愿的神经信号。

探索购买意愿（WTB）的潜在机制将有助于我们确定预测创新产品性能的神经指标。使用功能磁共振成像，我们要求参与者查看由两个组件组合而成的产品，包括高适用性的新组合（HANCs），它提供了新颖和实际的应用；适用性较低的新组合（LANCs），不提供附加价值。首先，我们发现WTB通常涉及海马旁回的激活。对于HANC，额下回（IFG oper）的皮层部激活与WTB有关。其次，代表性相似性分析显示，对于HANC， IFG中元素和组合之间的相互关系可以预测WTB。第三，多体素模式分析发现，IFG模型的分类准确率预测了hanks和LANCs之间WTB的差异。总之，WTB需要默认模式的基于网络的关联处理。对于HANC产品，基于执行控制网络的流程对于价值构建是必要的。

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

Neuroscience bulletin NEUROSCIENCES-

CiteScore

7.20

自引率

16.10%

发文量

163

审稿时长

6-12 weeks

期刊介绍： Neuroscience Bulletin (NB), the official journal of the Chinese Neuroscience Society, is published monthly by Shanghai Institutes for Biological Sciences (SIBS), Chinese Academy of Sciences (CAS) and Springer. NB aims to publish research advances in the field of neuroscience and promote exchange of scientific ideas within the community. The journal publishes original papers on various topics in neuroscience and focuses on potential disease implications on the nervous system. NB welcomes research contributions on molecular, cellular, or developmental neuroscience using multidisciplinary approaches and functional strategies. We feature full-length original articles, reviews, methods, letters to the editor, insights, and research highlights. As the official journal of the Chinese Neuroscience Society, which currently has more than 12,000 members in China, NB is devoted to facilitating communications between Chinese neuroscientists and their international colleagues. The journal is recognized as the most influential publication in neuroscience research in China.