Application of EEG to Service Value Perception

The research of neuroscience in service management was presented in the doctoral dissertation of Zhao during her study in Beihang University. A number of researches around service science were indicated by the application of EEG experiment, for instance, the value structure of product service system, service value perception, the influence factors of online service purchase decision-making, consumer's cognitive and service purchase decisions, particularly the relationship between product and services in PSS. Event related potential (ERP) is a neuroscience method with the application of the change of EEG recorded by customers' reactions to a particular stimulus. The external stimuli through visual, auditory and other senses may induce relevant potentials and presented in the form of brain waves. Many functions and inducing conditions of ERP have been confirmed in psychological experiments, such as P300, P2, N270, N170, EPN, LPP, which has been currently applied in the research on consumer decision-making, service science and management.