“You Win, You Buy”—How Continuous Win Effect Influence Consumers' Price Perception: An ERP Study

Price played an important role in most purchases. Buying behavior was strongly determined by consumers' price expectations. Emotion as a research hotspot was demonstrated to be ubiquitous in marketing and influenced purchase processing as well. This study addressed interests upon whether emotio...

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Bibliographic Details
Published in:Frontiers in neuroscience 2018-10, Vol.12, p.691
Main Authors: Ma, Qingguo, Zhang, Linanzi, Wang, Manlin
Format: Article
Language:English
Subjects:
Arousal
Cognition & reasoning
Consumers
Consumption
continuous win effect
Decision making
Emotions
Event-related potentials
Expected utility
Gambling
Games
Influence
LPP
Marketing
Neuroscience
Neurosciences
P300
Perception
price perception
Prices
Quality
Studies
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