Neural correlates of sensory-enabling presentation: An fMRI study of image zooming and rotation video effects on online apparel shopping

ABSTRACT For experience products, such as apparel, sensory‐enabling presentations that provide a sense of tactile experience have been suggested as an effective strategy to reduce perceived risk and increase the likelihood of a pleasurable shopping experience. Using functional Magnetic Resonance Ima...

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Bibliographic Details
Published in:Journal of consumer behaviour 2014-09, Vol.13 (5), p.342-350
Main Authors: Jai, Tun-Min (Catherine), O'Boyle, Michael W., Fang, Dan
Format: Article
Language:English
Subjects:
Consumer behaviour
Correlation analysis
Decision making
Electronic commerce
Internet
Neuropsychology
NMR
Nuclear magnetic resonance
Probability theory
Risk theory
Sensory perception
Studies
User behavior
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Summary:ABSTRACT For experience products, such as apparel, sensory‐enabling presentations that provide a sense of tactile experience have been suggested as an effective strategy to reduce perceived risk and increase the likelihood of a pleasurable shopping experience. Using functional Magnetic Resonance Imaging (fMRI), we investigated whether sensory‐enabling presentations, specifically, image zooming and rotation videos, would evoke different cognitive and affective brain functions during product evaluation and purchase decision processes. The results suggested that whereas image zooming may evoke more visual perception in the product evaluation process, the rotation view evokes more mental imagery, pleasure, and reward anticipation during the purchase decision process. Copyright © 2014 John Wiley & Sons, Ltd.
ISSN:1472-0817
1479-1838
DOI:10.1002/cb.1476