Goto, N, Mushtaq, F orcid.org/0000-0001-7881-1127, Shee, D et al. (4 more authors) (2017) Neural signals of selective attention are modulated by subjective preferences and buying decisions in a virtual shopping task. Biological Psychology, 128. pp. 11-20. ISSN 0301-0511
Abstract
We investigated whether well-known neural markers of selective attention to motivationally-relevant stimuli were modulated by variations in subjective preference towards consumer goods in a virtual shopping task. Specifically, participants viewed and rated pictures of various goods on the extent to which they wanted each item. Afterwards, participants had the opportunity to virtually purchase each item. Using the event-related potentials (ERP) method, we found that variations in subjective preferences for consumer goods strongly modulated positive slow waves (PSW) from 800 to 3000 milliseconds after stimulus onset. We also found that subjective preferences modulated the N200 and the late positive potential (LPP). In addition, we found that both PSW and LPP were modulated by subsequent buying decisions. Overall, these findings show that well-known brain event-related potentials reflecting selective attention processes can reliably index preferences to consumer goods in a shopping environment. Based on a large body of previous research, we suggest that early ERPs (e.g. the N200) to consumer goods could be indicative of preferences driven by unconditional and automatic processes, whereas later ERPs such as the LPP and the PSW could reflect preferences built upon more elaborative and conscious cognitive processes.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | (c) 2017, Elsevier B.V. All rights reserved. This is an author produced version of a paper published in Biological Psychology. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Attention, Preferences, Emotion, EEG, Event - Related Potentials, Consumer Psychology, Motivational Relevance, Neuroeconomics, Consumer Neuroscience, Neuromarketing, Motivated Attention. |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Medicine and Health (Leeds) > School of Psychology (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 30 Jun 2017 13:34 |
Last Modified: | 27 Jun 2018 00:38 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.biopsycho.2017.06.004 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:118426 |