Track

CB

Presentation Type

Oral Presentation

Description

Often times, apparel purchase involves evaluating the tradeoff between the pleasure of acquiring a preferred product and the pain of paying money for it. The actions driven by the valence from the tradeoff can trigger two types of behaviors: buy (approach) and not buy (avoidance). The present results suggest that apparel purchase decisions can be predicted with high accuracy using brain activity patterns arising during the product evaluation process. There is a lack of studies aimed at predicting consumers' purchase decisions conducted in apparel shopping context, in which, haptic information is an important element for decision making. Remarkably, the most significant contribution of the present study is the proposal of a neuro-activity pattern that consumers use to make apparel shopping. The high accuracy rates may indicate a promising research direction of understanding consumers' purchase decisions related to experiential products such as apparel.

Share

COinS
 
Jan 1st, 12:00 AM

Predicting Consumers' Apparel Purchase Decisions from Brain Activity Patterns

Often times, apparel purchase involves evaluating the tradeoff between the pleasure of acquiring a preferred product and the pain of paying money for it. The actions driven by the valence from the tradeoff can trigger two types of behaviors: buy (approach) and not buy (avoidance). The present results suggest that apparel purchase decisions can be predicted with high accuracy using brain activity patterns arising during the product evaluation process. There is a lack of studies aimed at predicting consumers' purchase decisions conducted in apparel shopping context, in which, haptic information is an important element for decision making. Remarkably, the most significant contribution of the present study is the proposal of a neuro-activity pattern that consumers use to make apparel shopping. The high accuracy rates may indicate a promising research direction of understanding consumers' purchase decisions related to experiential products such as apparel.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.