How Is the Neural Response to the Design of Experience Goods Related to Personalized Preference? An Implicit View

Frontiers in Neuroscience

Jia Jin¹  Wenjun Yu¹  Wuke Zhang¹  Zhijiang Xu³  Qingguo Ma⁴  Yongbin Ma⁵ 

[1] Academy of Neuroeconomics and Neuromanagement, Ningbo University, Ningbo, China;Business School, Ningbo University, Ningbo, China;College of Information Engineering, Zhejiang University of Technology, Hangzhou, China;Institute of Neuromanagement Science, Zhejiang University of Technology, Hangzhou, China;Modem Management Research Centre, Ningbo University, Ningbo, China;

关键词: event-related potentials;    experience goods;    late positive potential;    P200;    personalized product designs;   

DOI  :  10.3389/fnins.2018.00760

来源: DOAJ

【 摘 要 】

Understanding the process by which consumers evaluate the designs of experience goods is critical for firms designing and delivering experience products. As the implicit process involved in this evaluation, and given the possible social desirability bias inherent to traditional methods of product design evaluation in certain conditions, neuroscientific methods are preferred to gain insight into the neural basis of consumers’ evaluation of experience good designs. We here used event-related potentials (ERPs) and a revised go/no-go paradigm to investigate consumers’ neural responses to experience good designs. Personalized product designs and neutral landscape pictures were randomly presented to 20 student participants; they were asked to view these product designs without making any decisions. The paired t-test and repeated-measures analysis of correlation showed that the P200 and late positive potential (LPP) elicited by the most-preferred experience good designs were significantly higher than that elicited by least-preferred designs, and the two ERP components were positively correlated with the personalized rating scores. Thus, P200 and LPP might be the early and late indices of consumers’ evaluation of experience good designs, respectively, and may facilitate an understanding of the temporal course of this evaluation. Furthermore, these two ERP components can be used to identify consumers’ preferences toward experience good designs. In addition, given the use of personalized experimental stimuli, these findings may help to explain why customized products are preferred by consumers.

【 授权许可】

Unknown