ERP correlates of simulated purchase decisions

1Leibniz-Research Centre for Working Environment and Human Factors (IfADo), Germany 2LdV-C³-Lab, Chair of Industrial Sales Engineering, Faculty of Mechanical Engineering, Ruhr University Bochum, Germany, Germany 3Institute for Working, Learning and Aging, Bochum, Germany, Germany Decision making in economic context is an everyday activity but its neuronal correlates are poorly understood. The present study aimed at investigating the electrophysiological brain activity during simulated purchase decisions of technical products for a lower or higher price relative to a mean price estimated in a pilot study. Expectedly, participants mostly decided to buy a product when it was cheap and not to buy when it was expensive. But in some trials they made counter-conformity decisions to buy a product for more money than the average price or not to buy a product despite an…


Link to Full Article: ERP correlates of simulated purchase decisions