Merchandising/Marketing/Retailing: Branding

The Effect of Sensory Visual Presentations on Consumer's Buying Decisions: A fMRI Study

Authors
  • Tun-Min Catherine Jai orcid logo (Texas Tech University)
  • Dan Fan (Texas Tech University)
  • Weidong Cai (Stanford University)
  • Forrest S. Bao (Akron University)

Abstract

The underlying process by which sensory-enabling presentations affect consumer neurophysiologic responses for purchase decision making has been largely unexplored. Knutson, Rick, Wimmer, Prelec, & Loewenstein (2007) suggested neural correlates predict purchase decisions better than the subjects’ self-report variables (i.e., product preference). Therefore, adding neuroimaging results may be a better choice for studying consumer decision making than using the traditional self-report method alone. Thus, the study aims to investigate the brain areas recruited in the encoding process under the three common sensory-enabling presentations, namely, static pictures, image zooming, and rotation videos.

How to Cite:

Jai, T. C., Fan, D., Cai, W. & Bao, F. S., (2015) “The Effect of Sensory Visual Presentations on Consumer's Buying Decisions: A fMRI Study”, International Textile and Apparel Association Annual Conference Proceedings 72(1).

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Published on
11 Nov 2015
Peer Reviewed