Modulation of Event-related Potential by Purchase Intention

Abstract

In this study, we focused on brain activity that reflected the decision-making process of customers. We used the shopping simulation task as a model of daily shopping, in which a variety of product images were used as visual stimuli for the sequential delayed matching-to-sample paradigm. We recorded EEG data from 12 normal subjects and examined the event-related potentials (ERPs) in two conditions; the subject selected one (target) out of 8 products (nontargets) either “to buy” (positive condition) or “NOT to buy” (negative condition). We observed stronger ERPs to the targets than to the nontargets in both the positive and negative conditions. The magnitude of the response was, however, greater in the positive than negative condition especially around 400 ms after the stimulus presentation. These results suggest that such an enhance response of the ERP might be useful for the indicator of the purchasing intention of the customers.