Study of product-oriented PSS decision-making: Using ERP experiment

Abstract

The Product-Service System (PSS) has evolved from the manufacturing servitisation, which is an extension of the service component around a product for business activities. A PSS has been described as a manufacturing transition strategy, shifting the business focus from selling physical products only, to selling PSS, which are jointly capable of fulfilling specific client demands'. The change in human brain signals and their event-related potential (ERP) components are observed as a reflection of consumers' emotion and cognition when examining a buying process. The product-service system is able to fulfill user requirements by providing a mix of products and services. Services can improve the competitiveness of PSS, but there is lack of research on the psychological and neural mechanisms of products and service combination value perception. In this experiment, participants were shown PSS that were available for purchase. The ERP components were elicited by product-service systems and distributed over occipital region. This result helps us better understand the cognition are stimulated during the PSS decision making process, and in order to better understand the different perception of physical products and service. Based on the cognitional motivation of the consumer, the ERP component may be an indicators for measuring consumers' perception of PSS, providing a neural view of PSS decision-making.