Document Detail

The holistic processing of price comparison: Behavioral and electrophysiological evidences.
MedLine Citation:
PMID:  21958595     Owner:  NLM     Status:  Publisher    
Although considerable studies have investigated the cognitive mechanism and the neural basis of number processing, it is unclear how numbers are represented in the practical context such as price comparison. In the present study, participants were asked to judge whether the target prices with different units (yuan, jiao, fen) were "higher or lower than 5 jiao" while event-related potentials were recorded. The behavioral results did not reveal a main effect of distance when distance was defined in terms of the digits of prices. However, a significant effect of distance was found when distance was defined in terms of the whole magnitude of prices. The electrophysiological results revealed similar distance effects (DE) during the 350-450ms interval after stimulus onset, with an enhanced positivity for far distance than for close distance. These findings suggest that the digits and the units of prices are processed holistically rather than separately during a price comparison task.
Bihua Cao; Fuhong Li; Li Zhang; Yifeng Wang; Hong Li
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Publication Detail:
Type:  JOURNAL ARTICLE     Date:  2011-9-26
Journal Detail:
Title:  Biological psychology     Volume:  -     ISSN:  1873-6246     ISO Abbreviation:  -     Publication Date:  2011 Sep 
Date Detail:
Created Date:  2011-9-30     Completed Date:  -     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  0375566     Medline TA:  Biol Psychol     Country:  -    
Other Details:
Languages:  ENG     Pagination:  -     Citation Subset:  -    
Copyright Information:
Copyright © 2011. Published by Elsevier B.V.
School of Psychology, Southwest University, Chongqing 400715, China; Key Laboratory of Cognition and Personality (SWU), Ministry of Education, China.
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