Document Detail


The neural and psychological basis of herding in purchasing books online: an event-related potential study.
MedLine Citation:
PMID:  20557253     Owner:  NLM     Status:  MEDLINE    
Abstract/OtherAbstract:
In this study, event-related brain potentials (ERPs) were used to investigate the neural and psychological bases of consumer herding decision in purchasing books online. Sixteen participants were asked to decide as quickly as possible whether to buy a book on the basis of its title keywords and the numbers of positive and negative reviews in stimulus. The given title keywords were very similar, and participants did not have special preference for any particular one. Hence, they were forced to adopt the strategy of herding decision: choosing to buy the book when there were consistent positive reviews, choosing not to buy when there were consistent negative reviews, randomly choosing to buy or not to buy when there were no consistent reviews. The herding decision triggers a categorical processing of the consistency level of customer reviews. Remarkable late positive potential (LPP), a component of ERP sensitive to categorization processes, was elicited. The LPP amplitudes varied as a function of review consistency. The LPP amplitudes for three categories of review consistency were significantly different, and their order is such that absolute consistent review was greater than relative consistent review, which was greater than inconsistent review. In addition, behavioral data revealed that the higher the consistency of the customer reviews, the higher the herd rate. It is possible that customer reviews with higher consistency let participants make herding decisions more resolutely. The present results suggest that the LPP may be regarded as an endogenous neural signal of the herding mechanism in a sense and that the LPP amplitude is potentially a measure of consumers' herd tendency in purchase decisions.
Authors:
Mingliang Chen; Qingguo Ma; Minle Li; Shenyi Dai; Xiaoyi Wang; Liangchao Shu
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Publication Detail:
Type:  Journal Article; Research Support, Non-U.S. Gov't    
Journal Detail:
Title:  Cyberpsychology, behavior and social networking     Volume:  13     ISSN:  2152-2723     ISO Abbreviation:  Cyberpsychol Behav Soc Netw     Publication Date:  2010 Jun 
Date Detail:
Created Date:  2010-06-18     Completed Date:  2010-09-27     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  101528721     Medline TA:  Cyberpsychol Behav Soc Netw     Country:  United States    
Other Details:
Languages:  eng     Pagination:  321-8     Citation Subset:  IM    
Affiliation:
School of Management and Neuromanagement Lab, Zhejiang University, Hangzhou, People's Republic of China.
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MeSH Terms
Descriptor/Qualifier:
Adult
Cerebral Cortex / physiology
Commerce
Consumer Participation / psychology*
Decision Making / physiology*
Evoked Potentials / physiology*
Female
Group Processes*
Humans
Male
Reference Values
Social Perception*
Young Adult

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine


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