PDF(Pubmed)
Abstract：
Booking decision is a typical decision-making behavior in hospitality, while the neural processing of it is still unclear. To address this issue, with the help of event-related potential (ERP), this work uncovered the neural mechanism of the influence of two extrinsic cues, namely, brand familiarity (familiar vs. unfamiliar) and online reviews (positive vs. negative) on online hotel booking decisions. Behavioral results indicated that the booking rate under the condition of positive reviews was higher than that of negative reviews. In addition, the response time in the case of familiar brands was longer than that of unfamiliar brands. ERP results showed that the P200 amplitude of familiar brands was smaller than that of unfamiliar brands, while for the late positive potential amplitude, the opposite was the case. It is suggested that in the early stage of cognitive processing, unfamiliar brands evoke more automatic and unconscious attention while in the later stage, familiar brands attract more conscious attention. This study also found that the N400 amplitude of negative online reviews was larger than that of positive online reviews, indicating that negative stimuli can result in a larger emotional conflicts than that of positive stimuli. This study provides new insights into the neural mechanism of online booking decisions in the hospitality.
摘要：
预订决策是酒店业中一种典型的决策行为,虽然它的神经处理仍不清楚。为了解决这个问题，在事件相关潜力(ERP)的帮助下，这项工作揭示了两种外在线索影响的神经机制，即,品牌熟悉度(熟悉与不熟悉)和在线评论(积极与负面)关于在线酒店预订决策。行为结果表明，正面评价条件下的预订率高于负面评价条件下的预订率。此外,熟悉品牌的响应时间比不熟悉品牌的响应时间长。ERP结果表明，熟悉品牌的P200振幅小于不熟悉品牌的P200振幅，而对于晚期正电位振幅，情况正好相反。建议在认知加工的早期阶段，不熟悉的品牌唤起了更多自动和无意识的关注，而在后期，熟悉的品牌吸引了更多有意识的关注。这项研究还发现，负面在线评论的N400幅度大于正面在线评论的N400幅度，这表明消极刺激会导致比积极刺激更大的情感冲突。这项研究为酒店在线预订决策的神经机制提供了新的见解。
