PDF(Pubmed)
Abstract：
Academia and business have shown an increased interest in using neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to assess consumer motivation. The current research contributes to this literature by verifying whether these methods can predict the effects of antecedent events as motivating functions of attention, neural responses, choice, and consumption. Antecedent motivational factors are discussed, with a specific focus on deprivation as such a situational factor. Thirty-two participants were randomly assigned to the experimental and control conditions. Water deprivation of 11-12 h was used as an establishing operation to increase the reinforcing effectiveness of water. We designed three experimental sessions to capture the complexity of the relationship between antecedents and consumer behavior. Experimental manipulations in session 1 established the effectiveness of water for the experimental group and abolished it for the control group. Results from session 2 show that participants in the experimental group had significantly higher average fixation duration for the image of water. Their frontal asymmetry did not provide significant evidence of greater left frontal activation toward the water image. Session 3 demonstrated that choice and consumption behavior of the relevant reinforcer was significantly higher for participants in the experimental group. These early findings highlight the potential application of a multi-method approach using neurophysiological tools in consumer research, which provides a comprehensive picture of the functional relationship between motivating events, behavior (attention, neural responses, choice, and consumption), and consequences.
摘要：
学术界和企业界对使用神经生理学方法的兴趣越来越大，如眼睛跟踪和脑电图（EEG），评估消费者的动机。当前的研究通过验证这些方法是否可以预测先前事件作为注意力的激励功能的影响，从而为该文献做出了贡献。神经反应，选择,和消费。讨论了前因动机因素，特别关注剥夺作为这样一个情境因素。32名参与者被随机分配到实验和对照条件。11-12小时的缺水被用作建立操作，以提高水的增强效果。我们设计了三个实验会议来捕捉前因和消费者行为之间关系的复杂性。第1节的实验操作为实验组建立了水的有效性，并为对照组取消了水的有效性。第2节的结果表明，实验组的参与者对水图像的平均固定持续时间明显更高。他们的额叶不对称性并未提供明显的证据，表明对水图像的左额叶激活更大。会议3表明，实验组参与者的相关增强剂的选择和消费行为明显更高。这些早期发现突出了使用神经生理学工具的多方法方法在消费者研究中的潜在应用，它提供了激励事件之间的功能关系的全面图景，行为(注意力，神经反应，选择,和消费），和后果。
