Reading cognitively consistent product reviews increases my attention to apparel products: An event-related potentials (ERPs) study

Abstract

<p>In the recent interactive marketing environments, a growing number of consumers publish product reviews on the online shopping sites. The purpose of this research is to examine the effects of product reviews on the cognitive perception of apparel products using a neural response measure, event-related potentials, in the framework of consistency theories. In this study, changes in the neural responses to two types of apparel products (most desirable styles versus least desirable styles) are measured using event-related potentials (the LPP emotional effect) when two types of product reviews (consistent versus inconsistent product reviews) are presented. It is hypothesized that more positive-going ERP amplitudes for the LPP will appear for most desirable styles than least desirable styles when consistent product reviews are presented than inconsistent product reviews. The results support that reading product reviews consistent with the consumer’s desirability enhances the level of attention in the cognitive processing of apparel products.</p>