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

dc.contributor.author Oh, keunyoung
dc.date 2018-11-18T06:30:09.000
dc.date.accessioned 2020-06-30T05:42:13Z
dc.date.available 2020-06-30T05:42:13Z
dc.date.issued 2018-01-01
dc.description.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>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2018/posters/13/
dc.identifier.articleid 3154
dc.identifier.contextkey 13287760
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2018/posters/13
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/52047
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2018/posters/13/CB_Oh_Product_Reviews_RES.pdf|||Fri Jan 14 19:40:57 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Marketing
dc.title Reading cognitively consistent product reviews increases my attention to apparel products: An event-related potentials (ERPs) study
dc.type event
dc.type.genre poster
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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