Predicting Consumers' Apparel Purchase Decisions from Brain Activity Patterns

Date
2017-01-01
Authors
Jai, Tun-Min (Catherine)
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Abstract

Often times, apparel purchase involves evaluating the tradeoff between the pleasure of acquiring a preferred product and the pain of paying money for it. The actions driven by the valence from the tradeoff can trigger two types of behaviors: buy (approach) and not buy (avoidance). The present results suggest that apparel purchase decisions can be predicted with high accuracy using brain activity patterns arising during the product evaluation process. There is a lack of studies aimed at predicting consumers' purchase decisions conducted in apparel shopping context, in which, haptic information is an important element for decision making. Remarkably, the most significant contribution of the present study is the proposal of a neuro-activity pattern that consumers use to make apparel shopping. The high accuracy rates may indicate a promising research direction of understanding consumers' purchase decisions related to experiential products such as apparel.

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