消费者购买决定与前额叶脑活动的不对称性——来自EEG的证据  

Consumer Purchase Decisions and Asymmetry in Prefrontal Brain Activity—— Evidence From the EEG

作　　者：许志炜 Yansong Hu 孟莎 程诗琦 张硕毅 程静杨 Xu Zhiwei;Yansong Hu;Meng Sha;Cheng Shiqi;Zhang Shuoyi;Cheng Jingyang(Department of Marketing,Hubei University,Wuhan,430062;Marketing Department,University Of Warwick,CV47AL;Department of Business Administration,Hubei University,Wuhan,430062)

机构地区：[1]湖北大学商学院市场营销系,武汉430062 [2]华威商学院市场营销系,考文垂CV47AL [3]湖北大学商学院工商管理系,武汉430062

出　　处：《心理科学》2021年第3期659-666,共8页Journal of Psychological Science

基　　金：国家自然科学基金面上项目(71872062)的资助。

摘　　要：本研究探索了大脑前额叶不对称性与消费者购买决策的关系。采用田野实验法,21名受试者在真实的在线购物中,分别对自己购物车里5件物品做出购买决策,他们的EEG脑电图被完整记录了下来,共观察到104次决策过程。结果表明,在产品页面观看过程中,受试者的γ频带前额叶不对称,与随后的付款购买行为显著相关。α频带额叶不对称与购买决策无关。结果还发现与商品的售价对β和γ不对称指数的调节效应,且调节效果正好相反。本研究发现了消费者在购买决策过程中一种独特的EEG成分——前额叶γ波不对称指数(PAIγ)与肯定的购买意愿和实际购买行为相关性最强。At present, the marketing science community still lacks an accurate understanding of the neural operation mechanism of the consumers’ purchase decision stage. This study explores whether the asymmetry of the prefrontal cortex is related to consumers’ purchase decisions. Using the method of field experiment, the subjects were 21 volunteers(11 male and 10 female), with an average age of 20, who came from different departments of a university. 21 subjects made real purchase decisions on 5 items in their shopping cart during the real online shopping. During this process, their EEG electroencephalogram was fully recorded. 104 purchase decisions were observed. Neural responses were recorded using a wireless 14 channel headset(Emotiv EPOC+.) with a sampling rate of 256 Hz(bandwidth = 0.2~43 Hz, digital notch filters at 50 and 60 Hz, and with built-in digital 5 th order Sinc filter). The headset was connected to a PC running Windows 10 and transmited data wirelessly to a USB receiver module. Stimulus presentation and data collection for behavioral responses and neuroimaging data were performed using the Emotiv-Pro software. Offline data processing was carried out using the EEGLAB toolbox in MATLAB. The results showed that during the viewing of the product page, the subjects’ prefrontal lobe asymmetry in the gamma band was significantly correlated with the subsequent actual purchase behavior. Prefrontal asymmetry index(PAI), according to the results of the gamma band prefrontal asymmetry index Δ PAIγ, was not only significant for buying decision, but the main effect was unusually strong(B = 10.766, SE = 4.379, Wald’s chisquare(df = 1) = 6.043, p <.05), while the other two frequency alpha and beta results were not significant. It is interesting to note that in this study, we found that the gamma frequency asymmetry can significantly predict consumer buying decisions. Δ PAIγ was a positive and significant main effect, suggesting a relatively large left frontal lobe activation, indicated that the participants wer

关 键 词：EEG 神经营销学 Davidson模型 消费者购买决策 

分 类 号：B845.1[哲学宗教—心理学]