CLINICAL TRIAL
JOURNAL ARTICLE
Add like
Add dislike
Add to saved papers

How Social Ties Influence Consumer: Evidence from Event-Related Potentials.

A considerable amount of marketing research has reported that consumers are more saliently influenced by friends (strong social ties) than by acquaintances and strangers (weak social ties). To shed light on the neural and psychological processes underlying such phenomenon, in this study we designed an amended S1-S2 paradigm (product-[reviewer-review]) that is based on realistic consumer purchase experiences. After incoming all given information (product, reviewer, review), participants were required to state their purchase intentions. The neurocognitive and emotional processes related to friend and stranger stimuli were delineated to suggest how social ties influence consumers during their shopping processes. Larger P2 (fronto-central scalp areas) and P3 (central and posterior-parietal scalp areas) components under stranger condition were elicited successfully. These findings demonstrate that the cognitive and emotional processing of friend and stranger stimuli occurs at stages of neural activity, and can be indicated by the P2 and P3 components. Electrophysiological data also support the hypothesis that different neural and emotional processing magnitude and strength underlie friend and stranger effect in the context of consumer purchase. During this process, the perception of stimuli evoked P2, subsequently emotional processing and attention modulation were activated and indicated by P2 and P3. The friend dominated phenomenon can be interpreted as the result of distinctive neurocognitive and emotional processing magnitude, which suggests that psychological and emotional factors can guide consumer decision making. This study consolidates that event related potential (ERP) methodology is likely to be a more sensitive method for investigating consumer behaviors. From the perspectives of management and marketing, our findings show that the P2 and P3 components can be employed as an indicator to probe the influential factors of consumer purchase intentions.

Full text links

We have located links that may give you full text access.
Can't access the paper?
Try logging in through your university/institutional subscription. For a smoother one-click institutional access experience, please use our mobile app.

For the best experience, use the Read mobile app

Mobile app image

Get seemless 1-tap access through your institution/university

For the best experience, use the Read mobile app

All material on this website is protected by copyright, Copyright © 1994-2024 by WebMD LLC.
This website also contains material copyrighted by 3rd parties.

By using this service, you agree to our terms of use and privacy policy.

Your Privacy Choices Toggle icon

You can now claim free CME credits for this literature searchClaim now

Get seemless 1-tap access through your institution/university

For the best experience, use the Read mobile app