Journal article

Purchase decision-making is modulated by vestibular stimulation

DOKPE

  • 2014
Published in:
  • Frontiers in Behavioral Neuroscience. - Frontiers Media SA. - 2014, vol. 8
English Purchases are driven by consumers' product preferences and price considerations. Using caloric vestibular stimulation (CVS), we investigated the role of vestibular-affective circuits in purchase decision-making. CVS is an effective noninvasive brain stimulation method, which activates vestibular and overlapping emotional circuits (e.g., the insular cortex and the anterior cingulate cortex (ACC)). Subjects were exposed to CVS and sham stimulation while they performed two purchase decision-making tasks. In Experiment 1 subjects had to decide whether to purchase or not. CVS significantly reduced probability of buying a product. In Experiment 2 subjects had to rate desirability of the products and willingness to pay (WTP) while they were exposed to CVS and sham stimulation. CVS modulated desirability of the products but not WTP. The results suggest that CVS interfered with emotional circuits and thus attenuated the pleasant and rewarding effect of acquisition, which in turn reduced purchase probability. The present findings contribute to the rapidly growing literature on the neural basis of purchase decision-making.
Faculty
Faculté des sciences et de médecine
Department
Master en médecine
Language
  • English
License
License undefined
Open access status
gold
Identifiers
Persistent URL
https://folia.unifr.ch/unifr/documents/326543
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