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Neural correlates of sensory‐enabling presentation: An fMRI study of image zooming and rotation video effects on online apparel shopping
Author(s) -
Jai TunMin Catherine,
O'Boyle Michael W.,
Fang Dan
Publication year - 2014
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1476
Subject(s) - functional magnetic resonance imaging , pleasure , psychology , mental image , perception , neural correlates of consciousness , mental rotation , sensory system , anticipation (artificial intelligence) , cognitive psychology , clothing , cognition , product (mathematics) , zoom , process (computing) , computer science , artificial intelligence , neuroscience , geometry , mathematics , archaeology , petroleum engineering , engineering , history , lens (geology) , operating system
For experience products, such as apparel, sensory‐enabling presentations that provide a sense of tactile experience have been suggested as an effective strategy to reduce perceived risk and increase the likelihood of a pleasurable shopping experience. Using functional Magnetic Resonance Imaging (fMRI), we investigated whether sensory‐enabling presentations, specifically, image zooming and rotation videos, would evoke different cognitive and affective brain functions during product evaluation and purchase decision processes. The results suggested that whereas image zooming may evoke more visual perception in the product evaluation process, the rotation view evokes more mental imagery, pleasure, and reward anticipation during the purchase decision process. Copyright © 2014 John Wiley & Sons, Ltd.