Neural correlates of sensory-enabling presentation: An fMRI study of image zooming and rotation video effects on online apparel shopping

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)342-350
Number of pages9
JournalJournal of Consumer Behaviour
Volume13
Issue number5
DOIs
StatePublished - Sep 1 2014

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