TY - JOUR
T1 - Neural correlates of sensory-enabling presentation
T2 - An fMRI study of image zooming and rotation video effects on online apparel shopping
AU - Jai, Tun Min (Catherine)
AU - O'Boyle, Michael W.
AU - Fang, Dan
N1 - Publisher Copyright:
© 2014 John Wiley & Sons, Ltd.
PY - 2014/9/1
Y1 - 2014/9/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84908297163&partnerID=8YFLogxK
U2 - 10.1002/cb.1476
DO - 10.1002/cb.1476
M3 - Article
AN - SCOPUS:84908297163
SN - 1472-0817
VL - 13
SP - 342
EP - 350
JO - Journal of Consumer Behaviour
JF - Journal of Consumer Behaviour
IS - 5
ER -