Rumen Pozharliev, Willem J.M.I. Verbeke, Jan W. Van Strien, Richard P. Bagozzi. Merely Being with You Increases My Attention to Luxury Products: Using EEG to Understand Consumers’ Emotional Experience of Luxury Branded Products

22.12.2016
Rumen Pozharliev, Willem J.M.I. Verbeke, Jan W. Van Strien, Richard P. Bagozzi. Merely Being with You Increases My Attention to Luxury Products: Using EEG to Understand Consumers’ Emotional Experience of Luxury Branded Products

Abstract Past electrophysiological and hemodynamic studies provide substantial evidence for dissimilar brain responses when viewing emotional compared to neutral pictures. This study investigated consumer brain responses underpinning passive viewing of luxury (high emotional value) versus basic (low emotional value) branded products when participants were Alone or with another person (Together). Conforming to social facilitation theory and using EEG methods, event-related potentials (ERPs) were recorded while female participants passively viewed pictures of luxury and basic branded products. ERP amplitudes were examined in three time windows, corresponding to the P2 and P3 components and the late positive potential (LPP). Dissimilar brain responses were found for Together compared to Alone for the P2 and P3 components over visual cortex sites. LPP amplitude was greater for luxury than for basic branded products, but only in the Together condition, suggesting that the presence of another person magnifies the emotional effect of brand type. Taken together, the results suggest that LPP amplitude during passive viewing of relevant marketing images reflects increased attention allocation and motivational significance, both enhanced by the presence of another person, to stimuli with higher emotional value.






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