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

Neural correlates of sensory‐enabling presentation: An fMRI study of image zooming and rotation... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Behaviour Wiley

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

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Publisher
Wiley
Copyright
Copyright © 2014 John Wiley & Sons, Ltd.
ISSN
1472-0817
eISSN
1479-1838
DOI
10.1002/cb.1476
Publisher site
See Article on Publisher Site

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. Copyright © 2014 John Wiley & Sons, Ltd.

Journal

Journal of Consumer Behaviour – Wiley

Published: Jan 1, 2014

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