An Investigation of a Frontal Negative Slow Wave in a Virtual Hedonic Purchase Task

Who takes the lead in consumer choices within romantic relationships: the evidence from electroencephalography hyperscanning and granger causality analysis

In real-life scenarios, joint consumption is common, particularly influenced by social relationships such as romantic ones. However, how romantic relationships affect consumption decisions and determine dominance remains unclear. This study employs electroencephalography hyperscanning to examine the neural dynamics of couples during joint-consumption decisions. Results show that couples, compared to friends and strangers, prefer healthier foods, while friends have significantly faster reaction times when selecting food. Time-frequency analysis indicates that couples exhibit significantly higher theta power, reflecting deeper emotional and cognitive involvement. Strangers show greater beta1 power, indicating increased cognitive effort and alertness due to unfamiliarity. Friends demonstrate higher alpha2 power when choosing unhealthy foods, suggesting increased cognitive inhibition. Inter-brain phase synchrony analysis reveals that couples display significantly higher inter-brain phase synchrony in the beta1 and theta bands across the frontal-central, parietal, and occipital regions, indicating more coordinated cognitive processing and stronger emotional bonds. Females in couples may be more influenced by emotions during consumption decisions, with detailed sensory information processing, while males exhibit higher cognitive control and spatial integration. Granger-causality analysis shows a pattern of male dominance and female dependence in joint consumption within romantic relationships. This study highlights gender-related neural synchronous patterns during joint consumption among couples, providing insights for further research in consumer decision-making.

The Effectiveness of Price Promotions in Purchasing Affordable Luxury Products: An Event-Related Potential Study

Similar to traditional luxuries, affordable luxuries enjoy a high level of perceived product quality and perceived social status, but the effectiveness of price promotions of purchasing affordable luxury products is different from that of traditional luxuries. In order to further investigate the purchases of affordable luxuries, we used event-related potential (ERP) technology to reveal the formation of the purchase intention toward affordable luxuries at original prices (high or low) and current prices (discounted or non-discounted). Compared with the high-priced affordable luxury without a price promotion and the low-priced affordable luxury with a price promotion, consumers showed a stronger intention toward the high-priced affordable luxury with a price promotion, by weighing up three factors, perceived product quality, perceived social status, and perceived monetary saving at the behavioral level. A shorter reaction time emerged in the price promotion condition than in the absent price promotion condition when the original price was low. At the neural level, a decrease in N2 amplitude was found in the high original price and discounted current price condition than the high original price and non-discounted current price condition and the low original price and discounted current price condition, respectively, suggesting that the price information of the latter two conditions might not be the expectation information of subjects, and thus, the enhanced conflict is produced. The high-priced affordable luxury product without a price discount evoked a more positive LPP amplitude than the high-priced affordable luxury product with price promotions or than the low-priced affordable luxury item without price promotions, demonstrating that participants could regard the former as an evaluative inconsistent condition and the latter as evaluative consistent conditions. These results are helpful to better understand the effects of price promotions on purchasing affordable luxury products at different original prices.