Purchase decision-making is modulated by vestibular stimulation

Preuss, Nora; Mast, Fred; Hasler, Gregor (2014). Purchase decision-making is modulated by vestibular stimulation. Frontiers in behavioral neuroscience, 8, p. 51. Frontiers Research Foundation 10.3389/fnbeh.2014.00051

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Purchases are driven by consumers’ product preferences and price considerations. Using caloric vestibular stimulation (CVS), we investigated the role of vestibular-affective circuits in purchase decision-making. CVS is an effective noninvasive brain stimulation method, which activates vestibular and overlapping emotional circuits (e.g., the insular cortex and the anterior cingulate cortex (ACC)). Subjects were exposed to CVS and sham stimulation while they performed two purchase decision-making tasks. In Experiment 1 subjects had to decide whether to purchase or not. CVS significantly reduced probability of buying a product. In Experiment 2 subjects had to rate desirability of the products and willingness to pay (WTP) while they were exposed to CVS and sham stimulation. CVS modulated desirability of the products but not WTP. The results suggest that CVS interfered with emotional circuits and thus attenuated the pleasant and rewarding effect of acquisition, which in turn reduced purchase probability. The present findings contribute to the rapidly growing literature on the neural basis of purchase decision-making.

Item Type:

Journal Article (Original Article)

Division/Institute:

04 Faculty of Medicine > University Psychiatric Services > University Hospital of Psychiatry and Psychotherapy > Healthcare Research
07 Faculty of Human Sciences > Institute of Psychology > Cognitive Psychology, Perception and Methodology
10 Strategic Research Centers > Center for Cognition, Learning and Memory (CCLM)

UniBE Contributor:

Preuss, Nora; Mast, Fred and Hasler, Gregor

Subjects:

100 Philosophy > 150 Psychology

ISSN:

1662-5153

Publisher:

Frontiers Research Foundation

Language:

English

Submitter:

Nora Preuss

Date Deposited:

19 Mar 2014 13:44

Last Modified:

26 Jun 2016 01:47

Publisher DOI:

10.3389/fnbeh.2014.00051

PubMed ID:

24600365

BORIS DOI:

10.7892/boris.43626

URI:

https://boris.unibe.ch/id/eprint/43626

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