Goto Nobuhiko, Mushtaq Faisal, Shee Dexter, Lim Xue Li, Mortazavi Matin, Watabe Motoki, Schaefer Alexandre
Department of Psychology, Monash University, Malaysia Campus, Bandar Sunway, Selangor State 47500, Malaysia; School of Business, Monash University, Malaysia Campus, Bandar Sunway, Selangor State 47500, Malaysia.
Institute of Psychological Sciences, University of Leeds, Leeds LS2 9JT, West Yorkshire, UK.
Biol Psychol. 2017 Sep;128:11-20. doi: 10.1016/j.biopsycho.2017.06.004. Epub 2017 Jun 27.
We investigated whether well-known neural markers of selective attention to motivationally-relevant stimuli were modulated by variations in subjective preference towards consumer goods in a virtual shopping task. Specifically, participants viewed and rated pictures of various goods on the extent to which they wanted each item, which they could potentially purchase afterwards. Using the event-related potentials (ERP) method, we found that variations in subjective preferences for consumer goods strongly modulated positive slow waves (PSW) from 800 to 3000 milliseconds after stimulus onset. We also found that subjective preferences modulated the N200 and the late positive potential (LPP). In addition, we found that both PSW and LPP were modulated by subsequent buying decisions. Overall, these findings show that well-known brain event-related potentials reflecting selective attention processes can reliably index preferences to consumer goods in a shopping environment. Based on a large body of previous research, we suggest that early ERPs (e.g. the N200) to consumer goods could be indicative of preferences driven by unconditional and automatic processes, whereas later ERPs such as the LPP and the PSW could reflect preferences built upon more elaborative and conscious cognitive processes.
我们研究了在虚拟购物任务中，对动机相关刺激的选择性注意的著名神经标记是否会受到对消费品主观偏好变化的调节。具体而言，参与者观看并对各种商品的图片进行评分，评估他们想要每件商品的程度，之后他们有可能购买这些商品。使用事件相关电位（ERP）方法，我们发现对消费品主观偏好的变化在刺激开始后800至3000毫秒强烈调节了正慢波（PSW）。我们还发现主观偏好调节了N200和晚期正电位（LPP）。此外，我们发现PSW和LPP都受到后续购买决策的调节。总体而言，这些发现表明，反映选择性注意过程的著名脑事件相关电位能够可靠地指示购物环境中对消费品的偏好。基于大量先前的研究，我们认为对消费品的早期ERP（如N200）可能表明由无条件和自动过程驱动的偏好，而后期的ERP如LPP和PSW可能反映基于更精细和有意识认知过程形成的偏好。
