Han Wei, Zhang Xuefeng
School of Management, Southwest University of Political Science and Law, Chongqing, China.
Front Neurosci. 2023 Jan 9;16:938511. doi: 10.3389/fnins.2022.938511. eCollection 2022.
The booming development of online shopping has intensified market competition. In addition to general sales promotions, online shopping has introduced new changes including artificial carnival promotions.
This study aims to investigate cognitive processes to an unknown e-commerce platform after exposure to carnival and general promotion activities using event-related potentials. Thirty-three participants were recruited in this study to probe how consumers perceive carnival and general promotion information using event-related potentials (ERPs). Carnival or general promotion posters were presented first, then an unknown e-commerce platform brand was presented in the second stage, at which time the subjects' cognitive process to the brand were observed in an implicit paradigm.
The results showed that after priming with carnival promotion posters, the unknown e-commerce platform stimuli elicited larger P2 and N2 components than were observed after the presentation of general promotion posters; however, the P3 component did not show a significant difference. These findings indicate that the target identification and cognitive control mechanism with regard to an unknown e-commerce platform are likely influenced by the implicit memory of different promotion activities when shopping online.
The results suggest that ERP components may have the potential to be employed as indices to estimate the effectiveness of promotion methods for an unknown brand.
在线购物的蓬勃发展加剧了市场竞争。除了常规的促销活动外，在线购物还带来了包括人为制造的狂欢节促销等新变化。
本研究旨在利用事件相关电位来探究在接触狂欢节和常规促销活动后对未知电子商务平台的认知过程。本研究招募了33名参与者，以通过事件相关电位（ERP）来探究消费者如何感知狂欢节和常规促销信息。首先展示狂欢节或常规促销海报，然后在第二阶段展示一个未知的电子商务平台品牌，此时在一个内隐范式中观察受试者对该品牌的认知过程。
结果表明，在用狂欢节促销海报进行启动后，未知电子商务平台刺激引发的P2和N2成分比在展示常规促销海报后观察到的更大；然而，P3成分没有显示出显著差异。这些发现表明，在线购物时，对于未知电子商务平台的目标识别和认知控制机制可能受到不同促销活动的内隐记忆的影响。
结果表明，ERP成分有可能被用作评估未知品牌促销方法有效性的指标。
