Pawar Sanchit, Fagerstrøm Asle, Sigurdsson Valdimar, Arntzen Erik
School of Economics, Innovation and Technology, Kristiania University College, Oslo, Norway.
Department of Business Administration, Reykjavik University, Reykjavik, Iceland.
Front Psychol. 2023 Feb 9;14:1053528. doi: 10.3389/fpsyg.2023.1053528. eCollection 2023.
Academia and business have shown an increased interest in using neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to assess consumer motivation. The current research contributes to this literature by verifying whether these methods can predict the effects of antecedent events as motivating functions of attention, neural responses, choice, and consumption. Antecedent motivational factors are discussed, with a specific focus on deprivation as such a situational factor. Thirty-two participants were randomly assigned to the experimental and control conditions. Water deprivation of 11-12 h was used as an establishing operation to increase the reinforcing effectiveness of water. We designed three experimental sessions to capture the complexity of the relationship between antecedents and consumer behavior. Experimental manipulations in session 1 established the effectiveness of water for the experimental group and abolished it for the control group. Results from session 2 show that participants in the experimental group had significantly higher average fixation duration for the image of water. Their frontal asymmetry did not provide significant evidence of greater left frontal activation toward the water image. Session 3 demonstrated that choice and consumption behavior of the relevant reinforcer was significantly higher for participants in the experimental group. These early findings highlight the potential application of a multi-method approach using neurophysiological tools in consumer research, which provides a comprehensive picture of the functional relationship between motivating events, behavior (attention, neural responses, choice, and consumption), and consequences.
学术界和商界对使用神经生理学方法（如眼动追踪和脑电图（EEG））来评估消费者动机表现出了越来越浓厚的兴趣。当前的研究通过验证这些方法是否能够预测先行事件作为注意力、神经反应、选择和消费的激励功能所产生的影响，为这一文献做出了贡献。本文讨论了先行动机因素，特别关注作为情境因素的剥夺。32名参与者被随机分配到实验组和对照组。采用11 - 12小时的水剥夺作为一种建立操作，以提高水的强化效果。我们设计了三个实验环节来捕捉先行因素与消费者行为之间关系的复杂性。实验环节1中的实验操作确定了水对实验组的有效性，并消除了对照组对水的有效性。实验环节2的结果表明，实验组参与者对水的图像的平均注视持续时间显著更长。他们的额叶不对称性并未提供显著证据表明对水的图像有更强的左额叶激活。实验环节3表明，实验组参与者对相关强化物的选择和消费行为显著更高。这些早期发现凸显了在消费者研究中使用神经生理学工具的多方法途径的潜在应用，该途径提供了激励事件、行为（注意力、神经反应、选择和消费）以及后果之间功能关系的全面图景。
