ABSTRACT While brand architecture is recognized as a significant strategy for line extension, its impact on the consumer response to upward extensions remains underexplored. Based uniqueness theory, this study examines if consumers' need (NFU) moderates of their purchase intention towards and explores underlying psychological mechanisms. Three scenario‐based experiments were conducted, data analyzed using ANOVA bootstrapping analyses. The results from Study 1 ( n = 232) 2 249) reveal that...

According to self-determination theory (SDT), competence is among the three basic psychological needs essential for one's well-being and optimal functioning, frustration of these theoretically predicted induce a restorative response. While previous studies have explored restoration process autonomy relatedness, empirical evidence such still lacking competence. In order explore this examine effect prior on motivation win in subsequent competence-supportive task, we adopted between-group...

Online ratings impose significant effects on the behaviors of potential customers. Thus, online merchants try to adopt strategies that affect this rating behavior, and most these are connected money, such as returning cash coupons if a consumer gives five-star (RI strategy, an acronym for "returning" "if") or directly with no additional requirements (RN "no"). The current study explored whether certain strategy RI) was more likely give rise false behaviors, assessed by event-related...

Studies have revealed that consumers are susceptible to price framing effect, a common cognitive bias, due their limited capacity in processing information. The effect of bundling context and its neural correlates, however, remain not clearly characterized. present study applied the event-related potentials (ERPs) approach investigate role information purchase decision making context. Three frames were created with practically identical total prices (with maximum difference ¥0.1, which was...

The visual presentation of cause-related marketing (CRM) messages is gaining increasing attention from researchers and practitioners. This study delves into the impact style CRM on consumer responses moderating role self-construal. results demonstrate that has a significant effect responses, as cause-focused engender higher brand attitude purchase intention than product-focused (Studies 1 2). Meanwhile, effects both consumers’ are mediated by perceived self-serving motives. Importantly,...

Perception and evaluation of environmental hazards are vital for human beings to avoid potential hazard. This study used event-related potentials explore the neural temporal features in brain during processing hazard presented by picture stimuli, we found two stages involved pictures with hazard: relatively early automatic perception stage indicated P200 later late positive potential. It provided certain evidence two-stage model. The results consistency between toward word stimuli tasks.

Personal review record, as a form of personally identifiable information, refers to the past information reviewer. The disclosure reviewers' personal on electronic commerce websites has been found substantially impact consumers' perception regarding credibility online reviews. However, record received little attention in prior research. current study investigated whether influenced processing and decision making by adopting event-related potentials (ERPs) measures, ERPs allow for nuanced...

With the rapid development of take-out industry, taste and hygiene ratings as social-based information have been frequently used by online food-ordering platforms to facilitate consumer purchases. The present study aims uncover effects on decision incorporating behavioral neural approaches. results showed that a high rating induced higher ordering intention than low rating, rating. effect was moderated Hygiene had greater impact when (vs. low). In addition, inconsistency between increased...

Competence frustration has been consistently found to undermine intrinsic motivation in the same activity. However, relationship between competence a preceding activity and subsequent one remains unclear. In order explore this relationship, self-reported data were collected from 617 undergraduate students of large comprehensive university south China, who took various courses immediately before taking less-demanding one. Results suggested U-shaped students' course To be specific, for whose...

Deceptive behavior is common in human social interactions. Researchers have been trying to uncover the cognitive process and neural basis underlying deception due its theoretical practical significance. We used Event-related potentials (ERPs) investigate correlates of when participants completed a hazard judgment task. Pictures conveying or not information were presented who then requested discriminate content (safe hazardous) make response corresponding cues (truthful deceptive). Behavioral...

Safety signs are widely used to deliver safety-related information. There many different types of safety signs. Although previous studies have paid attention the design and effectiveness signs, little has been devoted investigating how people process information conveyed by Accordingly, current study is intended explore neural mechanisms underlying people's perception signs.Three (prohibition, mandatory warning signs) were in study. We employed questionnaire event-related potentials (ERPs)...

Abstract Building trust and enhancing consumers' participation are critical for the growth of peer‐to‐peer sharing economy. This research explores effect driver username on passengers' intention to use ride‐sharing service its underlying psychological mechanisms. The results indicate that has a significant impact service, as with real name elicits greater than screen (studies 1, 2, 3a, 3b, 3c). In addition, is serially mediated by social presence (study 2). Importantly, moderated reputation...

Abstract In practice, many prominent electronic retailers (e‐tailers) offer consumers both self‐run (i.e., reselling mode) and third‐party agency selling sales channels. However, previous research has not explained how choose between these two channels the potential moderating factors of that choice. To narrow this gap in literature, we conducted a cognitive neuroscience‐based experiment scenario‐based to investigate consumers' purchase intention is impacted by e‐commerce (self‐run vs....

To investigate the effect of uncertain information in anticipation phase, this study used four cues to inform participants that they would face kinds subsequent electrical shocks: low-intensity shock, high-intensity 50-50% chance or and no shock. Subjective evaluation on anxiety elicited by different showed aroused higher than certain cues, but was observed only at The electroencephalogram data revealed uncertain-shock cue significantly larger stimulus-preceding negativity certain-high-shock...

This paper reviewed the three stages of evolvement Industrial Engineering from human-oriented perspective and analysed new problems faced by existing theories in modern production process. According to idea methodology Neuro-Industrial (Neuro-IE), this gave a more detailed account applied branches Neuro-IE based on combination neurophysiologic information brain's reaction environment process, which is brand-new both Services Operation Informatics. Meanwhile, differences between traditional...