PMC:5919942 / 25784-29001 JSONTXT

{"project":"TEST0","denotations":[{"id":"29731705-133-141-826824","span":{"begin":309,"end":313},"obj":"[\"18164800\"]"},{"id":"29731705-212-220-826825","span":{"begin":855,"end":859},"obj":"[\"20701711\"]"},{"id":"29731705-232-240-826826","span":{"begin":875,"end":879},"obj":"[\"22226675\"]"},{"id":"29731705-192-200-826827","span":{"begin":1074,"end":1078},"obj":"[\"26457370\"]"},{"id":"29731705-234-242-826828","span":{"begin":1116,"end":1120},"obj":"[\"28666891\"]"},{"id":"29731705-16-24-826829","span":{"begin":1158,"end":1162},"obj":"[\"28666891\"]"},{"id":"29731705-13-21-826830","span":{"begin":1345,"end":1349},"obj":"[\"26457370\"]"},{"id":"29731705-26-34-826831","span":{"begin":1916,"end":1920},"obj":"[\"28666891\"]"},{"id":"29731705-40-48-826832","span":{"begin":2244,"end":2248},"obj":"[\"27148024\"]"},{"id":"29731705-232-240-826833","span":{"begin":2882,"end":2886},"obj":"[\"27148024\"]"}],"text":"With regard to the ERPs component, we observed an effect of price framing on LPP in the 400–600 ms time window, with a topographical distribution across centro-parietal sites. LPP may be indicative of overt, post-perceptive deliberative cognitive processing related to stimulus significance (Olofsson et al., 2008). In consonance with the behavioral results, the neurophysiological results of this study showed larger LPP amplitude for ZP compared to NP, suggesting enhanced motivational engagement toward bundles with a free component, which increased resource allocation and facilitated sustained attentive processing (Schupp et al., 2004). A large number of studies have demonstrated that motivationally significant stimuli such as emotional stimuli, in contrast to neutral stimuli, lead to enlarged LPP amplitude (Schupp et al., 2004; Ferrari et al., 2011; Leite et al., 2012). In recent years, researchers have gained increasing interest in exploring the neural underpinnings of consumer emotion, attitude, and purchase intention (Pozharliev et al., 2015; Zhao et al., 2015; Bosshard et al., 2016; Goto et al., 2017; Wang et al., 2017). As Goto et al. (2017) noted, evaluating motivationally relevant consumer goods is quite similar to processing emotional stimuli in that they are usually associated with motivated attention. Zhao et al. (2015) reported that services with a high emotional value triggered a greater LPP amplitude, indicating that these services may motivate more positive emotions during purchase decision making. Pozharliev et al. (2015) examined the neural processes underlying passive viewing of luxury vs. basic branded goods, and showed increased LPP for luxury goods than for basic branded goods when the participants were together with another person, reflecting enhanced activation of motivational system in the brain for stimuli with higher emotional value. Furthermore, Goto et al. (2017) categorized ERP waveforms based on participants' preferences for a large variety of products and noted a positive relationship between LPP amplitude and subjective preferences, suggesting that subjective preferences were built on more elaborative and conscious cognitive processes. In a recent fMRI study, Votinov et al. (2016) engaged participants in a binary preference choice task with differentially priced products, which demonstrated a positive relationship between the activation of medial prefrontal cortex and the subjective happiness of obtaining free products and confirmed the role of affective evaluation in zero-price effect. As aforementioned in the current study, ZP might induce a stronger positive affect than NP because the former option contained a free component, which seemingly connoted no cost but extra value added to the bundle and made the offer highly attractive (Shampanier et al., 2007; Nicolau and Sellers, 2012; Votinov et al., 2016). Thereby, consistent with previous studies, the increased LPP amplitude for ZP vs. NP implies that ZP is motivationally more significant and is selected by the brain for heightened attentive processing, which to a large extent facilitates consumer purchase decision making, as evidenced by the higher purchase rate for ZP vs. NP."}

{"project":"0_colil","denotations":[{"id":"29731705-18164800-826824","span":{"begin":309,"end":313},"obj":"18164800"},{"id":"29731705-20701711-826825","span":{"begin":855,"end":859},"obj":"20701711"},{"id":"29731705-22226675-826826","span":{"begin":875,"end":879},"obj":"22226675"},{"id":"29731705-26457370-826827","span":{"begin":1074,"end":1078},"obj":"26457370"},{"id":"29731705-28666891-826828","span":{"begin":1116,"end":1120},"obj":"28666891"},{"id":"29731705-28666891-826829","span":{"begin":1158,"end":1162},"obj":"28666891"},{"id":"29731705-26457370-826830","span":{"begin":1345,"end":1349},"obj":"26457370"},{"id":"29731705-28666891-826831","span":{"begin":1916,"end":1920},"obj":"28666891"},{"id":"29731705-27148024-826832","span":{"begin":2244,"end":2248},"obj":"27148024"},{"id":"29731705-27148024-826833","span":{"begin":2882,"end":2886},"obj":"27148024"}],"text":"With regard to the ERPs component, we observed an effect of price framing on LPP in the 400–600 ms time window, with a topographical distribution across centro-parietal sites. LPP may be indicative of overt, post-perceptive deliberative cognitive processing related to stimulus significance (Olofsson et al., 2008). In consonance with the behavioral results, the neurophysiological results of this study showed larger LPP amplitude for ZP compared to NP, suggesting enhanced motivational engagement toward bundles with a free component, which increased resource allocation and facilitated sustained attentive processing (Schupp et al., 2004). A large number of studies have demonstrated that motivationally significant stimuli such as emotional stimuli, in contrast to neutral stimuli, lead to enlarged LPP amplitude (Schupp et al., 2004; Ferrari et al., 2011; Leite et al., 2012). In recent years, researchers have gained increasing interest in exploring the neural underpinnings of consumer emotion, attitude, and purchase intention (Pozharliev et al., 2015; Zhao et al., 2015; Bosshard et al., 2016; Goto et al., 2017; Wang et al., 2017). As Goto et al. (2017) noted, evaluating motivationally relevant consumer goods is quite similar to processing emotional stimuli in that they are usually associated with motivated attention. Zhao et al. (2015) reported that services with a high emotional value triggered a greater LPP amplitude, indicating that these services may motivate more positive emotions during purchase decision making. Pozharliev et al. (2015) examined the neural processes underlying passive viewing of luxury vs. basic branded goods, and showed increased LPP for luxury goods than for basic branded goods when the participants were together with another person, reflecting enhanced activation of motivational system in the brain for stimuli with higher emotional value. Furthermore, Goto et al. (2017) categorized ERP waveforms based on participants' preferences for a large variety of products and noted a positive relationship between LPP amplitude and subjective preferences, suggesting that subjective preferences were built on more elaborative and conscious cognitive processes. In a recent fMRI study, Votinov et al. (2016) engaged participants in a binary preference choice task with differentially priced products, which demonstrated a positive relationship between the activation of medial prefrontal cortex and the subjective happiness of obtaining free products and confirmed the role of affective evaluation in zero-price effect. As aforementioned in the current study, ZP might induce a stronger positive affect than NP because the former option contained a free component, which seemingly connoted no cost but extra value added to the bundle and made the offer highly attractive (Shampanier et al., 2007; Nicolau and Sellers, 2012; Votinov et al., 2016). Thereby, consistent with previous studies, the increased LPP amplitude for ZP vs. NP implies that ZP is motivationally more significant and is selected by the brain for heightened attentive processing, which to a large extent facilitates consumer purchase decision making, as evidenced by the higher purchase rate for ZP vs. NP."}

{"project":"2_test","denotations":[{"id":"29731705-18164800-38674718","span":{"begin":309,"end":313},"obj":"18164800"},{"id":"29731705-20701711-38674719","span":{"begin":855,"end":859},"obj":"20701711"},{"id":"29731705-22226675-38674720","span":{"begin":875,"end":879},"obj":"22226675"},{"id":"29731705-26457370-38674721","span":{"begin":1074,"end":1078},"obj":"26457370"},{"id":"29731705-28666891-38674722","span":{"begin":1116,"end":1120},"obj":"28666891"},{"id":"29731705-28666891-38674723","span":{"begin":1158,"end":1162},"obj":"28666891"},{"id":"29731705-26457370-38674724","span":{"begin":1345,"end":1349},"obj":"26457370"},{"id":"29731705-28666891-38674725","span":{"begin":1916,"end":1920},"obj":"28666891"},{"id":"29731705-27148024-38674726","span":{"begin":2244,"end":2248},"obj":"27148024"},{"id":"29731705-27148024-38674727","span":{"begin":2882,"end":2886},"obj":"27148024"}],"text":"With regard to the ERPs component, we observed an effect of price framing on LPP in the 400–600 ms time window, with a topographical distribution across centro-parietal sites. LPP may be indicative of overt, post-perceptive deliberative cognitive processing related to stimulus significance (Olofsson et al., 2008). In consonance with the behavioral results, the neurophysiological results of this study showed larger LPP amplitude for ZP compared to NP, suggesting enhanced motivational engagement toward bundles with a free component, which increased resource allocation and facilitated sustained attentive processing (Schupp et al., 2004). A large number of studies have demonstrated that motivationally significant stimuli such as emotional stimuli, in contrast to neutral stimuli, lead to enlarged LPP amplitude (Schupp et al., 2004; Ferrari et al., 2011; Leite et al., 2012). In recent years, researchers have gained increasing interest in exploring the neural underpinnings of consumer emotion, attitude, and purchase intention (Pozharliev et al., 2015; Zhao et al., 2015; Bosshard et al., 2016; Goto et al., 2017; Wang et al., 2017). As Goto et al. (2017) noted, evaluating motivationally relevant consumer goods is quite similar to processing emotional stimuli in that they are usually associated with motivated attention. Zhao et al. (2015) reported that services with a high emotional value triggered a greater LPP amplitude, indicating that these services may motivate more positive emotions during purchase decision making. Pozharliev et al. (2015) examined the neural processes underlying passive viewing of luxury vs. basic branded goods, and showed increased LPP for luxury goods than for basic branded goods when the participants were together with another person, reflecting enhanced activation of motivational system in the brain for stimuli with higher emotional value. Furthermore, Goto et al. (2017) categorized ERP waveforms based on participants' preferences for a large variety of products and noted a positive relationship between LPP amplitude and subjective preferences, suggesting that subjective preferences were built on more elaborative and conscious cognitive processes. In a recent fMRI study, Votinov et al. (2016) engaged participants in a binary preference choice task with differentially priced products, which demonstrated a positive relationship between the activation of medial prefrontal cortex and the subjective happiness of obtaining free products and confirmed the role of affective evaluation in zero-price effect. As aforementioned in the current study, ZP might induce a stronger positive affect than NP because the former option contained a free component, which seemingly connoted no cost but extra value added to the bundle and made the offer highly attractive (Shampanier et al., 2007; Nicolau and Sellers, 2012; Votinov et al., 2016). Thereby, consistent with previous studies, the increased LPP amplitude for ZP vs. NP implies that ZP is motivationally more significant and is selected by the brain for heightened attentive processing, which to a large extent facilitates consumer purchase decision making, as evidenced by the higher purchase rate for ZP vs. NP."}