Using Eeg to Understand the Brain Processing Mechanism of Irrational Consumption Bias Rooted in Different Income Sources

Fei Gao, HEC Paris, France
This research first explores consumer’s cognitive neural mechanism of irrational consumption bias rooted in different income sources. Different income sources set up different brain processing mechanisms of mental accounting. P3 and LPC are the specific components which reflect different types of consumption preferences in different income source accounts.
[ to cite ]:
Fei Gao (2016) ,"Using Eeg to Understand the Brain Processing Mechanism of Irrational Consumption Bias Rooted in Different Income Sources", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 732-732.