Accept Or Reject?: How Task Valence Interacts With Product Information Processing to Alter Purchase Decisions

Uma Karmarkar, Stanford University, USA
Brian Knutson, Stanford University, USA
Baba Shiv, Stanford University, USA
Neuroscience research on the affective processes involved in purchase decisions has shown that buying an item depends on how strongly the brain's reward centers are activated by the product compared to the activation of negative emotion processing circuits by its price (Knutson et al., 2007). We draw upon paradigms from the behavioral literature to show that the decision valence (accept vs. reject) can interact with the salience of negative information, increasing the relative likelihood of purchase in reject decisions. The degree to which the balance of negative and positive emotional processing contributes to these tasks is under investigation using fMRI.
[ to cite ]:
Uma Karmarkar, Brian Knutson, and Baba Shiv (2009) ,"Accept Or Reject?: How Task Valence Interacts With Product Information Processing to Alter Purchase Decisions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1027-1027.