Accept Or Reject?: How Task Valence Interacts With Product Information Processing to Alter Purchase Decisions
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.
Citation:
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.
Authors
Uma Karmarkar, Stanford University, USA
Brian Knutson, Stanford University, USA
Baba Shiv, Stanford University, USA
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
G7. The Presence of Dividing Line Decrease Perceived Quantity
Jun Ouyang, Xiamen University
Yanli Jia, Xiamen University
Zhaoyang Guo, Xiamen University
Featured
C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment
Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)
Featured
N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment
Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln