Use of Event-Related Potentials to Assess Visual–Auditory Multisensory Information in the Decision-Making Processes Related to Fast-Consuming Behavior.
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| Title: | Use of Event-Related Potentials to Assess Visual–Auditory Multisensory Information in the Decision-Making Processes Related to Fast-Consuming Behavior. |
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| Authors: | Rui, Zhepeng1 (AUTHOR), Gu, Zhenyu1 (AUTHOR) zygu@sjtu.edu.cn |
| Source: | International Journal of Human-Computer Interaction. Nov2024, Vol. 40 Issue 22, p7019-7042. 24p. |
| Subjects: | Memory testing, Sensory memory, Evoked potentials (Electrophysiology), Sounds, Sales promotion |
| Abstract: | People are accustomed to using mobile phones to purchase products online. Previous studies identified brain activities associated with online buying decisions but did not assess mismatch negativity (MMN), P300 (P3a and P3b), and slow waves. We applied visual animation and sound effects to test visual–auditory multisensory concepts in product promotion strategies. Event-related potential (ERP) responses from 53 participants were analyzed to help design sound effects based on MMN, P300, and slow waves. We designed five short visual–auditory animation videos: visual animation sound effect (VASE), VA sound beep (VASB), visual standard sound beep (VSSB), visual animation–no sound (VANS), and visual standard–no sound (VSNS). These five apps were used to test how matched and unmatched multisensory user experience (UX) influences online shopping decisions. We also used Arrow's impossibility theorem to design the purchasing experiment. VASE evoked MMN (cluster p = 0.0184) compared with VSSB. VASE evoked the strongest P300 (P3a and P3b) responses (cluster p = 1 × 10−5), and VASB evoked more negative slow wave amplitudes (cluster p = 1.7 × 10−4) compared with VASE. Participants buy products unconsciously via most VASE and VANS mobile apps compared with via VASB and VSNS. Our findings suggest that sensory memory from multisensory UX can promote product consumption in mobile phone shopping interfaces. This study's testing of memory and attention from MMN, P300, and slow waves makes a novel contribution to the marketing discipline. The implications can motivate researchers to apply ERP to analyze the multisensory concept in future interdisciplinary research. [ABSTRACT FROM AUTHOR] |
| Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
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| Header | DbId: egs DbLabel: Engineering Source An: 180919765 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Use of Event-Related Potentials to Assess Visual–Auditory Multisensory Information in the Decision-Making Processes Related to Fast-Consuming Behavior. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Rui%2C+Zhepeng%22">Rui, Zhepeng</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Gu%2C+Zhenyu%22">Gu, Zhenyu</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> zygu@sjtu.edu.cn</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22International+Journal+of+Human-Computer+Interaction%22">International Journal of Human-Computer Interaction</searchLink>. Nov2024, Vol. 40 Issue 22, p7019-7042. 24p. – Name: Subject Label: Subjects Group: Su Data: <searchLink fieldCode="DE" term="%22Memory+testing%22">Memory testing</searchLink><br /><searchLink fieldCode="DE" term="%22Sensory+memory%22">Sensory memory</searchLink><br /><searchLink fieldCode="DE" term="%22Evoked+potentials+%28Electrophysiology%29%22">Evoked potentials (Electrophysiology)</searchLink><br /><searchLink fieldCode="DE" term="%22Sounds%22">Sounds</searchLink><br /><searchLink fieldCode="DE" term="%22Sales+promotion%22">Sales promotion</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: People are accustomed to using mobile phones to purchase products online. Previous studies identified brain activities associated with online buying decisions but did not assess mismatch negativity (MMN), P300 (P3a and P3b), and slow waves. We applied visual animation and sound effects to test visual–auditory multisensory concepts in product promotion strategies. Event-related potential (ERP) responses from 53 participants were analyzed to help design sound effects based on MMN, P300, and slow waves. We designed five short visual–auditory animation videos: visual animation sound effect (VASE), VA sound beep (VASB), visual standard sound beep (VSSB), visual animation–no sound (VANS), and visual standard–no sound (VSNS). These five apps were used to test how matched and unmatched multisensory user experience (UX) influences online shopping decisions. We also used Arrow's impossibility theorem to design the purchasing experiment. VASE evoked MMN (cluster p = 0.0184) compared with VSSB. VASE evoked the strongest P300 (P3a and P3b) responses (cluster p = 1 × 10−5), and VASB evoked more negative slow wave amplitudes (cluster p = 1.7 × 10−4) compared with VASE. Participants buy products unconsciously via most VASE and VANS mobile apps compared with via VASB and VSNS. Our findings suggest that sensory memory from multisensory UX can promote product consumption in mobile phone shopping interfaces. This study's testing of memory and attention from MMN, P300, and slow waves makes a novel contribution to the marketing discipline. The implications can motivate researchers to apply ERP to analyze the multisensory concept in future interdisciplinary research. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1080/10447318.2023.2260983 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 24 StartPage: 7019 Subjects: – SubjectFull: Memory testing Type: general – SubjectFull: Sensory memory Type: general – SubjectFull: Evoked potentials (Electrophysiology) Type: general – SubjectFull: Sounds Type: general – SubjectFull: Sales promotion Type: general Titles: – TitleFull: Use of Event-Related Potentials to Assess Visual–Auditory Multisensory Information in the Decision-Making Processes Related to Fast-Consuming Behavior. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Rui, Zhepeng – PersonEntity: Name: NameFull: Gu, Zhenyu IsPartOfRelationships: – BibEntity: Dates: – D: 15 M: 11 Text: Nov2024 Type: published Y: 2024 Identifiers: – Type: issn-print Value: 10447318 Numbering: – Type: volume Value: 40 – Type: issue Value: 22 Titles: – TitleFull: International Journal of Human-Computer Interaction Type: main |
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