The Effect of Sensory Visual Presentations on Consumer\u27s Buying Decisions: A fMRI Study

The underlying process by which sensory-enabling presentations affect consumer neurophysiologic responses for purchase decision making has been largely unexplored. Knutson, Rick, Wimmer, Prelec, & Loewenstein (2007) suggested neural correlates predict purchase decisions better than the subjects’ self-report variables (i.e., product preference). Therefore, adding neuroimaging results may be a better choice for studying consumer decision making than using the traditional self-report method alone. Thus, the study aims to investigate the brain areas recruited in the encoding process under the three common sensory-enabling presentations, namely, static pictures, image zooming, and rotation videos