Accepted Articles
Back to the articles list |
Back to browse issues page
1- Department of Psychology, Science and Research Branch, Islamic Azad University, Tehran, Iran
2- Faculty of Economic and Progress Engineering, Iran University of Science and Technology (IUST), Tehran, Iran
3- Department of Psychology, Faculty of Educational Sciences and Psychology, Ferdowsi University of Mashhad, Mashhad, Iran
2- Faculty of Economic and Progress Engineering, Iran University of Science and Technology (IUST), Tehran, Iran
3- Department of Psychology, Faculty of Educational Sciences and Psychology, Ferdowsi University of Mashhad, Mashhad, Iran
Abstract:
Introduction: This study investigated the roles of sustained attention and cognitive inhibition in consumers’ food-purchasing behavior on a simulated multi-sided online platform, using behavioral and electroencephalographic (EEG) indicators.
Methods: Thirty healthy right-handed adults (18–30 years) participated. Sustained attention and cognitive inhibition were assessed via the Continuous Performance Test (CPT) and Stroop Test. EEG signals (64-channel) were recorded during a two-stage task: food image observation and purchase decision-making (“Buy”/“Not Buy”). Spectral power (delta, theta, alpha, beta) was analyzed using EEGLAB and Welch’s method. Data were analyzed using correlation and multiple regression in SPSS.
Results: Behavioral findings revealed a significant negative correlation between sustained attention and buying behavior (r = −0.326, p = 0.039), explaining 10.7% of the variance. Cognitive inhibition was not significantly related to purchasing decisions. EEG analysis showed widespread activation across all frequency bands during the observation stage. Conversely, the decision-making stage exhibited more localized activity in theta and alpha bands, suggesting selective engagement of attentional and evaluative neural networks during the choice process.
Conclusion: Sustained attention appears more critical than cognitive inhibition in shaping purchasing decisions among typical consumers. Neural evidence indicates a transition from broad perceptual activation during stimulus exposure to focused fronto-parietal activity during evaluation. These results highlight the importance of attentional mechanisms in consumer choice and provide practical insights for neuromarketing and the design of digital shopping environments.
Methods: Thirty healthy right-handed adults (18–30 years) participated. Sustained attention and cognitive inhibition were assessed via the Continuous Performance Test (CPT) and Stroop Test. EEG signals (64-channel) were recorded during a two-stage task: food image observation and purchase decision-making (“Buy”/“Not Buy”). Spectral power (delta, theta, alpha, beta) was analyzed using EEGLAB and Welch’s method. Data were analyzed using correlation and multiple regression in SPSS.
Results: Behavioral findings revealed a significant negative correlation between sustained attention and buying behavior (r = −0.326, p = 0.039), explaining 10.7% of the variance. Cognitive inhibition was not significantly related to purchasing decisions. EEG analysis showed widespread activation across all frequency bands during the observation stage. Conversely, the decision-making stage exhibited more localized activity in theta and alpha bands, suggesting selective engagement of attentional and evaluative neural networks during the choice process.
Conclusion: Sustained attention appears more critical than cognitive inhibition in shaping purchasing decisions among typical consumers. Neural evidence indicates a transition from broad perceptual activation during stimulus exposure to focused fronto-parietal activity during evaluation. These results highlight the importance of attentional mechanisms in consumer choice and provide practical insights for neuromarketing and the design of digital shopping environments.
Type of Study: Original |
Subject:
Cognitive Neuroscience
Received: 2026/05/10 | Accepted: 2026/05/19
Received: 2026/05/10 | Accepted: 2026/05/19
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
Copyright © The Author(s);
This is an open access article distributed under the terms of the Creative Commons Attribution License (CC-By-NC), which permits use, distribution, and reproduction in any medium, provided the original work is properly cited and is not used for commercial purposes.
Contact Information
