دوره 17، شماره 3 - ( 2-1405 )
جلد 17 شماره 3 صفحات 0-0 |
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Abdollahi S, Bonyadi Naeini A, Hosseini S R. Decision-Making in E-Commerce Platforms: Evidence from Sustained Attention, Cognitive Inhibition, and EEG Measures. BCN 2026; 17 (3)
URL: http://bcn.iums.ac.ir/article-1-3520-fa.html
URL: http://bcn.iums.ac.ir/article-1-3520-fa.html
Decision-Making in E-Commerce Platforms: Evidence from Sustained Attention, Cognitive Inhibition, and EEG Measures. مجله علوم اعصاب پایه و بالینی. 1405; 17 (3)
چکیده:
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.
نوع مطالعه: Original |
موضوع مقاله:
Cognitive Neuroscience
دریافت: 1405/2/20 | پذیرش: 1405/2/29 | انتشار: 1405/2/28
دریافت: 1405/2/20 | پذیرش: 1405/2/29 | انتشار: 1405/2/28
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