The neural bases underlying social risk perception in purchase decisions
The neural bases underlying social risk perception in purchase decisions
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DOI：
10.1016/j.neuroimage.2014.01.036
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发表时间：
2014-05
期刊：
影响因子：
5.7
通讯作者：
Ryoichi Yokoyama;Takayuki Nozawa;M. Sugiura;Y. Yomogida;H. Takeuchi;Yoritaka Akimoto;S. Shibuya;R. Kawashima
中科院分区：
文献类型：
--
作者：
Ryoichi Yokoyama;Takayuki Nozawa;M. Sugiura;Y. Yomogida;H. Takeuchi;Yoritaka Akimoto;S. Shibuya;R. Kawashima
社会因素显著影响日常购买决策，对社会风险的感知（即预期他人的不赞成）在劝阻消费者购买方面至关重要。然而，消费者对社会风险感知的神经基础尚未被发现，本研究阐明了相关的神经过程。共有26名志愿者在使用功能磁共振成像（fMRI）评估产品的购买意愿（购买意愿任务）和他们对他人不赞成拥有产品的预期（社会风险任务）时进行了扫描。通过使用主观社会风险评级进行参数调节分析，利用购买意向任务的fMRI数据来识别与购买决策过程中社会风险感知相关的大脑区域。此外，我们的目的是探讨是否存在差异的购买决策和他们的社会风险的明确评价，参考神经活动相关的社会风险感知。为此，主观社会风险评级被用于对来自社会风险任务的fMRI数据进行参数调制分析。对购买意向任务的分析显示，社会风险评级与大脑前岛活动之间存在显著的正相关关系。前岛是大脑中一个被称为情绪相关网络的区域。对社会风险任务的分析显示，社会风险评级与颞顶叶交界处和内侧前额叶皮层的活动之间存在显著的正相关，这两个区域被称为心理理论区域。我们的研究结果表明，前脑岛隐式地处理消费者的社会风险，以提示消费者不购买社会上不接受的产品，而脑岛相关区域则在考虑他人的预期不赞成时明确地处理这种风险。这些发现可能有助于理解涉及购买决策的心理过程。
Social considerations significantly influence daily purchase decisions, and the perception of social risk (i.e., the anticipated disapproval of others) is crucial in dissuading consumers from making purchases. However, the neural basis for consumers' perception of social risk remains undiscovered, and this novel study clarifies the relevant neural processes. A total of 26 volunteers were scanned while they evaluated purchase intention of products (purchase intention task) and their anticipation of others' disapproval for possessing a product (social risk task), using functional magnetic resonance imaging (fMRI). The fMRI data from the purchase intention task was used to identify the brain region associated with perception of social risk during purchase decision making by using subjective social risk ratings for a parametric modulation analysis. Furthermore, we aimed to explore if there was a difference between participants' purchase decisions and their explicit evaluations of social risk, with reference to the neural activity associated with social risk perception. For this, subjective social risk ratings were used for a parametric modulation analysis on fMRI data from the social risk task. Analysis of the purchase intention task revealed a significant positive correlation between ratings of social risk and activity in the anterior insula, an area of the brain that is known as part of the emotion-related network. Analysis of the social risk task revealed a significant positive correlation between ratings of social risk and activity in the temporal parietal junction and the medial prefrontal cortex, which are known as theory-of-mind regions. Our results suggest that the anterior insula processes consumers' social risk implicitly to prompt consumers not to buy socially unacceptable products, whereas ToM-related regions process such risk explicitly in considering the anticipated disapproval of others. These findings may prove helpful in understanding the mental processes involved in purchase decisions.