Cognitive and emotional conflicts of counter-conformity choice in purchasing books online: An event-related potentials study
Cognitive and emotional conflicts of counter-conformity choice in purchasing books online: An event-related potentials study
复制标题
在线购买图书时反从众选择的认知和情感冲突：事件相关电位研究
DOI：
10.1016/j.biopsycho.2010.09.006
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发表时间：
2010-12-01
影响因子：
2.6
通讯作者：
Shu, Liangchao
中科院分区：
文献类型：
--
作者：
Chen, Mingliang;Ma, Qingguo;Shu, Liangchao
Using event-related potentials (ERPs), this study investigated the neural substrates of the conflicts in counter-conformity choices in purchasing books online. For each trial, a participant decided whether to buy a book according to the title keyword, as well as the numbers of positive and negative reviews on the book. A participant's choice was termed conformity if she/he decided to buy the book under the condition of consistently positive reviews, or not to buy the book under the condition of consistently negative reviews, whereas the case was counter-conformity if a participant did the opposite. In the time window 300-600 ms after the stimulus onset, a strong negative deflection of ERP (N500) was recorded when participants made counter-conformity choices. The topographic distribution of the N500 (N400-like) is not typical of the semantic N400. The N500 might be evoked by the cognitive and emotional conflicts faced by participants in counter-conformity choices. The present findings provide evidence that the N400 can be elicited by non-semantic conflicts. (C) 2010 Elsevier B.V. All rights reserved.
