Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence

IntroductionConsumer behavior on the Internet is influenced by factors that can affect consumers’ perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers’ implicit responses to marketing stimuli. The objective of this study i...

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Bibliographic Details

Published in:	Frontiers in Human Neuroscience
Main Authors:	Michal Pšurný, Stanislav Mokrý, Jana Stavkova
Format:	Article
Language:	English
Published:	Frontiers Media S.A. 2024-11-01
Subjects:	utilitarian and hedonic consumption EEG and consumer behavior online purchase behavior event-related potentials (ERP) eye-tracing integration consumer attention
Online Access:	https://www.frontiersin.org/articles/10.3389/fnhum.2024.1411685/full