How Social Ties Influence Consumer: Evidence from Event-Related Potentials

Area of Science:

• Neuroscience
• Consumer Psychology
• Marketing Research

Background:

• Marketing research indicates consumers are more influenced by strong social ties (friends) than weak ties (acquaintances, strangers).
• Understanding the neural and psychological underpinnings of this social influence in consumer behavior is crucial.

Purpose of the Study:

• To investigate the neurocognitive and emotional processes differentiating the influence of friends versus strangers on consumer purchase intentions.
• To delineate how social ties impact consumer decision-making during the shopping process.

Main Methods:

• An amended S1-S2 paradigm (product-[reviewer-review]) was used, simulating realistic consumer purchase experiences.
• Electrophysiological data, specifically event-related potentials (ERPs) like P2 and P3 components, were recorded to measure neural activity.
• Participants stated purchase intentions after processing product, reviewer, and review information.

Main Results:

• Significantly larger P2 (fronto-central) and P3 (parietal) brainwave components were observed under the stranger condition compared to the friend condition.
• These findings indicate distinct neural processing stages and cognitive/emotional responses associated with friend versus stranger stimuli.
• Electrophysiological data support the hypothesis of differing neural and emotional processing magnitudes underlying the 'friend effect' and 'stranger effect' in purchasing.

Conclusions:

• The 'friend effect' in consumer behavior can be attributed to distinct neurocognitive and emotional processing magnitudes, suggesting psychological and emotional factors guide decisions.
• Event-related potential (ERP) methodology proves sensitive for investigating consumer behaviors.
• P2 and P3 components can serve as indicators for probing factors influencing consumer purchase intentions in marketing and management contexts.