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Related Concept Videos

Factors Affecting Perception01:25

Factors Affecting Perception

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Perception is influenced by perceptual set, context, motivation, and emotion. Perceptual set, or perceptual expectancy, refers to the tendency to perceive things in a particular way, influenced by previous experiences and expectations. This phenomenon affects the interpretation of stimuli, creating a set of mental tendencies and assumptions that impact sensory perceptions of sound, taste, touch, and sight.
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Perception is a fundamental psychological process that enables individuals to organize, interpret, and consciously experience sensory information. This process is crucial for understanding and interacting with the world around us. It includes both bottom-up and top-down processing, each playing a distinct role in how we perceive our environment.
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Usability Evaluation of Augmented Reality: A Neuro-Information-Systems Study
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Does mobile payment change consumers' perception during payment process? -An ERP study.

Qingguo Ma1, Manlin Wang2, Yijin He2

  • 1School of Management, Zhejiang University, Hangzhou, China; Institute of Neural Management Sciences, Zhejiang University of Technology, Hangzhou, China.

Neuroscience Letters
|July 29, 2021
PubMed
Summary
This summary is machine-generated.

Mobile payments capture early attention, while cash payments require more cognitive effort. Consumers experience more pleasure than pain when buying high-priced items with mobile payment, influencing purchase decisions.

Keywords:
Event-related potentialsN270P200Payment methods

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Area of Science:

  • Neuroscience
  • Consumer Behavior
  • Cognitive Psychology

Background:

  • Innovative payment methods are gaining global traction.
  • Understanding consumer behavior influenced by payment methods is crucial but complex.
  • Neuroscience offers a unique lens to examine these cognitive processes.

Purpose of the Study:

  • To investigate the neurocognitive differences between cash and mobile payments.
  • To explore how payment methods and product price levels affect consumer purchase intention.
  • To provide insights into the brain's response to different payment scenarios.

Main Methods:

  • An Event-Related Potentials (ERPs) experiment was conducted.
  • Participants were exposed to a 2x2 factorial design: payment method (cash vs. mobile) and product price (high vs. low).
  • Brain activity was measured to analyze cognitive responses.

Main Results:

  • Mobile payment elicited a greater P200 amplitude, indicating increased early attentional capture compared to cash.
  • Cash payment resulted in a larger N270 amplitude, suggesting greater cognitive resource engagement and processing difficulty.
  • High-price products showed a lower N270 amplitude, implying that affective processes dominate when cognitive resources are limited, particularly with mobile payment, enhancing consumption pleasure over payment pain.

Conclusions:

  • Payment methods significantly modulate consumers' cognitive processes during purchasing.
  • Mobile payments are more attention-grabbing, while cash requires more cognitive effort.
  • The study highlights the interplay between cognitive load, affect, and payment method in high-price purchase decisions.