“You Win, You Buy”—How Continuous Win Effect Influence Consumers' Price Perception: An ERP Study
Price played an important role in most purchases. Buying behavior was strongly determined by consumers' price expectations. Emotion as a research hotspot was demonstrated to be ubiquitous in marketing and influenced purchase processing as well. This study addressed interests upon whether emotio...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2018-10-01
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| Series: | Frontiers in Neuroscience |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fnins.2018.00691/full |