| Summary: | 碩士 === 國立高雄應用科技大學 === 資訊管理系 === 99 === This study relies on the auto-response and high sensitivity of N400 during semantic processing, to explore subject’s neural response on involvement. Using the scale of PII(personal involvement inventory), we screened university students and selected seven male students as pre-test cohorts, for experimental design deploying an S1/S2 investigational paradigm, with S1 stimuli ranging from high to low product categories, and S2 stimuli applying positive and negative semantic connotative collocations from the PII scale items. Findings noted that with the same positive collocation for involvement of a product (such as: important) or negative descriptor (such as: unimportant), results for low involvement of products (cosmetics) and high involvement of products (electronics), revealed post-S2 stimuli presentation in the time window of 300-400 ms (N400) evoked significant negative difference amplitude waves. Given the research findings for N400 component in the literature we can inferentially surmise, these represent differences in cognitive semantic processing, thereby eliciting a significant N400 component. Our event-related potentials (ERP) findings indicate, stimuli from positive and negative descriptors of different products, can elicit N400 amplitude activity significantly correlated with the levels of subjects’ personal involvement. Thus, N400 could be the neuro-indicator of personal involvement.
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