Introduction. In temptation-rich shopping environments, consumers face stimuli that shape their choices. While the AIDA model explains how such cues drive purchase intentions, the neural mechanisms behind decision-making remain unclear. This study investigates how shopping cues affect brain regions and rhythms, focusing on brainwave power during craving and price exposure and brain amplitude in decision-making. The goal is to clarify the cognitive shift from craving to choosing not to purchase under varying stimuli.
Method. Two EEG experiments with the BR8 PLUS eight-channel system examined neural responses across general, impulsive, and compulsive shoppers. Experiment 1 presented product images and prices simultaneously to assess craving-related activity, while Experiment 2 presented them sequentially with decision options to analyze neural dynamics across decision phases and the effect of craving before price evaluation.
Results. The results revealed that shopping craving significantly influenced alpha and beta activity in the frontal and parietal regions, reflecting the allocation of attention and cognitive resources. Price presentation also significantly affected alpha activity in these regions. During the decision-making phase, general consumers exhibited increased beta activity in the parietal lobe when choosing not to purchase, suggesting a more focused and cautious cognitive process compared to consumers with impulsive and compulsive shopping tendencies.
Conclusion and Implications. This study found that shopping craving and price presentation modulate alpha and beta brain activity in frontal and parietal regions, reflecting attention and cognitive processing. Increased beta activity in the parietal lobe during non-purchase decisions suggests that general consumers engage in more cautious and deliberate processing compared to impulsive and compulsive shoppers. These results highlight distinct neural strategies among consumer types and suggest that marketing and intervention efforts should focus on enhancing price awareness to promote more mindful purchasing behavior.