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Neural Correlates of Consumer Behavior in Online Marketplaces: An fMRI Study

Neural Correlates of Consumer Behavior in Online Marketplaces: An fMRI Study. Leallyn Murtagh Department of Biomedical Engineering University of Southern California, Los Angeles, CA 90007. Angelika Dimoka Department of Bioengineering University of California-Riverside, Riverside, CA 92521.

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Neural Correlates of Consumer Behavior in Online Marketplaces: An fMRI Study

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  1. Neural Correlates of Consumer Behavior in Online Marketplaces: An fMRI Study Leallyn Murtagh Department of Biomedical Engineering University of Southern California, Los Angeles, CA 90007 Angelika Dimoka Department of Bioengineering University of California-Riverside, Riverside, CA 92521

  2. Introduction • Neuroscience Information Systems Lab • Joint project between: • Department of Bioengineering at UCR • Department of Information Systems at UCR • Department of Biomedical Engineering at USC

  3. Background • Cognitive neuroscience • fMRI measures hemodynamics • Social sciences • Uncertainty • Trust • Purchase Intentions • Neuroeconomics • A branch of neuroscience that focuses on consumer decision-making and interaction

  4. Goals • Develop a methodology for localizing neural correlates of constructs • Further our understanding of the brain • Enhance online transactions to benefit society

  5. The Experiment

  6. Amazon

  7. Matrix

  8. The Protocol • Amazon vs. Matrix Likert-type questionnaire • 80 questions total

  9. The Protocol • Amazon vs. Matrix Likert-type questionnaire • 80 questions total • 10 s intervals • Followed by paper survey

  10. Analysis • Preprocessing • Statistical Analysis with SPM2 • Neuroscience evaluation

  11. Results for Uncertainty • Amazon: Inferior Parietal Cortex (IPC) • Low levels of uncertainty • Anticipation of reward • Matrix: Orbitofrontal Cortex • High levels of uncertainty • Dorsolateral prefrontal cortex (DLPFC) • Working memory • Medial frontal gyrus (MFG) • Voluntary movement

  12. Results for Trust • Amazon: Lateral prefrontal cortex (LPFC) • Delayed rewards • Amazon: Right putamen • Positive reward prediction • Matrix: Orbitofrontal Cortex • Lack of trust

  13. Results for Intention • Amazon: Ventrolateral prefrontal cortex (VLPFC) • Higher intentions • Amazon: Bilateral amygdala • Positive reward prediction • Amazon: Insular Cortex • Negative emotions • Matrix: Left putamen • Error in prediction

  14. Conclusions • Preliminary results show the method’s potential in localizing neural correlates of constructs • Challenges previous linear assumptions • Enhances our knowledge of how brain activity corresponds to social phenomena • Characterizes the ideal website

  15. Thank You Acknowledgements: Dr. Angelika Dimoka Bryan Yeh Farouk Bruce Gabrielle Goodman Dr. Victor Rodgers And the BRITE REU Program

  16. Questions?

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