在消费者决策过程中，消费者依据自己的期望对备选产品进行评估，这一评估过程一直被视为黑箱。为了检测这一评估过程，本研究以在线购物为例，采用事件相关电位（ ERPs）来探索消费者评估备选方案的心理过程和神经机制。研究结果表明，消费者的评估过程会诱发出明显的正成分P300，并分布于整个后顶区和枕区。相较于非期望产品，符合消费者期望的产品诱发出振幅更大的P300。 P300意味着消费者对备选产品进行评估时存在着一个相似性判断，比对产品所具备的属性与其期望属性的相似性，相似性越高消费者越容易做出购买决策。该发现解释了消费者在线购物时浏览商品介绍和规格参数界面时的神经和心理层面的活动，并可以此来预测消费者的购买决策。%In consumer decision-making process , consumers evalute alternatives according to their expec-tation .This process has been regarded as a black box .In this study , 20 students participating in an online shopping experiment are recorded the brain activities .Event-related potentials ( ERPs) are used to investi-gate consumers psychological process and neuromechanism in evlauation process .The results show that an essential component of ERPs , P300 , is elicited in consumers evalutation process and distributed over al-most all parietal and occipital regions .Products with expected attributes evoke higher amplitude of P 300 than other products .P300 means that there is a similarity judgment when consumers evalute alternatives . Products in the stimulus evoke the knowledge and memory of specific products and activate the neurons in corresponding cortex areas .The higher similarity between the product and expectation is , the more likely for consumers to make purchase decision .Hence, the P300 may be a useful neural endogenous indicator of measuring consumers′evaluation of products in marketing research .
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