Trust me if you can - neurophysiological insights on the influence of consumer impulsiveness on trustworthiness evaluations in online settings

摘要

Purpose The purpose of this study is to examine how consumer personality trait impulsiveness influences trustworthiness evaluations of online-offers with different trust-assuring and trust-reducing elements by measuring the brain activity of consumers. Shoppers with high degrees of impulsiveness are referred to as hedonic shoppers, and those with low degrees are referred to as prudent consumers.