Trust me if you can: Neurophysiological insights on the influence of consumer impulsiveness on trustworthiness evaluations in online settings
Sprache des Titels:
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.
Design/methodology/approach ? To investigate the differences between neural processes in the brains
of hedonic and prudent shoppers during the trustworthiness evaluation of online-offers, the present study
used functional magnetic resonance imaging (fMRI) and region-of-interest analysis to correlate neural activity
patterns with behavioral measures of the study participants.
Findings ? Drawing upon literature reviews on the neural correlates of both trust in online settings
and consumer impulsiveness and using an experimental design that links behavioral and fMRI data,
the study shows that consumer impulsiveness can exert a significant influence on the evaluation of
online-offers. With regard to brain activation, both groups (hedonic and prudent shoppers) exhibit
similar neural activation tendencies, but differences exist in the magnitude of activation patterns in
brain regions that are closely related to trust and impulsiveness such as the dorsal striatum, anterior
cingulate, the dorsolateral prefrontal cortex and the insula cortex.
Research limitations/implications ? The data provide evidence that consumers within the hedonic
group evaluate online-offers differently with regard to their trustworthiness compared to the prudent group,
and that these differences in evaluation are rooted in neural activation differences in the shoppers? brains.