Did It Change Your Mind? Neural Substrates of Purchase Intention Change and Product Information

Hesun Erin Kim, Joon Hee Kwon, Jae Jin Kim

Research output: Contribution to journalArticlepeer-review


Price and customer ratings are perhaps the two most important pieces of information consumers rely on when shopping online. This study aimed to elucidate the neural mechanism by which the introduction of these two types of information influences the purchase intention of potential consumers for hedonic products. Participants performed a lip-care product shopping task during functional magnetic resonance imaging, in which they re-disclosed purchase intentions referring to the information of price or rating provided about the products that they had previously disclosed their purchase intentions without any information. Data from 38 young female participants were analyzed to identify the underlying neural regions associated with the intention change and product information. The bilateral frontopolar cortex, bilateral dorsal anterior cingulate cortex (dACC), and left insula activated higher for the unchanged than changed intention condition. The right dACC and bilateral insula also activated more toward the price than the rating condition, whereas the medial prefrontal cortex and bilateral temporoparietal junction responded in the opposite direction. These results seem to reflect the shift to exploratory decision-making strategies and increased salience in maintaining purchase intentions despite referring to provided information and to highlight the involvement of social cognition-related regions in reference to customer ratings rather than price.

Original languageEnglish
Article number871353
JournalFrontiers in Neuroscience
Publication statusPublished - 2022 May 9

Bibliographical note

Publisher Copyright:
Copyright © 2022 Kim, Kwon and Kim.

All Science Journal Classification (ASJC) codes

  • General Neuroscience


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