Conference proceeding
Reliability of Consumer Choices for Conflicting Price Promotions
Advances in Neuroergonomics and Cognitive Engineering, v 953, pp 103-109
01 Jan 2020
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Decisional conflict arises when all options of a multiple dimensional decisions task has equal or close to equal expected utility, causing additional mental effort. In this study, we investigated the potential of capturing decisional conflict related mental effort in a realistic complex decision-making task. In a binary choice paradigm, participants made decisions related to electricity supply plans. The study presented in each trial a choice with two different utility plans where variables related to fixed rate or time-of-use plans with peak-rate value and duration were compared against each other. We monitored the anterior prefrontal cortex of participants during binary decision-making, to assess the level of conflict using functional near infrared spectroscopy (fNIRS). Results indicate that fNIRS is able to measure the difference between conflict and no conflict decision making processes consistent with the neural efficiency hypothesis.
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1 citations in Scopus
Details
- Title
- Reliability of Consumer Choices for Conflicting Price Promotions
- Creators
- Amanda Sargent - Drexel UniversityJan Watson - Drexel UniversityYigit Topoglu - Drexel UniversityHongjun Ye - Drexel UniversityWenting Zhong - Drexel UniversityHasan Ayaz - Drexel UniversityRajneesh Suri - Drexel University
- Contributors
- H Ayaz (Editor) - Drexel University
- Publication Details
- Advances in Neuroergonomics and Cognitive Engineering, v 953, pp 103-109
- Conference
- AHFE 2019 International Conference on Neuroergonomics and Cognitive Engineering, and the AHFE International Conference on Industrial Cognitive Ergonomics and Engineering Psychology (Washington, District of Columbia, United States, 24 Jul 2019–28 Jul 2019)
- Series
- Advances in Intelligent Systems and Computing; 953
- Publisher
- Springer Nature
- Number of pages
- 7
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; School of Biomedical Engineering, Science, and Health Systems; Marketing
- Web of Science ID
- WOS:000502759200011
- Scopus ID
- 2-s2.0-85067693311
- Other Identifier
- 991019168166004721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Computer Science, Artificial Intelligence
- Neurosciences