Online Consumers’ Brain Activities When Purchasing Second-Hand versus New Products That Are Brand-Name or Brand-Less

It is now common to apply functional magnetic resonance imaging explore which areas of the human brain are activated during decision-making process. In study consumer behaviors, product brand has been identified as a major factor affecting purchase decisions. Prior studies indicate that had significant impact on activation. However, it unsure if consumers’ activation also when purchasing brand-name second-hand products (SHPs). Therefore, purpose this verify neuron in context online auctions among consumers whose decisions affected by an SHP’s brand. The results show region (i.e., medial prefrontal cortex) activates significantly comparing process between new items and SHPs. insula found SHP decision made. addition, dorsolateral cortex due preferences for different brands, there no ventromedial cortex.