Cognitive and emotional conflicts of counter-conformity choice in purchasing books online: an event-related potentials study.


Using event-related potentials (ERPs), this study investigated the neural substrates of the conflicts in counter-conformity choices in purchasing books online. For each trial, a participant decided whether to buy a book according to the title keyword, as well as the numbers of positive and negative reviews on the book. A participant's choice was termed… (More)
DOI: 10.1016/j.biopsycho.2010.09.006


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