Start Date
11-12-2016 12:00 AM
Description
Individuals’ bidding behavior in online auctions has been the subject of research in Information System. Most research has used the lens of a rational decision making process to explain individuals’ bidding behavior. However, bidding behavior is also influenced by non-rational factors. Anthropomorphism, attributing human characteristics to a non-human object, has been the research topic of many disciplines but has not been investigated in the area of electronic commerce. This study aims to understand neurophysiological processes underlying anthropomorphism affecting bidding decision using electroencephalography (EEG) methodology. Results show that different areas of brain in the frontal lobe of the brain were activated between bidding for anthropomorphized products and regular products. This study opens a new conversion on the research of anthropomorphism in the area of Information System. It creates a more holistic understanding of the impact of anthropomorphism on individuals’ behaviors for future research.
Recommended Citation
Yuan, Lingyao; Dennis, Alan; and Potter, Rob, "Interacting Like Humans? Understanding the Neurophysiological Processes of Anthropomorphism and Consumer’s Willingness to Pay in Online Auctions" (2016). ICIS 2016 Proceedings. 2.
https://aisel.aisnet.org/icis2016/Human-ComputerInteraction/Presentations/2
Interacting Like Humans? Understanding the Neurophysiological Processes of Anthropomorphism and Consumer’s Willingness to Pay in Online Auctions
Individuals’ bidding behavior in online auctions has been the subject of research in Information System. Most research has used the lens of a rational decision making process to explain individuals’ bidding behavior. However, bidding behavior is also influenced by non-rational factors. Anthropomorphism, attributing human characteristics to a non-human object, has been the research topic of many disciplines but has not been investigated in the area of electronic commerce. This study aims to understand neurophysiological processes underlying anthropomorphism affecting bidding decision using electroencephalography (EEG) methodology. Results show that different areas of brain in the frontal lobe of the brain were activated between bidding for anthropomorphized products and regular products. This study opens a new conversion on the research of anthropomorphism in the area of Information System. It creates a more holistic understanding of the impact of anthropomorphism on individuals’ behaviors for future research.