Consumers‘ Online Cognitive Scripts: A Neurophysiological Approach

Sylvain Sénécal, Pierre-Majorique Léger, Marc Fredette, René Riedl

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

2 Citations (Scopus)

Abstract

A cognitive script is a predetermined sequence of actions that define a well-known situation. Building on neuroscience literature, the objectives of this research-in-progress are to verify and validate that consumers activate cognitive scripts when shopping online, understand how cognitive scripts are formed by consumers over multiple online shopping trips, and investigate how consumers activating different cognitive scripts respond when facing a novel shopping environment. Twenty-one novice participants (i.e., no digital music purchase experience) were assigned to either an "intrascript" condition (multiple visits to a single website) or an "interscript" condition (single visits to multiple websites). Using psychometric and neurophysiological measures, our results suggest that intrascript consumers appear to use more automatic processing, while interscript consumers use more controlled processing. In addition, when visiting a new website, interscript consumers perceive this website as easier to use than intrascript consumers. Theoretical and practical implications of these results are discussed.

Original languageEnglish
Title of host publicationInternational Conference on Information Systems, ICIS 2012
PublisherAssociation for Information Systems (AIS)
Pages4123-4132
Number of pages10
ISBN (Print)9781627486040
Publication statusPublished - 2012
Event33rd International Conference on Information Systems (ICIS) - Orlando, Florida, United States
Duration: 16 Dec 201219 Dec 2012

Publication series

NameInternational Conference on Information Systems, ICIS 2012
Volume5

Conference

Conference33rd International Conference on Information Systems (ICIS)
CountryUnited States
CityOrlando, Florida
Period16.12.201219.12.2012

Keywords

  • Brain
  • Cognitive Workload
  • Electroencephalography (EEG)
  • NeuroIS
  • Neurophysiology
  • Online Cognitive Script

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