Differential effects of service content on event-related potentials in buying decision

Successful service can satisfy customers and attract new customers, increasing the competitive of manufacture. It is important to know the service demand of customer. In this study, we required 20 participants to decide whether to buy the combination of products and services provided in the stimulus and to respond as soon as possible. According to their reports of expectations after the experiment, we subdivided the service stimuli into two conditions. Condition 1 contains the customization service that fit individual preferences, while Condition 2 contains the general services. An essential component of event-related potentials (ERPs), the N2 and P300, were elicited in the two conditions and distributed over almost all parietal and occipital regions. Customization service evoked a higher P300 amplitude than those general services. The results show that evaluating service is a cognitive process that modulates attention in the occipital region. When developing a product related service, a business should also take into account the affective service design. This paper provides neural mechanisms for research on the consumer behavior and on the evaluation of providing services in product and service offerings.