Neural correlates of math anxiety of consumer choices on price promotions

Amanda Sargent, Atahan Agrali, Siddharth Bhatt, Hongjun Ye, Kurtulus Izzetoglu, Banu Onaral, Hasan Ayaz, Rajneesh Suri

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Math anxiety is a problem that faces most people in their everyday life. Past research suggests that math anxiety can lead consumers to make errors in numerical computations. In this study, we utilized brain-based measures for the assessment of math anxiety in relationship to price perceptions. Functional near-infrared spectroscopy (fNIRS) from the prefrontal cortex was measured to determine differences in responses between high and low math anxiety participants. Participants performed two tasks under load and no-load conditions performing math calculations in relation to a price promotion. Preliminary results indicate that there is a performance difference between low and high math anxiety participants in both oxygenated hemoglobin results and behavioral performance. This study outlines a new method for determining how math anxiety affects consumers’ decisions regarding prices.

Original languageEnglish (US)
Title of host publicationAdvances in Neuroergonomics and Cognitive Engineering - Proceedings of the AHFE 2018 International Conference on Neuroergonomics and Cognitive Engineering, 2018
EditorsLukasz Mazur, Hasan Ayaz
PublisherSpringer Verlag
Pages152-160
Number of pages9
ISBN (Print)9783319948652
DOIs
StatePublished - Jan 1 2019
EventAHFE International Conference on Neuroergonomics and Cognitive Engineering, 2018 - Orlando, United States
Duration: Jul 21 2018Jul 25 2018

Publication series

NameAdvances in Intelligent Systems and Computing
Volume775
ISSN (Print)2194-5357

Conference

ConferenceAHFE International Conference on Neuroergonomics and Cognitive Engineering, 2018
Country/TerritoryUnited States
CityOrlando
Period7/21/187/25/18

All Science Journal Classification (ASJC) codes

  • Control and Systems Engineering
  • Computer Science(all)

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