Application of frontal EEG asymmetry to customer emotional value perception in PSS

This study aims to examine the customer emotion elicited by elements of a product-service system (PSS) during online buying processing with the application of frontal EEG asymmetry. In this experiment, 21 participants were shown products and services that were available for online purchase. An emotional ERP component, late positive potential (LPP), was elicited by the services and products and distributed over frontal and central regions, which show the brain asymmetry based on brain processing. A late positive voltage change elicited by the services was observed that was significantly greater for the left channel than the right channel in the fontal and central region. The main findings of the experiment confirm that positive emotions are elicited by services during the online shopping decision making process. The paper provides a neural view of customer online buying decisions, which may be applicable to product and service design in PSS.