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A Neuropsychological Study on How Consumers Process Risky and Secure E-payments

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  • Casado-Aranda, Luis-Alberto
  • Liébana-Cabanillas, Francisco
  • Sánchez-Fernández, Juan

Abstract

Dependable online payment systems (e-payments) are fundamental in promoting future online purchases. Yet little research has focused on either the differences between secure and risky e-payments or consumer reactions to the different systems. This study reverts to neuroscience (fMRI) to 1) identify the neural effects pertaining to risky and secure e-payments and 2) reveal the underlying brain mechanisms when confronted with two widespread systems: debit cards and Paypal. Thirty subjects participated in an experiment simulating a low-involvement online purchase. The analysis reveals that perceived risky e-payments activate brain areas linked to negative emotional processing, while areas involved with reward prediction are strongly triggered by secure e-payments. Furthermore, the study not only reveals a greater intention of use toward Paypal, but sees it as more secure, rewarding and affective. Debit card e-payments, by contrast, elicit brain activations associated with negative and risky events. Interestingly, the right cerebellum response (responsible for value encoding) covaried with more positive use intention toward Paypal. These results offer invaluable insight into the unconscious origin of the choice of payment systems among consumers.

Suggested Citation

  • Casado-Aranda, Luis-Alberto & Liébana-Cabanillas, Francisco & Sánchez-Fernández, Juan, 2018. "A Neuropsychological Study on How Consumers Process Risky and Secure E-payments," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 151-164.
    • Handle: RePEc:eee:joinma:v:43:y:2018:i:c:p:151-164
    DOI: 10.1016/j.intmar.2018.03.001
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    5. Motoki, Kosuke & Suzuki, Shinsuke & Kawashima, Ryuta & Sugiura, Motoaki, 2020. "A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 99-117.
    6. Herrando, Carolina & Jiménez-Martínez, Julio & Martín-De Hoyos, María José & Constantinides, Efthymios, 2022. "Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Aroa Costa-Feito & Ana M. González-Fernández & Carmen Rodríguez-Santos & Miguel Cervantes-Blanco, 2023. "Electroencephalography in consumer behaviour and marketing: a science mapping approach," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    8. Anirban Adhikary & Krishna Sundar Diatha & Sourav Bikash Borah & Amalesh Sharma, 2021. "How does the adoption of digital payment technologies influence unorganized retailers’ performance? An investigation in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 882-902, September.
    9. Casado-Aranda, Luis-Alberto & Sánchez-Fernández, Juan & Ibáñez-Zapata, José-à ngel, 2022. "It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

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