The neural analysis of “why service can improve product competitiveness”

The change in human brain signals and their event-related potential (ERP) components are observed as a reflection of consumers' emotions when examining a buying process. The product-service system (PSS) is a comprehensive business model that is able to fulfill user requirements by providing a mix of products and services. Services can improve the competitiveness of products and enhance customer satisfaction, but there is lack of research on the root of service competitiveness. In this experiment, participants were shown products and related services that were available for purchase. The emotional ERP component, the EPN, was elicited by the service conditions and distributed over left frontal regions, which was different with physical products stimulus. The main findings of the experiment confirm that the positive emotional connotations are processed in the left frontal region. This result helps us better understand the positive emotions are stimulated during the services decision making process, and in order to better understand the different perception of physical products and service. Based on the emotional motivation of the consumer, the EPN may be emotional indicators for measuring consumers' evaluations of service, providing a neural view of PSS buying decisions.