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.
CITATION STYLE
Sargent, A., Agrali, A., Bhatt, S., Ye, H., Izzetoglu, K., Onaral, B., … Suri, R. (2019). Neural correlates of math anxiety of consumer choices on price promotions. In Advances in Intelligent Systems and Computing (Vol. 775, pp. 152–160). Springer Verlag. https://doi.org/10.1007/978-3-319-94866-9_15
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