Understanding the neurodynamic process of decision-making for mobile application downloading

Date

2022

Journal Title

Journal ISSN

Volume Title

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Abstract

In this article, we try to explore and understand the neurodynamics of the decision-making process for mobile application downloading. We begin the model development in a rather unorthodox fashion. Patterns of brain activation regions are identified, across participants, at different time instance of the decision-making process. Region-wise activation knowledge from previous studies is used to put together the entire process model like a cognitive jigsaw puzzle. We find that there are indeed a common dynamic set of activation patterns that are consistent across people and apps. That is to say that not only are there consistent patterns of activation there is a consistent change from one pattern to another across time as people make the app adoption decision. Moreover, this pattern is clearly different for decisions that end in adoption than for decisions that end with no adoption.

Description

© 2022 Parmar et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Keywords

decision making, Functional magnetic resonance imaging, Hemodynamics, Visual cortex, Amygdala, Cerebellum, Sensory perception

Citation

Parmar H, Davis F, Walden E (2022) Understanding the neurodynamic process of decision-making for mobile application downloading. PLoS ONE 17(12): e0278753. https://doi.org/10.1371/journal.pone.0278753

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