Online consumer reviews (OCRs) provide important information about the reviewed product or service and have a significant effect on consumers’ purchase intention. In the context of OCRs, mobile devices have made it easier for consumers to post and browse OCRs. Prior research has found that review’s device serves as a credibility cue that influence consumers’ purchase decision. However, whether review’s mobile phone price serves as a social cue that influences consumers’ purchase intention is unknown. To address this gap, this research explored the underlying neural mechanism of the review’s mobile phone price on the consumers’ purchase intention by applying the event-related potentials (ERPs) approach. Behaviorally, a higher purchase rate and reduced reaction time were observed for the high-price condition compared to the low-price condition, indicating that the high-price condition was more favorable to the participants. At the neural level, the high-price condition elicited an attenuated N400 and an increased late positive potential (LPP) compared with the low-price condition, suggesting a more positive evaluation of the high-price condition. These results showed the positive impact of the review’s mobile phone price on consumers’ purchase intention and its potential neural substrates. 

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