Abstract: At present, with the growing number of waste cellphone, how to recycle it efficiently and reasonably has become a social problem to be solved urgently. This paper used event-related potentials technique to research on the consumers' attitude and behavior decision to choose the recycling mode of waste cellphone. 20 university teachers and students served as subjects in the experiment. Stimulus were presented in the form of pictures which included three types of mobile phone recycling modes:the waste cellphone recycling mode of second hand vendors or individual repair agents, the waste cellphone recycling mode of mobile phone operators, and the waste cellphone recycling mode of O2O electronic business. Each subject was asked to complete the test task of 60 pictures. An essential component of ERPs, LPP, is elicited in subjects selection and evaluation process, and there were obvious differences in LPP amplitude of different stimulus. For example, in the 400 and 500 ms latency range, the recycling mode of waste cellphone of mobile phone operators evoke higher amplitude of LPP than other two modes in the central and parietal regions. In the 700 and 800 ms latency range, the recycling mode of waste cellphone of O2O electronic business evoke higher amplitude of LPP than other two modes in the occipital regions. The experiment is further verified that LPP is closely related to the importance of stimulus, attitude evaluation, attention, memory, emotion, cognition, and the decision of the decision-maker. Furthermore, based on the above research results, the paper puts forward some suggestions for the enterprises to construct a reasonable mobile phone recycling system.

Key words: event-related potentials (ERPs), late positive potential (LPP), waste cellphone, recycling mode, behavior decision