Corpus ID: 15516148

An Added Value of Neuroscientific Tools to Understand Consumers’ In-store Behaviour

@inproceedings{Bagdziunaite2014AnAV,
  title={An Added Value of Neuroscientific Tools to Understand Consumers’ In-store Behaviour},
  author={Dalia Bagdziunaite and Khalid Nassri and Jesper Clement and Thomas Zo{\"e}ga Rams{\o}y},
  year={2014}
}
Little is still understood about the actual in-store purchase process. Here, we report that prior ad exposure affects in-store decision-making. By using mobile eye-tracking and electroencephalography (EEG), we demonstrate that, unbeknownst to participants, the ad effect was driven by increased visual exploration of the product shelves for the brand that was presented during ad exposure, and a stronger motivation score, as assess by the brain’s prefrontal asymmetry. These findings are discussed… Expand
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