• Corpus ID: 15516148

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

  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},
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… 

Figures from this paper

Innovations in Consumer Science: Applications of Neuro-Scientific Research Tools

This chapter presents several examples that highlight the application of neurosciences to study aesthetics and sensory factors that have helped companies innovate and improve their products and in-store experience of their customers.

The effects of social communication: a research study on neuroscientific techniques application

The effectiveness of social advertising is still an open issue in the scientific community. On one side the evaluation of advertising efficacy is still a big challenge to accomplish in terms of

Neuromarketing in Market Research

Neuromarketing is a fairly new discipline that combines behavioural psychology, economics and consumer neuroscience. With the help of different techniques, such as functional magnetic resonance,

Neuromarketing in Market Research: Eye Tracking Application

The goal of this paper is to explore the benefits of neuromarketing, in general, and the eye tracking method, in particular, in market research, and to consider their ethical implications. In an

Estimating the dynamic role of attention via random utility

This paper proposes an estimation method that relies on a link between sequential sampling models and random utility models (RUM) and yields estimates that appear to be unbiased and relatively precise compared to existing methods, in a small fraction of the computation time.



Implicit measures of consumer cognition: A review

In line with recent methodological advances from the cognitive and social psychology literature, consumer researchers have shown strong interest in addressing the nonconscious nature of consumer

Neural Responses to Unattended Products Predict Later Consumer Choices

Brain responses to consumer products (cars) and associated choice-related processing does not necessarily depend on attentional processing of available items, suggesting the potential of implicit, automatic processes in guiding even important and complex decisions.

Arousal and consumer in-store behavior

Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation

Consumer research has largely missed out on two key developments in social cognition research: the growing evidence that much of social judgment and behavior occur without conscious awareness or

Introduction to the special issue: Implicit measures of consumer response—the search for the Holy Grail of marketing research

The advent of measures of implicit cognition provides marketing researchers with tools they can use to probe automatic processes that do not rely on conscious deliberation. Attempts by marketing

Nonconscious Goals and Consumer Choice

This work examines the process through which thrift versus prestige goals can nonconsciously affect decisions in a choice task. Drawing upon research on nonconscious goal pursuit, we present a

How the Brain Translates Money into Force: A Neuroimaging Study of Subliminal Motivation

It is shown that, even when subjects cannot report how much money is at stake, they nevertheless deploy more force for higher amounts, which is underpinned by engagement of a specific basal forebrain region.