Consumer Neuroscience – The Application of Selected Neurobiological Methods in Consumer Research

Barbara Wasikowska
European Research Studies Journal, Volume XXIV, Issue 2B, 1153-1162, 2021
DOI: 10.35808/ersj/2334


Purpose: The primary scientific goal of the article is to present the results of research on the application of neurobiology methods and techniques to analyze consumer behavior and test the effectiveness of advertising. During the study, respondent reactions (emotions, memory, or interest) to individual advertisement fragments were analyzed. Results of the neural and psychophysiological measurements were compared to participant responses obtained during direct interviews. Design/Methodology/Approach: To achieve the aims of the article, the research was carried out in two stages. The first part was an experiment using electroencephalograph (EEG) and biometric techniques, such as electrodermal activity (EDA), electrocardiography (ECG), and heart rate (HR). The second section of the study was based on direct interviews with the respondents. Findings: The growing number of advertising messages and the seemingly increasing chaos within this area have meant a clear need to search for means, forms, and contents that can reach the client. The application of neurobiological knowledge in marketing can better understand these processes, such as emotions, attention, memory, or decision making. Knowledge of how the brain reacts to various stimuli can increase the effectiveness of an advertised message. Practical Implications: Using EEG in combination with biometric techniques (EDA, ECG, and HR), researchers can better understand how consumers make decisions that could lead to them making a purchase. Research of this type can enable companies to reduce losses associated with launching a product on the market that no one wants to buy and lead to more effective and exciting advertising (in the case of the consumer) for the goods to be sold. Originality/Value: This research attempts to fill a gap in the literature on the subject. An experimental research approach to consumers may provide new knowledge about their expectations, desires, and purchasing behavior. The research presented in this article also provides knowledge on combining traditional marketing research (in this case, direct interview) with modern neurobiological methods and techniques.

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