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

Dalia Bagdziunaite, Khalid Nassri, Jesper Clement, Thomas Z. Ramsøy

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Resumé

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 in the light of the academic and commercial need to integrate neuroscientific tools in the study of consumer perception and choice.
OriginalsprogEngelsk
TitelConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
RedaktørerEnrique Bigné
Udgivelses stedBrussels
ForlagEMAC
Publikationsdato2014
Sider171
ISBN (Trykt)9788437094533
StatusUdgivet - 2014
BegivenhedThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spanien
Varighed: 3 jun. 20146 jun. 2014
Konferencens nummer: 43
http://www.emac2014.eu/

Konference

KonferenceThe 43rd EMAC Annual Conference 2014
Nummer43
LokationThe University of Valencia
LandSpanien
ByValencia
Periode03/06/201406/06/2014
Internetadresse

Emneord

  • Decision-making
  • Eye tracking
  • Motivation

Citer dette

Bagdziunaite, D., Nassri, K., Clement, J., & Ramsøy, T. Z. (2014). An Added Value of Neuroscientific Tools to Understand Consumers’ In-Store Behaviour. I E. Bigné (red.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions (s. 171). Brussels: EMAC.
Bagdziunaite, Dalia ; Nassri, Khalid ; Clement, Jesper ; Ramsøy, Thomas Z. / An Added Value of Neuroscientific Tools to Understand Consumers’ In-Store Behaviour. Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. red. / Enrique Bigné. Brussels : EMAC, 2014. s. 171
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Bagdziunaite, D, Nassri, K, Clement, J & Ramsøy, TZ 2014, An Added Value of Neuroscientific Tools to Understand Consumers’ In-Store Behaviour. i E Bigné (red.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. EMAC, Brussels, s. 171, The 43rd EMAC Annual Conference 2014, Valencia, Spanien, 03/06/2014.

An Added Value of Neuroscientific Tools to Understand Consumers’ In-Store Behaviour. / Bagdziunaite, Dalia; Nassri, Khalid; Clement, Jesper; Ramsøy, Thomas Z.

Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. red. / Enrique Bigné. Brussels : EMAC, 2014. s. 171.

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

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Bagdziunaite D, Nassri K, Clement J, Ramsøy TZ. An Added Value of Neuroscientific Tools to Understand Consumers’ In-Store Behaviour. I Bigné E, red., Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. Brussels: EMAC. 2014. s. 171