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

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

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

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

Institut for Afsætningsøkonomi

Publikation: Bidrag til bog/antologi/rapport › Konferenceabstrakt i proceedings › Forskning › peer review

Abstract

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.

Originalsprog	Engelsk
Titel	Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
Redaktører	Enrique Bigné
Udgivelsessted	Brussels
Forlag	European Marketing Academy. EMAC
Publikationsdato	2014
Sider	171
ISBN (Trykt)	9788437094533
Status	Udgivet - 2014
Begivenhed	The 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spanien Varighed: 3 jun. 2014 → 6 jun. 2014 Konferencens nummer: 43 http://www.emac2014.eu/

Konference

Konference	The 43rd EMAC Annual Conference 2014
Nummer	43
Lokation	The University of Valencia
Land/Område	Spanien
By	Valencia
Periode	03/06/2014 → 06/06/2014
Internetadresse	http://www.emac2014.eu/

Navn	Proceedings of the European Marketing Academy
ISSN	2709-1589

Emneord

Decision-making
Eye tracking
Motivation

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http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdfLicens: Ikke-specificeret

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Citationsformater

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). European Marketing Academy. EMAC. http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf

Bagdziunaite, Dalia ; Nassri, Khalid ; Clement, Jesper et al. / 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 : European Marketing Academy. EMAC, 2014. s. 171 (Proceedings of the European Marketing Academy).

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abstract = "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{\textquoteright}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.",

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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. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, s. 171, The 43rd EMAC Annual Conference 2014, Valencia, Spanien, 03/06/2014. <http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf>

An Added Value of Neuroscientific Tools to Understand Consumers’ In-Store Behaviour. / Bagdziunaite, Dalia; Nassri, Khalid; Clement, Jesper et al.
Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. red. / Enrique Bigné. Brussels: European Marketing Academy. EMAC, 2014. s. 171 (Proceedings of the European Marketing Academy).

Publikation: Bidrag til bog/antologi/rapport › Konferenceabstrakt i proceedings › Forskning › peer 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: European Marketing Academy. EMAC. 2014. s. 171. (Proceedings of the European Marketing Academy).