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

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

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-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.
Original languageEnglish
Title of host publicationConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
EditorsEnrique Bigné
Place of PublicationBrussels
PublisherEMAC
Publication date2014
Pages171
ISBN (Print)9788437094533
Publication statusPublished - 2014
EventThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain
Duration: 3 Jun 20146 Jun 2014
Conference number: 43
http://www.emac2014.eu/

Conference

ConferenceThe 43rd EMAC Annual Conference 2014
Number43
LocationThe University of Valencia
CountrySpain
CityValencia
Period03/06/201406/06/2014
Internet address

Cite this

Bagdziunaite, D., Nassri, K., Clement, J., & Ramsøy, T. Z. (2014). An Added Value of Neuroscientific Tools to Understand Consumers’ In-Store Behaviour. In E. Bigné (Ed.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions (pp. 171). EMAC. http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf