Differential Effects of Ads On Attention, Emotion and Choice in Compulsive Buying

Dalia Bagdziunaite, Dimo Beloshapkov, Maria Moeslund, Omer Hanif, Amelia Malpiedi, Lisa Landvogt, Thomas Z. Ramsøy

Research output: Contribution to journalConference abstract in journalResearchpeer-review

Abstract

Compulsive buying disorder (CBD) has been investigated in consumer research for more than 20 years, highlighting different environmental effects, such as the impact of post-modern culture or advertising, and
psychological effects, such as a lack of self-esteem, materialistic values and fantasizing personality, to explain the chronic repetitive purchasing behaviour. Recent studies have shown that compulsive buying tendencies are strongly associated with excessive advertising in on-line platforms. Furthermore, there is evidence that higher compulsive tendencies demonstrating consumers are more susceptible to peer opinions and social influence, being prompted by the “materialistic ideal” as communicated in ads and luxury and fashion brands products. However, little is still known about the underlying neurobiological, psychological and physiological mechanisms of ad information processing and ad effect on choice for CBs. One crucial aspect concerns whether CBD sufferers are more likely to be swayed by persuasion efforts as seen in advertisements, and if this is reflected in immediate emotional and cognitive responses during the ad exposure. In this study we have studied the cognitive and emotional responses to ads in compulsive and non-compulsive tendencies showing consumers. For this purpose, we employed eye-tracking using a Tobii T60 XL synchronized with an ABM-10X EEG brain scanner. 54 women screened for compulsiveness were shown 20 advertisements of 4 different product categories (social cause ads; fashion ads; FMCG; hedonic food) randomly exposed in between two documentaries. Visual attention, brain responses (cognitive load, engagement), and self-reports (ad memory, ad liking, willingness to buy) were recorded and studied. Our results demonstrate specific emotional and cognitive ad responses in CB ́s and thus provide new insights into the underlying mechanisms of CBD.
Original languageEnglish
JournalNeuroPsychoEconomics Conference Proceedings
Volume2015
Pages (from-to)48
ISSN1861-8243
Publication statusPublished - 2015
EventThe 2015 NeuroPsychoEconomics Conference - Copenhagen Business School, Copenhagen, Denmark
Duration: 18 Jun 201519 Jun 2015
Conference number: 11
http://www.cbs.dk/cbs-event-da/101/11th-neuropsychoeconomics-conference-2015-the-next-10-years

Conference

ConferenceThe 2015 NeuroPsychoEconomics Conference
Number11
LocationCopenhagen Business School
CountryDenmark
CityCopenhagen
Period18/06/201519/06/2015
Internet address

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