Neuro- And Psychophysiological Consumer Research Methods Overview and Research Hints

Urszula Garczarek-Bąk , Aneta Disterheft

Abstract

Past few years of empirical research have brought an observable advancement and a veritable explosion of interest in the area of consumer neuroscience. It has already been established that biosignals such as electroencephalogram, electromyogram or galvanic skin response, and oculomotor moves constitute the valid measure of consumers’ attitude towards products, and are more accurate than self-reports. Neuroscientific methods can be used to study consumer behavior and the decision-making processes in purchasing acts for the purpose of better understanding the psychological phenomena and emotions in purchase decisions. However, neuromarketing still lacks a solid theoretical framework, which creates the risk of confusing more fundamental scientific research with commercial applications. The article is aimed to describe the advantages, disadvantages, as well as the practical use opportunities and restrictions regarding the most commonly used neuro- and psychophysiological measurement methods in customer research.
Author Urszula Garczarek-Bąk (WZ / KHiM)
Urszula Garczarek-Bąk,,
- Department of Trade and Marketing
, Aneta Disterheft (WZ / KSM)
Aneta Disterheft,,
- Department of Marketing Strategies
Journal seriesPrzedsiębiorczość i Zarządzanie, ISSN 1733-2486, e-ISSN 2543-8190, (0 pkt)
Issue year2019
VolXX
No6, cz. 2
Pages9-23
Publication size in sheets0.5
Keywords in Polishneuromarketing, EEG, fEMG, EDA, ET
Keywords in Englishneuromarketing, EEG, fEMG, EDA, ET
URL http://piz.san.edu.pl/docs/e-XX-6-2.pdf
Languageen angielski
Score (nominal)5
Score sourcejournalList
ScoreMinisterial score = 5.0, 14-04-2020, ArticleFromJournal
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Tytuł numeruZmiany w myśleniu marketingowym
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