Objective Measures Within Consumer Neuroscience
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1
University of Newcastle, School of Psychology, Australia
As companies and researchers strive to better understand consumer behaviour, the need to employ more comprehensive and accurate measures is emphasised. Given that the majority of our behaviour is driven by processes operating below the level of consciousness (Calvert & Brammer, 2012), it is assumed that measures assessing non-conscious activity may be far more useful than conventional means. In order to assess the validity of this statement, the focus of the current experiment is to compare the sensitivity of numerous implicit and explicit measures in determining attitude towards a range of brand names. During the initial phase of the experiment, participants were required to complete a survey and rate their attitude towards 300 brand names. After having recorded these ratings, an individual brand list was created for each participant. In the second phase of the experiment, participants were required to enter the laboratory and again provide a rating of their attitude towards each brand (baseline explicit rating). In addition, brain potentials were recorded via electroencephalography (EEG) while participants viewed all brand names. Interestingly, brands that were rated more positively (via self-report) were seen to elicit less negative brain potentials over the right frontal hemisphere than brands that were rated negatively. This finding strongly confirms the usefulness and reliability of objective measures to investigate marketing-relevant attitudes as in likes and dislikes related to brand names.
Future investigations will show whether this approach is also improving our understanding of attitude changes as a consequence of evaluative conditioning.
References
Calvert, G. A., & Brammer, M. J. (2012). Predicting consumer behaviour. IEEE Pulse Magazine, 3(3), 38-41.
Keywords:
consumer neuroscience,
neuromarketing,
Affective Neuroscience,
consumer behaviour,
consumer attitude
Conference:
ACNS-2013 Australasian Cognitive Neuroscience Society Conference, Clayton, Melbourne, Australia, 28 Nov - 1 Dec, 2013.
Presentation Type:
Poster
Topic:
Other
Citation:
Bosshard
SS and
Walla
P
(2013). Objective Measures Within Consumer Neuroscience.
Conference Abstract:
ACNS-2013 Australasian Cognitive Neuroscience Society Conference.
doi: 10.3389/conf.fnhum.2013.212.00082
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Received:
25 Sep 2013;
Published Online:
25 Nov 2013.
*
Correspondence:
Mr. Shannon S Bosshard, University of Newcastle, School of Psychology, Callaghan, 2308, Australia, shannon.bosshard@gmail.com