CONSUMER NEUROSCIENCE

SOLUTIONS AND IMPLEMENTATIONS

Elena HORSKA – Jakub BERCIK – Renata Matysik Pejas - Andrzej

Krasnodębski – Monika Szafrańska
Overcoming traditional approach ...
• Consumer neuroscience is a phenomenon that has become an important tool of marketing
management when defining customer driven strategies.

• Neuroscience in the system of academic research, education and commercial research as

well

• Marketers can benefit from interdisciplinary research

• Neuroscience, neuroeconomics, neuromarketing

• Sensory marketing and aroma marketing (sensory studies)
• Visual merchandising
• Virtual and augmented reality
 Enrichment of marketing by consumer
neuroscience, interdisciplinary relations and
new technologies
(applied on food marketing)

Consumer Visual
neuroscience merchandising
incorporated into and neuroscience
product, price incorporated into
and promotion place

Marketing Virtual and

Sensory and
aroma analysis augmented
and marketing reality and all
incorporated into customer facing
product and technologies
promotion incorporated into
promotion
To overcome the limitations of
traditional research
As written by Hill & Simon (2010), all human beings use 3 part brain: visual, emotional and rational.
This gives the answer to differences between emotional versus verbal response of
customers/respondents in many research action situations. Such limitations of traditional research
can be overcome by using new research techniques from the field of neuromarketing and consumer
neuroscience:
• Facial Coding measures how people feel. The human face registers a wide variety of emotional
states (facereader)
• Eye Tracking measures what people see. It has wide variety of uses in neuromarketing as it
provides valuable indications of interest, attention and attraction.
• Electroencephalography (EEG) accounts the most popular neuromarketing technology because of
its relatively low costs and manageable equipment requirements (Genco, Pohlmann & Steidl,
2013). It can measure moment-to-moment changes and identify memory activation in real time.
• Functional magnetic resonance imaging is considered as the best standard method for
neuroscientists, but at the same time as the least practical.
 Learning by Doing Process:
From Classroom
to Neuroscience Lab and Real Store
Learning by Doing Process:
From Classroom
to Neuroscience Lab
and Real Store
 Learning by Doing
Process:
From Classroom
to Neuroscience Lab

Processing
Observation
Coordination
 Academic versus Commercial Research I.
• Discovering hidden consumer preferences in different lighting conditions (type of light source, intensity,
colour temperature). For the data collection we used the Emotive EPOC headset. EEG alpha and beta bands
are in the centre of interest when examining emotional valence, channels F3, F4
• The most positive and neutral emotions were detected by LED lamp. The most negative emotions were
detected by Metal-halide lamp 150W. The most positive and neutral emotions were detected by purple
colour.
 Academic versus Commercial Research II.
• Discovering the impact of music on consumer while shopping in the retail store (wine shop)
• EEG, electronic noise meter, eye tracker, Slovak traditional versus French classical music
 Academic versus Commercial Research III.
• Discovering the impact of instore communication (visual factors) on customer behaviour while shopping
(wine shop, Slovak national
Chooseflag, national flag of Chile, push marketing sign: „Choose your wine“, shelf layout)
Empty shelf –
• EEG, Eye tracker, heatmaps – graphical interpretation of data summaring customer´s
your wine! solo views
bottle
Statue of
St. Urban
Conclusions: Opportunities
Benefits for academic for business
and commercial research studies
(academic and
commercial
research)
Aroma Deeper insight
marketing into consumer
(aroma units) hidden
Synergic effect
emotions
of sensory
studies,
More
New marketing and
effective
technologies neuroscience
marketing
(EEG, actions
facereader,
Reality
eye tracker) Panel,
observation,
surveys Augmented
reality