Assessing Consumer Reactions with Neuroscientific Measurements

Assessing Consumer Reactions with Neuroscientific Measurements

Christopher Rumpf (German Sport University Cologne, Germany) and Christoph Breuer (German Sport University Cologne, Germany)
Copyright: © 2017 |Pages: 17
DOI: 10.4018/978-1-5225-1028-4.ch001
OnDemand PDF Download:
$30.00
List Price: $37.50

Abstract

Positive consumer reactions to corporate marketing activities are regarded a key driver of business success. Since consumer reactions occur to a large extent on non-conscious levels, traditional market research approaches provide limited insights into the consumer's perceptions and intentions. This chapter demonstrates how neuroscientific measurements can contribute to a deeper understanding about critical processes in the consumer's “black box”. Two generic approaches will be outlined: Whereas brain imaging techniques create pictures reflecting brain activity in response to marketing stimuli, psychophysiological methods assess body signals as correlates of neural activity. The chapter provides a general understanding about the meaningful application of neuroscientific measurements in consumer research and presents a critical reflection on the opportunities and challenges of different neuroscientific measurements.
Chapter Preview
Top

Brain Imaging Techniques

Brain imaging techniques are used in consumer research to study psychological concepts like attention, affect, memory and desirability (Venkatraman et al., 2015). For example, based on a brain imaging study it was found that certain brain areas associated with pleasure, self-identification and rewards, strongly respond to well-known brands, whereas other parts in the brain associated with displeasure were evoked by unfamiliar brands (Hubert, & Kenning, 2008).

Complete Chapter List

Search this Book:
Reset