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)
DOI: 10.4018/978-1-5225-5478-3.ch016
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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.
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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).

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