Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

Bell, Lynne; Vogt, Julia; Willemse, Cesco; Routledge, Tim; Butler, Laurie; Sakaki, Michiko

doi:10.3389/fpsyg.2018.01655

Cited by 98 publications

(111 citation statements)

References 213 publications

(258 reference statements)

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“…The brand identity is associated primarily with the design of visual objects for the effective promotion of territories. In works [11] emphasizes the importance of eye tracking study as a predictor of consumer choice. At the same time, the location of the visual stimulus plays a special role.…”

Section: Resultsmentioning

confidence: 99%

Neurobranding in territorial development: from traditional to innovative

Yarosh¹

2019

Proceedings of the International Scientific-Practical Conference “Business Cooperation as a Resource of Sustainable Economic De

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Neurobranding is one of the newest areas of neuromarketing, studying with the help of special experimental equipment the neurophysiological reactions of people to different brands. For the study of territorial brands, an eye tracker study using an eye tracker was conducted. Identification of territories occurs with the assignment of associated attributes, including: national colors and heraldry, cultural symbols and archetypes, architectural objects, object environment, complex identity, natural symbols, universal signs, abstract forms, font and grammatical forms. Based on this classification, we identified three: Madrid (font and grammatical form); I.Crimea (complex identity) and Adygea (natural theme). The study of brand identifiers showed that in the marketing promotion of territorial logos, the primary importance is the form of the brand identifier and its semantic load, in second place is its location depending on the angle of view, and last is color. Black-and-white images of brand identifiers are perceived as more complex, since they receive an average of 1.5 times more visual fixations. The most viewed part is in the field of view 0° to 45°, this is shown by the largest fixations of visual attention, while at a viewing angle of 135°-180° and 90°-135°, the largest saccades indicating reduced attention and low interest in these zones in the presented visualizations. Highlighted areas of peripheral vision can be used as a new experimental paradigm to test the hypothesis that information loss is associated with an increase in eccentricity, which will allow predictive prediction of the success of advertising of territorial logos based on new neurophysiological data.

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Section: Resultsmentioning

confidence: 99%

Neurobranding in territorial development: from traditional to innovative

Yarosh¹

2019

Proceedings of the International Scientific-Practical Conference “Business Cooperation as a Resource of Sustainable Economic De

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“…In order to determine whether the participant's arousal state changes during viewing different spatial applications of the same color combination, we also examined pupil size changes. According to the literature, the pupil size can be an indicator of emotional response, arousal, and strong interest (Sirois and Brisson, 2014;Bell et al, 2018;Mathôt, 2018); therefore, the pupil size for each AOI was calculated during FL, PL, and PS.…”

Section: Pupil Size Differencesmentioning

confidence: 99%

Spatial Color Efficacy in Perceived Luxury and Preference to Stay: An Eye-Tracking Study of Retail Interior Environment

Cho

Suh

2020

Front. Psychol.

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Color is a significant interior element with the power to influence emotions and behaviors in a particular environment. Numerous studies have investigated the impact of a single color on emotion; however, the collective emotional, cognitive, and behavioral effect created by combinations of colors applied to a space has not been thoroughly investigated. In this study involving both a survey as well as eye-tracking technology, we explored shaping the concept of spatial color efficacy by examining different applications of the same color combination in a space to determine whether they may cause different emotional responses, thereby impacting viewers' perception of luxury and intention to stay. A total of 26 interior design students at a university in Korea participated in the study. An environment simulating a hypothetical retail store was developed using a 3D rendering program, and six variations of spatial applications were created for each high luxury color combination and low luxury color combination to be used as stimuli. While viewing the images, participants were asked to identify which image looked most luxurious and in which space would they most want to stay. Results show the following: (a) the same color combination, if applied differently in a physical environment, can create different emotional responses, thereby affecting perceived luxury and preference to stay; (b) even a low luxury color combination can enhance perceived luxury and preference to stay depending on the spatial application; (c) gaze bias exists when selecting the most luxurious space and stating preference to stay as shown in the high correlation between dwell time and choice; in addition, differences in emotional response across images were also observed in the variations of pupil sizes measured during viewing various applications; (d) dark colors used in large amounts of surface were perceived as more luxurious than light colors when the same color combination was applied; and (e) appropriate contrast among colors was more influential in preference to stay than extreme or minimal contrast. Results expand the understanding of human behavior in relation to spatial color efficacy based on the spatial color combination and potential decision-making process in a retail setting.

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“…Consequently, the forwardlooking robot's face subtended 5.5º by 7.1º of visual angle. Whereas a range of eye-tracking techniques has previously been used in robotics research (see [16] for review), infrared / near-infrared videobased eye-tracking was deemed most suitable for our application [17,18]. Therefore, we used a screen-mounted SMI RED500 eyetracker by iMotion (SensoMotoric Instruments GmbH, Teltow, Germany) with a sampling rate of 500 Hz and spatial accuracy of 0.4º to record binocular gaze data.…”

Section: Apparatusmentioning

confidence: 99%

At first sight: robots’ subtle eye movement parameters affect human attentional engagement, spontaneous attunement and perceived human-likeness

Ghiglino¹,

Willemse²,

Tommaso³

et al. 2020

Preprint

Self Cite

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Human-robot interaction research could benefit from knowing how various parameters of robotic eye movement control affect specific cognitive mechanisms of the user, such as attention or perception. In the present study, we systematically teased apart control parameters of Trajectory Time of robot eye movements (rTT) between two joint positions and Fixation Duration (rFD) on each of these positions of the iCub robot. We showed recordings of these behaviors to participants and asked them to rate each video on how human-like the robot's behavior appeared. Additionally, we recorded participants' eye movements to examine whether the different control parameters evoked different effects on cognition and attention. We found that slow but variable robot eye movements yielded relatively higher human-likeness ratings. On the other hand, the eye-tracking data suggest that the human range of rTT is most engaging and evoked spontaneous involvement in joint attention. The pattern observed in subjective ratings was paralleled only by one measure in the implicit objective metrics, namely the frequency of spontaneous attentional following. These findings provide significant clues for controller design to improve the interaction between humans and artificial agents.

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Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

Cited by 98 publications

References 213 publications

Neurobranding in territorial development: from traditional to innovative

Neurobranding in territorial development: from traditional to innovative

Spatial Color Efficacy in Perceived Luxury and Preference to Stay: An Eye-Tracking Study of Retail Interior Environment

At first sight: robots’ subtle eye movement parameters affect human attentional engagement, spontaneous attunement and perceived human-likeness

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