Measurement of Electrodermal Activity in Marketing Research

Białowąs, Sylwester; Szyszka, Adrianna

doi:10.12657/9788379862771-5

Cited by 2 publications

(3 citation statements)

References 18 publications

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“…The literature suggests the measurement of psychophysiological activity in the different phases of the experience by creating environmental stimuli [25], in this case visual, that provoke changes in this activity [34]. Sweating data are collected using an exosomatic method of bipolar electrodes placed on the phalanges of the hand [35]. Galvanic skin response (GSR) sensors measure electrodermal activity in microsiemens (µS).…”

Section: Methodsmentioning

confidence: 99%

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Destination Promotion through Images: Exploring Tourists′ Emotions and Their Impact on Behavioral Intentions

et al. 2022

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Tourists are increasingly looking for more emotion in the promotion of destinations in order to make decisions about their holidays. Traditional promotional tools centred on images have advantages over other sensorial tools due to the consumer′s knowledge of them. Nevertheless, simultaneously, the continued use of images leads to the sophistication of the receiver, making it necessary to analyse their capacity to create emotions and their effects. The main objective of this study is to evaluate consumers′ emotional reactions to visual stimuli through conscious and unconscious responses. With a sample of 38 students, a within-subjects study is carried out to compare emotional reactions and behavioural intentions in a 2 × 3 factorial experimental design, facing two international destinations and three tourist typologies. The results show differences between the emotional values gathered in surveys and sweating data (EDA) and the relationships between these and behavioural intentions. The main contribution of this study is that, despite the emotional evocation capacity of images in young audiences, there are discrepancies in the conditions that provoke greater emotional and behavioural intentions in the different evaluation phases. The main conclusions are that it is necessary to create images that evoke conscious positive emotions to obtain better behavioural intentions results.

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Section: Methodsmentioning

confidence: 99%

“…In this case, two-by-two images are shown, each referring to a destination. The evaluation of the images has a duration of 7 s. This time is taken because the activity occurs between the 1st and 5th seconds after the stimulus appearance [35]. These images are randomised to avoid bias due to order [33].…”

Section: Methodsmentioning

confidence: 99%

Destination Promotion through Images: Exploring Tourists′ Emotions and Their Impact on Behavioral Intentions

et al. 2022

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“…GSR in the area of neuromarketing is employed as a tool to analyze the corresponding activity with the aid of signal analysis algorithms that result in various emotional indices (EI) capable of determining the consumer's emotional arousal (Białowas and Szyszka, 2019 ). It is important to note here, that since both positive and negative stimulation can induce increased arousal levels and therefore increased conductance levels, the GSR-provided information reflects only the intensity of the elicited emotion and not its exact type (e.g., happy, sad).…”

Section: Measuring the Physiological Responsesmentioning

confidence: 99%

Unlocking the Subconscious Consumer Bias: A Survey on the Past, Present, and Future of Hybrid EEG Schemes in Neuromarketing

Kalaganis¹,

Georgiadis²,

Oikonomou³

et al. 2021

Front. Neuroergonomics

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Fueled by early success stories, the neuromarketing domain advanced rapidly during the last 10 years. As exciting new techniques were being adapted from medical research to the commercial domain, many neuroscientists and marketing practitioners have taken the chance to exploit them so as to uncover the answers of the most important marketing questions. Among the available neuroimaging technologies, electroencephalography (EEG) stands out as the less invasive and most affordable method. While not equally precise as other neuroimaging technologies in terms of spatial resolution, it can capture brain activity almost at the speed of cognition. Hence, EEG constitutes a favorable candidate for recording and subsequently decoding the consumers' brain activity. However, despite its wide use in neuromarketing, it cannot provide the complete picture alone. In order to overcome the limitations imposed by a single monitoring method, researchers focus on more holistic approaches. The exploitation of hybrid EEG schemes (e.g., combining EEG with eye-tracking, electrodermal activity, heart rate, and/or other) is ever growing and will hopefully allow neuromarketing to uncover consumers' behavior. Our survey revolves around last-decade hybrid neuromarketing schemes that involve EEG as the dominant modality. Beyond covering the relevant literature and state-of-the-art findings, we also provide future directions on the field, present the limitations that accompany each of the commonly employed monitoring methods and briefly discuss the omni-present ethical scepticizm related to neuromarketing.

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Measurement of Electrodermal Activity in Marketing Research

Cited by 2 publications

References 18 publications

Destination Promotion through Images: Exploring Tourists′ Emotions and Their Impact on Behavioral Intentions

Destination Promotion through Images: Exploring Tourists′ Emotions and Their Impact on Behavioral Intentions

Unlocking the Subconscious Consumer Bias: A Survey on the Past, Present, and Future of Hybrid EEG Schemes in Neuromarketing

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