Measuring Consumer Engagement in the Brain to Online Interactive Shopping Environments

Abstract

Online shopping environments are becoming more interactive as technology advances. As a result, it is necessary to explore marketing theories and neuro scientific explanations to why this is the case. A reviewed approach of consumer engagement to online interactive shopping environments is considered in this chapter. The online interactive elements of traditional fashion websites that are considered includes; social media, browsing and videos. Measurements of consumer engagement are reviewed via marketing consumer engagement theories (CE) and a cognitive neuroscience technique using an Electroencephalogram (EEG) (A non-invasive procedure measuring the brain's electrical activity). ASOS.com, the U.K. top fashion online pure player, is used as a preliminary research study, the results demonstrate that engagement is significantly different in social media, video and browsing tasks, browsing for jackets elicited more engagement. Originality of this research stems from the novel way to look at engagement and the ability to combine traditional and non-traditional marketing methods thus addressing emerging fields of the future such as virtual shopping.

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

“…Related studies suggest that relatively greater activity in the left frontal region is associated with either positive emotional experience or the motivational drive to approach an object [30]. The approach-withdrawal index [188] is considered in several neuromarketing studies to evaluate TV commercial advertising, to investigate the consumer's gender differences during the observation of TV ads, and to evaluate the olfactory stimuli in young subjects [90], in user experience research studies [189], in the context of online interactive shopping environments [190, 191], and during neuroaesthetic studies [192–196] and taste experience [197–199].…”

Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

“…It is claimed that an object influences attraction (positive force) or repulsion (negative force); it influences the direction of behavior ( Tolman, 1932 ). Apart from that, an individual’s evaluation, cognition, and emotions also influence valence ( Dulabh et al, 2018 ) as positivity and negativity are related to the emotions of a person ( Brodie et al, 2011 ; Li et al, 2018 ) and valence is the consequence of an individual’s evaluation of the object ( Hollebeek et al, 2014 ). In marketing research, valence is explored as CEV—a behavioral outcome of CE with an object, brand, or company’s resources.…”

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

“…2011; Ohme and Matukin, 2012;Di Flumeri et al, 2016;Rakshit and Lahiri, 2016;Dulabh et al, 2018). EEG carries a relatively low cost for the equipment and tests.…”

“…In the frequency domain, an EEG signal can be analyzed in different frequency bands, namely delta, theta, alpha, beta and gamma (Rahman et al, 2015 ). This analysis can be used in consumer neuroscience research to investigate cognitive processes such as attention, arousal, emotion, engagement, excitement, memory, reward, sensory perception and valence (see section 5) (Vecchiato and Babiloni, 2011 ; Ohme and Matukin, 2012 ; Di Flumeri et al, 2016 ; Rakshit and Lahiri, 2016 ; Dulabh et al, 2018 ).…”