Neuromarketing to Discover Customer Satisfaction

Ramirez, Luis Alberto Partida; Márquez, Bogart Yail; Magdaleno-Palencia, Jose Sergio

doi:10.1007/978-3-031-20316-9_15

“…By considering that consumers' habits change, organizations must design proposals for each contact they make to achieve a more significant customer perception through all the brand aspects. Researchers (Godin, 2015;Pluta-Olearnik & Szulga, 2022;Ramirez et al, 2022) argue that the age of mass production and marketing is over. Global marketing professionals must be able to market to various and distinct tribes across the globe.…”

Section: Theoretical and Managerial Contributionsmentioning

confidence: 99%

Neuromarketing and Global Branding Reaction Analysis Based on Real-Time Monitoring of Multiple Consumer's Biosignals and Emotions

2023

JIBM

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Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. From a global perspective, multicultural influences and societal conditions are crucial to consider. Neuroscience applications in international marketing and consumer behavior is an emergent and multidisciplinary field aiming to understand consumers' thoughts, reactions, and selection processes in branding and sales. This study focuses on real-time monitoring of different physiological signals using eye-tracking, facial expressions recognition, and Galvanic Skin Response (GSR) acquisition methods to analyze consumers' responses, detect emotional arousal, measure attention or relaxation levels, analyze perception, consciousness, memory, learning, motivation, preference, and decision-making. This research aimed to monitor human subjects' reactions to these signals during an experiment designed in three phases consisting of different branding advertisements. The nonadvertisement exposition was also monitored while gathering survey responses at the end of each phase. A feature extraction module with a data analytics module was implemented to calculate statistical metrics and decision-making supporting tools based on Principal Component Analysis (PCA) and Feature Importance (FI) determination based on the Random Forest technique. The results indicate that when compared to image ads, video ads are more effective in attracting consumers' attention and creating more emotional arousal.

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“…By considering that consumers' habits change, organizations must design proposals for each contact they make to achieve a more significant customer perception through all the brand aspects. Researchers (Godin, 2015;Pluta-Olearnik & Szulga, 2022;Ramirez et al, 2022) argue that the age of mass production and marketing is over. Global marketing professionals must be able to market to various and distinct tribes across the globe.…”

Section: Theoretical and Managerial Contributionsmentioning

confidence: 99%

Research on the Factors Influencing the Effect of E-commerce Development in Chinese Rural SMEs

2023

JIBM

0

View full text Add to dashboard Cite

Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. From a global perspective, multicultural influences and societal conditions are crucial to consider. Neuroscience applications in international marketing and consumer behavior is an emergent and multidisciplinary field aiming to understand consumers' thoughts, reactions, and selection processes in branding and sales. This study focuses on real-time monitoring of different physiological signals using eye-tracking, facial expressions recognition, and Galvanic Skin Response (GSR) acquisition methods to analyze consumers' responses, detect emotional arousal, measure attention or relaxation levels, analyze perception, consciousness, memory, learning, motivation, preference, and decision-making. This research aimed to monitor human subjects' reactions to these signals during an experiment designed in three phases consisting of different branding advertisements. The nonadvertisement exposition was also monitored while gathering survey responses at the end of each phase. A feature extraction module with a data analytics module was implemented to calculate statistical metrics and decision-making supporting tools based on Principal Component Analysis (PCA) and Feature Importance (FI) determination based on the Random Forest technique. The results indicate that when compared to image ads, video ads are more effective in attracting consumers' attention and creating more emotional arousal.

show abstract

“…By considering that consumers' habits change, organizations must design proposals for each contact they make to achieve a more significant customer perception through all the brand aspects. Researchers (Godin, 2015;Pluta-Olearnik & Szulga, 2022;Ramirez et al, 2022) argue that the age of mass production and marketing is over. Global marketing professionals must be able to market to various and distinct tribes across the globe.…”

Section: Theoretical and Managerial Contributionsmentioning

confidence: 99%

Science Mapping: A Bibliometric Analysis of Sustainability Among SMES

2023

JIBM

0

View full text Add to dashboard Cite

Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. From a global perspective, multicultural influences and societal conditions are crucial to consider. Neuroscience applications in international marketing and consumer behavior is an emergent and multidisciplinary field aiming to understand consumers' thoughts, reactions, and selection processes in branding and sales. This study focuses on real-time monitoring of different physiological signals using eye-tracking, facial expressions recognition, and Galvanic Skin Response (GSR) acquisition methods to analyze consumers' responses, detect emotional arousal, measure attention or relaxation levels, analyze perception, consciousness, memory, learning, motivation, preference, and decision-making. This research aimed to monitor human subjects' reactions to these signals during an experiment designed in three phases consisting of different branding advertisements. The nonadvertisement exposition was also monitored while gathering survey responses at the end of each phase. A feature extraction module with a data analytics module was implemented to calculate statistical metrics and decision-making supporting tools based on Principal Component Analysis (PCA) and Feature Importance (FI) determination based on the Random Forest technique. The results indicate that when compared to image ads, video ads are more effective in attracting consumers' attention and creating more emotional arousal.

show abstract

Neuromarketing to Discover Customer Satisfaction

Cited by 4 publications

References 12 publications

Neuromarketing and Global Branding Reaction Analysis Based on Real-Time Monitoring of Multiple Consumer's Biosignals and Emotions

Neuromarketing and Global Branding Reaction Analysis Based on Real-Time Monitoring of Multiple Consumer's Biosignals and Emotions

Research on the Factors Influencing the Effect of E-commerce Development in Chinese Rural SMEs

Science Mapping: A Bibliometric Analysis of Sustainability Among SMES

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