Providing Excellent Customer Service Is Therapeutic: Insights from an Implicit Association Neuromarketing Study

Calvert, Gemma A.; Pathak, Abhishek; Ching, Lim Elison Ai; Trufil, Geraldine; Fulcher, Eamon P.

doi:10.3390/bs9100109

Cited by 17 publications

(17 citation statements)

References 43 publications

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“…As customer service experience or participation changes vigorously and actively, the concept of customer engagement emerges beyond commitment. Customer engagement is a customer’s active participation toward companies as derived from motive stimulation beyond purchase [ 31 ]. Brodie et al [ 32 ] defined customer engagement as a psychological state generated from mutually and jointly creative customer experience with companies in a relationship between companies and customers.…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

The Relationship Benefits of Auto Maintenance and Repair Service: A Case Study of Korea

Hong

Kim

2020

Behavioral Sciences

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This study aimed to empirically examine what effects confidence, social, and economic benefit factors have on continuous relationship orientation through the mediation of service trust, service satisfaction, and customer engagement factors in the auto maintenance and repair service sector. This study carried out a questionnaire survey with 319 customers using auto maintenance and repair service and verified hypotheses. As a result of the analysis, the confidence and social benefits of auto maintenance and repair service affected service trust, while the confidence and economic benefits affected service satisfaction. Service trust did not affect customer engagement or long-term relationship continuity but affected them when it mediated service satisfaction. Consequently, it was revealed that confidence benefit should be consolidated and that professionalism or service quality excellence in maintenance or repair becomes the most important factors to produce customer engagement or long-term relationship continuity in the auto maintenance and repair service. Although it is vital to improve trust or service, it is confirmed that a relationship can be maintained only if the auto maintenance or repair service is satisfactory.

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Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

The Relationship Benefits of Auto Maintenance and Repair Service: A Case Study of Korea

Hong

Kim

2020

Behavioral Sciences

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“…In a future study, it would be useful to measure the predictive validity of this test and compare those with previously published research [21,22,42]. Finally, we believe this new method opens a new avenue of research for examining the effectiveness of AV advertising, not only in terms of the emotions elicited but also in terms of the specific feelings detected and how they might encourage the viewer to buy the brand, product, or service being advertised (e.g., Calvert et al [43]).…”

Section: Discussionmentioning

confidence: 71%

IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements

Calvert

Trufil²,

Pathak

et al. 2020

Behavioral Sciences

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IMPULSE is a novel method for detecting affective responses to dynamic audiovisual content. It is an implicit reaction time test that is carried out while an audiovisual clip (e.g., a television commercial) plays in the background and measures feelings that are congruent or incongruent with the content of the clip. The results of three experiments illustrate the following four advantages of IMPULSE over self-reported and biometric methods: (1) being less susceptible to typical confounds associated with explicit measures, (2) being easier to measure deep-seated and often nonconscious emotions, (3) being better able to detect a broad range of emotions and feelings, and (4) being more efficient to implement as an online method.

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“…The analysis of reaction times, recorded when participants classified the wine label, also confirms these findings. Research shows that the more we like something, the faster we tend to respond ( Ramsøy, 2014 ; Calvert et al, 2019 ; Kim et al, 2020 ). Our results reveal that participants had shorter RT for the most preferred label CE.…”

Section: Discussionmentioning

confidence: 99%

“…Reaction time indicates the time a participant takes to respond to a task ( Ramsøy, 2014 ). Reaction times measure individuals spontaneous or “gut instinct” responses to a stimulus ( Calvert et al, 2019 ). In this study, we measured the amount of time it took to participants to select the desired wine labeling.…”

Section: Methodsmentioning

confidence: 99%

Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity

2021

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During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot of effort into determining the factors that trigger consumers’ visual attention toward products, using traditional research methods, self-reports, or observations. The use of neuroscientific tools to study consumer behavior may improve our understanding of how external characteristics influence consumers’ visual attention. Consumer neuroscience research shows that preferences for a product may already be reflected in brain activity before customers make a final decision. Using electroencephalography (EEG), we investigated whether the design of different wine labeling influences individual preferences, reflected in the neural activity related to visual attention. More specifically, we examined whether the posterior contralateral negativity (PCN) can be used to assess and predict consumers’ preferences for a specific product based on its external characteristics. The PCN is commonly used to estimate attentional selection by focusing on stimulus-side dependent EEG lateralization above parieto-occipital areas. We computed the PCN to assess whether a certain wine label caught participants’ visual attention and additionally by comparing the PCN with behavioral data (wine preferences and reaction times) to determine whether early effects of visual attention could predict participants’ final preferences for a specific label. Our findings indicate that the PCN provides relevant information on visual attention mechanisms for external characteristics, as the view of the four labels modulated PCN amplitude. We hope this study can help researchers and practitioners in examining the effects of external product characteristics on consumer choice by estimating the changes in the EEG that are related to visual attention.

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Providing Excellent Customer Service Is Therapeutic: Insights from an Implicit Association Neuromarketing Study

Cited by 17 publications

References 43 publications

The Relationship Benefits of Auto Maintenance and Repair Service: A Case Study of Korea

The Relationship Benefits of Auto Maintenance and Repair Service: A Case Study of Korea

IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements

Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity

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