Neuromarketing techniques (use of psychophysiological responses as variables in decision making processes) are being used successfully in the area of marketing.However, there is no academic research that enables us to explore the degree of effectiveness of these techniques, as well as the cognitive and affective mechanisms underlying. This data will allow the construction of theoretical models. The objective of the research was to analyze the mechanisms of action of 3 psychophysiological variables widely used in this field: eye-tracking, GSR (galvanic skin response) and facial emotion.Thirty five randomly selected subjects (men and women, ages from 22 to 65 years), carried out the experiment in the NeurolabCenter at the Complutense University of Madrid. Each participant received 30 euros as an incentive.Method: subjects viewed four different types of packaging. Each image was presented randomly for 10 seconds, while their GSR, eye-tracking and facial emotions responses were recorded. Next, subjects completed a questionnaire.The following variables were analyzed: the areas of interest within the “heat map” (AI), the “total time spent” in every (AI), the “peaks” of GSR, the facial emotions “joy, surprise, contempt, disgust”, as well as the motives of “choice and rejection.” All the variables were interpreted within the framework of persuasive communication theories and neuromarketing.The results indicated a consistent pattern of relationship between all of the variables that allow a better understanding of the underlying mechanism. Some important gender differences were also found and interpreted.
Ubaldo Cuesta, Universidad Complutense, Spain
Jose Ignacio Niño, Universidad Complutense, Spain
Luz Martínez, Universidad Juan Carlos I, Spain
Stream: Advertising, Marketing, & Public Relations
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