Using Consumer Neuroscience to Explain Product Choice From Experience
Academics and practitioners increasingly are expending valuable resources studying consumer behavior through neuromarketing. Electroencephalogram (EEG) investigations have thus far gauged consumers’ preferences for presented products. This is the first EEG investigation (N=135) to successfully capture consumers’ nonproduct-related internal states to predict consumers’ product choices made moments after EEG data collection.
Citation:
Oriana Rachel Aragón (2020) ,"Using Consumer Neuroscience to Explain Product Choice From Experience", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1181-1181.
Authors
Oriana Rachel Aragón, Clemson University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Search Predicts and Changes Patience in Intertemporal Choice
Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA
Featured
P12. Disclosure of Project Risk in Crowdfunding
Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China
Featured
“But, will you think it's important to use mouthwash?” How Visual Communication of a Set Impacts Perceived Set Completeness and Item Importance
Miaolei (Liam) Jia, University of Warwick, United Kingdom
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA