The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior.

Gaze behavior of humanoid robots is an efficient mechanism for cueing our spatial orienting, but less is known about the cognitive–affective consequences of robots responding to human directional cues. Here, we examined how the extent to which a humanoid robot (iCub) avatar directed its gaze to the same objects as our participants affected engagement with the robot, subsequent gaze-cueing, and subjective ratings of the robot’s characteristic traits. In a gaze-contingent eyetracking task, participants were asked to indicate a preference for one of two objects with their gaze while an iCub avatar was presented between the object photographs. In one condition, the iCub then shifted its gaze toward the object chosen by a participant in 80% of the trials (joint condition) and in the other condition it looked at the opposite object 80% of the time (disjoint condition). Based on the literature in human–human social cognition, we took the speed with which the participants looked back at the robot as a measure of facilitated reorienting and robot-preference, and found these return saccade onset times to be quicker in the joint condition than in the disjoint condition. As indicated by results from a subsequent gaze-cueing tasks, the gaze-following behavior of the robot had little effect on how our participants responded to gaze cues. Nevertheless, subjective reports suggested that our participants preferred the iCub following participants’ gaze to the one with a disjoint attention behavior, rated it as more human-like and as more likeable. Taken together, our findings show a preference for robots who follow our gaze. Importantly, such subtle differences in gaze behavior are sufficient to influence our perception of humanoid agents, which clearly provides hints about the design of behavioral characteristics of humanoid robots in more naturalistic settings.

The increasing presence of robots in society necessitates a deeper understanding into what attitudes people have toward robots. People may treat robots as mechanistic artifacts or may consider them to be intentional agents. This might result in explaining robots’ behavior as stemming from operations of the mind (intentional interpretation) or as a result of mechanistic design (mechanistic interpretation). Here, we examined whether individual attitudes toward robots can be differentiated on the basis of default neural activity pattern during resting state, measured with electroencephalogram (EEG). Participants observed scenarios in which a humanoid robot was depicted performing various actions embedded in daily contexts. Before they were introduced to the task, we measured their resting state EEG activity. We found that resting state EEG beta activity differentiated people who were later inclined toward interpreting robot behaviors as either mechanistic or intentional. This pattern is similar to the pattern of activity in the default mode network, which was previously demonstrated to have a social role. In addition, gamma activity observed when participants were making decisions about a robot’s behavior indicates a relationship between theory of mind and said attitudes. Thus, we provide evidence that individual biases toward treating robots as either intentional agents or mechanistic artifacts can be detected at the neural level, already in a resting state EEG signal.

We asked whether previous observations of group interactions modulate subsequent social attention episodes. Participants first completed a learning phase with 2 conditions. In the "leader" condition 1 of 3 identities turned her gaze first, followed by the 2 other faces. In the "follower" condition, 1 of the identities turned her gaze after the 2 other faces had first shifted their gaze. Thus, participants observed that some individuals were consistently leaders and others followers of others' attention. In the test phase, the faces of leaders and followers were presented in a gaze cueing paradigm. Remarkably, the followers did not elicit gaze cueing. Our data demonstrate that individuals who do not guide group attention in exploring the environment are ineffective social attention directors in later encounters. Thus, the role played in previous group social attention interactions modulates the relative weight assigned to others' gaze: we ignore the gaze of group followers.

Initiating joint attention by leading someone’s gaze is a rewarding experience which facilitates social interaction. Here, we investigate this experience of leading an agent’s gaze whilst applying a more realistic paradigm than traditional screen-based experiments. We used an embodied robot as our main “stimulus” and recorded participants’ eye-movements. Participants sat opposite a robot which had one of two ‘identities’ – “Jimmy” or “Dylan”. Participants were asked to look at one of two objects presented on screens to the left and the right of the robot. Jimmy then looked at the same object in 80% of the trials and at the other object in the remaining 20%. For Dylan, this proportion was reversed. Upon fixating on the object of choice, participants were asked to look back at the robot’s face. We found that return-to-face saccades were conducted earlier toward Jimmy when he followed the gaze compared with when he did not. For Dylan, there was no such effect. Additional measures indicated that our participants also preferred Jimmy and liked him better. This study demonstrates a) the potential of technological advances to examine joint attention where ecological validity meets experimental control, and b) that social reorienting is enhanced when we initiate joint attention.