Until now, neuromarketing studies have usually been aimed at assessing the predictive value of psychophysiological measures gathered while watching a marketing message related to a particular product. This study is the first attempt to verify the possibility of predicting familiar and unfamiliar brand purchases based on psychophysiological reactions to a retailer television advertisement measured by EEG, EDA and eye-tracking. The number of private label products chosen later served to assess the binary dependent variable. A logistic regression model (with a prediction rate of 61.2%) was applied to determine which psychophysiological variables explained the largest part of the variance of a final purchase decision. The results show that among various measures, only the electrodermal peaks per second were significant in predicting further purchase decisions. The decision to buy was also influenced by brand familiarity. The article concludes that EDA is an unobtrusive measure of emotion-related anticipation of significant outcomes, particularly for dynamic stimuli, as related to decision-making.
The results of the following study show that among various neurophysiological measures, only the frontal asymmetry index measured with electroencephalography was significant in predicting further purchase decisions. The decision to buy was also influenced by the brand type (national brand or private label). Data from 21 participants were recorded during exposure to 20 fast-moving consumer goods. The electroencephalographic signal from the frontal lobe (F3 and F4) served to calculate the frontal asymmetry index for alpha, beta, and gamma bands. Electromyographic electrodes were placed on the zygomaticus major and corrugator supercilii muscles, whereas the galvanic skin responses were gathered from the forefinger and ring finger of the nondominant hand. Eye tracking glasses were used to control for eye movements. After product exposure, participants filled in the Purchase Intentions Scale, which then served to assess the final binary decision. A logistic regression model was applied to determine which neurophysiological factors play a crucial role in predicting a purchase decision and whether the brand type is relevant. The prediction rate of the resulting model was 65.8%. The article describes the possible implications of these results.
Objective: This paper investigates the explicit and implicit factors affecting private-label (PL) products’ possible purchase decision for different retailers. Design: The study uses eyetracking and electroencephalography (EEG) to explore the differences in eye movement and brain activity for PL products. This article examines how approach motivation, measured by total fixation duration and by EEG asymmetry over the frontal hemisphere of the brain, predicts PL purchase decision. Findings: This study investigates implicit variables that can influence consumers’ willingness to PL purchase. The relatively greater left frontal activation (i.e., higher approach motivation) during the predecision period predicted an affirmative purchase decision in some cases. The eyetracking study did not reveal differences between women’s and men’s esthetics sensitivity toward the presented PL products. EEG research proved that consumers were not influenced by the PL product price. Originality/value: Literature lacks credible information on young buyers’ behavior in the context of PL products. This paper elaborates on PL perception, revealing the neural origins of the associated psychological processes.
The use of social media (SM) is prevalent not only in private, but also in professional areas, and its overall involvement in our lives has grown immensely over the past decade. According to Bishop (2018), this is a phenomenon unlike anything seen throughout history. Previous studies on SM have analysed this subject unilaterally-giving greater emphasis to the positive or negative impact on its users. This novel article analyses the problem of the coexistence of opposing emotions towards SM based on the example of Facebook. Data from 274 young respondents (since teenagers and young adults spend on average 2-3 hours a day connected to SM sites, more so than other groups) (Healey, 2017), were collected on various areas of SM usage perception. The results present the existence of ambivalent attitudes towards Facebook threefold: as a place for building relationships, as a source of knowledge about the life of friends, and as a source of information. The article raises doubt as to what extent SM has an impact on their users in the future. The Pobrane z czasopisma Annales H-Oeconomia http://oeconomia.annales.umcs.pl Data: 05/10/2020 14:19:15 U M C S 112 ANDRZEJ SZYMKOWIAK, URSZULA GARCZAREK-BĄK issue of SM affecting the user (no matter their age) generally focuses on the negative aspects (SM are being blamed for increasing mental health problems among young people) (Girl Effect team, 2018); therefore, the findings here suggest that a balanced perspective is required, also including some positive aspects.
Abstract:The aim of this paper is to examine the essential features of every good business website. This article presents the ways of improving both the efficiency of website and the performance of the system. The methodology is based on literature research and Internet resources, since those are the most up to date information sources about new trends in web page development. The key elements of a high quality website (including site characteristics) and crucial information that indicates the quality of the content were analyzed. Particular attention was devoted to the trends driving the future of websites that could result in significant image improvement without high expense. Most websites have flaws for a number of reasons, not only related to the limitation of resources, but also due to the ignorance or inattention of webmasters, so the website quality aspects in relation to new trends, identified in this paper, can be used as insights for the improvement of web pages' quality.
Streszczenie: Celem poznawczym badania jest ukazanie problemu braku zgodności pomiędzy deklaracjami a rzeczywistym nabywaniem artykułów marek własnych sieci handlowych. W celu identyfikacji potencjalnych rozbieżności, w oparciu o sporządzone fotografie, dokonano analizy porównawczej. Wybór segmentu młodych nabywców nie był przypadkowy. Jego wyodrębnienie jest istotne z punktu widzenia wysokiego udziału w strukturze demograficznej Polski (osoby w wieku 20-34 lat stanowią 23% populacji kraju). Badani wskazywali, że nabywają artykuły sypkie, słodycze oraz nabiał marek własnych. Natomiast nie korzystają z produktów kosmetycznych i nie są skłonni do ich przetestowania. W przypadku 85% deklaracji dostrzeżono pewne rozbieżności. Głównie dotyczyły one sytuacji, w której nabywcy wskazywali, iż nie kupują określonych produktów, a znajdowały się one na ich półkach, bądź też, gdy wskazywano na zakup niewielkiego odsetka produktów marek własnych, a większość produktów miała logo sieci handlowej.Słowa kluczowe: badania etnograficzne, młodzi nabywcy, marki własne.
Summary:The epistemic goal of this paper is to show the problem of the inconsistencies between declarationsand the exact purchase of private label products. In order to identyfy the potential differences, the comparative analysis of photographs was conducted. The selection of this segment is important due to the fact that 23% of Polish population constist of people at the age of 20-34. Sweets, dairy and powdery are the most founded products among young 1 Artykuł powstał w ramach projektu badawczego nr 2014/15/N/HS4/01425 finansowanego przez Narodowe Centrum Nauki. Urszula Garczarek-Bąk consumers. Respondents do not purchase beauty products and are not willing to test them. The research reveals that 85% of opinions made by the buyers were different from the state of their private label products possession. The main discrepancy was between the respondents' claim that they do not acquire private labels products, but they were present at provided pictures or in declaring only small percentage of that kind of purchases while most of presented consumables were signed by the distributive network.
Streszczenie: Celem artykułu jest określenie użyteczności eye trackingu jako metody badania zachowań nabywców. Praca ma charakter teoretyczno-empiryczny. W artykule, oprócz ukazania istoty badań eye trackingowych, opisano procedurę ich przygotowania i realizacji oraz wskazano możliwe formy prezentacji pozyskanych w ten sposób danych (mapy cieplne, ścieżki spojrzeń oraz analizę obszarów zainteresowania). Szczególną uwagę poświęcono także ewentualnym trudno ściom metodycznym oraz technicznym występującym podczas realizacji eksperymentu badawczego.Słowa kluczowe: eye tracking, użyteczność badań eye trackingowych.
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