Neuromarketing and its implications for operations management: an experiment with two brands of beer

Abstract

Neuromarketing and neurophysiology of consumer behavior and sensory experiences are growing in research results and importance to the operations activities due to the possibility of designing products and processes that are more suitable to the consumers’ needs. In addition, there is a wide range of applications on the shop floor, such as safety design, man-machine design and other applications related with cognitive processing and its impact on human behavior. This article discusses the impact of advertising of recognized brands on the visual selective attention of young adults in the consumption of alcoholic beverages. The discussion considered the model of dual cognitive processing, in which prolonged effects of exposure to brands with strong positive associations would result in increased selective attention and commitment to strong brands. An experiment with two brands of beer using an eye-tracking equipment to identify the patterns of visual attention was carried out. The results showed that there are considerable differences in young adults for visual attention, with greater attention to strong brands. The study may help to develop more effective marketing campaigns and products, providing the consumers a better experience. Furthermore, it also allows for a better comprehension on attention at the workplace, providing important insights in several areas of production, such as work safety, repetitive processes, equipment handling among others.

A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults

“…According to Venkatraman et al (2015), ET, used as a direct measure of attention, is probably the most accessible method for catching ad response, which enables capturing not only which information was processed, but also the order and duration of these processes. Oliveira and Giraldi (2019) come to similar conclusions by demonstrating that visual attention captured with ET is different for weak and strong brands. More specifically, the percentage of valid fixations provides an index of overall attention or engagement with the ad, while the number of fixations and mean dwell times provide a measure of the depth to which information within an ad is processed.…”

Biomedical Technology in Studying Consumers’ Subconscious Behavior

“…Guo, et al [67] found that disclosures have largely impacted cognitive and emotional responses (e.g., awareness, recognition, attitude) toward brand placement. The findings of Oliveira and Giraldi [68] revealed that the well-known brand has a more substantial impact on visual attention than others. Pileliene and Grigaliunaite [9] used ET to measure the influence of the advertisement's color temperature on consumers' visual attention.…”

Business Simulation Games Analysis Supported by Human-Computer Interfaces: A Systematic Review

“…In contrast, others assume the role of encoding details of the retinal image, playing a double benefit: monitoring brain activity and acting on oculomotor function [62]. Considering the reported functionalities, currently, the ET devices have been used in fields such as marketing [47,48,64], analysis of the usability of games and virtual environments [65][66][67], and recently in human behavior and applied neuroscience research [62,68]. Also, it includes the use of EEG-and ET-based measurement interfaces in an integrated manner, comparing and complementing results [65].…”

“…A recent scientific publication presented the most prominent methods in this area [ 44 ], highlighting electroencephalography (EEG) and eye tracking (ET). It considered the two support techniques most used and more effective in the business context [ 45 , 46 , 47 , 48 ]. It presented its forms of operation, functionalities, limitations, and possible contributions in the context of the BSG.…”