Beyond explicit measures in marketing research: Methods, theoretical models, and applications

Rezaei, Sajad

doi:10.1016/j.jretconser.2021.102545

Cited by 6 publications

(2 citation statements)

References 36 publications

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“…However, VR offers a unique setting for analyzing consumer searches, interactions and purchases between competing brands. Rezaei (2021) suggests implicit measures from neuroscience that reveal the hidden consumer decision-making process in retailing. Despite the growing interest in neuroscience research in marketing (Casado-Aranda et al, 2023;Oliveira et al, 2022), only a few studies on VR relate to gaze tracking and service configuration (Loureiro et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Visual attention and product interaction: a neuroscientific study on purchase across two product categories in a virtual store

Bigne,

Simonetti,

Guixeres

et al. 2024

IJRDM

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PurposeThis research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR) store, showing how physical examinations and visual inspections relate to purchases.Design/methodology/approachAround 60 participants completed two forced-purchase tasks using a head-mounted display with visual and motor-tracking systems. A second study using a pictorial display of the products complemented the VR study.FindingsThe findings indicate differences in shopping behavior for the two product categories, with semidurable goods requiring greater inspection and deliberation than fast-moving consumer goods. In addition, visual inspection of the shelf and products was greater than a physical examination through virtual handling for both product categories. The paper also presents relationships between visual inspections and product interactions during the searching stage of purchase decisions.Originality/valueThe research consists of two types of implicit measures in this study: eye-tracking and hand-product interactions. This study reveals the suitability of implicit measures for evaluating consumer behavior in VR stores.

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Section: Introductionmentioning

confidence: 99%

“…Rezaei (2021) suggests implicit measures from neuroscience that reveal the hidden consumer decision-making process in retailing. Despite the growing interest in neuroscience research in marketing (Casado‐Aranda et al.…”

Section: Introductionmentioning

confidence: 99%