Determination of user experience on food business websites using neuromarketing techniques

Abstract

The main purpose of this study is to determine the visual contents that should be used in food business websites by neuromarketing measurement. It is inevitable that the visual content planning to be made on a website will increase the experience performance of the users on that website. In this research, an experimental design was planned, and two websites were created from twenty-eight visual content items obtained from the literature. By creating the experimental procedure, an experimental area was prepared for eight subjects, and websites were shown to them. Electroencephalogram (EEG) and eye-tracking measurements were taken over the websites shown during the experiment. The results revealed that the experiment1 website using structured visual contents was more efficient on attention, higher concentration, and total fixation. The findings revealed that the anxiety level of the experiment2 website, which used unplanned visual contents, was more pronounced for the subjects. In light of the findings obtained in this study, professionals can create visual contents that they use on food business websites much more efficiently.

Understanding tourism consumer behavior using biometric technologies: bibliographic review and research agenda

“…This includes physiological responses as measured by psychophysiological and neuromarketing tools and physical characteristics such as fingerprints, facial recognition, and voice recognition, among others. In the context of tourism and hospitality, biometric tools can be used for customer identification, customer experience analysis, and service personalization (Babaç & Yüncü, 2022;Neo & Teo, 2022).…”

Experimental studies of advertising message effectiveness in virtual reality

“…In terms of time, it is advisable to choose the right hours to conduct the experiment. It is recognized that research should preferably take place between 9 and 11 am, due to the peak of cognitive abilities of participants (Babaç & Yüncü, 2022).…”

Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals

“…Researchers sometimes combine ET techniques with other neuroscientific methods, such as EEG (Electroencephalogram). For example, the Babaç & Yüncü (2022) study evaluates the user experience on specific websites. The tourism sector, characterised by the intangibility of its products, greatly benefits from analysing travellers' visual attention through images (Rakić & Chambers, 2010;Li et al, 2016).…”