From E-Commerce to the Metaverse: A Neuroscientific Analysis of Digital Consumer Behavior
Alessandro Fici,
Marco Bilucaglia,
Chiara Casiraghi
et al.
Abstract:The growing interest in consumer behavior in the digital environment is leading scholars and companies to focus on consumer behavior and choices on digital platforms, such as the metaverse. On this immersive digital shopping platform, consumer neuroscience provides an optimal opportunity to explore consumers’ emotions and cognitions. In this study, neuroscience techniques (EEG, SC, BVP) were used to compare emotional and cognitive aspects of shopping between metaverse and traditional e-commerce platforms. Part… Show more
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