Neuromarketing and global branding reaction analysis based on real-time monitoring of multiple consumer's biosignals and emotions
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Published version
Date
2023-04-26
Authors
Goncalves, Marcus V.
Marques, Joao Alexandre Lobo
Silva, Bruno Riccelli Santos
Luther, Valorie
Hayes, Sydney
Version
OA Version
Published version
Citation
M.V. Goncalves, J.A.L. Marques, B.R.S. Silva, V. Luther, S. Hayes. 2023. "Neuromarketing and Global Branding Reaction Analysis Based on Real-Time Monitoring of Multiple Consumer's Biosignals and Emotions" Journal of International Business and Management, Volume 6, Issue 5, pp.1-32. https://doi.org/10.37227/JIBM-2023-04-5912
Abstract
Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. From a global perspective, multicultural influences and societal conditions are crucial to consider. Neuroscience applications in international marketing and consumer behavior is an emergent and multidisciplinary field aiming to understand consumers' thoughts, reactions, and selection processes in branding and sales. This study focuses on real-time monitoring of different physiological signals using eye-tracking, facial expressions recognition, and Galvanic Skin Response (GSR) acquisition methods to analyze consumers' responses, detect emotional arousal, measure attention or relaxation levels, analyze perception, consciousness, memory, learning, motivation, preference, and decision-making. This research aimed to monitor human subjects' reactions to these signals during an experiment designed in three phases consisting of different branding advertisements. The nonadvertisement exposition was also monitored while gathering survey responses at the end of each phase. A feature extraction module with a data analytics module was implemented to calculate statistical metrics and decision-making supporting tools based on Principal Component Analysis (PCA) and Feature Importance (FI) determination based on the Random Forest technique. The results indicate that when compared to image ads, video ads are more effective in attracting consumers' attention and creating more emotional arousal.
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This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 3.0 Unported License.