Neuromarketing and global branding reaction analysis based on real-time monitoring of multiple consumer's biosignals and emotions
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Date
2022-11-10
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Other
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Citation
M. Goncalves. 2022. "Neuromarketing and Global Branding Reaction Analysis Based on Real-Time Monitoring of Multiple Consumer's Biosignals and Emotions" https://doi.org/10.13140/RG.2.2.20759.65444
Abstract
Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. Multicultural influences and societal conditions are also crucial to consider from a global perspective. Applying neuroscience tools and techniques in international marketing and consumer behavior is an emergent and multidisciplinary field that aims 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.