Table 3.
Neurophysiological tools: applications in marketing, products, and services.
Tool | Cognitive processes | Behavioral measurements | Marketing application | Product or service |
---|---|---|---|---|
Attention | Age difference | Advertisement | App | |
EEG | Arousal | Consumer preferences | Brand | Brand names |
Emotion | Consumer satisfaction | In-store experience | Car | |
Engagement | Gender difference | Online experience | Clothes | |
Excitement | Intention to purchase | Price | Coupon | |
Memory | Sentiment score | Product characteristics | Drink | |
Reward | Purchase behavior | Product experience | Food | |
Sensory perception | Product quality | House | ||
Valence | Promotion | Mobile phone | ||
Movie trailers | ||||
Music | ||||
Shoes | ||||
Perfume | ||||
Text-to-speech | ||||
Television commercial | ||||
Video | ||||
Wine | ||||
Attention | Age difference | Advertisement | Accessories and Bags | |
Arousal | Consumer preferences | Brand | Car | |
Emotion | Consumer satisfaction | In-store environment | Celebrity | |
Engagement | Gender differences | Online experience | Clothes | |
Excitement | Sentiment score | Price | Coffee mug | |
Wearable EEG | Memory | Purchase behavior | Product characteristics | Food |
Sensory perception | Product experience | Shoes | ||
Valence | Promotion | Sport activities | ||
Spoken-person | ||||
Television commercial | ||||
Video | ||||
Attention | Consumer preferences | Advertisement | Book | |
Arousal | Consumer satisfaction | Brand | Brand logo | |
Emotion | Gender difference | Price | Car | |
fMRI | Engagement | Sentiment score | Product characteristics | Food |
Memory | Purchase behavior | Product experience | Wine | |
Sensory perception | Product quality | |||
Reward | Promotion | |||
Valence | ||||
Attention | Consumer preferences | Advertisement | Drink | |
Arousal | Purchase behavior | Brand | Lipstick | |
fNIRS | Emotion | Price | Paper and display media | |
Sensory perception | Product characteristics | Music player | ||
Valence | Product experience | Music | ||
Product quality |