Neuromarketing and Global Branding Reaction Analysis Based on Real-Time Monitoring of Multiple Consumer's Biosignals and Emotions

Resource type
Authors/contributors
Title
Neuromarketing and Global Branding Reaction Analysis Based on Real-Time Monitoring of Multiple Consumer's Biosignals and Emotions
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.
Publication
Journal of International Business and Management
Volume
6
Issue
5
Pages
01-32
Date
2023-4-26
Journal Abbr
JIBM
Language
en
DOI
10.37227/JIBM-2023-04-5912
ISSN
2616-4655, 2616-5163
Accessed
5/29/23, 2:15 AM
Library Catalog
DOI.org (Crossref)
Citation
Goncalves, M., Lobo Marques, J. A., Silva, B. R. S., Luther, V., & Hayes, S. (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, 6(5), 01–32. https://doi.org/10.37227/JIBM-2023-04-5912