A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults

Urszula Garczarek-Bąk, Andrzej Szymkowiak (), Piotr Gaczek and Aneta Disterheft
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Urszula Garczarek-Bąk: Poznań University of Economics and Business
Andrzej Szymkowiak: Poznań University of Economics and Business
Piotr Gaczek: Poznań University of Economics and Business
Aneta Disterheft: Qiagen Business Services

Journal of Brand Management, 2021, vol. 28, issue 2, No 5, 185 pages

Abstract: Abstract Until now, neuromarketing studies have usually been aimed at assessing the predictive value of psychophysiological measures gathered while watching a marketing message related to a particular product. This study is the first attempt to verify the possibility of predicting familiar and unfamiliar brand purchases based on psychophysiological reactions to a retailer television advertisement measured by EEG, EDA and eye-tracking. The number of private label products chosen later served to assess the binary dependent variable. A logistic regression model (with a prediction rate of 61.2%) was applied to determine which psychophysiological variables explained the largest part of the variance of a final purchase decision. The results show that among various measures, only the electrodermal peaks per second were significant in predicting further purchase decisions. The decision to buy was also influenced by brand familiarity. The article concludes that EDA is an unobtrusive measure of emotion-related anticipation of significant outcomes, particularly for dynamic stimuli, as related to decision-making.

Keywords: Decision making; Marketing communication; EEG; EDA; Eye-tracking; Neuroscientific methods (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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DOI: 10.1057/s41262-020-00221-7

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