Enchancing Point of Sale Materials for Consumer Engagement: A Neuromarketing Approach

Polona DakiÄ ; Faculty of Management () and Armand Faganel ()
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Polona DakiÄ ; Faculty of Management: University of Primorska
Armand Faganel: Faculty of Management, University of Primorska

Tržište/Market, 2025, vol. 37, issue 1, 95-107

Abstract: Purpose – In today’s retail environment, shopping is a multi-sensory experience, making it crucial to understand how consumers perceive retail spaces. Retailers can influence consumers’ purchasing decisions by manipulating sensory stimuli. Thus, creating effective advertising materials that enhance shopping intent is vital for both manufacturers and retailers. Design/Methodology/Approach – This study employed electroencephalography (EEG) to measure unconscious responses to visual marketing stimuli. We assessed emotional valence through prefrontal alpha asymmetry, attention via the alpha/beta activation ratio in the occipital lobe, and cognitive load through theta/beta and alpha activation in the parietal lobe. Findings and Implications – Our findings indicate that for static advertisements (e.g., posters, floor stickers, wobblers), the most engaging combination of elements includes a headline, a person’s photo, an aesthetically pleasing food image, product packaging, and supporting text. This contradicts prior research suggesting that ads with minimal text and a sleek design have a greater impact. Additionally, promotional pricing displayed in bold had a notable effect on participants. Limitations – The study adhered to GDPR standards by anonymizing data and using averaged metrics. However, it was conducted in an artificial setting, which may not fully reflect real retail environments. Additionally, the small sample size of 30 participants limits the generalizability of the findings. Technical challenges, such as those associated with EEG usage and participant selection criteria, were effectively addressed. Originality – This research study stands out by integrating EEG to objectively measure unconscious shopper responses, as opposed to traditional self-reported data. It identifies specific advertisement elements that effectively increase consumer engagement, offering valuable insights into the ways in which to optimize advertising strategies to boost shopper engagement and purchasing intent.

Keywords: neuromarketing; EEG; advertising; retail space; consumer engagement (search for similar items in EconPapers)
Date: 2025
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