Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience

Benny B. Briesemeister () and Johanna Trebbe
Additional contact information
Benny B. Briesemeister: Deloitte Consulting GmbH, Deloitte Neuroscience Institut
Johanna Trebbe: Neurospective GmbH

A chapter in Neuromarketing in Business, 2022, pp 91-108 from Springer

Abstract: Abstract For a long time, the measurement environment was a limiting factor in neuromarketing studies. EEGs and especially fMRIs required special environments that made realistic studies much more difficult. However, technological developments in the field of EEG hardware and, above all, changes in analysis have meant that it is now possible to leave the laboratory and carry out measurements in the real world, for example, in supermarkets. EEGs are an ideal way to measure the shopping experience, the so-called customer experience, so that target group-specific adjustments can be made. Psychological models such as the Zurich Model of Social Motivation also help to interpret the data and derive meaningful measures for optimizing the customer experience. The measurement approach presented here is valid and extremely practicable, as demonstrated by a customer project presented in a telecommunication store.

Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-35185-4_8

Ordering information: This item can be ordered from
http://www.springer.com/9783658351854

DOI: 10.1007/978-3-658-35185-4_8

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().