The Marketing Firm and the Consumerate: Predicting Motivating Functions Using Neurophysiology

Sanchit Pawar (), Valdimar Sigurdsson () and Asle Fagerstrøm ()
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Sanchit Pawar: School of Economics, Innovation and Technology, Kristiania University of Applied Sciences
Valdimar Sigurdsson: Reykjavik University
Asle Fagerstrøm: School of Economics, Innovation and Technology, Kristiania University of Applied Sciences

A chapter in The Marketing Firm, Volume II, 2025, pp 191-209 from Springer

Abstract: Abstract The marketing firm places a strong focus on understanding and satisfying its consumerate. The primary aim of the current chapter is to examine how neurophysiological methods can work with behaviour analytical techniques to enable a more comprehensive analysis of complex consumer-situation precursors of consumer behaviour. This chapter discusses how the neurophysiological stance can supplement behaviour analytical stances in consumer behaviour analysis. We discuss how, and to what extent, it is possible to integrate the extensional, super-personal approach, with the sub-personal, given the current developments in neurophysiological technology. The contributions lie in the potential of neurophysiological analyses to expand contingency knowledge in complex environments, by measuring covert responses and improving the predictability of future behaviour. Such a synthesis needs to be explored to understand the motivating functions of the consumer behaviour setting. The chapter concludes with an examination of the case of Frito-Lay where neurophysiological tools were used in conjunction with traditional marketing research techniques to understand the bilateral contingency of women’s intra-personal conflicts regarding snacking behaviour.

Keywords: Neurophysiological methods; motivating functions; environmental contingencies; consumer-situation precursors; the marketing firm (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-91591-8_8

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DOI: 10.1007/978-3-031-91591-8_8

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