Integration of traditional and neuroscientific techniques in the study of consumer behaviour: the contribution of Neuromarketing

Organiser: Maurizio Mauri, University of Milan

Short name (in EasyChair): Neuromarketing (S12)

Description

The aim of the symposium is to explore and discuss the integration of traditional techniques in the field of marketing research (such as Likert self-report scales, interviews, focus-group, etc.) with the application of neuroscientific techniques as an innovative contribution to the study of consumer behavior. Consumers’ choices are often driven by reasons that consumers are not fully aware of. Decision-making is influenced by a complex set of emotions, feelings, attitudes, and values that are impossible to assess simply by asking consumers their opinion. Indeed, traditional techniques such as self-reports or interviews allow measuring mainly conscious and rational reactions toward a product or advertising. In the last decades, there has been a rapidly growing interest in the multidisciplinary field of so-called “neuromarketing” (Lee et al., 2007; Plassmann et al., 2008; Ariely, 2010; Missaglia et al., 2017), which takes advantage of neuroscientific techniques to study consumer reactions. This discipline applies neuroscientific methods and tools that allow measuring consumers’ emotional and spontaneous responses in a more objective and observable way.

The aim of this symposium is (a) to describe neuromarketing underlying assumptions, techniques, advantages of this perspective, examining the scientific literature about the use of neuromarketing in consumer studies, and (b) to suggest best practices to apply this novel approach in the marketing domain, with a specific focus on non-invasive methods. Finally, although the perception of packaging has been already explored, nevertheless health content of labels, the presence of specific information and lay-out of the labels and evaluation of the communication conveyed by packaging are other possible elements of interest in future neuromarketing research.

References
Ariely D., Berns G.S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nat Rev Neurosci;11:284–92.
Lee N., Broderick A.J., & Chamberlain L. (2006). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63, 199-204.
Missaglia A., Oppo A., Mauri M., Ghiringhelli B., Ciceri A. Russo V. (2017). The impact of emotions on recall: an empirical study on social ads. Journal of Consumer Behavior (in press).
Plassmann H., O'Doherty J., Shiv B., & Rangel A. (2007). Marketing actions can modulate neural representations of experienced pleasantness. In Proceedings of the National Academy of Sciences, 105(3), 1050-1054. 

consumer choice