scholarly journals The Use of Eye‑Tracker and Face Reader as Useful Consumer Neuroscience Tools Within Logo Creation

2019 ◽  
Vol 67 (4) ◽  
pp. 1061-1070
Author(s):  
Katarína Neomániová ◽  
Jakub Berčík ◽  
Anka Pavelka
Keyword(s):  
Consumer Behavior ◽  
Consumer Preferences ◽  
Primary Data ◽  
Eye Tracker ◽  
Heat Maps ◽  
Color Combination ◽  
Policy Tool ◽  
Consumer Neuroscience ◽  
Graphical Tool ◽  
The Subject

Traditional methods of conducting consumer behavior do not provide enough detailed information and therefore the paper aimed to demonstrate the use of consumer neuroscience when examining a selected product policy tool by using biometric methods to identify emotions and subjective consumer preferences. Consumer neuroscience tools provide valuable information to decide on the success of the company in the future, so we consider it as essential to inform entrepreneurs and subjects alike about this modern way of studying consumer behavior. The subject of the research was the original logo of the selected company and the design of three new logo variants that were created using the online graphical tool. Primary data collection was realized under laboratory conditions using the Eye Tracker and Face Reader. Overall, based on the results of our research, we rated the proposal no. 1 as the best one because it kept the views of respondents for the longest time and each respondent looked back at this color combination. The same results were confirmed as well by heat maps. The new logo found for the selected company, however, is recommended for further testing, such as AB testing involving consumer neuroscience tools, to verify the validity of the research undertaken.

scholarly journals Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

2020 ◽  
Vol 14 ◽  
Author(s):  
Letizia Alvino ◽  
Luigi Pavone ◽  
Abhishta Abhishta ◽  
Henry Robben
Keyword(s):  
Consumer Behavior ◽  
Consumer Preferences ◽  
Brain Activity ◽  
Marketing Research ◽  
Future Research ◽  
Product Experience ◽  
Consumer Neuroscience ◽  
Neuroscience Research ◽  
Neuronal Processes ◽  
Emotional Aspects

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

scholarly journals Consumer preferences and decision-making determinants for the purchase of sheep's milk and its products

10.5219/1424 ◽  
2020 ◽  
Vol 14 ◽  
pp. 673-681
Author(s):  
Ľudmila Nagyová ◽  
Andrej Géci ◽  
Elena Horská
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Consumer Preferences ◽  
Individual Characteristics ◽  
Primary Data ◽  
Purchasing Decisions ◽  
Chi Square ◽  
Contingency Coefficient ◽  
Research Document

When observing consumer behaviour, we find that the consumer carries out the process of purchasing decisions under the influence of several factors. These factors come from the external environment, from its individual characteristics, and also from the specific purchasing situation. The above facts show that consumer preferences and understanding of the behaviour is a very demanding process. This is mainly because consumers may behave differently, i.e. they may have different consumer behaviours that depend on their needs and desires. Therefore, it is necessary to know the factors that influence consumer behavior or the purchasing decision for certain market commodities. The presented research document is focused on the issue of consumer behavior and decision-making in sheep's milk and its products. Sheep's milk has a long tradition and is one of the basic building elements of human food. Consumer behaviour is constantly evolving, their needs and desires are changing as well as factors that influence their shopping behaviour. The main goal of the research is to draw attention to the personality of the consumer, to selected personality characteristics and social factors, and, subsequently, to evaluate their impact on purchasing behaviour and making purchasing decisions on the market of sheep's milk products. Primary data were obtained from a survey conducted on a sample of 796 respondents. Most of the respondents were classified in the sanguine group based on temperament - an emotionally stable extrovert. When buying sheep's milk and its products, they make emotional decisions (57.17%). The most important factor in buying these products was their quality (47.16%). Assumptions were formulated for deeper analysis, which was subsequently verified by the means of a statistical test - Chi-square of the square contingency. The degree of dependence between the examined variables was determined by the means of the Cramer contingency coefficient.

THE USE OF COMMUNITY LANGUAGE LEARNINGMETHOD TO IMPROVE STUDENTS’ SPEAKING ACHIEVEMENT

2015 ◽  
Vol 4 (1) ◽  
Author(s):  
Eko Widoyo Putro ◽  
Berlin Sibarani
Keyword(s):  
Language Learning ◽  
Secondary Data ◽  
Primary Data ◽  
Second Grade ◽  
Learning Method ◽  
Field Notes ◽  
The Subject ◽  
The Mean ◽  
Method Improvement ◽  
Community Language

This study is aimed at improving the second grade of students’ speakingachievement by using Community Language Learning (CLL) Method. Theresearch was conducted by applying classroom action research. The subject of this study was second grade of Private Senior High School (Sekolah Menengah Atas Swasta) of Dwi Tunggal Tanjung Morawa which consisted of 31 students. To collect the data, the instruments used were primary data (SpeakingTest) and secondary data (interview sheet, observation sheet, field notes). It can be seen from the score in test I, test II and test III. In the Test I, the mean of the students’score was (64.77), in the Test II was (71.35), and the mean of the students’ score of the Test III was (80.90). Based on the interview, and observation sheet, it shows that the expression and excitement of the students got improved as well. It was found that teaching of speaking by using Community Language Learningcould significantly improve students’ speaking achievement.Key Words: Community Language Learning, Method, Improvement, Speaking Achievement

THE APPLICATION OF PREVIEW, READ, WRITE, AND RECITE (PRWR) METHOD TO IMPROVE STUDENT’S ACHIEVEMENT IN READING RECOUNT TEXT

2014 ◽  
Vol 3 (2) ◽  
Author(s):  
Rahmat Nasution And Rahmah
Keyword(s):  
Secondary Data ◽  
Analysis Data ◽  
Primary Data ◽  
Average Score ◽  
First Year ◽  
Generic Structure ◽  
The Subject ◽  
Minimum Criteria ◽  
Main Ideas ◽  
Orientation Test

The objective of this research is to find out whether the application Preview, Read,Write, and Recite (PRWR) method improve student’s achievement in readingrecount text. This research applied classroom action research model. This studywas done in six meetings. The subject of this study was first year of SMAN 1Delitua. Primary data were collected by giving 20 questions of multiple-choicetest, the aspects contained in the tests focused on generic structure, main ideas,factual information, and Secondary data were collected by (interview, observationsheet, and questionnaire sheet. Based on analysis data, it was found that thestudent’s achievement improved. It could be seen from the comparison of result inthe orientation test and the cycle test I and II. There were only 9 students who hadpassed minimum criteria KKM in orientation test (75). The improvement showedthat in cycle I and II, based on the total average score it was 16 (42,4%) up to 26(78,7%) in cycle II, The secondary data gathered from interview, observationsheet, and questionnaire sheet, showed that students’ expression and enthusiasticalso improved. Thus, it was found that the applications of Preview, Read, Write,and Recite (PRWR) method in process of teaching improved students’achievement in reading recount text. It is suggested that English teachers applyPRWR method in teaching reading recount text.

scholarly journals Consumer Neuroscience as a Tool to Monitor the Impact of Aromas on Consumer Emotions When Buying Food

2021 ◽  
Vol 11 (15) ◽  
pp. 6692
Author(s):  
Jakub Berčík ◽  
Katarína Neomániová ◽  
Jana Gálová ◽  
Anna Mravcová
Keyword(s):  
Aromatic Compounds ◽  
Competitive Environment ◽  
Retail Operations ◽  
Consumer Neuroscience ◽  
Wide Range ◽  
Consumer Emotions ◽  
Affective Processes ◽  
Effective Selection ◽  
The Subject ◽  
The Impact

Building a unique USP sales argument (unique selling proposition) through various forms of in-store communication comes to the fore in a challenging competitive environment. Scent as a means to influence the purchase of goods or services has a long history, however, aromachology as field of in-store communication is a matter of the present. This new trend, the importance and use of which has grown in recent years, is the subject of a wide range of research. In order to increase the efficiency of these elements, it is necessary to familiarise ourselves with the factors that affect the customer, whether that be consciously or unconsciously. Consumer neuroscience is addressed in this area. This paper deals with the comprehensive interdisciplinary investigation of the impact of selected aromatic compounds on consumer cognitive and affective processes as well as assessing the effectiveness of their implementation in food retail operations. At the end of the paper, we recommend options for the effective selection and implementation of aromatisation of different premises, by which the retailer can achieve not only a successful form of in-store communication, but also an increase the retail turnover of the store.

Eye Movements as a Means to Evaluate Operation Interface of Flat Knitting Machine

2014 ◽  
Vol 607 ◽  
pp. 664-668
Author(s):  
Zhi Hui Liu ◽  
Sheng Ze Wang ◽  
Qiong Shen ◽  
Jia Jun Feng
Keyword(s):  
Eye Movements ◽  
Eye Movement ◽  
Objective Evaluation ◽  
Layout Design ◽  
Eye Tracker ◽  
Heat Maps ◽  
Machine Operation

This study investigates the characteristics of eye movements by operating flat knitting machine. For the objective evaluation purpose of the flat knitting machine operation interface, we arrange participants finish operation tasks on the interface, then use eye tracker to analyze and evaluate the layout design. Through testing of the different layout designs, we get fixation sequences, the count of fixation, heat maps, and fixation length. The results showed that the layout design could significantly affect the eye-movement, especially the fixation sequences and the heat maps, the count of fixation and fixation length are always impacted by operation tasks. Overall, data obtained from eye movements can not only be used to evaluate the operation interface, but also significantly enhance the layout design of the flat knitting machine.

THE SPECIFICS OF THE DEVELOPMENT OF ONLINE COMMERCE UNDER THE INFLUENCE OF CONSUMER BEHAVIOR OF INTERNET USERS

2021 ◽  
pp. 158-171
Author(s):  
Dmitrii V. Tyurin ◽  
◽  
Aleksandra O. Volkova ◽  
◽  
Keyword(s):  
Consumer Behavior ◽  
Customer Orientation ◽  
Consumer Preferences ◽  
Point Of View ◽  
Practical Skills ◽  
Electronic Format ◽  
Online Commerce ◽  
Goods And Services ◽  
Internet Users ◽  
Technical Innovations

The article presents trends and innovations in the global and Russian markets regarding consumer behavior, analyzes the prospects for the development of online commerce, and suggests various approaches to increasing the share of online store customers and consumer retention in the era of digitalization and e-commerce. In particular, the authors analyzed the specifics of interaction with the audience on the example of a large online platform “Shopping live”. The practical skills of using innovative developments by marketers in terms of the development of mobile consumption of services and goods are demonstrated. The article takes into account the requirements that customers face in connection with the pandemic and forced self-isolation, in particular, the ability to use various technical innovations. It also demonstrates, as modern factors, the experience of practicing marketers, which influenced their work in the electronic format of selling goods and services, and in particular the use of new approaches in communication and customer orientation. The authors formulate approaches to the development of electronic promotion of goods and products of various industries from the point of view of consumer preferences, based on the specifics of the marketing strategy of large marketplaces, such as Wildberries, Aliexpress.

Eye tracking and tourism research: A systematic literature review

2021 ◽  
pp. 135676672110533
Author(s):  
Georgiana-Denisse Savin ◽  
Cristina Fleșeriu ◽  
Larissa Batrancea
Keyword(s):  
Eye Tracking ◽  
Tracking Data ◽  
Research Papers ◽  
Research Directions ◽  
Heat Maps ◽  
Tourism Research ◽  
Dynamic Stimuli ◽  
Tracking Technique ◽  
The Subject ◽  
Practical Implications

In recent years, the number of studies in tourism using the eye tracking technique has increased and started generating valuable information for both academics and the industry. However, there is a gap in the literature concerning systematic reviews focused on recent articles and their findings. Thus, the aim of this study is to close this gap by systematically analysing 70 research papers tackling the subject of eye tracking in tourism and published in highly ranked tourism journals. The study identifies the most popular topics and trends for eye tracking research, as well as the most used types of visual stimuli, such as exhibitions, restaurant menus, promotional pictures or websites. The study also details on measurements specific for the analysis of eye tracking data, including fixations, saccades and heat maps. Results are emphasized along with their theoretical and practical implications. In addition, we highlight the lack of the use of dynamic stimuli in the existing literature and suggest further research directions using the eye tracking technique.

The Impact of Social Capital on Human Wellbeing: Empirical Evidence from Azad Jammu and Kashmir (Pakistan)

2018 ◽  
pp. 130-155
Author(s):  
Fozia Munir ◽  
Mirajul Haq ◽  
Syed Nisar Hussain Hamadani
Keyword(s):  
Social Capital ◽  
Central Place ◽  
Jel Classification ◽  
Primary Data ◽  
Data Set ◽  
Jammu And Kashmir ◽  
Empirical Estimates ◽  
The Subject ◽  
Basic Hypothesis ◽  
The Impact

Maximization of wellbeing is the exceedingly targeted objective that conventional economics going forward. Keeping in view its central place, economists developed well-structured models and tools in order to measure and investigate wellbeing. In received literature, on the subject, various factors have been investigated that affecting wellbeing. However, wellbeing which is viewed from different approaches and is of a different form is not shaping equally with different types of factors. In this context, this study is an attempt to investigate how subjective wellbeing is affecting by social capital. The basic hypothesis is that “individual wellbeing moves parallel with its social capital”. The hypothesis is empirically tested using primary data set of 848 individuals collecting form Azad Jammu and Kashmir (Pakistan). The empirical estimates indicate that keeping other factors constant, an individual that embodied more social capital enjoy more wellbeing in their life. JEL Classification: B24, I30, C43

scholarly journals Let’s Talk about TEX—Understanding Consumer Preferences for Smart Interactive Textile Products Using a Conjoint Analysis Approach

Sensors ◽  
2018 ◽  
Vol 18 (9) ◽  
pp. 3152 ◽  
Author(s):  
Julia Offermann-van Heek ◽  
Philipp Brauner ◽  
Martina Ziefle
Keyword(s):  
Consumer Behavior ◽  
Conjoint Analysis ◽  
Consumer Preferences ◽  
Technological Development ◽  
Product Evaluation ◽  
Decision Criterion ◽  
Online Questionnaire ◽  
Close Link ◽  
Input Modality ◽  
Textile Products

Interactive textiles are reaching maturity. First technology augmented textiles in form of clothes and furnitures are becoming commercially available. In contrast to the close link between technological development and innovations, future users’ acceptance and usage of such interactive textiles has not been integrated sufficiently, yet. The current study investigates future users’ consumer behavior and acceptance of interactive textiles using a scenario-based conjoint analysis study, which was presented in an online questionnaire ( n = 324 ). Two prototypical interactive textiles were focused on: a smart jacket and a smart armchair. To assess the textile products, the participants had to choose the preferred product alternative consisting each of the acceptance-relevant factors “connectivity”, “input modality”, “feature range”, “usability”, and “ease of cleaning”and their respective levels. The results revealed that the “ease of cleaning” is the most important decision criterion for both textile devices (even more important for the smart jacket), followed by “feature range”, “connectivity”, and “usability”. In contrast, the “input modality” is perceived as least important. The study also identified user profiles based on the projected consumer behavior (“adopters”, “rejecters”, and “undecided”) for both products. Besides the differences in product evaluation and projected consumer behavior, the user groups are significantly influenced by the individual affinity to textiles (both products) and gender (smart jacket). The findings are used to derive design and communication guidelines referring to interactive textiles in order to incorporate users’ needs, wishes, and requirements into future products.

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