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ECG Recording and Neuromarketing

ECG App - ECG AnalysisBIOPAC ECG solutions have been used in several research studies, including many that pertain to consumer behavior or neuromarketing. We have collected a few notable articles recording ECG in consumer research:

Impact of Malevolent Business Practices: With information on potentially suspect business practices more widely available than ever, it is important to understand what this kind of news has on consumers. Jung Ha-Brookshire and Gargi Bhaduri tested how this type of news affect consumers’ perceived trust in the business and purchase intention. The researchers used a BIOPAC MP36R data acquisition system to record ECG from subjects either looked at malevolent or benevolent messages. Read the full study here.

Neurophysiological Effects of Online Coupons: Coupons are currently being used online by over 90 million Americans, but little is understand exactly what physiological effects are driving people to use them. Veronika Alexander, Sophie Tripp, and Paul J. Zak ran an experiment studying subjects as they shopped online either with or without coupons. ECG, respiration, and skin conductance were recorded using a BIOPAC MP150 and wireless amplifiers. Read the full experiment here.

Brand and Interpersonal Love: Interpersonal love theories are often used in brand love studies, although there is little known about their equivalence in the emotional nature of these forms of love. Tobias Langner, Jennifer Schmidt, Alexander Fischer studied the differences between brand and interpersonal love and interpersonal and brand liking. The researchers used a BIOPAC MP150 with biopotential amplifiers to record ECG, EDA, EMG, and Blood Pressure while subjects viewed images. View the paper here.

For more Neuromarketing publications, visit our publications page.

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