Use Case | Consumer Behavior
Consumer Behavior | Use Case
Studying consumer behavior and decision making
Recent advancements in neuroscience and biomedical engineering techniques have made it possible to study consumer behavior. There is growing evidence that consumers value experience over product and services. Consumer experience (physiological and behavioral responses) is measured objectively by Electrodermal activity (EDA), Electrocardiography (ECG), Facial Electromyography (fEMG), etc. in response to emotional arousal by stimuli. The tonic background level of EDA is recorded as Skin Conductance Level (SCL). The effect of an emotional arousing stimulus (sensory domain, situational, thought) is recorded as phasic activity known as Skin Conductance Response (SCR). Similarly, attention and affective valence is studied using ECG and fEMG. The objective findings from physiological and behavioral recordings can help in creating better consumer campaigns.
The Challenge // Consumer Behavior
- Capture emotional response objectively during studying consumer behavior
- Physiological responses don’t reflect valence of emotions
- Correlate physiological responses with subjective self-reports
The Research // Goals
- Perform testing in real & virtual settings
- Record objective physiological and subjective behavioral consumer experience
- Record EDA and fEMG to estimate affective valence
- Correlate attention with heart rate variability
The Solution // Technology
- Record EDA to measure emotional activation in response to stimuli
- Record surface fEMG from facial muscles to measure muscle activity
- Measure heart rate variability (HRV) to analyze attention generated by viewing
The Results
- Objective physiological measurements much better than conventional self-reporting (Questionnaires)
- EDA responses objectively quantified physiological responses to differential stimuli perception by subjects
- Activation of various facial muscles can quantify the differential consumer behavior
Benefits
- Ensure product and messaging alignment
- Test the consumer’s emotional response and align with the product and brand promise
- Test the user experience with the messaging
- Shelf visibility testing—in-store and virtual
Technology Options
Electrodermal Activity (EDA) indicates level of arousal
Facial Electromyography (fEMG)—corrugator and zygomaticus muscle activation indicate level of emotions
Heart rate variability (HRV) is related to level of attention
Related Use Cases
Consumer Product Development
Product Design
Usability Studies
Workspace design
Other Industries
Consumer Electronics
Consumer Packaged Goods
Selected Citations
- T. Kvasnicova, I. Křemenová and B. Babusiak, Investigation of the brain activity during browsing websites, 2016 ELEKTRO, pp. 551-555, Strbske Pleso, Slovakia. BIOPAC Product:
- Lajante, Mathieu & Droulers, Olivier & Lacoste-Badie, Sophie. Aesthetic Emotions Induced by TV Advertising Predict Consumers’ Attitudes 2015: ISRE Conference of the International Society for Research on Emotion. BIOPAC Product: BIOPAC MP150, wireless BioNomadix BN-fEMG
- , Culture differences, difficulties, and challenges of the neurophysiological methods in marketing research, (2015) Journal of International Consumer Marketing, 27:5, 346-363, DOI: 10.1080/08961530.2015.1038761. . BIOPAC Product:
- Delphine Caruelle, Anders Gustafsson, Poja Shams, Line Lervik-Olsen, Journal of Business Research, Volume 104,
2019,Pages 146-160,ISSN 0148-2963. The use of electrodermal activity (EDA) measurement to understand consumer emotions–A literature review and a call for action. BIOPAC Products: - Jang, J., Baek, E., Yoon, S., & Choo, H. 2018 Aug 21. Store Design: Visual Complexity and Consumer Responses. International Journal of Design [Online] 12:2. Store design: Visual complexity and consumer responses. BIOPAC Products: MP Sysetm with AcqKnowledge software and fEMG and EDA amplifiers.
- J. Martínez Fernández, R. Seepold, J. C. Augusto and N. Martínez Madrid, “Sensors in trading process: A Stress—Aware Trader,” 2010 8th Workshop on Intelligent Solutions in Embedded Systems, Heraklion, Greece, 2010, pp. 17-22, doi: 10.1109/WISES.2010.5548426. BIOPAC Product: MP150
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