Bell Lynne, Vogt Julia, Willemse Cesco, Routledge Tim, Butler Laurie T, Sakaki Michiko
School of Psychology and Clinical Language Sciences, University of Reading, Reading, United Kingdom.
IIT, Genoa, Italy.
Front Psychol. 2018 Sep 7;9:1655. doi: 10.3389/fpsyg.2018.01655. eCollection 2018.
The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior.
本文探讨了一系列生理和神经科学技术在应用营销研究和消费者科学中的价值与应用，突出了社会心理学和神经科学研究的新见解。我们回顾了汗液分泌、心率、面部肌肉活动、眼动和脑电活动的测量方法，所使用的技术包括皮肤电传导、瞳孔测量、眼动追踪和脑磁成像。对于每一种测量方法，在简要解释其基础技术之后，我们阐述了这些测量方法使营销和消费者科学领域的研究人员能够探究的概念和机制，重点关注消费者态度和行为。通过对近期在消费者科学及相关领域应用这些方法的研究进行综述，我们还强调了方法和理论的优势与局限性，尤其关注生态效度。我们认为，纳入生理和神经科学技术能够通过深入了解消费者行为背后通常无意识的机制来推动消费者研究。因此，此类技术有助于研究人员和营销从业者理解消费者行为机制并改进对消费者行为的预测。
