Neuro- And Psychophysiological Consumer Research Methods Overview and Research Hints
Neuro- And Psychophysiological Consumer Research Methods Overview and Research Hints

Summary/Abstract: Past few years of empirical research have brought an observable advancementand a veritable explosion of interest in the area of consumer neuroscience. It has alreadybeen established that biosignals such as electroencephalogram, electromyogram or galvanicskin response, and oculomotor moves constitute the valid measure of consumers’ attitude towards products, and are more accurate than self-reports. Neuroscientific methods can be used to study consumer behavior and the decision-making processes in purchasingacts for the purpose of better understanding the psychological phenomena and emotionsin purchase decisions. However, neuromarketing still lacks a solid theoretical framework,which creates the risk of confusing more fundamental scientific research with commercial applications. The article is aimed to describe the advantages, disadvantages, as well as the practical use opportunities and restrictions regarding the most commonly used neuro- and psychophysiological measurement methods in customer research.

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