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New tools and techniques for understanding non-conscious consumer decisions

Author

Listed:
  • Bridger, Darren

    (Founder, CloudArmy Neuro, Canada)

  • Noble, Thom

Abstract

Market researchers increasingly understand the importance of non-conscious processes in consumer decision making. A number of concepts and models are being adopted from cognitive neuroscience, such as conceptual and motivational priming and processing fluency. In tandem with these new models, researchers are turning to techniques that measure non-conscious processes either through direct brain measures (eg EEG, SST and fMRI), moment-by-moment eye-movement patterns (eye-tracking), facial expressions of emotion (FAC), or the non-conscious emotional and meaning associations that a brand or ad triggers (implicit-response measures). This paper briefly describes the theoretical background to how these ideas are being applied, as well as each main technique, with its potential uses, strengths and weaknesses.

Suggested Citation

  • Bridger, Darren & Noble, Thom, 2015. "New tools and techniques for understanding non-conscious consumer decisions," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 1(3), pages 214-220, July.
    • Handle: RePEc:aza:ama000:y:2015:v:1:i:3:p:214-220
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    More about this item

    Keywords

    eye-tracking; EEG; fMRI; FAC; implicit-response; neuromarketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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