Spatial cognition nel neuromarketing: come il layout dello store influenza i processi decisionali d’acquisto

Translated title of the contribution: [Autom. eng. transl.] Spatial cognition in neuromarketing: how store layout influences purchasing decision-making processes

Michela Balconi, Irene Venturella, Federica Leanza

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

[Autom. eng. transl.] Recent studies of "consumer neuroscience" have focused on consumer behavior, both in terms of purchase and consumption. For a long time the attention of researchers has focused on the choices regarding the product and the brand; more recently, there has been a growing interest also in the time of purchase and in particular in the behavior within the store. In the consumer's shopping experience, the spatial dimension (product layout and intangible aspects such as colors and sounds) is decisive in the decision-making process. It has been shown that the layout of a store can emotionally involve the consumer so as to influence it in the way-finding and in the final purchase choices. This research aims to investigate how reward mechanisms and consumer preferences influence the construction of cognitive maps when exploring a store. The pilot study involved 10 subjects who were asked to simulate a shopping experience, freely exploring the store for three minutes and choosing a product to buy. For the study, electrophysiological measurements (EEG frequency band analysis) were used to investigate the cognitive and emotional responses of consumers during exploration. The subjects show that they have used specific behavioral strategies and in the construction of mental maps (exploration options of the sotre). There was also a significant decrease in the frequency of the alpha cortical band in the frontal compartment for potential buyers, compared with non-buyers, during the exploration of positively evaluated spaces and where the chosen products were located. The reward mechanisms and the Emotional consumer involvement can influence in-store exploration behavior and explain prefrontal cortical activity during purchasing decision processes.
Translated title of the contribution[Autom. eng. transl.] Spatial cognition in neuromarketing: how store layout influences purchasing decision-making processes
Original languageItalian
Title of host publicationAtti del «XXI Congresso Nazionale della Sezione di Psicologia Sperimentale AIP»
Pages54-55
Number of pages2
Publication statusPublished - 2015
EventXXI Congresso Nazionale della Sezione di Psicologia Sperimentale AIP - Rovereto
Duration: 10 Sep 201512 Sep 2015

Conference

ConferenceXXI Congresso Nazionale della Sezione di Psicologia Sperimentale AIP
CityRovereto
Period10/9/1512/9/15

Keywords

  • Neuromarketing
  • Processi decisionali

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