Multisensoriality and consumer experience: a neuromarketing study

Michela Balconi, Irene Venturella, Giulia Fronda, Giulia Fronda

Risultato della ricerca: Contributo in libroContributo a convegno

Abstract

This study integrates sensorial marketing with a neuroscientific approach to investigate the influence ofsensory stimulation on consumer experience. Twenty-one subjects had to explore for a maximum of 15 minutes a cosmetic shop, well-known for fragrances and bright colors’ use. Depending on the sensorial channel they could use (olfaction, touch or hearing), the sample was divided in three conditions. Cortical (electroencephalography) and autonomic (biofeedback) measures were recorded during the exploration. Results suggested an unpleasant experience of shop areas where products were difficult to manipulate, reflected by increasing of Delta band activity in right frontopolar and frontal areas. A greater Skin Conductance Level was detected when participants could touch the products; the same subjects spent more time in areas with classic hand-creams instead of areas with less manipulable products, for which, as seen before, there was a greater frontal Delta band activity, connoting the unpleasant experience. Olfaction users spent less time in areas with packaged products, searching for cosmetics to smell. This study gave interesting highlights on the implicit channels use for enhance consumer preference.
Lingua originaleEnglish
Titolo della pubblicazione ospiteProceedings of the "SEPEX – SEPNECA – AIP experimental Joint Conference"
Pagine64
Numero di pagine1
Stato di pubblicazionePubblicato - 2018
EventoSEPEX – SEPNECA – AIP experimental Joint Conference - Madrid
Durata: 3 lug 20186 lug 2018

Convegno

ConvegnoSEPEX – SEPNECA – AIP experimental Joint Conference
CittàMadrid
Periodo3/7/186/7/18

Keywords

  • Consumer experience
  • Multi-sensory stimulation
  • Neuromarketing

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