A Consumer Neuroscience Study of Conscious and Subconscious Destination Preference

© 2019, The Author(s). In studying consumer behaviors, the inclusion of neuroscience tools and methods is improving our understanding of preference formation and choice. But such responses are mostly related to the consumption of goods and services that meet an immediate need. Tourism represents a consumer behavior that is related to a more complex decision-making process, involving a stronger relationship with a future self, and choices typically being of a higher level of involvement and of a transformational type. The aim of this study was to test whether direct emotional and cognitive responses to travel destination would be indicative of subsequent stated destination preference. Participants were shown images and videos from multiple travel destinations while being monitored using eye-tracking and electroencephalography (EEG) brain monitoring. The EEG responses to each image and video were further calculated into neurometric scores of emotional (frontal asymmetry and arousal) and cognitive load metrics. Our results show that arousal and cognitive load were significantly related to subsequent stated travel preferences, accounting for about 20% of the variation in preference. Still, results also suggested that subconscious emotional and cognitive responses are not identical to subjective travel preference, suggesting that other mechanisms may be at play in forming conscious, stated preference. This study both supports the idea that destination preferences can be studied using consumer neuroscience and brings further insights into the mechanisms at stake during such choices

Cognitive load during planned and unplanned virtual shopping:Evidence from a neurophysiological perspective

Rapid adoption of virtual-reality-assisted retail applications is inadvertently reshaping consumer buying patterns, making it crucial for businesses to enhance their shopping experience. This new scenario challenges marketers with unique hurdles in both the commercialization of products and in managing information cues derived via VR retailing. Therefore, this study examined consumers’ impulsive behavior and unplanned purchases in a virtual retail store, using self-reports and electroencephalography. Borrowing assorted perspectives from retailing, virtual reality, and neuromarketing literature, we extended the stimulus-organism-response framework to evaluate how unplanned behavior evolves through conscious and unconscious measures. We found that consumers’ impulsiveness was significantly associated with their unplanned expenditure and the number of unplanned purchases. Using mediation analysis, we observed that flow experience during shopping partially mediated the relationship between the sense of presence and the desire to stay longer in a virtual shopping store. Desire to stay in the virtual store positively influenced store satisfaction, basket-size deviation, and budget deviation. Additionally, cognitive workload obtained via electroencephalogram revealed significant differences during both planned and unplanned purchases. These findings provide fresh opportunities for retailers to leverage the disruptive potential of immersive and interactive virtual technology to transform consumer shopping experiences

Place branding: Aligning multiple stakeholder perception of visual and auditory communication elements

© 2016 Elsevier Ltd Place branding is complex due to its interdisciplinary nature, the highly competitive market, diverse stakeholder needs, and its ability to influence national priorities. This paper looks at the role of visual and auditory branding signatures in forming place attachment within three groups of stakeholders (nationals, expatriates, tourists). While research has focused on place consumers from either tourism or government perspectives, there is a need to take an interdisciplinary lens to look at new methodologies to see how place brands can manage multiple stakeholders. This paper presents new methodology for place brand studies called causal layered analysis. From a scholarly point of view, the paper presents a unique methodology in destination branding studies that aligns multiple stakeholder views yet still roots visual and auditory signatures of stakeholder perception of the nation\u27s brand through its heritage. The paper justifies the importance of story-telling and collecting multiple brand interpretations to create place attachment. The findings highlight the importance of resolving multiple stakeholder perspectives and the importance of the stories that can link various narratives that are important for nation branding and building, since common visuals have layered interpretations. While this study is qualitative in nature, the findings show that there is a need for more theory building in this field. From a practitioner\u27s point of view, organizations can use the methodology for perception mapping to create a distinct place communication platform. This, in turn, can reinforce a place\u27s identity based on both heritage and modernity

Aberrant neural signatures of decision-making:Pathological gamblers display cortico-striatal hypersensitivity to extreme gambles

AbstractPathological gambling is an addictive disorder characterized by an irresistible urge to gamble despite severe consequences. One of the hallmarks of pathological gambling is maladaptive and highly risky decision-making, which has been linked to dysregulation of reward-related brain regions such as the ventral striatum. However, previous studies have produced contradictory results regarding the implication of this network, revealing either hypo- or hypersensitivity to monetary gains and losses. One possible explanation is that the gambling brain might be misrepresenting the benefits and costs when weighting the potential outcomes, and not the gains and losses per se. To address this issue, we investigated whether pathological gambling is associated with abnormal brain activity during decisions that weight the utility of possible gains against possible losses. Pathological gamblers and healthy human subjects underwent functional magnetic resonance imaging while they accepted or rejected mixed gain/loss gambles with fifty–fifty chances of winning or losing. Contrary to healthy individuals, gamblers showed a U-shaped response profile reflecting hypersensitivity to the most appetitive and most aversive bets in an executive cortico-striatal network including the dorsolateral prefrontal cortex and caudate nucleus. This network is concerned with the evaluation of action–outcome contingencies, monitoring recent actions and anticipating their consequences. The dysregulation of this specific network, especially for extreme bets with large potentials consequences, offers a novel understanding of the neural basis of pathological gambling in terms of deficient associations between gambling actions and their financial impact

Imaging the Creative Unconscious:Reflexive Neural Responses to Objects in the Visual and Parahippocampal Region Predicts State and Trait Creativity

Abstract What does it take to have a creative mind? Theories of creative cognition assert that the quantity of automatic associations places fundamental constraints on the probability of reaching creative solutions. Due to the difficulties inherent in isolating automated associative responses from cognitive control, the neural basis underlying this faculty remains unknown. Here we acquired fMRI data in an incidental-viewing paradigm in which subjects performed an attention-demanding task whilst viewing task-irrelevant objects. By assigning a standard creativity task on the same objects out of the scanner, as well as a battery of psychometric creativity tests, we could assess whether stimulus-bound neural activity was predictive of state or trait variability in creativity. We found that stimulus-bound responses in superior occipital regions were linearly predictive of trial-by-trial variability in creative performance (state-creativity), and that in more creative individuals (trait-creativity) this response was more strongly expressed in entorhinal cortex. Additionally, the mean response to the onset of objects in parahippocampal gyrus was predictive of trait differences in creativity. This work suggests that, creative individuals are endowed with occipital and medial temporal reflexes that generate a greater fluency in associative representations, making them more accessible for ideation even when no ideation is explicitly called for

Motivation in the Metaverse:A Dual-Process Approach to Consumer Choices in A Virtual Reality Supermarket

Introduction: Consumer decision-making processes involve a complex interrelation between perception, emotion, and cognition. Despite a vast and diverse literature, little effort has been invested in investigating the neural mechanism behind such processes. Methods: In the present work, our interest was to investigate whether asymmetrical activation of the frontal lobe of the brain could help to characterize consumer’s choices. To obtain stronger experimental control, we devised an experiment in a virtual reality retail store, while simultaneously recording participant brain responses using electroencephalogram (EEG). During the virtual store test, participants completed two tasks; first, to choose items from a predefined shopping list, a phase we termed as “planned purchase”. Second, subjects were instructed that they could also choose products that were not on the list, which we labeled as “unplanned purchase.” We assumed that the planned purchases were associated with a stronger cognitive engagement, and the second task was more reliant on immediate emotional responses. Results: By analyzing the EEG data based on frontal asymmetry measures, we find that frontal asymmetry in the gamma band reflected the distinction between planned and unplanned decisions, where unplanned purchases were accompanied by stronger asymmetry deflections (relative frontal left activity was higher). In addition, frontal asymmetry in the alpha, beta, and gamma ranges illustrate clear differences between choices and no-choices periods during the shopping tasks. Discussion: These results are discussed in light of the distinction between planned and unplanned purchase in consumer situations, how this is reflected in the relative cognitive and emotional brain responses, and more generally how this can influence research in the emerging area of virtual and augmented shopping

Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective

Rapid adoption of virtual-reality-assisted retail applications is inadvertently reshaping consumer buying patterns, making it crucial for businesses to enhance their shopping experience. This new scenario challenges marketers with unique hurdles in both the commercialization of products and in managing information cues derived via VR retailing. Therefore, this study examined consumers’ impulsive behavior and unplanned purchases in a virtual retail store, using self-reports and electroencephalography. Borrowing assorted perspectives from retailing, virtual reality, and neuromarketing literature, we extended the stimulus-organism-response framework to evaluate how unplanned behavior evolves through conscious and unconscious measures. We found that consumers’ impulsiveness was significantly associated with their unplanned expenditure and the number of unplanned purchases. Using mediation analysis, we observed that flow experience during shopping partially mediated the relationship between the sense of presence and the desire to stay longer in a virtual shopping store. Desire to stay in the virtual store positively influenced store satisfaction, basket-size deviation, and budget deviation. Additionally, cognitive workload obtained via electroencephalogram revealed significant differences during both planned and unplanned purchases. These findings provide fresh opportunities for retailers to leverage the disruptive potential of immersive and interactive virtual technology to transform consumer shopping experiences