Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising
This paper presents an innovative research project that aims to study the emotional factors influencing decision-making elicited by infomercials, a powerful sales technique that uses emotional communication to engage viewers, capture attention, and build trust. Using cutting-edge consumer neuroscien...
| Main Authors: | , , , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2023-10-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1238879/full |
| _version_ | 1797667854694219776 |
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| author | Vincenzo Russo Vincenzo Russo Marco Bilucaglia Chiara Casiraghi Simone Chiarelli Martina Columbano Alessandro Fici Fiamma Rivetti Cristina Rossi Riccardo Valesi Margherita Zito Margherita Zito |
| author_facet | Vincenzo Russo Vincenzo Russo Marco Bilucaglia Chiara Casiraghi Simone Chiarelli Martina Columbano Alessandro Fici Fiamma Rivetti Cristina Rossi Riccardo Valesi Margherita Zito Margherita Zito |
| author_sort | Vincenzo Russo |
| collection | DOAJ |
| description | This paper presents an innovative research project that aims to study the emotional factors influencing decision-making elicited by infomercials, a powerful sales technique that uses emotional communication to engage viewers, capture attention, and build trust. Using cutting-edge consumer neuroscience techniques, this study focuses on the identification of the variables that most impact the Call-to-Action and Purchase Intention. Forty participants were selected and divided into two groups, with each group exposed to one of two infomercials (condition A = male seller; condition B = female seller). EEG signals were recorded as well as Eye-tracking data. After the viewing, participants completed a self-report questionnaire. Results show that seller characteristics such as Performance and Trustworthiness, as well as Neurophysiological variables such as Approach-Withdrawal Index, Willingness to Pay, Attention and Engagement, significantly impact the final Call-to-Action, Purchase Intention, and infomercial Likeability responses. Moreover, eye-tracking data revealed that the more time is spent observing crucial areas of the infomercial, the more it will increase our Willingness to Pay and our interest and willingness to approach the infomercial and product. These findings highlight the importance of considering both the Seller attributes and the consumers’ Neurophysiological responses to understand and predict their behaviors in response to marketing stimuli since they all seem to play a crucial role in shaping consumers’ attitudes and purchase intentions. Overall, the study is a significant pilot in the new field of neuroselling, shedding light on crucial emotional aspects of the seller/buyer relationship and providing valuable insights for researchers and marketers. |
| first_indexed | 2024-03-11T20:19:35Z |
| format | Article |
| id | doaj.art-9503f5d6efcd474da3fa15b620da7be4 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-03-11T20:19:35Z |
| publishDate | 2023-10-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-9503f5d6efcd474da3fa15b620da7be42023-10-03T07:55:30ZengFrontiers Media S.A.Frontiers in Psychology1664-10782023-10-011410.3389/fpsyg.2023.12388791238879Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertisingVincenzo Russo0Vincenzo Russo1Marco Bilucaglia2Chiara Casiraghi3Simone Chiarelli4Martina Columbano5Alessandro Fici6Fiamma Rivetti7Cristina Rossi8Riccardo Valesi9Margherita Zito10Margherita Zito11Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, Milan, ItalyBehavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, ItalyBehavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, ItalyBehavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, ItalyBehavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, ItalyBehavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, ItalyBehavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, ItalyBehavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, ItalyBehavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, ItalyDepartment of Management, Università degli Studi di Bergamo, Bergamo, ItalyDepartment of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, Milan, ItalyBehavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, ItalyThis paper presents an innovative research project that aims to study the emotional factors influencing decision-making elicited by infomercials, a powerful sales technique that uses emotional communication to engage viewers, capture attention, and build trust. Using cutting-edge consumer neuroscience techniques, this study focuses on the identification of the variables that most impact the Call-to-Action and Purchase Intention. Forty participants were selected and divided into two groups, with each group exposed to one of two infomercials (condition A = male seller; condition B = female seller). EEG signals were recorded as well as Eye-tracking data. After the viewing, participants completed a self-report questionnaire. Results show that seller characteristics such as Performance and Trustworthiness, as well as Neurophysiological variables such as Approach-Withdrawal Index, Willingness to Pay, Attention and Engagement, significantly impact the final Call-to-Action, Purchase Intention, and infomercial Likeability responses. Moreover, eye-tracking data revealed that the more time is spent observing crucial areas of the infomercial, the more it will increase our Willingness to Pay and our interest and willingness to approach the infomercial and product. These findings highlight the importance of considering both the Seller attributes and the consumers’ Neurophysiological responses to understand and predict their behaviors in response to marketing stimuli since they all seem to play a crucial role in shaping consumers’ attitudes and purchase intentions. Overall, the study is a significant pilot in the new field of neuroselling, shedding light on crucial emotional aspects of the seller/buyer relationship and providing valuable insights for researchers and marketers.https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1238879/fullneuromarketingneurosellinginfomercialsEEGcall-to-actionpurchase intention |
| spellingShingle | Vincenzo Russo Vincenzo Russo Marco Bilucaglia Chiara Casiraghi Simone Chiarelli Martina Columbano Alessandro Fici Fiamma Rivetti Cristina Rossi Riccardo Valesi Margherita Zito Margherita Zito Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising Frontiers in Psychology neuromarketing neuroselling infomercials EEG call-to-action purchase intention |
| title | Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising |
| title_full | Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising |
| title_fullStr | Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising |
| title_full_unstemmed | Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising |
| title_short | Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising |
| title_sort | neuroselling applying neuroscience to selling for a new business perspective an analysis on teleshopping advertising |
| topic | neuromarketing neuroselling infomercials EEG call-to-action purchase intention |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1238879/full |
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