Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity
During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2021-10-01
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| Series: | Frontiers in Psychology |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.688713/full |
| _version_ | 1819124065004158976 |
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| author | Letizia Alvino Efthymios Constantinides Rob H. J. van der Lubbe Rob H. J. van der Lubbe |
| author_facet | Letizia Alvino Efthymios Constantinides Rob H. J. van der Lubbe Rob H. J. van der Lubbe |
| author_sort | Letizia Alvino |
| collection | DOAJ |
| description | During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot of effort into determining the factors that trigger consumers’ visual attention toward products, using traditional research methods, self-reports, or observations. The use of neuroscientific tools to study consumer behavior may improve our understanding of how external characteristics influence consumers’ visual attention. Consumer neuroscience research shows that preferences for a product may already be reflected in brain activity before customers make a final decision. Using electroencephalography (EEG), we investigated whether the design of different wine labeling influences individual preferences, reflected in the neural activity related to visual attention. More specifically, we examined whether the posterior contralateral negativity (PCN) can be used to assess and predict consumers’ preferences for a specific product based on its external characteristics. The PCN is commonly used to estimate attentional selection by focusing on stimulus-side dependent EEG lateralization above parieto-occipital areas. We computed the PCN to assess whether a certain wine label caught participants’ visual attention and additionally by comparing the PCN with behavioral data (wine preferences and reaction times) to determine whether early effects of visual attention could predict participants’ final preferences for a specific label. Our findings indicate that the PCN provides relevant information on visual attention mechanisms for external characteristics, as the view of the four labels modulated PCN amplitude. We hope this study can help researchers and practitioners in examining the effects of external product characteristics on consumer choice by estimating the changes in the EEG that are related to visual attention. |
| first_indexed | 2024-12-22T07:18:19Z |
| format | Article |
| id | doaj.art-c03d066b5b404c569916ffed8eb41dee |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-22T07:18:19Z |
| publishDate | 2021-10-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-c03d066b5b404c569916ffed8eb41dee2022-12-21T18:34:20ZengFrontiers Media S.A.Frontiers in Psychology1664-10782021-10-011210.3389/fpsyg.2021.688713688713Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral NegativityLetizia Alvino0Efthymios Constantinides1Rob H. J. van der Lubbe2Rob H. J. van der Lubbe3Center for Marketing and Supply Chain Management, Nyenrode Business University, Breukelen, NetherlandsHightech Business and Entrepreneurship Group (HBE), Faculty of Behavior, Management and Social Sciences, University of Twente, Enschede, NetherlandsCognition, Data, and Education, Faculty of Behavior, Management and Social Sciences, University of Twente, Enschede, NetherlandsLaboratory of Vision Science and Optometry, Faculty of Physics,Adam Mickiewicz University, Poznań, PolandDuring the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot of effort into determining the factors that trigger consumers’ visual attention toward products, using traditional research methods, self-reports, or observations. The use of neuroscientific tools to study consumer behavior may improve our understanding of how external characteristics influence consumers’ visual attention. Consumer neuroscience research shows that preferences for a product may already be reflected in brain activity before customers make a final decision. Using electroencephalography (EEG), we investigated whether the design of different wine labeling influences individual preferences, reflected in the neural activity related to visual attention. More specifically, we examined whether the posterior contralateral negativity (PCN) can be used to assess and predict consumers’ preferences for a specific product based on its external characteristics. The PCN is commonly used to estimate attentional selection by focusing on stimulus-side dependent EEG lateralization above parieto-occipital areas. We computed the PCN to assess whether a certain wine label caught participants’ visual attention and additionally by comparing the PCN with behavioral data (wine preferences and reaction times) to determine whether early effects of visual attention could predict participants’ final preferences for a specific label. Our findings indicate that the PCN provides relevant information on visual attention mechanisms for external characteristics, as the view of the four labels modulated PCN amplitude. We hope this study can help researchers and practitioners in examining the effects of external product characteristics on consumer choice by estimating the changes in the EEG that are related to visual attention.https://www.frontiersin.org/articles/10.3389/fpsyg.2021.688713/fullconsumer neuroscienceneuromarketingEEGvisuospatial attentionextrinsic cuesposterior contralateral negativity |
| spellingShingle | Letizia Alvino Efthymios Constantinides Rob H. J. van der Lubbe Rob H. J. van der Lubbe Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity Frontiers in Psychology consumer neuroscience neuromarketing EEG visuospatial attention extrinsic cues posterior contralateral negativity |
| title | Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity |
| title_full | Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity |
| title_fullStr | Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity |
| title_full_unstemmed | Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity |
| title_short | Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity |
| title_sort | consumer neuroscience attentional preferences for wine labeling reflected in the posterior contralateral negativity |
| topic | consumer neuroscience neuromarketing EEG visuospatial attention extrinsic cues posterior contralateral negativity |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.688713/full |
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