NEURAL CORRELATES OF BEHAVIORAL REACTIONS TO GSM OPERATOR’S WEB SITES FOR SMART PHONES

Year 2014, Volume: 7 Issue: 14, 1 - 20, 01.12.2014

Yener Girişken Caner Giray Eda Ocak

Abstract

User experience is of critical importance for companies because of the significance of brand perception, image formation. Positive perceptions make consumers further inclined to approach the brand and vice-versa. Therefore, an ability to measure user experience will enable companies to enhance the user-friendliness of websites, shops, products and packaging. In this exploratory study, the user experiences of 20 participants 10 men and 10 women whilst browsing websites of GSM operators selling smartphones are analyzed using several neuromarketing methods including electroencephalography EEG and eyetracking devices. By synchronizing EEG and eye tracking, it is possible to analyze where on websites users tend to be drawn to. More importantly, it is possible to measure how participants feel instantaneously whilst browsing. The findings of this neuromarketing study are qualitative and therefore cannot be generalized. However, the insights reached are important for GSM operators who have the potential to enhance their users’ experiences by implementing small changes to their websites, informed by some of this paper’s findings

Keywords

Neuromarketing, EEG, Eye-Tracking, User Experience, and Consumer Behavior

References

• Anderson, E. W., Potter, K. C., Matzen, L. E., Shepherd, J. F., Preston, G. A., & Silva, C. T. (2011). A User Study of Visualization Effectiveness using EEG and Cognitive Load. Computer Graphics Forum, 30(3), 791–800.
• Ariely D., & Berns G. S., (2010). Neuromarketing: The Hope and Hype of Neuroimaging in Business. Nature Reviews Neuroscience. 11(4), pp. 284- 292.
• Babiloni, F., (2012). Consumer Neuroscience: A New Area of Study for Biomedical Engineers, Pulse, IEEE , Volume:3, Issue: 3.
• Bar, M. and Neta, M., (2008). The Proactive Brain: Using Little Information to Make Predictive Judgements, Journal of Consumer Behaviour, Volume 7, Issue: 4-5, Page: 319–330, July-October
• Bernal, L., (2012). Gaining A Competitive Advantage Through Neuromarketing, Colegio de Estudios Superiores de Administracion, Published Graduate Thesis, p.45.
• Crandall, K., (2006). Invisible Commercials and Hidden Persuaders: James M. Vicary and the Subliminal Advertising Controversy of 1957. Undergraduate Thesis. Florida: Department of History
• Damasio, A. (1994). Descartes’ Error: Emotion Reason and the Human Brain. New York: Grosset/Putnam
• Du Plessis, E., (2011). The Branded Mind. America & England: Kogan Page Limited.
• Gakhal, B. and Senior, C., (2008). Examining the Influence of Fame in the Presence of Beauty: An Electrodermal, Neuromarketing Study. Journal of Consumer Behaviour, Volume 7, Issue: 4-5, Page 331–341, July-October.
• Giray, C. and Girisken, Y., (2013). “Gozun Bilinc Seviyesinde Duyumsayamadigi Uyaranlari Beynin Algilamasi Mumkun Mudur? Noropazarlama Yontemi ile Olcumleme Uzerine Deneysel Bir Tasarim,” 18. Ulusal Pazarlama Kongresi, Kars, June.
• Hur, S. and Kumbasar, S., (2011). Goz hareketlerine dayali arastırma cozumleri Eye tracking teknolojisi Arastırmada yenilikler konferansi, Istanbul p. 30.
• Jiang, Y., Costello, P., Fang, F., Huang, M., & He, S. (2006). A Gender-and Sexual Orientation-dependent Spatial Attentional Effect of Invisible Images. Proceedings of the National Academy of Sciences, USA, 103, 17048– 17052.
• Kenning, P. and Plassmann, H., (2005). NeuroEconomics: An Overview from an Economic Perspective. Brain Res. Bull.
• Khushaba, R., N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. and Townsend, C., (2013). Consumer Neuroscience: Assessing the Brain Response to Marketing Stimuli Using Electroencephalogram (EEG) and Eye Tracking, Expert Systems with Applications, Volume 40, Issue 9, p. 3803-3812.
• Kotler, P. & Kevin, K., (2009). Marketing Management, 13/E, New Jersey: Prentice Hall.
• Krakoff, P., (2010). 7 Ways to Market to the Subconscious Brain: The Homer Simpson http://writingontheweb.com/2010/10/21/ways-market-subconscious- brain-br-homer-simpson-guide-content-marketing/ (29.04.2013). USA
• Lee, N., Broderick, A., J., and Chamberlain, L., (2007).What Is ‘Neuromarketing’? A Discussion and Agenda for Future Research. Int. J. Psychophysiology.
• Laubrock, J., Engbert, R., Rolfs, M., & Kliegl, R. (2007). Microsaccades Are an Index of Covert Attention: Commentary on Horowitz, Fine, Fencsik, Yurgenson, and Wolfe. Psychological Science, 18, 364–366.
• Morris, J. S., Ohman, A. and Dolan, R. J., (1998), Conscious and Unconscious Emotional Learning in the Human Amygdala, Nature 393, 467-470.
• Plassmann, H., and Kenning, P., (2008), How Choice Ambiguity Modulates Activity in Brain Areas Representing Brand Preference: Evidence from Consumer Neuroscience, Journal of Consumer Behaviour, Volume 7, Issue: 4-5, Page: 360–367, July-October
• Pradeep, A.K., (2010). The Buying Brain: Secrets for Selling to the Subconscious Mind. New Jersey: John Wiley & Sons.
• Rogers, S., (1992).“How a Publicity Blitz Created the Myth of Subliminal Advertising,” Public Relations Quarterly 37 (Winter 1992): 12.
• Sourina, O., and Liu, O. (2011). A Fractal-based Algorithm of Emotion Recognition from EEG using an Arousal-valence model. In Proc. Biosignals 2011, Rome, p. 209-214.
• Stoll, M., Baecke, S., and Kenning, P., (2008), What They See is What They Get? An fMRI Study on Neural Correlates of Attractive Packages, Journal of Consumer Behaviour, Volume 7, Issue: 4-5, Page: 342–359, July-October
• Tuzel, N., (2010). Tuketicinin zihnini okumak noropazarlama ve reklam. Marmara