A neuroscientific perspective of a mixed-use lifestyle center

Abstract

PurposeThis paper aims to explore consumers’ cognitive responses to the presence of other people in a planned lifestyle center. The featured lifestyle center contains shopping, lodging, dining and retail options in an open-air setting full of natural elements. This work helps explain the affinity of consumers to lifestyle centers and shows marketing researchers and practitioners how to use neuroscience hardware and software in service design research.Design/methodology/approachThe study draws on social impact theory to show how the social presence of others in a lifestyle center influences six different cognitive responses. The authors evaluate consumers’ cognitive responses by using the Emotiv EPOC+ headset to obtain electroencephalogram recordings. To interpret these recordings, they use EmotivPro software, which provides readings on six emotional states, including excitement, interest, stress, engagement, attention and relaxation.FindingsThe data obtained from mall shoppers reveal that the presence of other people in a lifestyle center evokes high levels of interest and excitement and encourages relaxation.Research limitations/implicationsThe paper shows marketers how to use neural data to obtain insights into consumers’ cognitive responses to stimuli by using Emotiv headsets and software.Practical implicationsThe results show the importance of social elements in encouraging customers to approach and spend time in lifestyle centers.Originality/valueThe paper is one of the first to explore consumers’ responses to strangers in shared settings using neuroscience.