Neuromarketing and its implications for operations management: an experiment with two brands of beer

Jorge Henrique Caldeira De Oliveira,Janaina De Moura Engracia Giraldi

doi:10.1590/0104-530x3512-19

Jorge Henrique Caldeira De Oliveira, Janaina De Moura Engracia Giraldi

Open Access

https://doi.org/10.1590/0104-530x3512-19

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Abstract

Abstract Neuromarketing and neurophysiology of consumer behavior and sensory experiences are growing in research results and importance to the operations activities due to the possibility of designing products and processes that are more suitable to the consumers’ needs. In addition, there is a wide range of applications on the shop floor, such as safety design, man-machine design and other applications related with cognitive processing and its impact on human behavior. This article discusses the impact of advertising of recognized brands on the visual selective attention of young adults in the consumption of alcoholic beverages. The discussion considered the model of dual cognitive processing, in which prolonged effects of exposure to brands with strong positive associations would result in increased selective attention and commitment to strong brands. An experiment with two brands of beer using an eye-tracking equipment to identify the patterns of visual attention was carried out. The results showed that there are considerable differences in young adults for visual attention, with greater attention to strong brands. The study may help to develop more effective marketing campaigns and products, providing the consumers a better experience. Furthermore, it also allows for a better comprehension on attention at the workplace, providing important insights in several areas of production, such as work safety, repetitive processes, equipment handling among others.

Highlights

H2: The fixation of visual attention in other areas not related to the brand before fixation on the brand itself will be slower on strong brands in comparison to weak brands;
Under the dual cognitive processing model, it was verified the potential of strong brands to bring strong and unconscious positive emotions and weak brands to be associated with negative feelings and implicit risks, which would attract or remove visual attention, respectively (Esch et al, 2012)
H2 of this research was defined as: “The fixation of visual attention in other areas not related to the brand before fixation on the brand itself will be slower on strong brands in comparison to weak brands”

Summary

Introduction

Neuromarketing research is becoming increasingly important, since Achrol & Kotler (2012) has indicated that consumers go about need satisfaction via a complex of experiences filtered through their senses These senses include the visual (perceptual), auditory and olfactory senses, the sense of taste, the sense of touch and feel (tactile and haptic sense), the sense of limb position and motion (proprioception and kinesthesis) and the sense of whole-body orientation and motion (vestibular sense). In this regard, neurophysiology of consumer behavior and sensory experiences are growing in research results and importance to the operations activities

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Conclusion