NEUROMARKETING: EVALUATING CONSUMER EMOTIONS AND PREFERENCES TO IMPROVE BUSINESS MARKETING MANAGEMENT

Abstract

THE INVENTION OF NEUROSCIENCE HAS BENEFITED MEDICAL PRACTITIONERS AND BUSINESSES IN IMPROVING THEIR MANAGEMENT AND LEADERSHIP. NEUROMARKETING, A FIELD THAT COMBINES NEUROSCIENCE AND MARKETING, HELPS BUSINESSES UNDERSTAND CONSUMER BEHAVIOUR AND HOW THEY RESPOND TO ADVERTISING STIMULI. THIS STUDY AIMS TO INVESTIGATE THE CONSUMER PURCHASE INTENTION AND PREFERENCES TO IMPROVE THE MARKETING MANAGEMENT OF THE BRAND, BASED ON NEUROSCIENTIFIC TOOLS SUCH AS EMOTIONAL AROUSAL USING GALVANIC SKIN RESPONSE (GSR) SENSORS, EYE-TRACKING, AND EMOTION ANALYSIS THROUGH FACIAL EXPRESSIONS CLASSIFICATION. THE STIMULI FOR THE EXPERIMENT ARE TWO ADVERTISEMENT VIDEOS FROM THE MACAU TEA BRAND “GUANDING TEAHOUSE” FOLLOWED BY A SURVEY. THE EXPERIMENT WAS CONDUCTED ON 40 PARTICIPANTS. 76.2% OF PARTICIPANTS THAT CHOSE THE SAME PRODUCT IN THE FIRST SURVEY RESPONDED WITH THE SAME CHOICE OF PRODUCTS IN THE SECOND SURVEY. THE GSR PEAKS IN VIDEO AD 1 MEASURED A TOTAL OF 60. ON THE OTHER HAND, VIDEO AD 2 COUNTED A TOTAL OF 55 GSR PEAKS. THE EMOTIONS IN AD1 AND AD2 HAVE SIMILAR RESPONSES, WITH AN ATTENTION PERCENTAGE OF 76%. THE RESULTS SHOWED THAT AD1 HAS A HIGHER ENGAGEMENT TIME OF 11.1% AND AD2 HAS 9.6%, BUT ONLY 19 OF THE RESPONDENT’S CONDUCTED ENGAGEMENT IN VIDEO AD1, AND 31 SHOWED ENGAGEMENT IN VIDEO AD2. THE RESULTS DEMONSTRATED THAT ALTHOUGH AD 1 HAS HIGHER ENGAGEMENT RATES, THE RESPONDENTS ARE MORE ATTRACTED TO VIDEO AD 2. THEREFORE, AD2 HAS BETTER MARKETING POWER THAN AD 1. OVERALL, THIS STUDY BRIDGES THE GAP OF NO PREVIOUS RESEARCH ON MEASURING TEA BRAND ADVERTISEMENTS WITH THE NEUROSCIENTIFIC METHOD. THE RESULTS PROVIDE VALUABLE INSIGHTS FOR MARKETERS TO DEVELOP BETTER ADVERTISEMENTS AND MARKETING CAMPAIGNS AND UNDERSTAND CONSUMER PREFERENCES BY PERSONALISING AND TARGETING ADVERTISEMENTS BASED ON CONSUMERS' EMOTIONAL RESPONSES AND BEHAVIOUR OF CONSUMERS' PURCHASE INTENTIONS. FUTURE RESEARCH COULD EXPLORE ADVERTISEMENTS TARGETING DIFFERENT DEMOGRAPHICS.