Interpretation of online consumer behaviour from the consumer neuroscience perspective - cross generational study



Year of publication 2019
Type Monograph
MU Faculty or unit

Faculty of Economics and Administration

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Description This monograph reveals the results of empirical research on consumer behaviour, more precisely, visual attention and behavioural patterns in the online environment and compares the results between two generations (Generation Y and Generation Z). Empirical research was conducted by using eye tracking, complemented with in-depth laddering interviews based on the means-end chains model, in order to examine the values of both generations. Research is embedded in the scientific framework of neuroscience and neuromarketing and has a mixed character (explanatory, exploratory and confirmative). The research objective covers two areas. The first concerns the discovery of cognitive and emotional processes based on visual attention in the online environment of two groups of consumers. In other words, the work focuses on identifying the differences between potential exposure and actual exposure for different types of content: text and graphics (image). Text and images are designed to potentially attract visual attention to certain content elements, referred to as call-to-action. Call-to-action is a digital element or tool that helps reinforce and engage customers, in particular by encouraging some desirable action in the online environment (typically in the case of e-shops, ‘likes’ on Facebook, etc. (Adaptly, 2014). It serves as a strategy in itself and is implemented particularly in the area of digital marketing. Therefore, exposure as an expression in this study refers to both the type of content and the exposure of the elements of call-to-action in the content. Secondly, the work explores the relationship between the strength of stimuli and the memory effect. In other words, the goal is to provide a deeper understanding of the impact (or relationship) of the stimulus strength (image versus text) on memory, and to determine whether the preferred content is positively linked to consumer memory. Retrospective interviews are used as a complementary method to eye tracking, and help participants to verbalize experiences, recall process, explain both decision-making and reasons why their attention has been devoted to some elements, and not to others. The results of both approaches lead to better understanding of consumer behaviour in theory and optimizing online content in practice.
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