Application of selected neuroscientific methods in consumer sensory analysis: A review

Abstract

Neuromarketing or consumer neuroscience is a relatively new market research subdiscipline that has gained popularity among consumer behavior scientists in the past two decades or so. It combines neurobiology with behavioral psychology to understand consumer behavior, more specifically about their decisions related to choices/preferences and purchase. The purpose of this review is to explore the potential of using neuroscientific methods for consumer sensory science research. By no means, this is an exhaustive review hindered by the fact that there are countless articles on neuromarketing and consumer neuroscience in the literature. The author has tried to show the applicability of neuroscientific methods in consumer sensory sciences, specifically electroencephalography and eye tracking, which could potentially “complement” the sensory methodologies to gain better consumer insight. Both these techniques are relatively inexpensive, portable, and minimally invasive techniques that are already being used by some sensory scientists. They could be incorporated with ease in the research portfolio of consumer sensory researchers who would like to use them to study consumer affect. It is recommended that the researchers use proper experimental design that takes into consideration the confounding variables as much as possible. The two methods mentioned before have been proven to be relatively reliable and repeatable. Lastly, these methods would also require ethical oversight because of the involvement of human subjects.