The Use of Consumer Neuroscience Knowledge in Improving Real Promotional Media: The Case of Worten

Abstract

All those that work in markets research know, for long, that there is a distance between the intentions that consumers manifest overtly (e.g. in surveys or focus groups) and what they practise. One cause is that these methods assume the consumer as a full rational decision-maker, although most consumption acts arise in the non-conscious plan, where intuition and emotions play the most important roles. Traditional inquiry methods ground on the former while consumption decision processes live in the latter. The unfit is notorious. Consumer neuroscience aims to go beyond this hurdle by directly questioning the brain processes. We use in this study EEG, eye-tracking, EDA/SCR, and heart rate monitoring to measure differences in the redesign of the logo and communication materials of the largest appliance retailer in Portugal, Worten. The results allowed identifying and measuring ameliorations in consumers’ emotional engagement in the TV commercials and media layout. Commercials tend now more towards approach than withdrawal and the flow of the eyes while searching for information in printed materials is more placid and smoother. These improvements contribute to enhance marketing communication with consumers.