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A Neuromarketing Study of Consumer Satisfaction

31 Pages Posted: 8 Sep 2013  

Armando Freitas da Rocha

Research on Artificial and Natural Intelligence (RANI)

Fábio T. Rocha

Research on Artificial and Natural Intelligence (RANI)

Lucia H. Arruda

Pontifical Catholic University of Campinas

Date Written: September 6, 2013

Abstract

The interest of marketing science in using neuroscience techniques to understand the consumer’s thought processes, dates back to the 1970s, when EEG data were recorded while subjects were watching TV commercials. Recently, fMRI was used to study the neural correlates of culturally based brands and neural predictors of purchases. These studies have discovered important properties of the neural circuits that are associated with consumer decision-making process and satisfaction. Here, EEG brain mapping was used to study the dynamics of the brain activity associated with these processes. The present study validated the EEG technology as an adequate neuromarketing tool and shows that consumer’s satisfaction evaluation with the aesthetical dermatological treatment involved the activation of neural circuits involved with facial beauty evaluation.

Keywords: neuromarketing, consumer satisfaction, EEG mapping, decision-making modeling, aesthetic treatment

Suggested Citation

da Rocha, Armando Freitas and Rocha, Fábio T. and Arruda, Lucia H., A Neuromarketing Study of Consumer Satisfaction (September 6, 2013). Available at SSRN: https://ssrn.com/abstract=2321787 or http://dx.doi.org/10.2139/ssrn.2321787

Armando Da Rocha (Contact Author)

Research on Artificial and Natural Intelligence (RANI) ( email )

Rua Tenente Ary Aps, 172
Jundiai, 13207-110
Brazil

Fábio Rocha

Research on Artificial and Natural Intelligence (RANI) ( email )

Rua Tenente Ary Aps, 172
Jundiai, 13207-110
Brazil

Lucia Arruda

Pontifical Catholic University of Campinas ( email )

Campinas, Sao Paulo
Brazil

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