31 Pages Posted: 8 Sep 2013
Date Written: September 6, 2013
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: 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