What drives consumer choices? Our latest Neuromarketing study reveals.
We are pleased to announce that a new research article from our lab has been published in Corporate Communications: An International Journal. The study investigates how different types of price discounts influence consumers’ purchase intentions using eye tracking (ET) and electroencephalography (EEG) in a realistic supermarket simulation.
🧠 What We Did
To replicate a true shopping experience, we created a supermarket leaflet identical to those used in real retail settings and monitored visual attention and neural responses of 42 participants as they interacted with various discount types.
By integrating ET and EEG data, we were able to go beyond traditional self-report methods and capture:
- where participants looked,
- how long they fixated on products,
- and the underlying cognitive processes that guide purchasing decisions.
🔑 Key Findings
- Fixation duration (how long someone looks at a product) is the strongest predictor of purchase decisions.
- EEG indicators of memorization significantly predict buying behaviour, highlighting the role of memory processes in decision-making.
- Shopping duration and age influence purchasing, but only under certain discount types:
- Longer shopping time predicts purchases for 50% off offers.
- Age plays a role under “1 + 1 free” deals.
📌 Why It Matters
This study demonstrates the added value of combining neuroscience tools with behavioural measures to understand consumer decision-making. Our findings can help retailers and marketers:
- design more effective promotional materials,
- optimize product visibility,
- and improve consumer engagement both in-store and online.
📚 Article Access
The complete research article, titled “What drives consumer choices? Neuro-insights from a supermarket simulation study.” by Yfantidou, I., Oikonomou, V. P., Georgiadis, K., Kalaganis, F., Matta, E., Nikolopoulos, S., & Kompatsiaris, I., is available in the Corporate Communications: An International Journal.
