Tools
Tools
Yfantidou, I, Tsourvakas, G, Oikonomou, E and Kompatsiaris, I (2024) Consumer response to different discount sales promotional messages. An eye tracking and EEG experiment. In: Proceedings of The 2024 32nd European Signal Processing Conference (EUSIPCO) . (2024 32nd European Signal Processing Conference (EUSIPCO), 26th Aug - 30th Aug 2024, Lyon, France).
|
Text
Consumer response to different discount sales.pdf - Accepted Version Download (378kB) | Preview |
Abstract
This article presents a study of consumer behavior during the selection of products from a supermarket’s leaflet. There are many factors that can determine whether a particular product attracts consumers’ attention, such as price, brand, and sales discount. This study is focused on consumers’ preferences among the three most common sales discount types. For the purpose of the study a leaflet that is identical to a real supermarket leaflet was designed, to resemble a real-life experience. Eye tracking and EEG were used to record participants’ gaze and emotions while viewing the leaflet. The behavior of 42 participants was investigated and it was identified how valuable the clarity of the promotional message is. Moreover, EEG helped us analyze basic nonconscious preferences and cognitive processes, such as the effect of memorization, approach-withdrawal and workload in decision making.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Additional Information: | © 2024 IEEE. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works. |
| Uncontrolled Keywords: | marketing; EEG; eye tracking |
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products |
| Divisions: | Liverpool Business School |
| Publisher: | IEEE |
| SWORD Depositor: | A Symplectic |
| Date Deposited: | 26 Nov 2024 10:59 |
| Last Modified: | 26 Nov 2024 10:59 |
| DOI or ID number: | 10.23919/EUSIPCO63174.2024.10715441 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/24859 |
 |
View Item |