JUDGMENTS AND DECISION MAKING IN CONSUMER BEHAVIOR: THE USE OF PSYCHOPHYSIOLOGICAL MEASURES TO INVESTIGATE EMOTIONS AND COGNITIVE RESPONSES.

• Author: Mirica, Catalina-Oana "Dumitrescu"
• Position: Report

1. Introduction

   Developments in grasping how brain processes bring about human behavior have stimulated a persistent growth in the utilization of neuroscientific methods to initiate both theoretical and practical observations into consumer conduct and marketing. Numerous processes of consumer behavior take place at the implicit/unconscious level and thus consumers cannot convey the grounds for their behavior, i.e. such processes are difficult to assess judiciously. (Camerer and Yoon, 2015)

2. Literature Review

   Established instruments and techniques employed in consumer investigations for grasping and clarifying the consumer conduct have been advanced to inspect the conscious element accountable for the decision making process (Alpopi and Silvestru (Bere), 2016; Campbell, Ross, and Thomson, 2017; Kliestik et al., 2018a; Machan, 2017): the most significant component in decision making is regulated by the unconscious mechanisms (Balcerzak et al., 2018; Connolly-Barker, 2018; Mihaila, 2016), which requires to be analyzed and elucidated for rigorous comprehension of human decision making process. The current advancements in the sphere of neurosciences have supplied researchers with instruments and techniques adequate to investigate the unconscious mechanisms of the human brain. The neuroscientific tools bring out the consumer conduct with relevant preciseness while the consumer selects a product in order to buy it, allowing the marketer to instantly collect the information from the starting place of its initiation, that is, the brain of a person, instead of relying on the feedbacks from the consumers. (Agarwal and Xavier, 2015).

3. Methodology

   Using data from eMarketer, HubSpot, MarketingCharts, MarketingSherpa, Nielsen, Supermarketnews, and Yes Lifecycle Marketing, I performed analyses and made estimates regarding top issues that make shopping more difficult, type of advertising channels consumers trust more when they want to make a purchase decision, factors that U.S. Internet users consider important when deciding whether to purchase from a brand's marketing email, top sustainability purchasing drivers, and information sources used in purchase decisions.

4. Results and Discussion

   Consumer neuroscience investigations, which use tools and doctrines from neuroscience to more thoroughly understand decision making and associated processes (Berloffa, Matteazzi, and Villa, 2017; Kliestik et al., 2018b; Petcu, 2017), are instrumental in consumer conduct...