From virtual reality to augmented reality: A neuromarketing perspective
Vincenzo Russo, Marco Bilucaglia, Margherita Zito
Abstract
Recent studies on consumer behaviors showed that the role of neuroscientific tools in increasing the knowledge of the neural mechanism is involved in the decision and emotional processes Neuromarketing refers to the use of such tools in business practices, especially in advertising and marketing research It aims to overcome the limitations of the traditional methodologies by directly investigating emotional and cognitive reactions through electrophysiological and biometric measures In fact, traditional research uses self-report measures to investigate emotions, but this measurement is not sufficient to capture the complexity of the emotional experience since it is based on cognitive processes allowing to only investigate the conscious side of emotions (Micu and Plummer, 2010), and it is subjected to cognitive bias or social desirability Neuroscience applied to consumer psychology can be crucial in understanding the role of advertising or other stimuli in the consumers' processing phases, wherein emotions can build meaning