Does Age Matter? Using Neuroscience Approaches to Understand Consumers’ Behavior towards Purchasing the Sustainable Product Online
In recent years, online shopping platforms have displayed more sustainable products to attract consumer attention. Understanding the effect of age on online shopping patterns can provide a broader understanding of the critical role of consumer attention. Physiological measures can explain consumers’...
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Published in | Sustainability Vol. 14; no. 18; p. 11352 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
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01.09.2022
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Abstract | In recent years, online shopping platforms have displayed more sustainable products to attract consumer attention. Understanding the effect of age on online shopping patterns can provide a broader understanding of the critical role of consumer attention. Physiological measures can explain consumers’ responses to features of online shopping websites and help these companies understand the decision-making process of consumers by using neuroscience-integrated tools. When consumers browse and shop on a platform, their eyes constantly move, effectively scanning the area of interest to capture information. This study attempts to evaluate the impact of consumer age on psychological and physiological responses to online shopping platforms by using eye tracking, EEG recordings, and FaceReader software. Eye tracker data on the average duration and number of fixations and saccades indicated that the older group had fewer eye movements than the younger group. The temporal and frontal cortices of the younger and older groups showed differences in EEG activity. The research also analyzed the faces of younger and older adults using FaceReader software; the main differences occured in the happy, surprised, and neutral expressions observed. This study enhances our understanding of the psychology and behavior of younger and older people in neuromarketing research, combining noninvasive physiological and neuroscience methods to present psychological data. |
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AbstractList | In recent years, online shopping platforms have displayed more sustainable products to attract consumer attention. Understanding the effect of age on online shopping patterns can provide a broader understanding of the critical role of consumer attention. Physiological measures can explain consumers’ responses to features of online shopping websites and help these companies understand the decision-making process of consumers by using neuroscience-integrated tools. When consumers browse and shop on a platform, their eyes constantly move, effectively scanning the area of interest to capture information. This study attempts to evaluate the impact of consumer age on psychological and physiological responses to online shopping platforms by using eye tracking, EEG recordings, and FaceReader software. Eye tracker data on the average duration and number of fixations and saccades indicated that the older group had fewer eye movements than the younger group. The temporal and frontal cortices of the younger and older groups showed differences in EEG activity. The research also analyzed the faces of younger and older adults using FaceReader software; the main differences occured in the happy, surprised, and neutral expressions observed. This study enhances our understanding of the psychology and behavior of younger and older people in neuromarketing research, combining noninvasive physiological and neuroscience methods to present psychological data. |
Audience | Academic |
Author | Chen, Hsiu-Li Chiang, Ming-Chang Yen, Chiahui |
Author_xml | – sequence: 1 fullname: Chiang, Ming-Chang – sequence: 2 fullname: Yen, Chiahui – sequence: 3 fullname: Chen, Hsiu-Li |
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CitedBy_id | crossref_primary_10_1016_j_copsyc_2023_101740 crossref_primary_10_3390_joitmc8040178 crossref_primary_10_3390_math11224698 crossref_primary_10_3390_su15054661 crossref_primary_10_3390_jtaer18040101 crossref_primary_10_25204_iktisad_1343651 crossref_primary_10_3390_life14030329 crossref_primary_10_3390_life13071472 crossref_primary_10_1016_j_physbeh_2024_114509 |
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SubjectTerms | Age factors Consumer behavior Consumers Decision making Demographic aspects EEG Electroencephalography Eye movements Green market Green products Internet Marketing Marketing research Nervous system Neurosciences Older people Online shopping Physiological responses Physiology Product information Software Sustainability Websites |
Title | Does Age Matter? Using Neuroscience Approaches to Understand Consumers’ Behavior towards Purchasing the Sustainable Product Online |
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