How Can Consumer Science Be Used for Gaining Information About Consumers and the Market?: The role of psychophysiological and neuromarketing research. The role of psychophysiological and neuromarketing research.

This chapter provides an in-depth analysis and explanation of psychophysiological/neuromarketing research tools such as the eye tracker, fMRI, EEG, HR, and GSR for gaining an insight into consumer behavior in the traditional food and wine market. The chapter particularly investigates the need for the new psychophysiological/neuromarketing research tools compared with traditional methods, a review of the research carried out with modern consumer science tools, and how data could be collected and analyzed in a traditional food and wine market through the use of these tools. The chapter concludes with a case example showing the application of psychophysiological/neuromarketing research tools. © 2018 Elsevier Ltd. All rights reserved