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Brains at Brand Touchpoints Brains at Brand Touchpoints A Consumer Neuroscience Study of Information Processing of Brand Advertisements and the Store Environment in Compulsive Buying Bagdziunaite, Dalia Document Version Final published version Publication date: 2018 License CC BY-NC-ND Citation for published version (APA): Bagdziunaite, D. (2018). Brains at Brand Touchpoints: A Consumer Neuroscience Study of Information Processing of Brand Advertisements and the Store Environment in Compulsive Buying. Copenhagen Business School [Phd]. PhD series No. 24.2018 Link to publication in CBS Research Portal General rights Copyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights. Take down policy If you believe that this document breaches copyright please contact us ([email protected]) providing details, and we will remove access to the work immediately and investigate your claim. Download date: 28. Sep. 2021 COPENHAGEN BUSINESS SCHOOL PROCESSING OF BRAND ADVERTISEMENTS AND THE STORE ENVIRONMENT IN COMPULSIVE BUYING BRAND TOUCHPOINTS A CONSUMER NEUROSCIENCE STUDY OF INFORMATION BRAINS AT SOLBJERG PLADS 3 DK-2000 FREDERIKSBERG DANMARK WWW.CBS.DK ISSN 0906-6934 Print ISBN: 978-87-93579-94-1 Online ISBN: 978-87-93579-95-8 Dalia Bagdziunaite BRAINS AT BRAND TOUCHPOINTS A CONSUMER NEUROSCIENCE STUDY OF INFORMATION PROCESSING OF BRAND ADVERTISEMENTS AND THE STORE ENVIRONMENT IN COMPULSIVE BUYING PhD School in Economics and Management PhD Series 24.2018 PhD Series 24-2018 Brains at Brand Touchpoints A Consumer Neuroscience Study of Information Processing of Brand Advertisements and the Store Environment in Compulsive Buying Dalia Bagdziunaite Main Supervisor Professor Torsten Ringberg Secondary Supervisor Professor Antoine Bechara The PhD School of Economics and Management Copenhagen Business School Dalia Bagdziunaite Brains at Brand Touchpoints A Consumer Neuroscience Study of Information Processing of Brand Advertisements and the Store Environment in Compulsive Buying 1st edition 2018 PhD Series 24.2018 © Dalia Bagdziunaite ISSN 0906-6934 Print ISBN: 978-87-93579-94-1 Online ISBN: 978-87-93579-95-8 The PhD School in Economics and Management is an active national and international research environment at CBS for research degree students who deal with economics and management at business, industry and country level in a theoretical and empirical manner. All rights reserved. No parts of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system, without permission in writing from the publisher. ii Abstract Background. Compulsive buying—defined as excessive, uncontrolled, and repetitive buying— is a serious problem in today’s society, driven by consumeristic values and reinforced by marketing efforts. However, the research on the external influences (e.g., brand information) and underlying processes that explain consumer behavior in brand-manifesting situations in compulsive buying is relatively scarce. This thesis provides an integrative literature review and two experimental studies that yield cross-disciplinary insights into the compulsive buying phenomenon. The thesis aims to study the cognitive, emotional, and behavioral responses that characterize consumer-brand interactions at relevant brand touchpoints in compulsive buying. Research methodology. Two experimental studies investigate similarities and differences between two groups of consumers with high and low compulsive buying tendencies (CBTs) at two brand touchpoints that represent a pre-purchase and purchase phase of the consumer journey. Multimodal consumer neuroscience tools (i.e., eye-tracker, EEG, and EDA) are employed to collect neurophysiological and physiological responses during exposure to marketing information. The first study examines consumer information processing of advertisements during a simulated TV commercial-viewing experiment. The second study investigates consumer information processing of store environments during a field experiment conducted in two single-brand fashion-apparel stores (i.e., low-end vs. high-end). Findings. The findings from the first study indicate that, regardless of their CBT level, consumers tend to allocate a relatively equal amount of cognitive resources to attend to, process, and remember exposed advertising information during the entire duration of commercial viewing. The two groups differed in their visual processing of brand elements only when viewing advertisements related to social cause. In the consumer group with a high CBT, a higher cognitive workload was linked to a lower probability of subsequent brand recognition. The findings from the second study revealed that, regardless of the fashion-store type, consumers with a high CBT chose items that were more expensive than consumers with a low CBT. The changes in physiological arousal during the first minute of shopping showed that, although both consumer groups were more emotionally responsive to the high-end than the low-end fashion iii store, the emotional receptivity in both groups was expressed in different physiological responses. Specifically, consumers with a high CBT demonstrated a higher frequency and a shorter duration of emotional responses, whereas consumers with a low CBT showed a higher amplitude of emotional responses in the high-end fashion store than in the low-end fashion store. The results indicate that there are two potentially different mechanisms that occur in the two consumer groups during encounters with store information. Conclusions. This thesis provides theoretical, methodological, managerial, and societal contributions. This research highlights the fact that compulsive buying is a complex phenomenon and that researchers should address both internal and external influences, examine the unconscious processes and mechanisms, and study consumer responses to marketing information in more naturalistic settings. The thesis also promotes the integration of consumer neuroscience tools with the compulsive buying research practice, aims to increase the awareness of the problem of compulsive buying, and encourages the development of novel, technology- based and scientifically driven consumer-behavior-monitoring policies. iv Dansk Résumé Baggrund. Kompulsiv køb - der er defineret ved omfattende, ukontrolleret og gentagen købsadfærd – er et stigende problem i samfundet, og denne tendens er drevet af forbrugernes stærke købsmentalitet og forstærket af virksomhedernes markedsføringsindsats. Dog er forskningen indenfor kompulsiv køb meget begrænset når det kommer til forståelsen for hvordan eksterne påvirkninger (f.eks. brand information) og (neuro)fysiologiske processer forklarer forbrugeradfærd i brandrelaterede kontekster. Denne afhandling præsenterer en integrativ litteraturgennemgang samt to eksperimentelle studier, der afføder tværdisciplinære indsigter i kompulsiv køb. Afhandlingen sigter mod at undersøge kognitive, emotionelle såvel som adfærdsmæssige responser, der er centrale for forbrugerens interaktion med et brand i relevante kontekster. Metodologi. De to eksperimentelle studier udforsker ligheder og forskelle mellem to forbrugergrupper med henholdsvis høj og lav kompulsiv købstendens (KKT) i to brandkontekster der repræsenterer en prækøbs- og købsfase i deres forbrugerrejse. Multimodale neurovidenskabelige værktøjer (Eye-tracker, EEG og EDA) bliver anvendt for at indsamle neurofysiologiske og fysiologiske responser under forsøgspersonernes eksponering til marketing information. Det første studie undersøger forsøgspersonernes informationsprocessering af reklamer i et eksperiment med simulerede Tv-reklamer. Det andet studie undersøger forbrugeres omgivelsesmæssige informationsprocessering i et felteksperiment udført i to enkelt-brand modetøjsbutikker (eksklusiv vs. billig). Resultater. Resultaterne fra det første studie indikerer, at forbrugerne allokerede en relativt ens mængde kognitive ressourcer til at være opmærksom på, processere og huske den eksponerede marketing information, gennem hele reklameeksperimentet. De to grupper (høj-KKT vs. lav- KKT) udviste en forskel relateret til visuel processering af brandelementer. Denne forskel forekom dog kun når deltagerne blev eksponeret for reklamer omhandlende sociale problemstillinger. I gruppen med høj KKT var en højere kognitiv arbejdsbelastning forbundet med en lavere probabilitet for efterfølgende brandgenkendelse. Resultaterne fra det andet studie viser, at høj-KKT forbrugere valgte produkter, der var dyrere end lav-KKT forbrugere, også på tværs af butikstyper (eksklusiv vs. billig). Deltagernes fysiologiske arousal i løbet af det første v minut af indkøbsturen viste, at begge eksperimentgrupper (høj-KKT / lav-KKT) var mere følelsesmæssigt engageret i forhold til eksklusive modetøjsbutikker. Dog udviste eksperimentgrupperne forskellige fysiologiske former for følelsesmæssig respons. I den eksklusive modetøjsbutik, sammenlignet med den billige, var den emotionelle fysiologiske respons hos forbrugere med høj-KKT højfrekvent og kortvarig. Tilsvarende var responsen hos forbrugerne med lav-KKT kendetegnet ved at være stærkere i styrke. Disse resultater indikerer at der potentielt er to distinkte mekanismer, der udspiller sig hos de to forskellige forbrugergrupper i mødet med butiksinformation.
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