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Omschrijving

What is consumer neuroscientific research method to predict consumer behavior?The key motivation has not been possible to directly observe the mental processes when subjects perceive marketing stimuli, such as advertisement or when who make purchasing decisions. Despite the long history of consumer research, little is known about the neural representation of how marketing stimuli affects consumers' perceptions, their decision-making processes and their consumption experience.In the past, consumer researchers had to rely on varying the stimuli, e.g. prices or packaging and context factors, e.g. putting subjects in a good or bad mood in order to measure participants' reactions, e.g. choice behavior or brand preference. However, same researchers suggest scientific tools can observe brain activity to predict consumers behavior ( Ambler et al., 2000 and Shiv and Fedorikhin, 1999 et al).However, some consumer psychologists showed advertising research studies have often pointed out the important role of emotions for advertisement memorization ( Ambler, 2000). In advertising research, who suggest that emotion and ratio are represented in different hemispheres of the brain. Research on the neural representation of stimuli-induced emotions, however, could show that emotions are not only processed in the left brain hemisphere, but are also processed bilaterally ( e.g. in the left and right hemispheres of such cortical structure.Customer loyalty is as an example, which can be defined as " a deeply held commitment to rebuy or a preferred product/service consistently in the future ( Oliver, 1999). Consumer loyalty is a popular predictable consumer behavior topic for marketing researches, early research tried to establish whether customer loyalty has impact on aspects of business performance ( such as profit margin and sales).