Analysis of brand visibility on smartphone images with three-stage model using eye-tracking and EEG: a decision-making study in neuromarketing Online publication date: Fri, 01-Jul-2022
by Ramazan Aslan; Abdurrahman Özbeyaz
Middle East J. of Management (MEJM), Vol. 9, No. 4, 2022
Abstract: This study investigated the brand impact and its effective visibility on a product by using the three-stage model. Firstly, a questionnaire was organised to determine a product type as a stimulus. Secondly, EEG and eye-tracking experiments were organised together. Brand logos were placed on upper-left, upper-middle, and bottom-middle areas of interest in the stimuli images. According to the questionnaire results, it was observed that the smartphone products aroused more interest among seven different product groups. According to the eye-tracking results, the total focusing times were 3.36, 12.89, and 12.78 seconds, and the total visiting times were 3.67, 13.23, and 13.03 seconds, for three areas of interest. And it was seen that the purchasing desires were increased for the upper-middle area. According to the EEG results, it was observed significant activation in the right frontal lobe during the first two seconds from the onset.
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