Title: Analysis of brand visibility on smartphone images with three-stage model using eye-tracking and EEG: a decision-making study in neuromarketing

Authors: Ramazan Aslan; Abdurrahman Özbeyaz

Addresses: Department of Management, Economics and Administrative Sciences Faculty, Adıyaman University, Adıyaman, Turkey ' Department of Electric-Electronic Engineering, Engineering Faculty, Adıyaman University, Adıyaman, Turkey

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.

Keywords: brand; brand visibility; consumer; decision making; eye-tracking; electroencephalogram.

DOI: 10.1504/MEJM.2022.123727

Middle East Journal of Management, 2022 Vol.9 No.4, pp.417 - 434

Received: 17 Jan 2021
Accepted: 04 May 2021
Published online: 01 Jul 2022 *

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