Using a mix of focus groups and ethnographic data, we uncovered the presence of consumer tribes within the UK market, but which were not replicated in Australia.
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This study reveals that these realities can be made up of a series of fleeting moments as part of a grocery shop from which a perceived uniqueness, or not, is formed, and this is influenced by different market offerings. People do not always make economically rational decisions and instead support cultural theories that their lives are fashioned around the consumption experience, which ultimately contributes to their multiple realities. We propose that the significance of spatial structure to ordinary practices, such as grocery shopping, may have been previously overlooked due to assumptions around its relative unimportance, when in fact this activity makes a valuable contribution to the culture of consumption. Where the study ended was with the revelation of consumer ‘supermarket tribes’ and that this connectedness is linked to the consumption space as a way to endorse a lifestyle. This research began as an investigation into consumer responses to the increasing number of supermarket own brands appearing in the grocery aisles of Australia when compared with the United Kingdom (UK) where retailer brands tend to dominate. They also help to explain the way in which consumers perceive brands. These results support the view that more congruent design elements in brand logos can give rise to higher emotional engagement. Those brands with more congruent scores also presented more positive as compared with negative emotions. Brand components that presented (dis-) similar scores in terms of the shape symbolism scales were coded as (in-) congruent. The participants were also asked to choose the emotions that they associated with each of the brands from a list of 20 emotions. Half of the 80 participants rated the logotype while the other half rated the logo symbol using a variety of shape symbolism scales. Nine different brand logos were tested each was separated into its logo symbol and typeface. We also evaluated whether roundness or angularity were correlated with positively valenced emotions. We assessed the hypothesis that brand components – specifically typeface and logo symbol – with similar scores on visual analogue scales (anchored by sound/shape symbolic stimuli) would be associated with a higher frequency of positive emotions. Simple line segments and shapes convey emotional meaning, with rounder shapes being linked with positive emotions and generally preferred over more angular shapes. Originality- The study is the first to examine Neuromarketing applications on the consumer. The results would enhance the existing knowledge of Neuromarketing's effect on the advertising inputs used by online retailers. The researchers may take up further studies into the impact of Neuromarketing on other marketing inputs like the product, price, and distribution. The other tools like brain imaging or EEG, FMI, Positron Emission Tomography (PET), ECG, EMG could not be employed owing to the high costs involved. Limitations and Implications-The study limits itself to the use of eye-tracking, mouse tracking, and emotion measurement. Findings-The finding suggests that Neuromarketing tools provide insights in measuring the effectiveness of advertising campaigns on making the impact on the consumers in online retailing. Method-The paper employs stimuli based instrument for measuring the impact of Neuromarketing applications on consumer in response to the advertising input of online retailers. The ad campaign act as the stimulus and the consumer shows the response for advertising campaigns. The further aim is to examine the role of gaze points, fixation counts, heat maps, and emotions of consumers in response to the stimulus or advertising campaigns.
The study proposed to research the impact of advertising inputs on consumer minds in online retailing. Its implicit and automatic processes lead to the consumer decision-making process, and it reveals the hidden knowledge of the behavior of the consumer. Purpose-The impact of Neuromarketing for the businesses and the country is relevant.
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