Mariusz Borawski Institute of Management, University of Szczecin, Szczecin, Poland Cukrowa 8, Szczecin 71-004, Poland Email: [email protected] DOI: 10.23918/ICABEP2022p8
Abstract Research on customer preferences using surveys and interviews is based on their own assessment of their behaviour, decisions, etc. Such assessments are not always reliable. People don’t always want to admit certain things to other people, or even to themselves. Moreover, reconstructing a situation or behaviour from memory is not always accurate. One possible solution to this problem is to simulate specific situations and study people’s reactions using cognitive neuroscience methods. Simulating a situation requires the use of technologies that will make the subject empathize with the created reality. Such technologies include virtual reality systems that enable the generation of a realistic image of the simulated world. At the same time, the examined person may, to the extent permitted by the researcher, freely move around the simulated world by performing specific activities. Simultaneously, it is possible to record the parameters of the subject’s movement, the places where he was looking, and the EEG signal. For the purposes of the research, a scene was prepared to contain a medium-sized supermarket with typical products. The examined person could move freely in this supermarket. She was able to pick up any products from the shelves, view them and put them into a simulated basket on wheels. Any product could be removed from the basket at any time. When viewing the product, its name, price and additional information (such as the number of items in a package) were displayed. After making the purchases, the examined person could go to the cash register, where the amount to be paid was calculated and she could choose the form of payment. A pilot study was carried out to investigate whether customers with a list of goods for purchase are less prone to promotion. Promotional goods were stored in one point marked with a large word promotion above the regiments. Customers were divided into two groups, one of which made purchases with a list of goods to be purchased, while the other did not have this list. The pilot study showed that the stand with promotional goods was rarely visited, and the inscription promotion was unnoticed by most people. This indicates that the form of presenting information about the promotion should be changed in the study.
Keywords: Neuroscience, environment, customersICABEP2022 4th International Conference on Accounting, Business, Economics and Politics
Organized by Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and University of Szczecin, Poland.
