Impact of sensory branding on the decision-making process of tourism product purchase

In the aim to reveal the impact of sensory branding on the future tourists, was organized neuro-marketing research using electroencephalographic scanning of the participants. In total, 105 examinees were subjected to EEG surveillance. All EEG participants in the experiment's work signed a unique consent form for participation in the research. They were then obliged to declare their mental and physical health, that they were not influenced by psychological medicines that could affect reasoning and emotionality as well as the prevalence of the right hand. Dominant left-handed individuals had to be excluded from the experiment for possible contra-lateralization of brain hemispheres. Respondents participated voluntarily, without material compensation. The experiment was designed and implemented so that EEG surveillance was done on two occasions. During the first scan, the visual promotional material was broadcast to the respondents and using the electroencephalograph directly followed the changes in the bioelectrical potentials of the cortex of the subjects, or their brain reaction of liking /disagreeing with certain content emitted on the computer screen. After that, the recording is repeated, but with sensory branding, that is with a specific audio accompaniment of visual content and occasionally broadcasting a scented supplement. The computer for broadcasting visual and audio stimulus is synchronized with the EEG monitoring computer, so each change of stimulus is automatically recorded in an electroencephalographic record. This allows the researcher to have precise information on all the changes and brain responses to each given stimulus during the EEG analysis. A comparison of statistically structured results gives an answer to the question of the extent to which this form of promotion influences the behavior and decision-making of the investigated sample of consumers.

This article is published in peer review journal and open access journal, International journal of research in engineering and innovation (IJREI) which have a high impact factor journal for more details regarding this article, please go through our journal website.

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