Physiological Metrics and Brand Impact on Consumer Behavior
Physiological Metrics in Marketing
1. Electrodermal Activity (EDA)
Electrodermal Activity measures how well electricity passes through the skin, influenced by sweat from the autonomic nervous system (ANS). More sweat equals better electricity flow. This indicates arousal or stimulation (fight-or-flight response), but not specific emotions (valence). Devices like wristbands or sensors are commonly used.
Example in Marketing: When testing a new ad, if EDA spikes during an exciting scene, it shows that people are emotionally engaged.
2. Heart Rate
Heart Rate measures the speed of heartbeats, often by the time between beats. It slows down (decelerates) when focused or attentive and speeds up (accelerates) with emotional arousal. It is useful for attention, arousal, and recall but less reliable due to lifestyle factors like smoking. Devices like wristbands are used.
Example in Marketing: Measuring heart rate during a shopping trip—if the heart rate increases near a product display, it suggests excitement or interest.
3. Blood Pressure
Blood Pressure tracks blood flow (pressure, volume, pulse) in response to ANS activity. It is linked to psychological inputs (pleasure, arousal, memory) but is not commonly used in marketing as it is unreliable. It is measured with blood pressure monitors.
4. Respiration
Respiration measures how fast and deep a person breathes.
- Fast, deep breathing indicates high emotional arousal (positive or negative emotions).
- Rapid, shallow breathing indicates anxiety, tension, or concentration.
- Slow, deep breathing indicates relaxation.
- Slow, shallow breathing indicates depression or calm happiness.
Chest wraps or sensors are used for measurement.
Example in Marketing: Analyzing customer reactions in a store. Rapid breathing near a product might show excitement or stress.
5. Pupil Dilation
Pupil Dilation measures changes in pupil size, often via eye-tracking systems. Pupils dilate with emotional arousal, attention, or mental effort, making it a sensitive, real-time measure of reactions. Eye-tracking devices are used.
Example in Marketing: Testing product packaging—if pupils dilate when looking at a design, it shows that it grabs attention.
Blood Flow Measures
Blood Flow Measures assess brain activity indirectly, based on the idea that active brain regions need more oxygen or glucose, increasing blood flow there. They are great for identifying where brain activity happens but are slower to measure.
Types of Blood Flow Measures
1. Blood Oxygenation (fMRI)
Functional Magnetic Resonance Imaging (fMRI) measures oxygen levels in the blood (BOLD signal). Active brain areas need more oxygen, creating stronger magnetic fields. It is non-invasive but expensive.
2. Positron Emission Tomography (PET)
Positron Emission Tomography (PET) uses a radioactive gas or solution to track blood flow. More active brain regions show stronger signals from the tracer. It is invasive due to the use of radioactive substances.
Electrical Measures
What they measure: Brain activity directly by detecting electrical or magnetic signals from neurons.
Why they are useful: They provide the most immediate (millisecond-level) insights into brain processes. Excellent for measuring how fast the brain reacts, capturing activity at the speed of thought.
Electrical Techniques
1. Electrical Fields (EEG)
Electroencephalography (EEG) detects electrical activity across the scalp using an electrode cap. It is non-invasive, moderately priced, and widely available. It records brain activity in real-time (every 1–3 milliseconds).
2. Magnetic Fields (MEG)
Magnetoencephalography (MEG) is similar to EEG but detects magnetic fields created by neurons. It is extremely sensitive and accurate in timing but very expensive. It requires specialized equipment (like superconducting quantum devices).
Brands and the Brain
Brands are important in our brains because they help us link and make sense of the different products and services we see every day. They are stored in memory as a network of links.
The Miserly Brain: The brain tries to save energy by avoiding overthinking. Instead of analyzing every product choice, we rely on familiar brands as shortcuts.
Brands in Memory
- Explicit & Accessible: Memories you can easily recall, like the last time you drank Coca-Cola.
- Implicit & Inaccessible: Memories you are unaware of but still influence you, like recognizing a Beyoncé song even if you do not remember hearing it before.
Experiencing a Brand
Memories form stronger connections when neurons are repeatedly activated together (e.g., through ads or experiences). Memories are constructed, not accurate, and can be updated by experiences or direct messaging like marketing.
Most Effective Marketing Exposure
Marketing exposure (e.g., ads, billboards) is most effective because it shapes expectations. What consumers expect from a brand influences their actual experience more than the experience itself (like a placebo effect). Good marketing can make people perceive the brand more positively, even before trying it.
Conceptual Consumption
We consume not just products but also ideas, values, and expectations tied to those products. Our brains form expectations about a product (from branding and marketing) that can shape how we experience it, even if we are unaware of it.
Measurement
- Brain/Body Responses: Use tools like brain scans or heart monitors to see emotional reactions.
- Behavior: Observe actions, like buying more after seeing an ad.
Example: Expecting a brand’s food to taste good makes it seem tastier, even if it is not.