Buying Decision Test
How and to what extent does a message or experience impact how a consumer makes a buying decision?
What It Measures
How persuasive and incidental stimuli influence buying decisions and purchasing behavior.
The extent to which a buying decision is influenced by selected prior stimuli, including both consciously recognized and pre-consciously experienced stimuli.
Use It To ...
- Measure how an experience or message translates into a buying decision
- Utilize a simulated buying task to gain insights that go beyond and beneath verbal statements of intent
- Compare buying decision impacts of different approaches to persuasion - logical, emotional, indirect
- Identify implicit and incidental stimuli that facilitate or inhibit a buying decision
How We Report Results
- Standardized decision results under different conditions, on a 0-10 scale
- Before-vs.-after decision whole-head difference wave maps
- Before-vs-after decision waveform comparison at target electrodes
Underlying Science
- Behavioral economics, consumer psychology, neuroeconomics, decision theory
- Semantic and affective priming
- EEG frequency band analysis
- Facial micro-muscle movement (EMG)
- Physiological response analysis: skin conductance, pupilometry
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Answers