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Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising

Frontiers in psychology, 2023-10, Vol.14, p.1238879-1238879 [Peer Reviewed Journal]

Copyright © 2023 Russo, Bilucaglia, Casiraghi, Chiarelli, Columbano, Fici, Rivetti, Rossi, Valesi and Zito. 2023 Russo, Bilucaglia, Casiraghi, Chiarelli, Columbano, Fici, Rivetti, Rossi, Valesi and Zito ;ISSN: 1664-1078 ;EISSN: 1664-1078 ;DOI: 10.3389/fpsyg.2023.1238879

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  • Title:
    Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising
  • Author: Russo, Vincenzo ; Bilucaglia, Marco ; Casiraghi, Chiara ; Chiarelli, Simone ; Columbano, Martina ; Fici, Alessandro ; Rivetti, Fiamma ; Rossi, Cristina ; Valesi, Riccardo ; Zito, Margherita
  • Subjects: call-to-action ; EEG ; infomercials ; neuromarketing ; neuroselling ; Psychology ; purchase intention
  • Is Part Of: Frontiers in psychology, 2023-10, Vol.14, p.1238879-1238879
  • Description: This paper presents an innovative research project that aims to study the emotional factors influencing decision-making elicited by infomercials, a powerful sales technique that uses emotional communication to engage viewers, capture attention, and build trust. Using cutting-edge consumer neuroscience techniques, this study focuses on the identification of the variables that most impact the Call-to-Action and Purchase Intention. Forty participants were selected and divided into two groups, with each group exposed to one of two infomercials (condition A = male seller; condition B = female seller). EEG signals were recorded as well as Eye-tracking data. After the viewing, participants completed a self-report questionnaire. Results show that seller characteristics such as Performance and Trustworthiness, as well as Neurophysiological variables such as Approach-Withdrawal Index, Willingness to Pay, Attention and Engagement, significantly impact the final Call-to-Action, Purchase Intention, and infomercial Likeability responses. Moreover, eye-tracking data revealed that the more time is spent observing crucial areas of the infomercial, the more it will increase our Willingness to Pay and our interest and willingness to approach the infomercial and product. These findings highlight the importance of considering both the Seller attributes and the consumers’ Neurophysiological responses to understand and predict their behaviors in response to marketing stimuli since they all seem to play a crucial role in shaping consumers’ attitudes and purchase intentions. Overall, the study is a significant pilot in the new field of neuroselling, shedding light on crucial emotional aspects of the seller/buyer relationship and providing valuable insights for researchers and marketers.
  • Publisher: Frontiers Media S.A
  • Language: English
  • Identifier: ISSN: 1664-1078
    EISSN: 1664-1078
    DOI: 10.3389/fpsyg.2023.1238879
  • Source: Open Access: DOAJ Directory of Open Access Journals
    Open Access: PubMed Central
    GFMER Free Medical Journals
    ROAD: Directory of Open Access Scholarly Resources
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