PHYSIOLOGICAL PATHWAYS TO PURCHASE: UNVEILING CONSUMER PREFERENCES THROUGH ELECTROPHYSIOLOGICAL MEASUREMENTS

This doctoral thesis investigates how electrophysiological measurements can enhance our understanding of consumer preferences, within the broader framework of consumer neuroscience. The first part outlines the theoretical foundations and practical applications of neuromarketing, highlighting key methods and ethical considerations. The second chapter presents neuroscientific techniques—metabolic, electrophysiological, and behavioral—used to study decision-making processes, including the role of cognitive biases, emotions, and the reward system. The empirical section introduces a research using Virtual Reality (VR) and submental muscle (SbM) EMG activity to assess consumer preferences. Participants navigated a virtual supermarket under different motivational contexts (Daily, Hedonic, Dislike). Results show a significant correlation between SbM activity and product preference, particularly in hedonic and daily conditions. Increased activity was observed before conscious choice, suggesting predictive potential. These findings support the use of SbM as a biomarker for reward processing and demonstrate the value of VR in improving ecological validity in neuromarketing research. The thesis concludes by emphasizing the potential of integrating physiological data into marketing strategies and recommends further studies involving machine learning and multisensory inputs.