What drives consumer choices? Neuro-insights from a supermarket simulation study

The greatest challenge in autism spectrum disorder (ASD) detection and treatment arises from the elusive etiological origins and heterogeneity of ASD. ET-EEG correlative analytics refers to correlating simultaneously recorded eye tracking (ET) and electroencephalography (EEG) data or combining them to yield diagnostic biomarkers. This approach was recently applied in ASD research as EEG and video-based ET are suitable for children and do not interfere with each other. It allows researchers to associate neural correlates with gaze patterns in the same cognitive task. Besides, correlative analytics has shed light on the inconsistent findings derived from the unimodal approach, reveals the developmental trajectory of ASD, and provides biomarkers to assist ASD diagnosis or intervention. This review focuses on eight articles applying ET-EEG correlative analytics and synthesized the reported correlation between ET and EEG patterns. Studies concerning such patterns that acquired either ET or EEG data were also reviewed to provide comparisons. In recent years, correlative analytics has also been developed in other research fields, such as visual information processing and EEG artifact correction. Incorporating methodologies used in these research works into ASD studies would help identify cognitive alteration related to a specific visual pattern in naturalistic settings. The opportunities and limitations of this approach in ASD research are discussed at last.

In the realm of virtual reality (VR) research, the synergy of methodological advancements, technical innovation, and novel applications is paramount. Our work encapsulates these facets in the context of spatial ability assessments conducted within a VR environment. This paper presents a comprehensive and integrated framework of VR, eye-tracking, and electroencephalography (EEG), which seamlessly combines measuring participants’ behavioral performance and simultaneously collecting time-stamped eye tracking and EEG data to enable understanding how spatial ability is impacted in certain conditions and if such conditions demand increased attention and mental allocation. This framework encompasses the measurement of participants’ gaze pattern (e.g., fixation and saccades), EEG data (e.g., Alpha, Beta, Gamma, and Theta wave patterns), and psychometric and behavioral test performance. On the technical front, we utilized the Unity 3D game engine as the core for running our spatial ability tasks by simulating altered conditions of space exploration. We simulated two types of space exploration conditions: (1) microgravity condition in which participants’ idiotropic (body) axis is in statically and dynamically misaligned with their visual axis; and (2) conditions of Martian terrain that offers a visual frame of reference (FOR) but with limited and unfamiliar landmarks objects. We specifically targeted assessing human spatial ability and spatial perception. To assess spatial ability, we digitalized behavioral tests of Purdue Spatial Visualization Test: Rotations (PSVT: R), the Mental Cutting Test (MCT), and the Perspective Taking Ability (PTA) test and integrated them into the VR settings to evaluate participants’ spatial visualization, spatial relations, and spatial orientation ability, respectively. For spatial perception, we applied digitalized versions of size and distance perception tests to measure participants’ subjective perception of size and distance. A suite of C# scripts orchestrated the VR experience, enabling real-time data collection and synchronization. This technical innovation includes the integration of data streams from diverse sources, such as VIVE controllers, eye-tracking devices, and EEG hardware, to ensure a cohesive and comprehensive dataset. A pivotal challenge in our research was synchronizing data from EEG, eye tracking, and VR tasks to facilitate comprehensive analysis. To address this challenge, we employed the Unity interface of the OpenSync library, a tool designed to unify disparate data sources in the fields of psychology and neuroscience. This approach ensures that all collected measures share a common time reference, enabling meaningful analysis of participant performance, gaze behavior, and EEG activity. The Unity-based system seamlessly incorporates task parameters, participant data, and VIVE controller inputs, providing a versatile platform for conducting assessments in diverse domains. Finally, we were able to collect synchronized measurements of participants’ scores on the behavioral tests of spatial ability and spatial perception, their gaze data and EEG data. In this paper, we present the whole process of combining the eye-tracking and EEG workflows into the VR settings and collecting relevant measurements. We believe that our work not only advances the state-of-the-art in spatial ability assessments but also underscores the potential of virtual reality as a versatile tool in cognitive research, therapy, and rehabilitation.

Protein representations such as those found in the Protein Data Bank repository are important for any practicing biochemist to be able to use, interpret, and manipulate; skills commonly referred to as visual literacy in biochemistry. As such, any student enrolled in a biochemistry course should be trained in these skills. However, little is known as to how students navigate these 3-dimensional representations and how to best teach these skills to biochemistry students, especially using virtual 3D modeling software. An additional barrier to learning these skills are that they are associated with the students’ spatial ability. The proposed study uses biometric tools such as eye tracking and electroencephalography (EEG) to investigate how biochemistry students cognitively process and use modeling software UCSF Chimera to explore the structure of Prostaglandin H2 Synthase. Nine biochemistry students were sampled at a metropolitan Midwestern campus in fall 2018 while completing the activity. During the activity, the students’ cognitive processing was captured using EEG while gaze patterns and areas of fixation were captured by Tobii Glasses 2. Additionally, each student completed a series of spatial ability assessments (Hidden Figures Test and Purdue Visualizations of Rotations Test) to capture their level of ability to think visually. This presentation will answer the following research questions: 1) Which combination of electrode channels suggests the most appropriate measurement of cognitive load? 2) How does the cognitive load measurement change when students analyze a quaternary structure versus a tertiary structure of the same protein? and 3) How can we optimize the cognitive load of a 3D virtual modeling activity? The answers to these questions will be used to improve the activity for replication in following years in hopes of decreasing the impact of extraneous factors on cognition and providing the mental space needed for learning the skills associated with visual literacy in biochemistry.

This study reviewed curriculum education studies that applied neuroscientific methods to conduct preliminary work introducing neuroscience into grammar education. As a result of the scoping review, 161 studies were selected and reviewed in terms of their research methods and topics. Since the 2000s, the number of studies applying neuroscientific methods has been increasing quantitatively, mainly using eye tracking (ET) and electroencephalography (EEG), while there are few studies that have used event-related potentials (ERPs), functional magnetic resonance imaging (fMRI), and magnetoencephalography (MEG). Given that ET is mainly used in the field of Korean language education, more diverse methods need to be attempted in the future. A total of two main research topics are discovered: “understanding phenomena,” which focus on explaining certain pedagogical situations and “development and verification,” which focus on verifying or developing specific educational tools. As for the former, studies related to “understanding learning activities” were mainly conducted, and regarding the latter, studies related to “verification of treatment effects” were frequently found. Finally, by integrating the research topics and methods, possible research questions applying neuroscience were explored. The activation of grammatical thinking can be explored by fMRI, and the language processing patterns of learners and speakers can be captured using ERP. It will be possible to obtain clues on the characteristics of "grammatically gifted" using EEG, and empirical evidence on the reading process of grammar materials can be captured by ETs. This study is meaningful in that it analyzed the trends of curriculum education research applying neuroscientific methods, and it showed the advantages of applying neuroscience by suggesting research problems that can be performed in the field of grammar education.

Combined frequency-tagging EEG and eye tracking reveal reduced social bias in boys with autism spectrum disorder

In expert video analysis, the selection of certain events in a continuous video stream is a frequently occurring operation, e.g., in surveillance applications. Due to the dynamic and rich visual input, the constantly high attention and the required hand-eye coordination for mouse interaction, this is a very demanding and exhausting task. Hence, relevant events might be missed. We propose to use eye tracking and electroencephalography (EEG) as additional input modalities for event selection. From eye tracking, we derive the spatial location of a perceived event and from patterns in the EEG signal we derive its temporal location within the video stream. This reduces the amount of the required active user input in the selection process, and thus has the potential to reduce the user's workload. In this paper, we describe the employed methods for the localization processes and introduce the developed scenario in which we investigate the feasibility of this approach. Finally, we present and discuss results on the accuracy and the speed of the method and investigate how the modalities interact.

Studies related to measuring user satisfaction with soft drinks PET packaging are still scarce, especially when related to users’ actual performance in the act of opening screw caps. Although there are usability techniques that evaluate a user’s experience by using the process for conceptualizing and evaluating consumer products, the researcher does not always have factual knowledge about whether or not the experience reported by the user at the time of the research fully matches what the user actually experienced. This study conducted a usability evaluation of how a sample of users manually handled PET bottles for soft drinks by making a comparison between the experience as reported by the user and the real experience that the user underwent by using three techniques to measure them, namely usability analysis, eye tracking and electroencephalography (EEG).

This study examines the mediating effect of customer experience on the relationship between metaverse usage and purchase intention, providing a conceptual framework to understand consumer behavior within virtual environments. As the metaverse rapidly evolves into a significant platform for interaction and commerce, understanding how user engagement translates into purchasing decisions is crucial for businesses and marketers. The framework posits that metaverse usage encompasses the frequency and depth of interactions users have with virtual spaces, which significantly influences their overall customer experience. A positive customer experience is characterized by factors such as satisfaction, emotional connection, and engagement, all of which are critical in shaping consumers' purchase intentions. When users perceive their interactions in the metaverse as enjoyable and meaningful, they are more likely to develop a favorable attitude towards the brands and products featured in these environments. The study integrates insights from established models, including the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (SOR) model, to highlight how various elements of the metaverse such as perceived usefulness, perceived ease of use, and perceived enjoyment which is affect customer experience. By establishing customer experience as a mediator, this research illustrates how metaverse usage not only influences direct purchasing behavior but also shapes the emotional and cognitive processes that underpin decision-making. Ultimately, this conceptual development aims to provide actionable insights for businesses looking to optimize their strategies in the metaverse. By understanding the pathways through which customer experience mediates the relationship between metaverse engagement and purchase intention, companies can create more compelling virtual experiences that foster customer loyalty and drive sales. This research contributes to the growing body of literature on digital consumer behavior, emphasizing the importance of customer experience in shaping purchasing decisions in virtual environments.

Sex differences in eye movements and neural oscillations during mental rotation in virtual reality

In the field of consumer behavior research, it is critical to understand the factors that influence consumers' perceived value and willingness to buy. The brand ``Fenghua” is an illustrative case that explores how the dimensions of brand and product attributes influence consumer decisions. The purpose of this paper is to delve into the complex relationship between media e-commerce platform characteristics, product attributes, brand effects and consumers' purchase intentions. Specifically, it seeks to analyze how these factors interact with each other and contribute to shaping consumer perceptions and behaviors towards the Fenghua brand. This study adopts a quantitative approach, utilizing SPSS software and linear regression analysis to test a set of hypotheses. Regression analysis and mediation effect analysis were then conducted to examine the relationship between the study variables. The results indicate that media e-commerce platform characteristics and product attributes such as price, quality, promotion and service have a significant effect on consumers' purchase intentions. In addition, brand effect emerged as a key mediating variable influencing consumer decision making. This study emphasizes the importance of considering not only product-related attributes but also broader contextual factors, such as media e-commerce platform characteristics, in shaping consumers' perceptions and purchase decisions.

IntroductionThe use of eye tracking (ET) in mathematics education research has increased in recent years. Eye tracking is a promising research tool in the domain of functions, especially in graph interpretation. It promises to gain insights into learners’ approaches and ways of thinking. However, for the domain of functions and graph interpretation, it has not yet been investigated how eye-tracking data can be interpreted. In particular, it is not clear how eye movements may reflect students’ cognitive processes. Thus, in this study, we investigate in how far the eye-mind hypothesis (EMH), which states broadly that what the eye fixates is currently being processed, can be applied to this subdomain. This is particularly true for contextual graphs, whose data originate from real-world situations, and which are of central importance for the development of mathematical literacy. The aim of our research is to investigate how eye movements can be interpreted in the domain of functions, particularly in students’ interpretations of contextual graphs.MethodsWe conducted an exploratory case study with two university students: The students’ eye movements were recorded while they worked on graph interpretation tasks in three situational contexts at different question levels. Additionally, we conducted subsequent stimulated recall interviews (SRIs), in which the students recalled and reported their original thoughts while interpreting the graphs.ResultsWe found that the students’ eye movements were often related to students’ cognitive processes, even if indirectly at times, and there was only limited ambiguity in the interpretation of eye movements. However, we also found domain-specific as well as domain-general challenges in interpreting eye movements.DiscussionOur results suggest that ET has a high potential to gain insights into students’ graph interpretation processes. Furthermore, they point out what aspects, such as ambiguity and peripheral vision, need to be taken into consideration when investigating eye movements in the domain of functions.

This study was conducted to examine the effect of Electronic Word of Mouth (E-WOM) on brand image and purchase intention, as well as the mediating role of brand image in the relationship between E-WOM and purchase intention. The phenomenon observed is the increasing role of online reviews and digital recommendations in shaping consumers' perceptions of brands and their purchasing decisions. This study used descriptive and associative methods with a quantitative approach. The study population was 356,410 residents of Sukabumi City, with a sample of 200 people randomly selected through probability sampling technique. Validity and reliability testing was conducted using SPSS version 23. The results showed that E-WOM had a significant effect on brand image with all items on the E-WOM variable and brand image declared valid (r_hitung > r_kritis). In addition, brand image also has a significant influence on consumer purchase intention. Brand image acts as a mediator that strengthens the influence of E-WOM on purchase intention. Cronbach's Alpha values for brand image, E-WOM, and purchase intention show high reliability (>0.60). In conclusion, E-WOM and brand image have an important role in shaping consumer purchase intention, with brand image strengthening the relationship between E-WOM and purchase intention. Effective marketing strategies should focus on improving brand image and leveraging E-WOM to drive consumer purchase decisions.

This investigation aims to test and assess the impact of service quality and product quality on purchase intention, considering brand awareness as a moderating factor. The data collection methodology involved using a simple random sampling approach through the distribution of research questionnaires. The research findings show a positive and statistically significant correlation between quality and purchase intention. The impact of product quality on purchase intention is positive and statistically significant. The impact of brand awareness on purchase intention is positive and statistically significant. Customers' familiarity with a brand may decrease over time, but it remains influential. It can be a moderating factor in the relationship between service quality and the likelihood of purchasing. Improving and regulating the relationship between product quality and purchase intention can be facilitated by increasing brand awareness.

PurposeThis study aims to examine the mechanisms underlying social media commerce by investigating the interplay between platforms, people and information. Drawing upon trust transfer theory, the research model proposes that the platform’s information provision enhances the credibility of the information source, leading to increased information usefulness, adoption and sharing, ultimately influencing purchase intention.Design/methodology/approachThe research design used in this study was a quantitative approach using a cross-sectional survey method. The study developed a research model based on trust transfer theory and hypothesized relationships between the platform’s information provision, information source credibility, information-related responses and purchase intention. Structural equation modeling was used to analyze the collected data and test the research hypotheses.FindingsThe findings supported most of the hypotheses and provided valuable insights into the role of information credibility in shaping consumers’ purchase intentions. Specifically, the study revealed that the platform’s information provision enhances the credibility of the information source, leading to increased information usefulness, adoption and sharing. Furthermore, information usefulness and adoption mediate the relationship between information source credibility and purchase intention.Research limitations/implicationsThe limitations of this research include the use of convenience sampling, which may not represent the broader population, and the cross-sectional design, which does not provide an in-depth understanding of the adoption process. The reliance on self-reported data and the limited scope of investigation with only six constructs are additional limitations. Future studies should consider national random sampling, longitudinal designs, multiple data sources and explore negative effects and other potential mediating variables. Despite these limitations, this research contributes to the understanding of social media commerce mechanisms and provides valuable insights for practitioners in the field.Practical implicationsThe findings of this study provide valuable insights for platform providers and marketers in the social media commerce environment. First, the study emphasizes the importance of effective messaging in improving information credibility. Platform providers should focus on delivering accurate and trustworthy information to enhance consumers’ perceptions of product quality and increase purchase intentions. Second, marketers can leverage the information-related factors identified in this study, such as information usefulness and adoption, to optimize their marketing efforts. By understanding how consumers perceive and interact with information on social media platforms, marketers can tailor their strategies to effectively engage and influence potential customers. Overall, these practical implications can enhance success in the competitive social media commerce landscape.Social implicationsThe social implications of this study are significant for social media commerce practitioners. The findings highlight the importance of effective messaging and information provision on social media platforms in improving information credibility, thereby enhancing purchase intention. By understanding the mechanisms that drive consumer behavior in the context of social media commerce, platform providers and marketers can optimize their marketing efforts. This includes focusing on delivering trustworthy and useful information, fostering information adoption and sharing among users and ultimately increasing the likelihood of successful transactions. These insights provide valuable guidance for practitioners to navigate the competitive landscape of social media commerce and enhance their chances of success.Originality/valueThe originality of this research lies in its application of trust transfer theory to investigate the mechanisms driving social media commerce. By examining the interplay between platform, people and information, the study specifically focuses on the role of the platform’s information provision in enhancing information credibility and its impact on information-related responses and purchase intentions. This study extends the understanding of the trust transfer mechanism between customers and sellers/brands in customer-to-customer social commerce by emphasizing the importance of effective messaging and information credibility in shaping consumer behavior. The empirical findings contribute to the understanding of information trust transfer and provide a unique perspective on the underlying mechanisms that drive social media commerce.

Based on the perspective of dual-system information processing, this article explores how word-of-mouth (WOM) referral affects the purchase intentions of consumers with different types of self-construal. Two experimental studies, using WeChat as a research setting, tested the interactive influence of type of WOM referral (economic vs. public welfare) and type of self-construal (independent vs. interdependent) on consumers’ purchase intention toward the referred product and its intermediary mechanism. The results showed that economic (vs. public welfare) WOM referrals, which emphasize a product’s economic benefits, increased the purchase intention of consumers with an independent (vs. interdependent) self-construal, who typically take an individualistic perspective. In contrast, public welfare (vs. economic) WOM referrals, which emphasize the social benefits connected to a company for the community at large, increased the purchase intention of consumers with an interdependent (vs. independent) self-construal, who take a more collectivistic perspective. The results also shed light on the underlying mechanism by showing that different types of self-construal activate different information processing systems in consumers, which mediate consumers’ reaction to different types of WOM referrals. Specifically, economic WOM referrals can inspire consumers with an independent self-construal to engage in more emotional processing, thereby generating higher purchase intentions; in contrast, public welfare WOM referrals can stimulate consumers with an interdependent self-construal to get involved in more cognitive processing, thereby generating higher purchase intentions. These findings contribute to WOM literature and provide practical implications for companies adopting societal marketing strategy and implementing sustainable promotional plans.