Consumer Response to Different Discount Sales Promotional Messages. An Eye Tracking and EEG Experiment

This article presents a study of consumer behavior during the selection of products from a supermarket's leaflet. There are many factors that can determine whether a particular product attracts consumers' attention, such as price, brand, and sales discount. This study is focused on consumers' preferences among the three most common sales discount types. For the purpose of the study a leaflet that is identical to a real supermarket leaflet was designed, to resemble a real-life experience. Eye tracking and EEG were used to record participants' gaze and emotions while viewing the leaflet. The behavior of 42 participants was investigated and it was identified how valuable the clarity of the promotional message is. Moreover, EEG helped us analyze basic nonconscious preferences and cognitive processes, such as the effect of memorization, approach-withdrawal and workload in decision making.