Touching to Feel: Brain Activity During In-Store Consumer Experience

Area of Science:

• Neuroscience
• Sensory Marketing
• Consumer Behavior

Background:

• Understanding consumer brain responses during in-store experiences is crucial for retailers.
• The role of touch in the consumer journey, particularly in sensory marketing, remains under-explored from a neuroscientific perspective.

Purpose of the Study:

• To investigate the distinct cortical brain oscillations associated with consumers' in-store experiences when allowed or not allowed to touch products.
• To explore the neurophysiological impact of tactile stimulation on consumer awareness and perception within a high-sensory retail environment.

Main Methods:

• Utilized a 16-channel wireless electroencephalogram (EEG) on 23 healthy participants naive to the explored cosmetic store.
• Assigned participants to two conditions: one allowing product touch, the other prohibiting it.
• Analyzed cortical oscillations using power spectral analysis across delta, theta, alpha, and beta frequency bands.

Main Results:

• Delta, theta, and beta brainwave bands were present in frontal regions during both sensory conditions.
• Absence of touch correlated with left-sided Delta and Theta band activation, indicating a need for cognitive control.
• The presence of touch was associated with increased right-sided Beta band activity, suggesting heightened sensory awareness.

Conclusions:

• EEG cortical oscillations provide insights into neurophysiological responses to tactile conditions in retail settings.
• Touch plays a significant role in enhancing consumer awareness and engagement during in-store experiences.
• Integrating tactile elements can improve the overall consumer journey and deepen customer connection.