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Using high-tech tools for consumer buying decisions of FMCG

Wiścicka-Fernando Małgorzata, Biercewicz Konrad

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 174

387--402

Purpose: The main aim of this paper is to explore consumer decisions and emotions during shopping at the self-service store with fast-moving consumer goods (FMCG). Design/methodology/approach: The subject of the study is to assess the impact of emotions during the choice-making process on consumers' buying decisions. The respondents are citizens of the West Pomeranian region, Poland. The survey was conducted using state-of-the-art data acquisition technologies, i.e., Virtual Reality and EEG. An interview was also used as a complementary form. The research was both qualitative and quantitative, with a research sample of 34 respondents and took place in the virtual world. The researchers used primary data. The results presented here are part of a broader research project that used a triangulation of research methods to allow a deeper analysis of the conscious and unconscious aspects of the subjects. Findings: The research provided independent data on consumer emotions. The authors identified 4 groups of emotions that appeared during the selection of a product and were highly differentiated and strongly dependent on such characteristics as consumer type and gender. It has also been noticed that the longer a product is held, the lower emotional “sleepiness’. Research limitations/implications: One of the main limitations is the data collection process, which is relatively expensive, so the sample size is limited. The results obtained can be a signpost for a researcher who would like to use this new technology for further research. Practical implications: The results obtained can be used by shop managers in planning the sales activities or shop space to help the customer decide. Originality/value: In the research was used an innovative combination of virtual reality (VR) equipment and an electroencephalogram (EEG). To the best of the authors' knowledge, the results of a study from the FMCG industry using both devices simultaneously have never been published.

Determining the degree of player engagement in a computer game with elements of a social campaign using cognitive neuroscience techniques

Biercewicz Konrad, Borawski Mariusz, Borawska Anna, Duda Jarosław

Applied Computer Science

2022

Vol. 18, no 4

28--52

Due to the popularity of video games in various applications, including both commercial and social marketing, there is a need to assess their content in terms of player satisfaction, already at the production stage. For this purpose, the indices used in EEG tests can be used. In this publication, a formula has been created based on the player's commitment to determining which elements in the game should be improved and for which graphic emblems connected with social campaigns were more memorable and whether this was related to commitment. The survey was conducted using a 2D platform game created in Unity based on observations of 28 recipients. To evaluate the elements occurring in the game at which we obtain a higher memory for graphic characters, a corresponding pattern was created based on player involvement. The optimal Index for moving and static objects and the Index for destruction were then selected based on the feedback. Referring to the issue of graphic emblems depicting social campaigns should be placed in a place where other activities such as fighting will not be distracted, everyone will be able to reach the level where the recently placed advertisement is. This study present the developed method to determine the degree of player's engagement in particular elements in the game using the EEG and to explore the relationship between the visibility of social advertising and engagement in a 2D platform game where the player has to collect three keys and defeat the ultimate opponent.