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Analysis of skin conductance response during evaluation of preferences for cosmetic products.

Ohira H, Hirao N - Front Psychol (2015)

Bottom Line: We found that the mean amplitude of the SCR elicited by the preferred products was significantly larger than that elicited by the non-preferred products.The participants' preferences and corresponding SCR patterns were well preserved at the second session 1 year later.Our results supported cumulating findings that SCR is a useful index of consumer preferences that has future potential, both in laboratory and marketing settings.

View Article: PubMed Central - PubMed

Affiliation: Department of Psychology, Nagoya University Nagoya, Japan.

ABSTRACT
We analyzed skin conductance response (SCR) as a psychophysiological index to evaluate affective aspects of consumer preferences for cosmetic products. To examine the test-retest reliability of association between preferences and SCR, we asked 33 female volunteers to complete two experimental sessions approximately 1 year apart. The participants indicated their preferences in a typical paired comparison task by choosing the better option from a combination of two products among four products. We measured anticipatory SCR prior to expressions of the preferences. We found that the mean amplitude of the SCR elicited by the preferred products was significantly larger than that elicited by the non-preferred products. The participants' preferences and corresponding SCR patterns were well preserved at the second session 1 year later. Our results supported cumulating findings that SCR is a useful index of consumer preferences that has future potential, both in laboratory and marketing settings.

No MeSH data available.


Grand averaged SCR waveforms elicited by preferred products and non-preferred products.
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Figure 2: Grand averaged SCR waveforms elicited by preferred products and non-preferred products.

Mentions: Among the 33 participants, the grand-average SCR waveforms elicited by the preferred and non-preferred products showed a peak with a latency from 2 to 5 s (Figure 2). In both sessions, the SCR amplitudes elicited by the preferred products were larger compared with those elicited by the non-preferred products. The ANOVA confirmed this visual speculation by indicating a significant main effect of Preference [F(1, 32) = 6.52, p = 0.0156, η2 = 0.17: Figure 3]. However, neither the main effect of Session [F(1, 32) = 0.01, p = 0.9373] nor the interaction of Preference and Session [F(1, 32) = 0.02, p = 0.8819] were significant.


Analysis of skin conductance response during evaluation of preferences for cosmetic products.

Ohira H, Hirao N - Front Psychol (2015)

Grand averaged SCR waveforms elicited by preferred products and non-preferred products.
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC4321331&req=5

Figure 2: Grand averaged SCR waveforms elicited by preferred products and non-preferred products.
Mentions: Among the 33 participants, the grand-average SCR waveforms elicited by the preferred and non-preferred products showed a peak with a latency from 2 to 5 s (Figure 2). In both sessions, the SCR amplitudes elicited by the preferred products were larger compared with those elicited by the non-preferred products. The ANOVA confirmed this visual speculation by indicating a significant main effect of Preference [F(1, 32) = 6.52, p = 0.0156, η2 = 0.17: Figure 3]. However, neither the main effect of Session [F(1, 32) = 0.01, p = 0.9373] nor the interaction of Preference and Session [F(1, 32) = 0.02, p = 0.8819] were significant.

Bottom Line: We found that the mean amplitude of the SCR elicited by the preferred products was significantly larger than that elicited by the non-preferred products.The participants' preferences and corresponding SCR patterns were well preserved at the second session 1 year later.Our results supported cumulating findings that SCR is a useful index of consumer preferences that has future potential, both in laboratory and marketing settings.

View Article: PubMed Central - PubMed

Affiliation: Department of Psychology, Nagoya University Nagoya, Japan.

ABSTRACT
We analyzed skin conductance response (SCR) as a psychophysiological index to evaluate affective aspects of consumer preferences for cosmetic products. To examine the test-retest reliability of association between preferences and SCR, we asked 33 female volunteers to complete two experimental sessions approximately 1 year apart. The participants indicated their preferences in a typical paired comparison task by choosing the better option from a combination of two products among four products. We measured anticipatory SCR prior to expressions of the preferences. We found that the mean amplitude of the SCR elicited by the preferred products was significantly larger than that elicited by the non-preferred products. The participants' preferences and corresponding SCR patterns were well preserved at the second session 1 year later. Our results supported cumulating findings that SCR is a useful index of consumer preferences that has future potential, both in laboratory and marketing settings.

No MeSH data available.