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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.


Rate of preference judgment for each product in two sessions of the paired-comparison task.
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Figure 4: Rate of preference judgment for each product in two sessions of the paired-comparison task.

Mentions: As shown in Figure 4, the order of preference for products was well preserved between the first and second experimental sessions (scale values in Thurstone's paired comparison for product A–D; 0.73, −0.13, 0.01, −0.60 in the first experimental session, and 0.69, 0.00, −0.11, −0.59 in the second experimental session, respectively). The ANOVA for the rates of preference showed only a significant main effect of Product [F(3, 96) = 17.25, p = 0.0000, η2 = 0.35], with no other significant effects (F < 0.48, p > 0.6984), suggesting that the preferences for the products were reliable. Preferences and SCR values significantly correlated in the first experimental session [t(32) = 2.23, p = 0. 0332], and a tendency of the correlation was shown in the second experimental session [t(32) = 1.14, p = 0.0720]. The positive t-values in both experimental sessions (2.23 and 1.14) mean that preferences and SCR positively correlated (the more preferred, the larger SCR).


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

Ohira H, Hirao N - Front Psychol (2015)

Rate of preference judgment for each product in two sessions of the paired-comparison task.
© Copyright Policy - open-access
Related In: Results  -  Collection

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

Figure 4: Rate of preference judgment for each product in two sessions of the paired-comparison task.
Mentions: As shown in Figure 4, the order of preference for products was well preserved between the first and second experimental sessions (scale values in Thurstone's paired comparison for product A–D; 0.73, −0.13, 0.01, −0.60 in the first experimental session, and 0.69, 0.00, −0.11, −0.59 in the second experimental session, respectively). The ANOVA for the rates of preference showed only a significant main effect of Product [F(3, 96) = 17.25, p = 0.0000, η2 = 0.35], with no other significant effects (F < 0.48, p > 0.6984), suggesting that the preferences for the products were reliable. Preferences and SCR values significantly correlated in the first experimental session [t(32) = 2.23, p = 0. 0332], and a tendency of the correlation was shown in the second experimental session [t(32) = 1.14, p = 0.0720]. The positive t-values in both experimental sessions (2.23 and 1.14) mean that preferences and SCR positively correlated (the more preferred, the larger SCR).

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.