Recent breakthroughs in neuroscience of consumer behaviour are helping to understand how the consumer decision-making process takes place. Although latest advances have revealed that most of the brain processes that regulate our emotions, attitudes and decisions are beyond our consciousness (implicit processes), research is still laggard. The ESR 7 will be focused on the application of Mixed Reality techniques to consumer behaviour. From a theoretical point of view, a brand choice model will be elaborated and tested using advanced biometric signals processing (EEG, fNIRS, GSR, HV, ET, among others). From a technological point of view, the knowledge extracted from this work will be integrated into a unified experimental platform. ESR7 will propose a customer band choice model in a virtual commerce context. With this purpose, the fellow will 1) study how brand choice behaviour is driven in virtual reality settings; 2) assess how multiproduct platforms affect brand choice; 3) define the optimal information level of both technical features and emotional content to adopt brand, and 4) analyse the influence of brand comparisons based on informative content.

Planned secondments: UPISA (2 months): to study classification techniques to real time data processing; NEUR (2 months): to study neuroscientific measurement; GTEC (2 months): to study EEG and biosignals activity relating to choice behaviour.