Customer brand choice behaviour in virtual commerce (WP3)

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.

Shobhit Kakaria


Currently an Early Stage Researcher and a doctoral student at Department of Marketing and Market research, University of Valencia, working on customer brand choice behaviour in virtual commerce, Shobhit completed his Bachelor’s degree in Economics from Madras Christian College, Chennai, India in 2015, and shortly after completed Post Graduate Diploma in International Business Operations from IGNOU, in 2016. In 2018, he graduated with a Master’s in Cognitive Science from Indian Institute of Technology, Gandhinagar, India. Shobhit was a Research Assistant at Indian Institute of Management, Ahmedabad, India, working on consumer pricing. His research curve is assorted while being directed, paralleling with his chief research interests in consumer decision making.




“Customer brand choice behaviour in virtual commerce  (WP3)”


  • Impulse buying in VR settings
  • Optimal design of VR settings
  • Type, quantity and stored information for adopting brand choices
  • A new typology of VR consumers based on emotional reaction and impulsive consumption