Consumers' cognitive, emotional and behavioral responses towards background music: An EEG study

Athanasios Gkaintatzis, Rob Van Der Lubbe, Kalipso Karantinou, Efthymios Constantinides

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

34 Downloads (Pure)

Abstract

The physical environment affects individuals emotionally, behaviorally and cognitively. Servicescapes or atmospherics studies the effect of environmental stimulation to consumers. Environmental stimuli affect consumers' attention and cause them emotions such as pleasure and arousal; those emotional responses affect in turn consumers' behavioral responses such us approach and avoidance tendencies towards the environment. Hence, the level of arousal-nonarousal and the pleasure-displeasure experienced by a consumer along with other intervening variables such as momentary mood and stimulus screening ability will determine his/her approach-avoidance responses towards the environmental stimuli. The paper studies atmospherics with neuromarketing and conventional marketing research methods: Specifically, using electroencephalography (EEG) and surveys, it focuses on the effect of background music on Consumer's arousal, pleasure, attention and approach/avoidance tendencies. The results are expected to have significant academic relevance both for the servicescapes/atmospherics and the neuromarketing/consumer neuroscience research streams of literature and also managerial implications.

Original languageEnglish
Title of host publicationWEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies
EditorsAlessandro Bozzon, Francisco Jose Dominguez Mayo, Joaquim Filipe
PublisherSCITEPRESS
Pages314-318
Number of pages5
ISBN (Electronic)9789897583865
DOIs
Publication statusPublished - Sep 2019
Event15th International Conference on Web Information Systems and Technologies, WEBIST 2019 - Vienna, Austria
Duration: 18 Sep 201920 Sep 2019
Conference number: 15
http://www.webist.org/?y=2019

Conference

Conference15th International Conference on Web Information Systems and Technologies, WEBIST 2019
Abbreviated titleWEBIST 2019
CountryAustria
CityVienna
Period18/09/1920/09/19
OtherHeld in conjunction with IJCCI 2019 and IC3K 2019
Internet address

Fingerprint

Electroencephalography
Atmospherics
Marketing
Screening

Keywords

  • Consumer behavior
  • Electroencephalogram (EEG)
  • Neuromarketing

Cite this

Gkaintatzis, A., Van Der Lubbe, R., Karantinou, K., & Constantinides, E. (2019). Consumers' cognitive, emotional and behavioral responses towards background music: An EEG study. In A. Bozzon, F. J. D. Mayo, & J. Filipe (Eds.), WEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies (pp. 314-318). SCITEPRESS. https://doi.org/10.5220/0008346603140318
Gkaintatzis, Athanasios ; Van Der Lubbe, Rob ; Karantinou, Kalipso ; Constantinides, Efthymios. / Consumers' cognitive, emotional and behavioral responses towards background music : An EEG study. WEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies. editor / Alessandro Bozzon ; Francisco Jose Dominguez Mayo ; Joaquim Filipe. SCITEPRESS, 2019. pp. 314-318
@inproceedings{00110a0c44cf4e228273cd6f68223ba6,
title = "Consumers' cognitive, emotional and behavioral responses towards background music: An EEG study",
abstract = "The physical environment affects individuals emotionally, behaviorally and cognitively. Servicescapes or atmospherics studies the effect of environmental stimulation to consumers. Environmental stimuli affect consumers' attention and cause them emotions such as pleasure and arousal; those emotional responses affect in turn consumers' behavioral responses such us approach and avoidance tendencies towards the environment. Hence, the level of arousal-nonarousal and the pleasure-displeasure experienced by a consumer along with other intervening variables such as momentary mood and stimulus screening ability will determine his/her approach-avoidance responses towards the environmental stimuli. The paper studies atmospherics with neuromarketing and conventional marketing research methods: Specifically, using electroencephalography (EEG) and surveys, it focuses on the effect of background music on Consumer's arousal, pleasure, attention and approach/avoidance tendencies. The results are expected to have significant academic relevance both for the servicescapes/atmospherics and the neuromarketing/consumer neuroscience research streams of literature and also managerial implications.",
keywords = "Consumer behavior, Electroencephalogram (EEG), Neuromarketing",
author = "Athanasios Gkaintatzis and {Van Der Lubbe}, Rob and Kalipso Karantinou and Efthymios Constantinides",
year = "2019",
month = "9",
doi = "10.5220/0008346603140318",
language = "English",
pages = "314--318",
editor = "Alessandro Bozzon and Mayo, {Francisco Jose Dominguez} and Joaquim Filipe",
booktitle = "WEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies",
publisher = "SCITEPRESS",

}

Gkaintatzis, A, Van Der Lubbe, R, Karantinou, K & Constantinides, E 2019, Consumers' cognitive, emotional and behavioral responses towards background music: An EEG study. in A Bozzon, FJD Mayo & J Filipe (eds), WEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies. SCITEPRESS, pp. 314-318, 15th International Conference on Web Information Systems and Technologies, WEBIST 2019, Vienna, Austria, 18/09/19. https://doi.org/10.5220/0008346603140318

Consumers' cognitive, emotional and behavioral responses towards background music : An EEG study. / Gkaintatzis, Athanasios; Van Der Lubbe, Rob; Karantinou, Kalipso; Constantinides, Efthymios.

WEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies. ed. / Alessandro Bozzon; Francisco Jose Dominguez Mayo; Joaquim Filipe. SCITEPRESS, 2019. p. 314-318.

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

TY - GEN

T1 - Consumers' cognitive, emotional and behavioral responses towards background music

T2 - An EEG study

AU - Gkaintatzis, Athanasios

AU - Van Der Lubbe, Rob

AU - Karantinou, Kalipso

AU - Constantinides, Efthymios

PY - 2019/9

Y1 - 2019/9

N2 - The physical environment affects individuals emotionally, behaviorally and cognitively. Servicescapes or atmospherics studies the effect of environmental stimulation to consumers. Environmental stimuli affect consumers' attention and cause them emotions such as pleasure and arousal; those emotional responses affect in turn consumers' behavioral responses such us approach and avoidance tendencies towards the environment. Hence, the level of arousal-nonarousal and the pleasure-displeasure experienced by a consumer along with other intervening variables such as momentary mood and stimulus screening ability will determine his/her approach-avoidance responses towards the environmental stimuli. The paper studies atmospherics with neuromarketing and conventional marketing research methods: Specifically, using electroencephalography (EEG) and surveys, it focuses on the effect of background music on Consumer's arousal, pleasure, attention and approach/avoidance tendencies. The results are expected to have significant academic relevance both for the servicescapes/atmospherics and the neuromarketing/consumer neuroscience research streams of literature and also managerial implications.

AB - The physical environment affects individuals emotionally, behaviorally and cognitively. Servicescapes or atmospherics studies the effect of environmental stimulation to consumers. Environmental stimuli affect consumers' attention and cause them emotions such as pleasure and arousal; those emotional responses affect in turn consumers' behavioral responses such us approach and avoidance tendencies towards the environment. Hence, the level of arousal-nonarousal and the pleasure-displeasure experienced by a consumer along with other intervening variables such as momentary mood and stimulus screening ability will determine his/her approach-avoidance responses towards the environmental stimuli. The paper studies atmospherics with neuromarketing and conventional marketing research methods: Specifically, using electroencephalography (EEG) and surveys, it focuses on the effect of background music on Consumer's arousal, pleasure, attention and approach/avoidance tendencies. The results are expected to have significant academic relevance both for the servicescapes/atmospherics and the neuromarketing/consumer neuroscience research streams of literature and also managerial implications.

KW - Consumer behavior

KW - Electroencephalogram (EEG)

KW - Neuromarketing

UR - http://www.scopus.com/inward/record.url?scp=85074283004&partnerID=8YFLogxK

U2 - 10.5220/0008346603140318

DO - 10.5220/0008346603140318

M3 - Conference contribution

SP - 314

EP - 318

BT - WEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies

A2 - Bozzon, Alessandro

A2 - Mayo, Francisco Jose Dominguez

A2 - Filipe, Joaquim

PB - SCITEPRESS

ER -

Gkaintatzis A, Van Der Lubbe R, Karantinou K, Constantinides E. Consumers' cognitive, emotional and behavioral responses towards background music: An EEG study. In Bozzon A, Mayo FJD, Filipe J, editors, WEBIST 2019 - Proceedings of the 15th International Conference on Web Information Systems and Technologies. SCITEPRESS. 2019. p. 314-318 https://doi.org/10.5220/0008346603140318