on LCA and environmental labels. From this, the effect and role of an information
campaign can be noticed.
Four product categories have been selected for the research in all parts of the
project: red meat, t-shirt, liquid detergent and TV-set. There were two criteria for
selecting these product categories:
• they represent various modes of purchasing decision-making (meat—purchased
emotionally with low commitment; t-shirt—purchased emotionally with high
commitment; household detergent—purchased rationally with low commitment
and TV-set—purchased rationally with high commitment),
• they have been included in a PEF pilot phase and a draft version of the PEFCR
document is available and/or the EU ecolabel criteria exist.
Table 1 A description of the project parts
Project parts
Survey
Monitoring of purchasing
behaviour
Monitoring of
neurological reaction and
visual attention
Placing
A remote survey via
internet scoped
internationally
(respondents from
various countries
included)
The shopLAB reflecting
real shopping conditions
(shelves with products,
check out) (Poznan,
Poland)
The laboratory equipped
with devices for
measuring the human
body’s
psychophysiological
reactions (EEG, GSR,
OG) (Poznan, Poland)
Tools
Consumer typology
assessment tool
Attensee Software
Questionnaire
Consumer typology
assessment tool
Eyetracker
EEG
Eyetracker
Consumer typology
assessment tool
Questionnaire
Key
research
elements
Consumer types
Environmental
awareness of the
analysed consumers
Visual attention
Consumer types
Purchasing
decision-making
Purchase intention
Visual attention
Consumer types
Visual attention
The regions of the brain
activated
Research
objects
Environmental labels
Environmentally
labelled products
Environmental labels
Environmentally
labelled products
Environmental labels
Environmentally
labelled products
Print and video
advertising
Exposition
mode
Via computer screen
(only sight involved)
Full and direct exposition
(sight, hearing and touch
involved)
Via computer screen
(sight and hearing
involved)
Number of
participants
ca. 400
ca. 100
ca. 90
Questions
to be
answered
Q3
Q1, Q5
Q1, Q2, Q3, Q4
Neuro-marketing Tools for Assessing the Communication …
167
campaign can be noticed.
Four product categories have been selected for the research in all parts of the
project: red meat, t-shirt, liquid detergent and TV-set. There were two criteria for
selecting these product categories:
• they represent various modes of purchasing decision-making (meat—purchased
emotionally with low commitment; t-shirt—purchased emotionally with high
commitment; household detergent—purchased rationally with low commitment
and TV-set—purchased rationally with high commitment),
• they have been included in a PEF pilot phase and a draft version of the PEFCR
document is available and/or the EU ecolabel criteria exist.
Table 1 A description of the project parts
Project parts
Survey
Monitoring of purchasing
behaviour
Monitoring of
neurological reaction and
visual attention
Placing
A remote survey via
internet scoped
internationally
(respondents from
various countries
included)
The shopLAB reflecting
real shopping conditions
(shelves with products,
check out) (Poznan,
Poland)
The laboratory equipped
with devices for
measuring the human
body’s
psychophysiological
reactions (EEG, GSR,
OG) (Poznan, Poland)
Tools
Consumer typology
assessment tool
Attensee Software
Questionnaire
Consumer typology
assessment tool
Eyetracker
EEG
Eyetracker
Consumer typology
assessment tool
Questionnaire
Key
research
elements
Consumer types
Environmental
awareness of the
analysed consumers
Visual attention
Consumer types
Purchasing
decision-making
Purchase intention
Visual attention
Consumer types
Visual attention
The regions of the brain
activated
Research
objects
Environmental labels
Environmentally
labelled products
Environmental labels
Environmentally
labelled products
Environmental labels
Environmentally
labelled products
Print and video
advertising
Exposition
mode
Via computer screen
(only sight involved)
Full and direct exposition
(sight, hearing and touch
involved)
Via computer screen
(sight and hearing
involved)
Number of
participants
ca. 400
ca. 100
ca. 90
Questions
to be
answered
Q3
Q1, Q5
Q1, Q2, Q3, Q4
Neuro-marketing Tools for Assessing the Communication …
167