the selected ones looked at least once into the AOI), revisits (a number of revisits
divided by a number of selected participants with at least one glance), re-visitors,
average fixation (the sum of fixation times divided by a number of fixations) and
first fixation (average duration of first fixation).
The final phase of research in the EEG lab is to assess the reactions of the
participants as a result of their exposure to video advertising. For four selected
products, the ads are prepared in two variants: emotional and rational. Additionally,
the content of the ads is differentiated in terms of scope and in the way environmental information is presented. Due to the analysis of EEG and EOG recordings,
reactions to the different ways of environmental information presentation can be
compared.
5 Final Conclusions
The role of ecolabels for a product-related environmental communication and for
the consumers’ decision making is well-known and often discussed. A discussion
on the same role of LCA and life cycle based environmental information is less
evident, although some works on this subject can be also found in the literature.
However, in most cases, a survey based on a questionnaire is used as the main way
to get knowledge about consumer motivation and preferences. The use of
neuro-marketing tools gives more room for interpretation and seems to be more
objective than a traditional surveying. The eye-tracking results let follow a glance
of the participants and identify these AOIs which attract their visual attention first
and for the longest time. At the same time, the elements which are ignored by the
participants can be found. It is important as the visual stimulation is a first step for
potential activation of higher cognitive processes. From this point of view, a crucial
point is to know the sequence and the fixation times for AOIs predefined for the
ecolabels, the eco-labelled products and the ads. It can be helpful in designing the
ecolabels and the ads in order to display the environmental information in a way
which actually attracts the consumers’ visual attention. The preliminary results
showed that the elements of ecolabels which attract participants attention most are:
EP scale (especially EP class); the words “environmental footprint”, “better”,
“improved”, “limited”; EU ecolabel flower; life cycle circle; a final improvement
score; the sentence “better for you … better for environment”. The expected results
and implications of our project go far beyond the environmental labelling and reach
a more broadly scoped life-cycle based communication. It causes that a potential
target audience of our project is not limited to the specialists in the environmental
labelling, but also the experts in green marketing as well as LCA practitioners and
PEF/OEF society.
Neuro-marketing Tools for Assessing the Communication …
171
divided by a number of selected participants with at least one glance), re-visitors,
average fixation (the sum of fixation times divided by a number of fixations) and
first fixation (average duration of first fixation).
The final phase of research in the EEG lab is to assess the reactions of the
participants as a result of their exposure to video advertising. For four selected
products, the ads are prepared in two variants: emotional and rational. Additionally,
the content of the ads is differentiated in terms of scope and in the way environmental information is presented. Due to the analysis of EEG and EOG recordings,
reactions to the different ways of environmental information presentation can be
compared.
5 Final Conclusions
The role of ecolabels for a product-related environmental communication and for
the consumers’ decision making is well-known and often discussed. A discussion
on the same role of LCA and life cycle based environmental information is less
evident, although some works on this subject can be also found in the literature.
However, in most cases, a survey based on a questionnaire is used as the main way
to get knowledge about consumer motivation and preferences. The use of
neuro-marketing tools gives more room for interpretation and seems to be more
objective than a traditional surveying. The eye-tracking results let follow a glance
of the participants and identify these AOIs which attract their visual attention first
and for the longest time. At the same time, the elements which are ignored by the
participants can be found. It is important as the visual stimulation is a first step for
potential activation of higher cognitive processes. From this point of view, a crucial
point is to know the sequence and the fixation times for AOIs predefined for the
ecolabels, the eco-labelled products and the ads. It can be helpful in designing the
ecolabels and the ads in order to display the environmental information in a way
which actually attracts the consumers’ visual attention. The preliminary results
showed that the elements of ecolabels which attract participants attention most are:
EP scale (especially EP class); the words “environmental footprint”, “better”,
“improved”, “limited”; EU ecolabel flower; life cycle circle; a final improvement
score; the sentence “better for you … better for environment”. The expected results
and implications of our project go far beyond the environmental labelling and reach
a more broadly scoped life-cycle based communication. It causes that a potential
target audience of our project is not limited to the specialists in the environmental
labelling, but also the experts in green marketing as well as LCA practitioners and
PEF/OEF society.
Neuro-marketing Tools for Assessing the Communication …
171