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Authors: Athanasios Gkaintatzis 1 ; Rob van der Lubbe 2 ; Kalipso Karantinou 1 and Efthymios Constantinides 2

Affiliations: 1 Department of Marketing and Communication, Athens University of Economics and Business, Patision Street 76, Athens and Greece ; 2 Faculty of Behavioural, Management and Social Sciences (BMS), University of Twente, Drienerlolaan 5, Enschede and Netherlands

Keyword(s): Neuromarketing, Electroencephalogram (EEG), Consumer Behavior.

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 exp ected to have significant academic relevance both for the servicescapes / atmospherics and the neuromarketing / consumer neuroscience research streams of literature and also managerial implications. (More)

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Paper citation in several formats:
Gkaintatzis, A.; van der Lubbe, R.; Karantinou, K. and Constantinides, E. (2019). Consumers’ Cognitive, Emotional and Behavioral Responses towards Background Music: An EEG Study. In Proceedings of the 15th International Conference on Web Information Systems and Technologies - WEBIST; ISBN 978-989-758-386-5; ISSN 2184-3252, SciTePress, pages 314-318. DOI: 10.5220/0008346603140318

@conference{webist19,
author={Athanasios Gkaintatzis. and Rob {van der Lubbe}. and Kalipso Karantinou. and Efthymios Constantinides.},
title={Consumers’ Cognitive, Emotional and Behavioral Responses towards Background Music: An EEG Study},
booktitle={Proceedings of the 15th International Conference on Web Information Systems and Technologies - WEBIST},
year={2019},
pages={314-318},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008346603140318},
isbn={978-989-758-386-5},
issn={2184-3252},
}

TY - CONF

JO - Proceedings of the 15th International Conference on Web Information Systems and Technologies - WEBIST
TI - Consumers’ Cognitive, Emotional and Behavioral Responses towards Background Music: An EEG Study
SN - 978-989-758-386-5
IS - 2184-3252
AU - Gkaintatzis, A.
AU - van der Lubbe, R.
AU - Karantinou, K.
AU - Constantinides, E.
PY - 2019
SP - 314
EP - 318
DO - 10.5220/0008346603140318
PB - SciTePress

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