What drives consumer choices? Neuro-insights from a supermarket simulation study

Purpose The purpose of this study is to explore how different types of price discounts influence consumers’ purchase intentions within a simulated supermarket environment. By integrating eye tracking (ET) and electroencephalography (EEG) technologies, the research aims to capture real-time visual attention and neural responses, offering insights beyond traditional self-report methods. Specifically, the study examines whether shopping duration and age predict purchasing behaviour under various di