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Advances and Distinctions in the Use of Biometric Methods Versus Traditional Methods for Studying the Customer Experience

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • David McLain

    (State University of New York at Oswego)

  • Efstathios Kefallonitis

    (State University of New York at Oswego)

Abstract

Advances and growth in the use of neurosensory methods of cognitive research are resulting in changes in the conduct of many marketing studies. This trend offers much promise for research but also requires caution so that methodological appropriateness and limitations are correctly recognized. In this paper, we discuss opportunities and cautions for neurosensory research into the customer experience. We specifically discuss two popular methods; eye-tracking and facial expression analysis. We suggest that researchers should recognize that these methods are best considered laboratory-based and that environmental conditions play a large role in influencing studies.

Suggested Citation

  • David McLain & Efstathios Kefallonitis, 2019. "Advances and Distinctions in the Use of Biometric Methods Versus Traditional Methods for Studying the Customer Experience," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 517-522, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_59
    DOI: 10.1007/978-3-030-12453-3_59
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