Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.2

Purpose: This article presents results from neuromarketing EEG and VR analyses conducted on consumers' purchasing decisions and their decision-making processes in immersive virtual environments. Need for the study: Given the increasing interest in intelligent management of consumer behaviour (IMCB) within marketing strategies, it is essential to understand how packaging influences consumer emotions. This study bridges the gap between traditional consumer research and neuromarketing techniques, offering insights into subconscious decision-making processes in a virtual shop. Methodology: The study employed electroencephalography (EEG) and virtual reality (VR) tools to explore consumer responses to packaged and unpackaged products in a virtual shopping environment. It concentrated on measuring brain waves linked to emotional arousal and cognitive engagement. The VR device simulated a realistic grocery store. The key research question is: How does packaging influence consumer emotion and decision-making in a virtual shop? Basic statistical methods were also applied, including Pearson's correlation coefficient, to assess the relationship between the average holding time of a product category and emotional response. Findings: The results indicate that packaged products evoke higher arousal levels yet are stored for a shorter duration than unpackaged goods. However, packaging alone does not significantly alter the emotional value of the products. These findings highlight the complex relationship between sensory engagement, cognitive load, and consumer trust in virtual shopping environments. Practical Implications: The data obtained can offer valuable insights for companies and researchers studying consumer preferences. It can also utilise neuroscience and virtual reality to create a safe environment for grocery shoppers