Title:	THE POTENTIAL OF USING NEURO-IS TO UNDERSTAND CONSUMER’S APPROACH-AVOIDANCE MOTIVATION IN ONLINE GROCERY RETAIL
Author(s):	anchit Pawar, Asle Fagerstrøm and Valdimar Sigurdsson
ISBN:	978-989-8533-72-2
Editors:	Piet Kommers, Tomayess Issa, Pedro Isaías and Ana Hol
Year:	2017
Edition:	Single
Keywords:	Online Grocery Retail, Applied Neurois, Approach-avoidance Motivation, Frontal Asymmetry, EEG, Neurophysiological Tools
Type:	Short Paper
First Page:	157
Last Page:	162
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	There is a request for research to examine consumer-purchasing behavior in online grocery retailing. By definition, behavior includes both cognition and observable responses. Neuro-Information Systems (NeuroIS) is a framework that offers a reliable measurement of consumer behavior, through direct observation of the brain using neuroscientific techniques. This paper discusses a potential application of using electroencephalography (EEG) to measure approach-avoidance motivation in online grocery retail contexts. A review of the literature on approach-avoidance, web atmospherics, and frontal asymmetry is conducted, to form appropriate linkages between theory and its application to the online grocery context. Additionally, this paper provides an example for exploring the potential of NeuroIS in an online setting, to demonstrate potential benefits when it comes to understanding and predicting consumer motivation in an online grocery retail context.
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