Davoud Sadeh, Kambiz Hiedarzadeh,
Volume 22, Issue 2 (8-2024)
Abstract
Aim and Background: The importance of examining consumers' behavior, according to the research history, proves its high necessity. Considering that consumer behavior models consist of two internal and external dimensions and the investigation of factors only through self-reporting methods and even observation has not sought the necessary accuracy and adequacy, the use of neuroscience methods can be used in collecting Sufficient data to help researchers. Visual data in the form of biometric information can provide all dimensions of the consumer at the disposal of the researcher, the lack of ability to verbally express, the unwillingness to express and unconsciously examine are obstacles in investigating the behavior of consumers, which in all dimensions, the analysis of visual behavior It has come to the aid of researchers. This research is an exploratory review, in which sources have been identified through Google Scholar and selected based on the number of citations and the impact factor, regardless of the historical period.
Conclusions: According to the power of visual benchmarking and the possibility of modeling behavior with biometric data, the approach of visual consumer behavior has covered all the shortcomings of traditional methods, thanks to visual data, the consumer's self-concept has become clearer for behavioral science researchers Adaptability and cultural adaptation in communication, separation of visual behavior by gender and age group, visual-motivational systems, visual emotional responses, visual behavior consistent with personality, visual patterns of learning, visual impact on memory, visual perception and finally attitude change by Manipulation the stimulus, the result of CVB is for analyzing consumer behavior, Until now, due to the lack of integration due to the multiplicity of developed models, it has not been able to comprehensively help in solving problems and decisions making for consumers.
