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Selling of Products: The Use of Single-Electrode Wireless EEG in Consumer Behavior
(Universidad San Buenaventura, 2019-01-01) Munoz, Yaromir; Lopez Gallego, Francisco; Arias Salazar, Alejandro; Serna Rodriguez, Maribel
The results of three different groups of customers, each exposed to a different sales technique, were compared in order to evaluate which sales technique was more effective for achieving higher levels of sustained attention. The study used the Neurosky headband to measure brainwaves in millivolts. The three compared sales techniques were: 1) the training technique for sale, termed as structured by the AIDA model; 2) the traditional sale, here called unstructured; 3) and a structured technique with the help of simultaneous stimulation by several neuroattentional pathways, prescribed by the developments of the neuroscience of consumption (CN). The results showed a statistically significant difference in achieved sustained attention levels, presenting higher levels in clients exposed to the sales training technique and ower scores in those exposed to one of the techniques used by the CN. These results are discussed in relation to the concept of sustained attention in clients when the stimulation of a single neuroattentional pathway is used as compared to the activation of several pathways simultaneously.