Özet:

User experience is of critical importance for companies because of the significance of brand perception, image formation. Positive perceptions make consumers further inclined to approach the brand and vice-versa. Therefore, an ability to measure user experience will enable companies to enhance the user-friendliness of websites, shops, products and packaging. In this exploratory study, the user experiences of 20 participants (10 men and 10 women) whilst browsing websites of GSM operators selling smartphones are analyzed using several neuromarketing methods including electroencephalography (EEG) and eye-tracking devices. By synchronizing EEG and eye tracking, it is possible to analyze where on websites users tend to be drawn to. More importantly, it is possible to measure how participants feel instantaneously whilst browsing. The findings of this neuromarketing study are qualitative and therefore cannot be generalized. However, the insights reached are important for GSM operators who have the potential to enhance their users’ experiences by implementing small changes to their websites, informed by some of this paper’s findings.

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