MULIER Lana

Heuristics and biases in consumer behavior

Many perceptual heuristics are part of irrational and unconscious consumer behavior. Some of these biases can be explained by an evolutionarily psychological background, which is related to fundamental human motivations and emotions. This perspective can thus be theorized under evolutionary rationality, and includes heuristics such as the looming bias and the loss aversion heuristic. These kinds of biases can then be investigated in an innovative way, specifically through the use of physiological and neuropsychological research methods, such as eye tracking, face reading, EMG and EEG. These research insights can consequently contribute to the field of affective consumer neuroscience and can ultimately be applied to ameliorate product advertising campaigns.