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IOWA STATE TO BUILD LAB TO STUDY HOW PEOPLE MAKE PURCHASING DECISIONS
Mar. 22, 2010
Iowa State University reports:
Terry Childers, the Dean's Chair of marketing in ISU's College of Business, is hoping to create a lab at Iowa State that will likely be the first of its kind in the country.
Childers studies neuromarketing - the level of consciousness consumers have when making purchasing decisions - and hopes to have an on-campus research lab dedicated to the study established by fall semester.
Studies in the lab will be conducted using an electrophysiological method that's similar to an electroencephalogram (EEG) test.
"So we put a cap on a person's head and then connect those electrodes to the equipment, which capture the brain signals," Childers said. "We can then monitor what areas of the brain are firing to perform certain functions. And so it just gives another tool to provide insights on understanding how and why people make decisions."
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