Psychology Research News
The scientific peer-review journal “Administrative Sciences” invited Dr. Peter Walla, head of the Psychology Department at WVPU, to be a guest editor of a special issue on Consumer Behavior and Consumer Neuroscience.
This issue will focus on implicit and explicit consumer preferences which can be measured by objective (physiological) and self-reported data respectively. There is evidence suggesting that there are discrepancies between what a consumer reports s/he likes and what s/he actually prefers. This implicit, non-conscious preference can be observed and measured through objective technology which can serve as an unbiased measure of consumer likes and dislikes. This information can be extremely useful for companies offering a variety of services or goods.