Academia and businesses have shown an increased interest in neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to understand consumer motivation. This research examines if these methods can predict the impact of motivation triggers, such as water deprivation, has on attention, brain response, choices, and consumption. Through experiments, results reveal that water deprived participants focused more on images of water and were more likely to choose and consume water. These findings suggest that neurophysiological methods can offer deeper insights into how motivational factors influence consumer behavior.
The full article can be found in at Frontiers in Psychology and it is also posted in the National Library of Medicine.