Consumer’s Perception Journey: Examining the Psychophysiological Antecedents and Effects of Multisensory Imagery Strategy: An Abstract

This research presents three studies that explore psychophysiological mechanisms regarding implementing a multisensory imagery strategy on consumer’s perception. Based on our first study’s self-report data, the effectiveness of this strategy will depend on the consumer’s masculine-feminine self-concept. Specifically, the multisensory imagery marketing messages tend to provide consumers with a higher degree of femininity a greater level of involvement and engagement than consumers with higher masculinity. This is because this advertisement facilitates the linkage between the consumer’s self-concept and their emotional memories. The second study will triangulate the results from the self-report data with brain activation using electroencephalography (EEG) signals, particularly in the prefrontal cortex and temporal lobe areas. The third study will triangulate the results from self-report data (Study 1) and brand activation (Study 2) with the neurological data via the examination of Postsynaptic Density Protein 95 (PSD-95) and Brain-Derived Neurotrophic Factor (BDNF) expressed particularly in the prefrontal cortex and hippocampus areas of the laboratory animal (Monodelphis domestica: gray short-tailed opossum). These proteins are also a conserved structure that presents in the human brain.