What drives buyer behavior?

Neuroscience suggests the vast majority of our decision making (upwards of 90%) is driven by mental processes that are occurring below the level of consciousness. This means that the results of traditional research methods, such as surveys and focus groups, may sometimes be misleading, as they can provide only a partial picture of what is ACTUALLY driving buyer behavior.

Working in partnership with organizations and researchers from a wide range of disciplines, our lab seeks to provide novel insights by integrating research methods and data from areas such as neuroscience, Big Data, computational linguistics, and consumer research.

About Customer NeuroInsights Research Lab (C-NRL)

The Consumer NeuroInsights Research Lab (C-NRL) at the Fogelman College of Business & Economics is a behavioral research and teaching facility founded in 2013 at The University of Memphis. C-NRL features a wide range of technologies and methods associated with consumer neuroscience, including: EEG, eye tracking, automated facial expression recognition, GSR, pupilometry, heart rate and heart rate variability (HR/HRV), and implicit testing.

Dr. George Deitz, the founding director of C-NRL, oversees all research and training programs associated with the lab. Affiliated faculty and doctoral students come from a diverse range of disciplines, including marketing, consumer behavior, advertising, organizational behavior, economics, operations management, linguistics, political science, and psychology.