Possibilities of neuroscience application in housing development
Abstract
The identification of the best housing alternatives is influenced by a wide variety of factors, including supply, demand, social, cultural, psychological, personal factors. All of these factors have an effect on the behavior and emotional state of a home buyer. What are the most effective ways to choose a home when there is a plethora of complex choices? To determine the most effective choice, neuroscience techniques can be used. These techniques are classified in the following main groups in the article: 1) momentary techniques for measuring changes in electronic neuronal activity, 2) techniques for measuring changes in metabolic neuronal activity, 3) techniques for measuring changes in psychological response to a stimulus. Article’s analysis, its identification of advantages and disadvantages of the techniques, representing these groups: electroencephalography, functional magnetic resonance imaging, functional semi-infrared spectroscopy, eye capture, and galvanic skin reactions, has revealed the potential of using latter techniques in making marketing decisions, while working with target audiences of different ages, life experiences, character traits who want to live where they feel best.
Keyword : developed environment, housing, buildings, neuroscience, electroencephalography, eye capture
How to Cite
Naumcik, A. (2020). Possibilities of neuroscience application in housing development. Engineering Structures and Technologies, 12(1), 15-24. https://doi.org/10.3846/est.2020.13399
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7, 272–292. https://doi.org/10.1002/cb.251
Jebelli, H., Hwang, S., & Lee, S. (2017). An EEG signal processing framework to obtain high quality brain waves from an off-the-shelf wearable EEG device. Journal of Computing in Civil Engineering, 32(1), 1–38. https://doi.org/10.1061/(ASCE)CP.1943-5487.0000719
Jebelli, H., Khalili, M. M., Hwang, S., & Lee, S. (2018). A supervised learning-based construction workers’ stress recognition using a wearable Electroencephalography (EEG) device. Construction Research Congress (pp. 40–50). American Society of Civil Engineers, New Orleans. https://doi.org/10.1061/9780784481288.005
Jeelani, I., Albert, A., Han, K., & Azevedo, R. (2018). Are visual search patterns predictive of hazard recognition performance? Empirical investigation using eye-tracking technology. Journal of Construction Engineering and Management, 145(1), 1–39. https://doi.org/10.1061/(ASCE)CO.1943-7862.0001589
Kaklauskas, A., Dzitac, D., Sliogeriene, J., Lepkova, N., & Vetloviene, I. (2019). VINERS method for the multiple criteria analysis and neuromarketing of best places to live. International Journal of Computers Communications & Control, 14(5), 629–646.
Kaklauskas, A., Zavadskas, E. K., Schuller, B., Lepkova, N., Dzemyda, G., Sliogeriene, J., & Kurasova, O. (2020). Customized ViNeRS method for video neuro-advertising of green housing. International Journal of Environmental Research and Public Health, 17, 1–28. https://doi.org/10.3390/ijerph17072244
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63, 199–204. https://doi.org/10.1016/j.ijpsycho.2006.03.007
Levallois, C., Smidts, A., & Wouters, P. (2019). The emergence of neuromarketing investigated through online public communications (2002–2008). Business History. https://doi.org/10.1080/00076791.2019.1579194
Liang, Y., & Gao, Z. (2018). Marketing strategy analysis of commercial real estate Project Park I of Kaili city. In International Conference on Construction and Real Estate Management 2018. American Society of Civil Engineers, Charleston. https://doi.org/10.1061/9780784481745.010
McDowell, W. S., & Dick, S. J. (2013). The marketing of neuromarketing: brand differentiation strategies employed by prominent neuro-marketing firms to attract media clients. Journal of Media Business Studies, 10(1), 25–40. https://doi.org/10.1080/16522354.2013.11073558
Mileti, A., Guido, G., & Prete, M. I. (2016). Nanomarketing: a new frontier for neuromarketing. Psychology & Marketing, 33(8), 664–674. https://doi.org/10.1002/mar.20907
Mohammadpour, A., Karan, E., Asadi, S., & Rothrock, L. (2015). Measuring end-user satisfaction in the design of building projects using eye-tracking technology. In Computing in Civil Engineering 2015 (pp. 564–571). American Society of Civil Engineers, Austin. https://doi.org/10.1061/9780784479247.070
Oliveira, J. H. C., & Giraldi, J. M. E. (2017). What is neuromarketing? A proposal for a broader and more accurate definition. Global Business and Management Research: an International Journal, 9(2), 19–29.
Pilelienė, L. (2011). Neuromarketingo principai ir nauda organizacijoms: teorinis aspektas. Management Theory and Studies for Rural Business and Infrastructure Development, 29(5), 147–151.
Pilelienė, L. (2012). Neuromarketingo principų taikymas kainodaroje: teorinis aspektas. Management Theory and Studies for Rural Business and Infrastructure Development, 30(1), 97–102.
Ruževičiūtė, R. (2012). Neuromarketing: concept and insights for application in marketing communications. International Business: Innovations, Psychology, Economics, 2(5), 35–43.
Schaufelberger, J. E. (2000). Marketing construction services. In Construction Congress VI: Building Together for a Better Tomorrow in an Increasingly Complex World. American Society of Civil Engineers, Orlando. https://doi.org/10.1061/40475(278)51
Schneider, T., & Woolgar, S. (2012). Technologies of ironic revelation: enacting consumers in neuromarkets. Consumption Markets & Culture, 15(2), 169–189. https://doi.org/10.1080/10253866.2012.654959
Shealy, T., & Hu, M. (2018). Opportunities to advance engineering cognition and project level decision making by adopting emergent methods from neuroscience. In Construction Research Congress 2018: Construction Information Technology. American Society of Civil Engineers, New Orleans. https://doi.org/10.1061/9780784481264.013
Stanton, S. J., Sinnott-Armstrong, W., & Huettel, S. A. (2017). Neuromarketing: ethical implications of its use and potential misuse. Journal of Business Ethics, 144, 799–811. https://doi.org/10.1007/s10551-016-3059-0
Tichy, J., Rosenlacher, P., & Maršalkova, L. (2012). Neuromarketing approach to efficient food styling. Journal of Interdisciplinary Research, 64(78), 180–183.
Ulman, Y. I., Cakar, T., & Yildiz, G. (2015). Ethical issues in neuromarketing: ‘I consume, therefore I am!’. Science & Engineering Ethics, 21, 1271–1284. https://doi.org/10.1007/s11948-014-9581-5
Vartanian, O., Navarrete, G., Chatterjee, A., Fich, B., Mora, L. G., Leder, H., Nadal, M. M. N., Rostrup, N., & Skov, H. (2015). Architectural design and the brain: effects of ceiling heigh and perceived enclosure on beauty judgments and approachavoidance decisions. Journaal of Environmental Psychology, 41, 10–18. https://doi.org/10.1016/j.jenvp.2014.11.006
Wang, H., & Liu, J. (2013). Adverse selection problem in the market of real estate. In International Conference on Construction and Real Estate Management 2013. American Society of Civil Engineers, Karlsruhe. https://doi.org/10.1061/9780784413135.102
Zeng, L., Qiu, Y., Peng, Y., & Zhou, S. (2015). Research on the marketing planning and design of the Yongzhou Wuxi estate Project. In ICCREM 2015: Environment and the Sustainable Building. American Society of Civil Engineers, Lulea. https://doi.org/10.1061/9780784479377.094
Zhou, X., Zhang, S., & Yang, S. (2015). Research on customer satisfaction in the market of pension real estate. In ICCREM 2015: Environment and the Sustainable Building. American Society of Civil Engineers, Lulea. https://doi.org/10.1061/9780784479377.103
Agarwal, S., & Dutta, T. (2015). Neuromarketing and consumer neuroscience: current understanding and the way forward. Decision, 42(4), 457–462. https://doi.org/10.1007/s40622-015-0113-1
Awolusi, I., Nnaji, C., Marks, E., & Hallowell, M. (2019). Enhancing construction safety monitoring through the application of internet of things and wearable sensing devices: a review. In Computing in Civil Engineering 2019 (pp. 530–538). American Society of Civil Engineers, Atlanta. https://doi.org/10.1061/9780784482438.067
Brenninkmeijer, J., Schneider, T., & Woolgar, S. (2020). Witness and silence in neuromarketing: managing the gap between science and its application. Science, Technology, & Human Values, 45(1), 62–86. https://doi.org/10.1177/0162243919829222
Cariaga, I., & El-Diraby, T. E. (2013). Assessing the market potential for housing construction products in Mexico. Assessing the Market Potential for Housing Construction Products in Mexico, 139(6), 717–725. https://doi.org/10.1061/(ASCE)CO.1943-7862.0000637
Cosic, D. (2016). Neuromarketing in market research. Interdisciplinary Description of Complex Systems, 14(2), 139–147. https://doi.org/10.7906/indecs.14.2.3
Costa, J. V., Freitas, C. L., & Paiva, T. (2015). Brain imaging during advertsing: a neuromarketing dtusy of sound and pictures. The Marketing Review, 15(4), 405–422. https://doi.org/10.1362/146934715X1450349053594
Dale, E., Nobe, M. E. C., Clevenger, C., & Cross, J. (2012). Community-based social marketing: An application to facilities management. International Conference on Sustainable Design, Engineering, and Construction 2012 (pp. 552–560). American Society of Civil Engineers, Fort Worth. https://doi.org/10.1061/9780784412688.066
Ergan, S., Radwan, A., Zou, Z., Tseng, H., & Han, X. (2019). Quantifying human experience in architectural spaces with integrated virtual reality and body sensor networks. Journal of Computing in Civil Engineering, 33(2), 1–14. https://doi.org/10.1061/(ASCE)CP.1943-5487.0000812
Eser, Z., Isin, F. B., & Tolon, M. (2011). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Journal of Marketing Management, 27(7–8), 854–868. https://doi.org/10.1080/02672571003719070
Grigaliūnaitė, V., & Pilelienė, L. (2016). Reklamos pardavimo vietoje padėtis: neuromarketingo aspektas. Management Theory and Studies for Rural Business and Infrastructure Development, 38(4), 359–367. https://doi.org/10.15544/mts.2016.28
Habibnezhad, M., Fardhosseini, S., Vahed, A. M., Esmaeili, B., & Dodd, M. D. (2016). The relationship between construction workers’ risk perception and eye movement in hazard identification. In Construction Research Congress (pp. 2984–2994). American Society of Civil Engineers, New Orleans. https://doi.org/10.1061/9780784479827.297
Harris, J. M., Ciorciari, J., & Gountas, J. (2018). Consumer neuroscience for marketing researchers. Journal of Consumer Behaviour, 17, 239–252. https://doi.org/10.1002/cb.1710
Hasanzadeh, S., Esmaeili, B., & Dodd, M. D. (2016). Measuring construction workers’ real-time situation awareness using mobile eye-tracking. In Construction Research Congress 2016 (pp. 2894–2904). American Society of Civil Engineers, San Juan. https://doi.org/10.1061/9780784479827.288
Hasanzadeh, S., Esmaeili, B., & Dodd, M. D. (2017). Measuring the impacts of safety knowledge on construction workers’ attentional allocation and hazard detection using remote eyetracking technology. Journal of Management in Engineering, 33(5), 1–17. https://doi.org/10.1061/(ASCE)ME.1943-5479.0000526
Hasanzadeh, S., Esmaeili, B., & Dodd, M. D. (2018). Examining the relationship between construction workers’ visual attention and situation awareness under fall and tripping hazard conditions: Using mobile eye tracking. Journal of Construction Engineering and Management, 144(7), 1–18. https://doi.org/10.1061/(ASCE)CO.1943-7862.0001516
Hu, M., & Shealy, T. (2019). Application of functional near-infrared spectroscopy to measure engineering decision-making and design cognition: literature review and synthesis of methods. Journal of Computing in Civil Engineering, 33(6), 1–18. https://doi.org/10.1061/(ASCE)CP.1943-5487.0000848
Hu, M., Shealy, T., Hallowell, M., & Hardison, D. (2018). Advancing construction hazard recognition through neuroscience: measuring cognitive response to hazards using functional near infrared spectroscopy. In Construction Research Congress 2018: Construction Information Technology. American Society of Civil Engineers, New Orleans. https://doi.org/10.1061/9780784481288.014
Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7, 272–292. https://doi.org/10.1002/cb.251
Jebelli, H., Hwang, S., & Lee, S. (2017). An EEG signal processing framework to obtain high quality brain waves from an off-the-shelf wearable EEG device. Journal of Computing in Civil Engineering, 32(1), 1–38. https://doi.org/10.1061/(ASCE)CP.1943-5487.0000719
Jebelli, H., Khalili, M. M., Hwang, S., & Lee, S. (2018). A supervised learning-based construction workers’ stress recognition using a wearable Electroencephalography (EEG) device. Construction Research Congress (pp. 40–50). American Society of Civil Engineers, New Orleans. https://doi.org/10.1061/9780784481288.005
Jeelani, I., Albert, A., Han, K., & Azevedo, R. (2018). Are visual search patterns predictive of hazard recognition performance? Empirical investigation using eye-tracking technology. Journal of Construction Engineering and Management, 145(1), 1–39. https://doi.org/10.1061/(ASCE)CO.1943-7862.0001589
Kaklauskas, A., Dzitac, D., Sliogeriene, J., Lepkova, N., & Vetloviene, I. (2019). VINERS method for the multiple criteria analysis and neuromarketing of best places to live. International Journal of Computers Communications & Control, 14(5), 629–646.
Kaklauskas, A., Zavadskas, E. K., Schuller, B., Lepkova, N., Dzemyda, G., Sliogeriene, J., & Kurasova, O. (2020). Customized ViNeRS method for video neuro-advertising of green housing. International Journal of Environmental Research and Public Health, 17, 1–28. https://doi.org/10.3390/ijerph17072244
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63, 199–204. https://doi.org/10.1016/j.ijpsycho.2006.03.007
Levallois, C., Smidts, A., & Wouters, P. (2019). The emergence of neuromarketing investigated through online public communications (2002–2008). Business History. https://doi.org/10.1080/00076791.2019.1579194
Liang, Y., & Gao, Z. (2018). Marketing strategy analysis of commercial real estate Project Park I of Kaili city. In International Conference on Construction and Real Estate Management 2018. American Society of Civil Engineers, Charleston. https://doi.org/10.1061/9780784481745.010
McDowell, W. S., & Dick, S. J. (2013). The marketing of neuromarketing: brand differentiation strategies employed by prominent neuro-marketing firms to attract media clients. Journal of Media Business Studies, 10(1), 25–40. https://doi.org/10.1080/16522354.2013.11073558
Mileti, A., Guido, G., & Prete, M. I. (2016). Nanomarketing: a new frontier for neuromarketing. Psychology & Marketing, 33(8), 664–674. https://doi.org/10.1002/mar.20907
Mohammadpour, A., Karan, E., Asadi, S., & Rothrock, L. (2015). Measuring end-user satisfaction in the design of building projects using eye-tracking technology. In Computing in Civil Engineering 2015 (pp. 564–571). American Society of Civil Engineers, Austin. https://doi.org/10.1061/9780784479247.070
Oliveira, J. H. C., & Giraldi, J. M. E. (2017). What is neuromarketing? A proposal for a broader and more accurate definition. Global Business and Management Research: an International Journal, 9(2), 19–29.
Pilelienė, L. (2011). Neuromarketingo principai ir nauda organizacijoms: teorinis aspektas. Management Theory and Studies for Rural Business and Infrastructure Development, 29(5), 147–151.
Pilelienė, L. (2012). Neuromarketingo principų taikymas kainodaroje: teorinis aspektas. Management Theory and Studies for Rural Business and Infrastructure Development, 30(1), 97–102.
Ruževičiūtė, R. (2012). Neuromarketing: concept and insights for application in marketing communications. International Business: Innovations, Psychology, Economics, 2(5), 35–43.
Schaufelberger, J. E. (2000). Marketing construction services. In Construction Congress VI: Building Together for a Better Tomorrow in an Increasingly Complex World. American Society of Civil Engineers, Orlando. https://doi.org/10.1061/40475(278)51
Schneider, T., & Woolgar, S. (2012). Technologies of ironic revelation: enacting consumers in neuromarkets. Consumption Markets & Culture, 15(2), 169–189. https://doi.org/10.1080/10253866.2012.654959
Shealy, T., & Hu, M. (2018). Opportunities to advance engineering cognition and project level decision making by adopting emergent methods from neuroscience. In Construction Research Congress 2018: Construction Information Technology. American Society of Civil Engineers, New Orleans. https://doi.org/10.1061/9780784481264.013
Stanton, S. J., Sinnott-Armstrong, W., & Huettel, S. A. (2017). Neuromarketing: ethical implications of its use and potential misuse. Journal of Business Ethics, 144, 799–811. https://doi.org/10.1007/s10551-016-3059-0
Tichy, J., Rosenlacher, P., & Maršalkova, L. (2012). Neuromarketing approach to efficient food styling. Journal of Interdisciplinary Research, 64(78), 180–183.
Ulman, Y. I., Cakar, T., & Yildiz, G. (2015). Ethical issues in neuromarketing: ‘I consume, therefore I am!’. Science & Engineering Ethics, 21, 1271–1284. https://doi.org/10.1007/s11948-014-9581-5
Vartanian, O., Navarrete, G., Chatterjee, A., Fich, B., Mora, L. G., Leder, H., Nadal, M. M. N., Rostrup, N., & Skov, H. (2015). Architectural design and the brain: effects of ceiling heigh and perceived enclosure on beauty judgments and approachavoidance decisions. Journaal of Environmental Psychology, 41, 10–18. https://doi.org/10.1016/j.jenvp.2014.11.006
Wang, H., & Liu, J. (2013). Adverse selection problem in the market of real estate. In International Conference on Construction and Real Estate Management 2013. American Society of Civil Engineers, Karlsruhe. https://doi.org/10.1061/9780784413135.102
Zeng, L., Qiu, Y., Peng, Y., & Zhou, S. (2015). Research on the marketing planning and design of the Yongzhou Wuxi estate Project. In ICCREM 2015: Environment and the Sustainable Building. American Society of Civil Engineers, Lulea. https://doi.org/10.1061/9780784479377.094
Zhou, X., Zhang, S., & Yang, S. (2015). Research on customer satisfaction in the market of pension real estate. In ICCREM 2015: Environment and the Sustainable Building. American Society of Civil Engineers, Lulea. https://doi.org/10.1061/9780784479377.103