This research uses eye-tracking and electroencephalography (EEG) to investigate how antecedent events function as motivators, influencing attention, neural responses, choices, and consumption. Water deprivation was used as a situational factor to manipulate the reinforcing effectiveness of water. Results show that the deprived group demonstrated higher fixation duration on water images and significantly higher water choice and consumption compared to the control group. The findings highlight the potential of a multi-method approach using neurophysiological tools in consumer research.

Sanchit Pawar, Asle Fagerstrøm, Valdimar Sigurdsson, Erik Arntzen