In neuroeconomics and neuromarketing, the assessment of arousal has become a key measure in our effort to understand the basic mechanisms of value-based choice. Whereas neurophysiological responses such as pupil dilation and galvanic skin response (GSR) have provided a significant explanatory value in the mechanisms of decision-making, other, less known physiological responses indicators, such as body posture, may provide additional valuable insight into decision-making processes. Here, we report the results from two separate high-resolution eye-tracking studies in which pupil dilation and body posture provide both independent and interacting contributions in predicting preference judgments and choice. These results suggest an improved assessment and prediction of choice by using a combination of pupil dilation and posture, relative to only employing 1 of the measures. However, the use of this combined measure needs to be employed with care, as the dynamic relationship between pupil size and posture is affected by different categories of stimuli, in particular, fashion brands, and wine brand logos. We discuss these findings in light of the academic and commercial call for neuroimaging and physiology measures that can predict and explain the mechanisms underlying preference formation and value-based choice.

中文翻译：

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身体姿势和瞳孔扩张在评估消费者偏好和选择中的预测价值。

在神经经济学和神经营销学中，唤醒的评估已成为我们努力理解基于价值的选择的基本机制的关键措施。虽然瞳孔扩张和皮肤电反应 (GSR) 等神经生理学反应在决策机制中提供了重要的解释价值，但其他鲜为人知的生理反应指标，例如身体姿势，可能会为决策提供更多有价值的见解过程。在这里，我们报告了两项独立的高分辨率眼动追踪研究的结果，其中瞳孔扩张和身体姿势在预测偏好判断和选择方面提供了独立和相互作用的贡献。这些结果表明，通过结合使用瞳孔扩张和姿势，可以改进对选择的评估和预测，相对于仅采用其中一项措施。然而，使用这种组合测量需要谨慎，因为瞳孔大小和姿势之间的动态关系受到不同类别刺激的影响，特别是时尚品牌和葡萄酒品牌标志。我们根据学术和商业呼吁对神经影像学和生理学措施进行讨论，这些措施可以预测和解释偏好形成和基于价值的选择的潜在机制。