CHAPTER 5 How Can Consumer Science Be Used for Gaining Information About Consumers and the Market? The role of psychophysiological and neuromarketing research Erdogan Koc 1 and Hakan Boz 2 1 Bandirma Onyedi Eylul University, Bandirma, Turkey 2 Usak University,Usak, Turkey Contents Introduction 129 An Evaluation of Current Research Methods 132 Psychophysiological/Neuromarketing Research Tools 133 Functional Magnetic Resonance Imaging 137 Electroencephalography 137 Galvanic Skin Response 138 Heart Rate 139 Eye Tracking (RT) 139 Facial Recognition 142 A Case Study Example 142 Conclusions 146 References 146 Further Reading 152 INTRODUCTION Physiological needs are physical things required for human survival and proper functioning of the human body. Eating and drinking are two basic physiological needs. Hence, food 129 Case Studies in the Traditional Food Sector DOI: http://dx.doi.org/10.1016/B978-0-08-101007-5.00013-0 Copyright © 2018 Elsevier Ltd. All rights reserved.