Centre for Computational Intelligence

Consumer Neuroscience Group

A person wearing an EEG cap is sitting with their back to the photographer. In front of them is a computer screen and keyboard and they are using the computer mouse.

Fusing neuroscience and marketing expertise

The Consumer Neuroscience Group is an interdisciplinary research cluster within the Centre for Computational Intelligence. It comprises researchers from the departments of Computer Science and Electronic Engineering, Essex Business School, Psychology, Sociology and Sport, Rehabilitation and Exercise Sciences.

The group studies the neuropsychological mechanisms underlying consumer behaviour in response to marketing stimuli, including purchase, word of mouth (WOM), and financial decision-making. It does so through the novel combination of neuroscientific methods with traditional behavioural psychology, marketing theory, and advanced computational intelligence.

The group conducts research underpinning novel consumer neuroscience methods so that they can inform business decisions, generating unique consumer insights and empowering successful marketing strategies.

Examples of applied consumer neuroscience include:

  • Website design and usability
  • Advertising design and effectiveness
  • Packaging design
  • Pricing
  • Shelf positioning
  • Multimedia engagement.

Our research is conducted in a bespoke Neuromarketing Lab housed in the School of Computer Science and Electronic Engineering.

The Neuromarketing Lab provides researchers with state-of-the-art access to neurophysiological equipment to assess and combine multiple biometric sensors including eye tracking, EDA/GSR, EEG, ECG, and facial expression analysis.

Our academics

Group members

Professor Hani Hagras

Group member and Co-ordinator of the Computational Intelligence Centre

School of Computer Science and Electronic Engineering, University of Essex

Dr Maged Ali

Group member

Essex Business School, University of Essex

Dr Katerina Bourazeri

Group member

School of Computer Science and Electronic Engineering, University of Essex

Professor George Chryssochoidis

Group member

Essex Business School, University of Essex

Dr Ian Daly

Group member

School of Computer Science and Electronic Engineering, University of Essex

Dr Delaram Jarchi

Group member

School of Computer Science and Electronic Engineering, University of Essex

Dr Sefki Kolozali

Group member

School of Computer Science and Electronic Engineering, University of Essex

Dr Abhisek Kuanr

Group member

Essex Business School, University of Essex

Dr Jordon Lazell

Group member

Essex Business School, University of Essex

Dr Jose Linares Zegarra

Group member

Essex Business School, University of Essex

Dr Jingyu Zhu

Lecturer

Essex Business School, University of Essex

Dr Ruth Lowry

Group member

School of Sport, Rehabilitation and Exercise Sciences
, University of Essex

Dr Tara Mahfoud

Group member

Department of Sociology, University of Essex

Dr Kholoud Mohsen

Group member

Essex Business School, University of Essex

Dr Tony Sampson

Group member

Essex Business School, University of Essex

Dr Alex Sel

Group member

Department of Psychology, University of Essex

Dr Sonia Siraz

Group member

Essex Business School, University of Essex

Dr Hanqun Song

Group member

Essex Business School, University of Essex

Dr Thanos Verousis

Group member

Essex Business School, University of Essex

Dr Min Yan

Group member

Essex Business School, University of Essex