What changed in one year of a pandemic and what the Portuguese are not willing to admit: consumer neuroscience and predictive analytic contributes to communication strategy

Valentina Chkoniya; Dorota Reykowska; Rafal Ohme; Ana Côrte-Real

doi:10.1007/978-981-16-9268-0_35

What changed in one year of a pandemic and what the Portuguese are not willing to admit: consumer neuroscience and predictive analytic contributes to communication strategy

Valentina Chkoniya^*, Dorota Reykowska, Rafal Ohme, Ana Côrte-Real

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

The world is headed towards a new normal, while pandemic is continuing with new waves hitting nations. However, this storm will pass, but the choices we make now could change our lives for years to come. It is crucial to use new research perspectives bringing scientists and practitioners together to support decisions that would shape our future. This paper gives an example of consumer neuroscience and predictive analytics helping to go beyond rational verbatims to investigate real deep nonconscious convictions that people may not even be fully aware of and which cannot be covered by traditional opinion surveys. For example, public confidence in the healthcare system is related to pro-social behaviour and compliance with non-pharmaceutical interventions during a crisis. The success in controlling pandemics depends on behaviour, and health officials need to persuade the population to make behaviour changes to ensure success. By providing comparative results from Portugal, this study highlights what changed in one year and what the population is not willing to admit by using the “COVID-19 Fever” project data collected and analysed with the iCode Smart Test in 2020 and 2021 and offers valuable data to support an effective communication strategy.

Original language	English
Title of host publication	Marketing and smart technologies
Subtitle of host publication	proceedings of ICMarkTech 2021
Editors	José Luís Reis, Eduardo Parra López, Luiz Moutinho, José Paulo Marques dos Santos
Publisher	Springer Singapore
Pages	419-430
Number of pages	12
Volume	1
ISBN (Electronic)	9789811692680
ISBN (Print)	9789811692673
DOIs	https://doi.org/10.1007/978-981-16-9268-0_35
Publication status	Published - 2022
Event	International Conference on Marketing and Technologies - University of La Laguna, Tenerife, Spain Duration: 2 Dec 2021 → 4 Dec 2021

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	279
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	International Conference on Marketing and Technologies
Abbreviated title	ICMarkTech 2021
Country/Territory	Spain
City	Tenerife
Period	2/12/21 → 4/12/21

Keywords

Advanced analytics
Consumer behaviour
Consumer neuroscience
COVID-19
iCode
Pandemic
Response time testing

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1007/978-981-16-9268-0_35

Cite this

Chkoniya, V., Reykowska, D., Ohme, R., & Côrte-Real, A. (2022). What changed in one year of a pandemic and what the Portuguese are not willing to admit: consumer neuroscience and predictive analytic contributes to communication strategy. In J. L. Reis, E. P. López, L. Moutinho, & J. P. M. D. Santos (Eds.), Marketing and smart technologies: proceedings of ICMarkTech 2021 (Vol. 1, pp. 419-430). (Smart Innovation, Systems and Technologies; Vol. 279). Springer Singapore. https://doi.org/10.1007/978-981-16-9268-0_35

Chkoniya, Valentina ; Reykowska, Dorota ; Ohme, Rafal et al. / What changed in one year of a pandemic and what the Portuguese are not willing to admit : consumer neuroscience and predictive analytic contributes to communication strategy. Marketing and smart technologies: proceedings of ICMarkTech 2021. editor / José Luís Reis ; Eduardo Parra López ; Luiz Moutinho ; José Paulo Marques dos Santos. Vol. 1 Springer Singapore, 2022. pp. 419-430 (Smart Innovation, Systems and Technologies).

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title = "What changed in one year of a pandemic and what the Portuguese are not willing to admit: consumer neuroscience and predictive analytic contributes to communication strategy",

abstract = "The world is headed towards a new normal, while pandemic is continuing with new waves hitting nations. However, this storm will pass, but the choices we make now could change our lives for years to come. It is crucial to use new research perspectives bringing scientists and practitioners together to support decisions that would shape our future. This paper gives an example of consumer neuroscience and predictive analytics helping to go beyond rational verbatims to investigate real deep nonconscious convictions that people may not even be fully aware of and which cannot be covered by traditional opinion surveys. For example, public confidence in the healthcare system is related to pro-social behaviour and compliance with non-pharmaceutical interventions during a crisis. The success in controlling pandemics depends on behaviour, and health officials need to persuade the population to make behaviour changes to ensure success. By providing comparative results from Portugal, this study highlights what changed in one year and what the population is not willing to admit by using the “COVID-19 Fever” project data collected and analysed with the iCode Smart Test in 2020 and 2021 and offers valuable data to support an effective communication strategy.",

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Chkoniya, V, Reykowska, D, Ohme, R & Côrte-Real, A 2022, What changed in one year of a pandemic and what the Portuguese are not willing to admit: consumer neuroscience and predictive analytic contributes to communication strategy. in JL Reis, EP López, L Moutinho & JPMD Santos (eds), Marketing and smart technologies: proceedings of ICMarkTech 2021. vol. 1, Smart Innovation, Systems and Technologies, vol. 279, Springer Singapore, pp. 419-430, International Conference on Marketing and Technologies, Tenerife, Spain, 2/12/21. https://doi.org/10.1007/978-981-16-9268-0_35

What changed in one year of a pandemic and what the Portuguese are not willing to admit: consumer neuroscience and predictive analytic contributes to communication strategy. / Chkoniya, Valentina; Reykowska, Dorota; Ohme, Rafal et al.
Marketing and smart technologies: proceedings of ICMarkTech 2021. ed. / José Luís Reis; Eduardo Parra López; Luiz Moutinho; José Paulo Marques dos Santos. Vol. 1 Springer Singapore, 2022. p. 419-430 (Smart Innovation, Systems and Technologies; Vol. 279).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - What changed in one year of a pandemic and what the Portuguese are not willing to admit

T2 - International Conference on Marketing and Technologies

AU - Chkoniya, Valentina

AU - Reykowska, Dorota

AU - Ohme, Rafal

AU - Côrte-Real, Ana

PY - 2022

Y1 - 2022

N2 - The world is headed towards a new normal, while pandemic is continuing with new waves hitting nations. However, this storm will pass, but the choices we make now could change our lives for years to come. It is crucial to use new research perspectives bringing scientists and practitioners together to support decisions that would shape our future. This paper gives an example of consumer neuroscience and predictive analytics helping to go beyond rational verbatims to investigate real deep nonconscious convictions that people may not even be fully aware of and which cannot be covered by traditional opinion surveys. For example, public confidence in the healthcare system is related to pro-social behaviour and compliance with non-pharmaceutical interventions during a crisis. The success in controlling pandemics depends on behaviour, and health officials need to persuade the population to make behaviour changes to ensure success. By providing comparative results from Portugal, this study highlights what changed in one year and what the population is not willing to admit by using the “COVID-19 Fever” project data collected and analysed with the iCode Smart Test in 2020 and 2021 and offers valuable data to support an effective communication strategy.

AB - The world is headed towards a new normal, while pandemic is continuing with new waves hitting nations. However, this storm will pass, but the choices we make now could change our lives for years to come. It is crucial to use new research perspectives bringing scientists and practitioners together to support decisions that would shape our future. This paper gives an example of consumer neuroscience and predictive analytics helping to go beyond rational verbatims to investigate real deep nonconscious convictions that people may not even be fully aware of and which cannot be covered by traditional opinion surveys. For example, public confidence in the healthcare system is related to pro-social behaviour and compliance with non-pharmaceutical interventions during a crisis. The success in controlling pandemics depends on behaviour, and health officials need to persuade the population to make behaviour changes to ensure success. By providing comparative results from Portugal, this study highlights what changed in one year and what the population is not willing to admit by using the “COVID-19 Fever” project data collected and analysed with the iCode Smart Test in 2020 and 2021 and offers valuable data to support an effective communication strategy.

KW - Advanced analytics

KW - Consumer behaviour

KW - Consumer neuroscience

KW - COVID-19

KW - iCode

KW - Pandemic

KW - Response time testing

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U2 - 10.1007/978-981-16-9268-0_35

DO - 10.1007/978-981-16-9268-0_35

M3 - Chapter

AN - SCOPUS:85127688344

SN - 9789811692673

VL - 1

T3 - Smart Innovation, Systems and Technologies

SP - 419

EP - 430

BT - Marketing and smart technologies

A2 - Reis, José Luís

A2 - López, Eduardo Parra

A2 - Moutinho, Luiz

A2 - Santos, José Paulo Marques dos

PB - Springer Singapore

Y2 - 2 December 2021 through 4 December 2021

ER -

Chkoniya V, Reykowska D, Ohme R, Côrte-Real A. What changed in one year of a pandemic and what the Portuguese are not willing to admit: consumer neuroscience and predictive analytic contributes to communication strategy. In Reis JL, López EP, Moutinho L, Santos JPMD, editors, Marketing and smart technologies: proceedings of ICMarkTech 2021. Vol. 1. Springer Singapore. 2022. p. 419-430. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-16-9268-0_35

What changed in one year of a pandemic and what the Portuguese are not willing to admit: consumer neuroscience and predictive analytic contributes to communication strategy

Abstract

Publication series

Conference

Keywords

UN SDGs

Access to Document

Other files and links

Fingerprint

CEGE: Research Center in Management and Economics

Cite this

What changed in one year of a pandemic and what the Portuguese are not willing to admit: consumer neuroscience and predictive analytic contributes to communication strategy

Abstract

Publication series

Conference

Keywords

UN SDGs

Access to Document

Other files and links

Fingerprint

Projects

CEGE: Research Center in Management and Economics

Cite this