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Monash Uni gets neuromancer lab for marketing boffins

Eye-trackers and thought readers, cyberpunk paradise

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Eye tracking and brain tracking simulation technologies feature in a new behavioural laboratory launched by Monash University to promote cross platform research.

The laboratory features video monitoring equipment with eye-tracking capabilities, a suite of online survey software packages, a secure network operating system, eight self-contained, sound proofed cubicles and 30 workstations.

In the best Minority Report tradition, at least one focus of the lab will be marketing. “Now that our researchers have access to the technology, it will open up the possible areas of research that can be undertaken here at Monash,” said Professor Harmen Oppewal, Department of Marketing.

There will also be opportunities for the laboratory to be used by the private sector and government for customised research projects.

Areas of study will include information processing, decision-making, consumer emotions, online shopping behaviour, brand and pricing effects, emotional intelligence, group decision making, leadership and negotiation behaviour. Initial studies already underway concern attitudes towards gambling advertisements, consumer friendly medical reports, consumer grocery shopping, and a leadership and team simulation of climbing Mt Everest, to name a few.

“The new behavioural Laboratory will enable our researchers and students to study such areas as consumer emotions, online shopping behaviour, brand and pricing effects, group decision making and leadership and negotiation behaviour,” Professor Oppewal added. ®

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