Martin's Family Clothing Consumer Behavior Lab

Discover the Science Behind Consumer Decisions

The Martin's Family Clothing Consumer Behavior Lab at Jacksonville State University uses advanced biometric and neuromarketing tools to uncover how people think, feel, and act — bridging academic research with real-world business insights.

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Equipment & Software

Our lab integrates industry-leading biometric sensors through the iMotions research platform, enabling multimodal data collection and analysis in a single synchronized environment.

Neon Eye Tracking Glasses

Wearable eye-tracking glasses for mobile research. Track gaze in real-world environments — retail stores, packaging displays, digital interfaces, and more.

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Smart Eye Aurora

Screen-based eye tracker for controlled lab studies. Captures precise fixation data, saccades, and attention patterns during digital stimuli presentations.

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Shimmer3 GSR Kit

Galvanic Skin Response sensor measuring electrodermal activity — a key indicator of emotional arousal and engagement during consumer experiences.

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Enobio 20

20-channel wireless EEG system for measuring brain electrical activity. Enables neuroimaging research on consumer attention, cognition, and emotional processing.

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iMotions Research Platform

All sensors are integrated through iMotions — the leading multimodal biometric research platform. iMotions synchronizes data from eye tracking, GSR, EEG, and facial expression analysis into a single unified timeline, making complex behavioral research accessible and efficient. Visit imotions.com

How Can We Help You?

The Martin's Family Clothing Consumer Behavior Lab is available to JSU faculty, staff, and students, as well as to external businesses and organizations seeking consumer behavior research.

External Companies & Organizations

Partner with us for consumer testing, advertising evaluation, packaging studies, UX research, and neuromarketing insights. We offer customized research packages to fit your needs and budget.

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JSU Faculty & Staff

Leverage our lab for your research projects, grant-funded studies, or class demonstrations. We provide training, scheduling support, and data collection assistance for university researchers.

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JSU Students

Gain hands-on experience with professional research equipment. Use the lab for capstone projects, independent studies, or thesis research with faculty supervision and approval.

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Projects & Publications

Our lab supports a wide range of consumer behavior research. 

IRB Compliance: All research conducted in the Martin's Family Clothing Consumer Behavior Lab involving human subjects is governed by Jacksonville State University's Institutional Review Board (IRB). Every study is reviewed and approved before data collection begins. For questions about specific studies, please contact the Principal Investigator or the Lab Director.

Student Opportunities

Whether you want to participate in research, work as a lab assistant, or conduct your own study, the Consumer Behavior Lab offers multiple ways for Jax State students to get involved.

Participate in Studies

Volunteer as a research participant. Many studies offer extra credit or compensation. Participation is always voluntary and governed by IRB-approved protocols.

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Research Assistantships

Gain hands-on experience operating eye-tracking, GSR, and EEG equipment. Research assistants help run studies, manage participants, and process data alongside faculty.

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Independent Research

Use the lab for your capstone, honors thesis, or independent study. Students can access equipment and guidance with faculty sponsor approval and IRB clearance.

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