The Use of Salivary Cortisol as a Biological Marker for Stress in Consumer Behavior Research

Abstract

Objective: This study aimed to validate a protocol for psychological stress in groups - G-TSST -, the measurement of salivary cortisol for stress studies on consumer behavior and to compare the biological measure with subjective and perceptual ones.

Method: Through 2x1 experimental design with between-subjects manipulation, physiological and perceptual responses to stress were measured in 50 subjects (control and experimental group), submitted to G-TSST.

Originality / Relevance: Both the manipulation of stress in a marketing study, the use of a salivary measure of cortisol - a hormone secreted in the human body in acute stress situations - and its confrontation with classic paper-and-pencil perception measures are new in the field.

Results: The results indicate that G-TSST was efficient in generating acute stress in the participants, the salivary cortisol measurement is valid and reliable for the objective and that the subjective and biological measurements are not correlated and not replaceable.

Theoretical/methodological contributions: The importance of studies about stress on consumer behavior is highlighted in this research with the validation of a stress induction protocol and the inclusion of physiological measures, especially a salivary one, as a viable option for marketing researchers. In addition, we discuss the discrepancy between results for physiological and perceived stress measures.