Enhancing User Experience in Recreational Hunting: A Neuromarketing Approach

Abstract

This exploratory study investigates recreational hunting as an experiential practice by examining hunters’ unconscious perceptions and emotional responses during interaction with a core piece of equipment: the rifle. While previous research has mainly examined the affective and social dimensions of hunting, little is known about how technical equipment influences user experience (UX) and long-term engagement and participation, making an exploratory approach especially appropriate. Adopting a neuroscientific approach, the research combines eye-tracking and electroencephalography to capture objective measures of attention, engagement, and cognitive load. Eighteen young hunters from the Italian central Apennines participated in two experimental steps. Firstly, eye-tracking and electroencephalography were used simultaneously to assess responses to the rifle’s technical components (stock, bolt, trigger, forestock, grip, and barrel). Secondly, electroencephalography monitored cognitive and emotional reactions during four key-moments of hunter–rifle interaction: visual inspection, touch, embracing and preparing for shooting, and shooting and reloading. Tests were repeated with and without visible branding to evaluate the influence of brand exposure. Results indicate that hunters focus primarily on the stock, bolt, and forestock, components directly linked to safety and shooting accuracy. Tactile interaction proved particularly relevant, as handling the rifle elicited higher engagement despite increased cognitive effort. Branding also influenced responses generating stronger engagement and lower cognitive load, especially during the visual phase. Both theoretical and practical implications emerge from the study. Overall, the research provides initial evidence on how optimizing rifle-related UX may foster satisfaction, attract younger generations, and support the revival of recreational hunting, while also generating new hypotheses for future confirmatory research.