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Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These technologies collect and integrate data on consumers’ brains for big data analytics. The purpose of this paper is to identify new opportunities and challenges for neuromarketing as an applied neuroscience.

The authors discuss conceptual and methodological contributions of neuromarketing based on studies that have employed neural approaches in market-related investigations, explaining the various tools and designs of neuromarketing research. The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

The authors summarize the contributions of neuromarketing and discuss synergistic findings that neuromarketing has the potential to yield.

The authors ask: do consumers’ self-reported choices and their neural representations tell different stories?; what are the effects of subtle and peripheral marketing stimuli?; and can neuromarketing help to reveal the underlying causal mechanisms for perceptual and learning processes, such as motivation and emotions?

The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

To the best of the authors’ knowledge, no current review has identified avenues for future research in neuromarketing and the emerging challenges that researchers may face. The current paper aims to update readers on what neuroscience and other psychophysiological measures have achieved, as well as what these tools have to offer in the field of marketing. The authors also aim to foster greater application of neuroscientific methods, beyond the more biased/post-test methods such as self-report studies, which currently exist in consumer research.

The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively.

The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity.

The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation.

Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness.

These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments.

Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience.

This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing.

For a new technology‐based product or service at an early stage of diffusion, it is likely that only a small subset of consumers have adopted it. When non‐adopters still comprise the majority of the target populations, describing all non‐adopters as a homogeneous population may be inaccurate and inappropriate. It is important to be able to identify differences, not only between adopters and non‐adopters, but also among non‐adopters, the latter providing a means of identifying the consumer segments likely to be profitable in the future. The first objective of this paper is to demonstrate the appropriateness of further segmenting the non‐adopter category based on motivations (intentions) to adopt internet‐banking by those who are “persistent non‐adopters” and those who are likely “prospective adopters”. The second objective of this paper is to further the understanding of the adoption process of internet banking by examining a range of diffusion factors that affect consumers’ adoption behavior.

This study identifies three adopter segments, persistent non‐adopters, prospective adopters, and adopters, in the diffusion of internet banking services based on individuals’ intentions to adopt internet banking and their actual adoption behavior, using the data collected by the Graphic, Visualization, & Usability Center and Georgia Tech Research Corporation. Selective adoption factors (i.e. perceived attribute importance of internet banking, perceived risk, compatibility with existing banking services, and compatibility with the internet and computer technologies) were used to predict individuals’ adoption status through multinomial logit modeling.

It was found that further segmenting the non‐adopter category revealed meaningful differences between prospective adopters and persistent non‐adopters. This study reflects that the previous research practice of bifurcating adoption categories (adoption versus non‐adoption) is oversimplified. The two qualitatively different segments, prospective adopters and persistent non‐adopters, should not be lumped together in the diffusion of internet banking.

This study provides comparison profiles of the three adopter categories and discusses marketing implications for segmentation.

This study seeks to introduce the concept of collectivism, and to assess its impact on interfirm commitment in both high and low collectivist countries.

In evaluating the effects of bilateral power structures on commitment, the paper utilizes polynomial regression and the response surface approach.

Collectivism influenced a manufacturer's commitment to the relationship with its supplier only in Korea, but collectivism did not influence a manufacturer's commitment to the relationship with its supplier in the USA. On the other hand, for the USA sample, significant main effects of manufacturer power and supplier power, as well as a significant interaction between manufacturer power and supplier power on interfirm commitment were detected.

The results demonstrate that the bilateral power magnitude between a manufacturer and its supplier was germane to the manufacturer's commitment. An increase in the supplier's power contributes to manufacturer's commitment, particularly under high bilateral power conditions. Under low bilateral power conditions, manufacturers were shown to become less committed to a relationship.

It is important for global companies to understand the prevailing national culture. US companies operating in Eastern countries, such as Korea, should consider these cultural differences and manage their interfirm relationships on the basis of their long‐term perspectives.

This study facilitates a greater understanding of the influence of national culture on inter‐organizational commitment. Specifically, it evaluates the relative influences of collectivism and interfirm power structures on interfirm commitment in both high and low collectivistic cultures.

Self‐scanning technology is being tested by major supermarket chains as well as other types of retailers across the world, but the success of the new technology from the consumer’s perspective is not yet clear. This study investigates consumer reasons for both using and avoiding self‐scanning checkouts with a view to addressing these practitioner issues. In addition, the study advances theory on consumer motivation and behavior related to technology‐based self‐service in general. Factors driving preference or avoidance of self‐scanning checkouts include attributes of self‐scanners, consumer differences, and situational influences. Reasons for preference of other types of technology‐based self‐service over traditional service alternatives are also explored to determine motivational and behavioral patterns across service contexts. A combination of research methods is used to investigate these issues and offers richer findings than any one method used alone. Implications are discussed for managerial strategy as well as for future research.

The purpose of this paper is to examine the online retail banking industry and determine if there is evidence that online banking will be a dominant player in the financial services retail marketplace.

An analysis of 22 banks is conducted and it is determined that the barriers to entry that are identified may not be enough to prohibit a substantial number of entrants into the marketplace.

Using Porter's five‐force model to conduct the industry analysis; online banking is still in its infancy, although with great potential. According to FDIC, while approximately 40 percent of the 10,623 banks and thrifts in the US market have a website, only 376 offer transactional internet banking at the time of the study. About 30 internet‐only banks or a pure‐play format operate in the USA. All of the web‐only banks in the USA combined have about 250,000 depositors, out of the nearly six million customers who have stated that they do significant banking activities over the internet.

Owing to the different types of potential suppliers, the suppliers in the online‐banking industry do not appear to have as big a bargaining power in this industry as they would in another industry. Buyers, however, hold the keys to success in the online‐banking industry. Buyers do not need the product that is offered due to the many substitute products available in the market.

In the end, the rivalries among banks lead them to differentiating their internet banking products which is what will afford one bank to have a competitive advantage over the rest of the market.

The current golden standard for attention deficit hyperactivity disorder (ADHD) diagnosis is clinical diagnosis based on psychiatric interviews and psychological examinations. This is suboptimal, as clinicians are unable to view potential patients in multiple natural settings – a necessary condition for objective diagnosis. The purpose of this paper is to improve the objective diagnosis of ADHD by analyzing a quantified representation of the actions of potential patients in multiple natural environments.

The authors use both virtual reality (VR) and artificial intelligence (AI) to create an objective ADHD diagnostic test. Diagnostic and statistical manual of mental disorders, 5th Edition (DSM-5) and ADHD Rating Scale are used to create a rule-based system of quantifiable VR-observable actions. As a potential patient completes tasks within multiple VR scenes, certain actions trigger an increase in the severity measure of the corresponding ADHD symptom. The resulting severity measures are input to an AI model, which classifies the potential patient as having ADHD in the form inattention, hyperactivity-impulsivity, combined or neither.

The result of this study shows that VR-observed actions can be extracted as quantified data, and classification of this quantified data achieves near-perfect sensitivity and specificity with a 98.3% accuracy rate on a convolutional neural network model.

To the best of the authors’ knowledge, this is the first study to incorporate VR and AI into an objective DSM-5-based ADHD diagnostic test. By including stimulation to the visual, auditory and equilibrium senses and tracking movement and recording voice, we present a method to further the research of objective ADHD diagnosis.

The purpose of the study was to identify (1) whether aspects of expectancy-value judgments (EVJ) of uses and gratifications, such as novelty, fashion/status, sociability and relaxation, influenced trust in augmented reality (AR) apps; (2) whether trust in AR apps influenced usage intention toward AR apps and online/offline store patronage intention and (3) the moderating effect of consumer self-determination.

Mobile users (n = 630) were drawn from a USA market research company. The proposed model was tested by structural equation modeling with maximum likelihood estimation.

The study found that trust in AR apps was a determinant of usage intention toward AR apps and online/offline store patronage intention. Novelty and fashion/status for EVJs of uses and gratifications affected trust in AR apps. Sociability for EVJs of uses and gratifications negatively affected trust in AR apps. Users' self-determination moderated the influence of users' trust in AR apps on usage intention toward AR apps and online/offline store patronage intention.

First, the study elaborates on the impacts of the underlying aspects of an EVJ model of uses and gratifications regarding AR apps on trust in AR apps and EVJ model's influence on usage intention toward AR apps and online/offline store patronage intention. Second, the results of the study suggest useful strategies involved in the development of consumer-driven AR apps that satisfy users' needs and desires.