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Herbert Krugman (1971) was among the first marketing scholars to utilize electroencephalography (EEG) to examine advertising. However, nearly five decades have transpired since this innovative research, making it potentially valuable to use a modern-day approach to reproduce a first-generation neuromarketing study. Thus, the purpose of this study is to replicate and extend Krugman’s original work.

To measure participants’ neural activity, two within-subject experiments were conducted to test the effectiveness of advertising using EEG. Independent factors, as defined by Krugman (1971), were three national brand ads differentiated by their level of effectiveness (high/low) associated with recall and arousal.

Results from Study 1 largely support Krugman’s original findings, in that an inverse relationship is observed among brain waves (beta, theta and alpha) across multiple exposures and levels. Meaning, similar patterns of activation and dissipation occur regardless of ad type or frequency. Findings from Study 2 were successful in accomplishing what Krugman originally could not by distinguishing between the ads utilizing an event-related potential (ERP) design.

This study demonstrates that a single neuromarketing approach can be used in multiple ways to provide richer insight while adding value during the research process. At the very least, the re-inquiry is an informative act associated with the theoretical relevance of using EEG measurement in marketing research.

Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion strategies and the decision to buy sports products, in order to determine the more effective strategy.

An experimental design clarifies whether there is a significant difference between the neuropsychological responses resulting from selective promotional strategies (charity, endorsement, advertising and discount). The authors conducted the research with 40 young adults (20 males and 20 females; age range 25–35 years). The Enobio 20-channel electroencephalograph (EEG) is used to record waves, a two-item questionnaire is used to measure purchasing decisions and self-assessment forms are used to measure arousal and pleasure. Data analysis performed by Friedman's statistical methods and logistic regression using SPSS 22 software.

Based on the alpha wave, the results showed the two charity and endorsement strategies had the highest effect on consumer attentions. The pleasure had the highest value in the discount, and the arousal had the highest value in the charity strategy. Neuropsychological responses also explain a significant percentage of the consumer decision to buy.

Access to research samples is difficult due to the ignorance of the samples as well as the fear of possible harm from imaging and brain scanning methods.

Neuromarketing is a science that can examine human subconscious decisions and activities.

The information obtained neural methods are more accurate than traditional research methods.

This study showed the alpha brainwave (attention), arousal and pleasure explain a significant part of the consumer decision to buy. More scientific data can be obtained through new scientific approaches such as neuromarketing, which has a great impact on understanding consumer behavior. Therefore, marketers and researchers can make their promotional activities more effective in terms of them.

Pioneering work into Very Large Scale Integration (VLSI) and the theory of computation reveals a new revolution. Quantum physics is essential to the understanding of deuces with two stable states and to how theoretically, classical Turing computation is physically possible. Furthermore, completely novel quantum‐mechanical computational devices utilizing dimensional confinement can be made; similar mechanisms may well exist in natural biological systems and brains. Shows that this new quantum‐mechanical perspective yields the basis for a model of conscious machinery, with correspondingly well defined processes specifying the nature of perception, cognition and information, for which as yet computer science has no agreed definitions.

Through a review of historically famous cases and a chronicle of neurotechnology development, this chapter discusses brain structure and brain function as two distinct yet interrelated paths to understand the relative contributions of anatomical and physiological mechanisms to the human brain–behavior relationship. From an organizational neuroscience perspective, the chapter describes over a dozen neuroimaging technologies that are classified under four groupings: morphologic, invasive metabolic, noninvasive metabolic, and electromagnetic. We then discuss neuroimaging variables that may be useful in social science investigations, and we underscore electroencephalography as a particularly useful modality for the study of individuals and groups in organizational settings. The chapter concludes by considering emerging science and novel brain technologies for the organizational researcher as we look to the future.

Music has a priming effect on product selection. The purpose of this paper is to extend the current understanding on this issue using an experimental design incorporating behavioural and brainwave data.

An experiment with 40 participants was conducted to explore how and why wine tasting preferences would be primed by different genres of musical stimuli. Electroencephalographic measurement was adopted to measure participant brainwave activity in two experiments, each involving two rounds of wine tasting, and the treatment was administered between the two rounds.

Significant associations between the musical stimulus genre and participant change in wine selection were found, and the musical stimuli resulted in different brainwave activities because participant β and γ wave activities significantly differed in the first and second wine tasting rounds. Correlational analyses indicated that α, β and γ wave activities generated by the musical stimuli were significantly but negatively correlated with α wave activity. α wave activity in the musical stimulus phases was significantly negatively correlated with β wave activity in the second round of wine tasting, and the other associations were significant and positive.

This study highlighted the priming effect of musical stimuli in wine tasting. Empirical evidence derived from experimental research was analysed with behavioural and brainwave data. This study’s original contribution is that it explored wine tasting preferences from a neuromarketing perspective. The results of this study can provide empirical evidence on how to effectively use music in marketing strategies.

Polyurea falls into a category of elastomeric co‐polymers in which, due to the presence of strong hydrogen bonding, the microstructure is of a heterogeneous nature and consists of a compliant/soft matrix and stiff/hard nanometer size hard domains. Recent investigations have shown that the use of polyurea as an external or internal coating/lining had substantially improved ballistic‐penetration resistance of metallic structures. The present work aims to use computational methods and tools in order to assess the shock‐mitigation ability of polyurea when used in the construction of different components (suspension‐pads, internal lining and external coating) of a combat helmet.

Shock‐mitigation capability of combat helmets has become an important functional requirement as shock‐ingress into the intra‐cranial cavity is known to be one of the main causes of traumatic brain injury (TBI). To assess the shock mitigation capability of polyurea, a combined Eulerian/Lagrangian fluid/solid transient non‐linear dynamics computational analysis of an air/helmet/head core sample is carried out and the temporal evolution of the axial stress and particle velocities (for different polyurea augmented helmet designs) are monitored.

The results obtained show that improvements in the shock‐mitigation performance of the helmet are obtained only in the case when polyurea is used as a helmet internal lining and that these improvements are relatively small. In addition, polyurea is found to slightly outperform conventional helmet foam, but only under relatively strong (greater than five atm) blastwave peak overpressures.

The present approach studies the effect of internal linings and external coatings on combat helmet blast mitigation performance.

Purpose – The conceptual ideas of Hebb, Heisenberg, and Feynman are embedded in the framework Hayek's so-called New Psychology. The present survey tries to bridge these concepts.

Methodology – A theoretical and empirical informed approach.

Findings – The theory of D. O. Hebb opened the way to “Neurobiology of Learning” in the past century. The S-Matrix theory of Werner Heisenberg and the so-called Feynman Diagrams that consider everything in the path-history of particles opened up new avenues to predict production of elementary particles. This as Hayek proposed or assumed in his theoretical monograph The Sensory Order.

Originality/value of paper – Besides Fuster and Edelman few (if any) currently practicing neuroscientists have any knowledge of or appreciation of Hayek's philosophical psychology.

Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from their facial expressions and neuro-signals. This study explores the potential for face recognition and neuro-marketing in modern-day marketing.

The study conducts an in-depth examination of the extant literature on neuro-marketing and facial recognition marketing. The articles for review are downloaded from the Scopus database, and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is then used to screen and choose the relevant papers. The systematic literature review method is applied to conduct the study.

An extensive review of the literature reveals that the domains of neuro-marketing and face recognition marketing remain understudied. The authors’ review of selected papers delivers five neuro-marketing and facial recognition marketing themes that are essential to modern marketing concepts.

Neuro-marketing and facial recognition marketing are artificial intelligence (AI)-enabled marketing techniques that assist in gaining cognitive insights into human behavior. The findings would be of use to managers in designing marketing strategies to enhance their marketing approach and boost conversion rates.

The uniqueness of this study lies in that it provides an updated review on neuro-marketing and face recognition marketing.

Technological innovation has made it possible to review how a film cues particular reactions on the part of the viewers. The purpose of this paper is to capture and interpret visual perception and attention by the simultaneous use of eye tracking and electroencephalography (EEG) technologies.

The authors have developed a method for joint analysis of EEG and eye tracking. To achieve this goal, an algorithm was implemented to capture and interpret visual perception and attention by the simultaneous use of eye tracking and EEG technologies. All parameters have been measured as a function of the relationship between the tested signals, which, in turn, allowed for a more accurate validation of hypotheses by appropriately selected calculations.

The results of this study revealed a coherence between EEG and eye tracking that are of particular relevance for human perception.

This paper endeavors both to capture and interpret visual perception and attention by the simultaneous use of eye tracking and EEG technologies. Eye tracking provides a powerful real-time measure of viewer region of interest. EEG technologies provides data regarding the viewer’s emotional states while watching the movie.

The approach in this paper is distinct from similar studies because it takes into account the integration of the eye tracking and EEG technologies. This paper provides a method for determining a fully functional video introspection system.