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In this paper, the brain potential changes caused by touching fabrics for handle evaluation were recorded by event related potential (ERP) method, compared with subjective evaluation scores and physical index of KES, explore the cognitive mechanism of the transformation of tactile sensation into neural impulses triggered by subtle mechanical stimuli such as material, texture, density and morphology in fabrics. By combining subjective evaluation of fabric tactile sensation, objective physical properties of fabrics and objective neurobiological signals, explore the neurophysiological mechanism of tactile cognition and the signal characteristics and time process of tactile information processing.

The ERP technology was first proposed by a British psychologist named Grey Walter. It is an imaging technique of noninvasive brain cognition, whose potential changes are related to the human physical and mental activities. ERP is different from electroencephalography (EEG) and evoked potentials (EP) on the fact that it cannot only record stimulated physical information which is transmitted to brain, but also response to the psychological activities which related to attention, identification, comparison, memory, judgment and cognition as well as to human’s neural physiological changes which are caused by cognitive process of the feeling by stimulation.

According to potential changes in the cerebral cortex evoked by touching four types of silk fabrics, human brain received the physical stimulation in the early stage (50 ms) of fabrics handle evaluation, and the P50 component amplitude showed negative correlation with fabric smoothness sensations. Around 200 ms after tactile stimulus onset, the amplitude of P200 component show positive correlation with the softness sensation of silk fabrics. The relationship between the amplitude of P300 and the sense of smoothness and softness need further evidence to proof.

In this paper, the brain potential changes caused by touching fabrics for handle evaluation were recorded by event related potential (ERP) method, compared with subjective evaluation scores and physical index of KES, the results shown that the maximum amplitude of P50 component evoked by fabric touching is related to the fabrics’ smoothness and roughness emotion, which means in the early stage processing of tactile sensation, the rougher fabrics could arouse more attention. In addition, the amplitude of P200 component shows positive correlation with the softness sensation of silk fabrics.

The purpose of this paper is to develop guidelines for the selection of a female advertising spokesperson and brand position regarding the selected spokesperson in the context of fast-moving consumer goods (FMCG) advertising.

The paper presents findings using both neuromarketing and traditional marketing research methods.

The findings are based on the results of P300 event-related brain potentials, eye-tracking experiments and a questionnaire research. It was concluded that a famous female spokesperson indeed has a significant effect on FMCG advertising effectiveness.

The selection of a female celebrity spokesperson when seeking FMCG advertising effectiveness depends on the primary determined aim of marketing communication. If the aim of the advertising campaign is to form attitude, then selecting a celebrity as the FMCG advertising spokesperson is recommended, but if the aim of the FMCG advertising campaign is to enhance brand awareness, it is recommended to select a non-celebrity spokesperson. Furthermore, the brand should be presented at the top of the advertisement’s layout, particularly when a celebrity is chosen as a spokesperson because this allows lowering the possibility of the “vampire effect” occurrence.

As a study on the effect of a female spokesperson on FMCG advertising effectiveness, this research will be of academic interest, integrating both marketing theory and neuroscience to analyze and evaluate consumer behavior. This research is also relevant to businesses, because it provides guidelines for the selection of female advertising spokespersons in the context of FMCG advertising.

The most commonly described components of customer experience include cognitive and affective aspects. However, the subjective self-reported methods traditionally applied in tourism research cannot fully represent the instant, dynamic, and affective nature of customer experience. Therefore, there is a need for moment-based approaches and longitudinal methods in tourism research. The chapter provides a selective review of measures that can be used to assess the affective aspects of customer experience. Taking into account the advantages and limitations of each method, the integration of self-reported scales, moment-based psychophysiological techniques, and longitudinal methods should be considered as the best approach to measuring affective components of customer experience in tourism. This holistic interdisciplinary approach will help researchers and tourism practitioners understand the relationship between affective and cognitive components of tourists' pre-visit, onsite, and post-visit experience, as well as evaluate the effectiveness of marketing campaigns, identify weak points of tourists' customer journey, and maximize total travel experience.

In an online shopping environment, individual reviews and aggregated ratings are important anchors for consumers’ purchasing decisions. However, few studies have considered the influence of aggregated ratings on consumer decision-making, especially at the neural level. This study aims to bridge this gap by investigating the consumer decision-making mechanism based on aggregated ratings to uncover the underlying neural basis and psychological processing.

An event-related potential experiment was designed to acquire consumers’ electrophysiological records and behavioral data during their decision-making processes based on aggregated ratings. The authors speculate that during this process, review valence categorization (RVC) processing occurs, which is indicated by late positive potential (LPP) components.

Results show that LPP components were elicited successfully, and perceptual review valence can modulate its amplitudes (one-star [negative] and five-star [positive] ratings evoke larger LPP amplitudes than three-star [neutral] ratings). The electroencephalogram data indicate that consumer decision-making processes based on aggregated ratings include an RVC process, and behavioral data show that easier review valence perception makes the purchase decision-making easier.

This study enriches the extant literature on the impact of aggregated ratings on consumer decision-making. It helps understand how aggregated ratings affect consumers’ online shopping decisions, having significant management implications. Moreover, it shows that LPP components can be potentially used by researchers and companies to evaluate and analyze consumer emotion and categorization processing, serving as an important objective physiological indicator of consumer behavior.

The purpose of this paper is to utilize the spontaneous brain potentials as an index to quantifying the consumers’ inner emotions, and propose an objective method to obtain the clothing recognitions of consumers by only monitoring brain activities.

Different styles of men’s casual jacket were studied as a case. The research included four phases: first, stimuli samples were constructed by clustering algorithm. Second, self-report for the perception of stimuli samples were recorded by self-assessment manikin. Third, real-time brain potentials while viewing stimuli samples were recorded and analyzed. Finally, the output data were compared with the classical research achievements of visual evoked emotional ERPs to examine the effectiveness.

The results indicated significant difference in main effect of different emotional categories which was identified a corresponding relationship between the emotional trigger and the emotional reaction, of which the early components were the typical components that provided the major physiology characteristics for emotional fashion design. The middle components could be used as the assist reference indexes. The negative stimuli were first noticed because its shorter processing times and larger amplitudes. The comparison confirmed that the proposed method was capable of quantifying cognitive activities of consumers by only monitoring brain activities and then transferred the analyzed data to the design references.

The results quantifying the qualities of consumers’ emotional preference for men’ casual jackets based on the neural mechanism of human brain, which could eliminate the systematic biases associated with the uses of words and semantic comprehension in self-report methods. The proposed method may help to enrich and complete the sentimental fashion design for the cognitive experience of consumer oriented. Moreover, it also could be beneficial to optimize design process and improve efficiency and core competitiveness for clothing producers.

This paper aims to review past papers focused on understanding consumer-related topics in marketing and related interdisciplinary fields to demonstrate the applications of electroencephalogram (EEG) in consumer neuroscience.

In addition to the review of papers using EEG to study consumer cognitive processes, the authors also discuss relevant decisions and considerations in conducting event-related potential (ERP) studies. Further, a framework proposed by Plassmann et al. (2015) was used to discuss the applications of EEG in marketing research from papers reviewed.

This paper successfully used Plassmann et al.’s (2015) framework to discuss five applications of neuroscience to marketing research. A review of growing EEG studies in the field of marketing and other interdisciplinary fields reveals the advantages and potential of using EEG in combination with other methods. This calls for more research using such methods.

A technical overview of ERP-related terminology provides researchers with a background for understanding and reviewing ERP studies. A discussion of method-related considerations and decisions provides marketing researchers with an introduction to the method and refers readers to relevant literature.

The marketing industry has been quick to adopt cutting edge technology, including EEG, to understand and predict consumer behavior for the purpose of improving marketing practices. This paper connects the academic and practitioner spheres by presenting past and potential EEG research that can be translatable to the marketing industry.

The authors review past literature on the use of EEG to study consumer-related topics in marketing and interdisciplinary fields, to demonstrate its advantages over-traditional methods in studying consumer-relevant behaviors. To foster increasing use of EEG in consumer neuroscience research, the authors further provide technical and marketing-specific considerations for both academic and market researchers. This paper is one of the first to review past EEG papers and provide methodological background insights for marketing researchers.

The purpose of this paper is to review recent applications of functional magnetic resonance imaging (fMRI) and other neuroimaging techniques in marketing and advertising, and to present some methodological and statistical considerations that should be taken into consideration when applying fMRI to study consumers’ cognitive behavior related to marketing phenomena.

A critical approach to investigate three methodological issues related to fMRI applications in marketing is adopted. These issues deal mainly with brain activation regions, event-related fMRI and signal-to-noise ratio. Statistical issues related to fMRI data pre-processing, analyzing and reporting are also investigated.

Neuroimaging cognitive techniques have great potential in marketing and advertising. This is because, unlike conventional marketing research methods, neuroimaging data are much less susceptible to social desirability and “interviewer’s” effect. Thus, it is expected that using neuroimaging methods to investigate which areas in a consumer’s brain are activated in response to a specific marketing stimulus can provide a much more honest indicator of their cognition compared to traditional marketing research tools such as focus groups and questionnaires.

By merging disparate fields, such as marketing, neuroscience and cognitive psychology, this research presents a comprehensive critical review of how neuroscientific methods can be used to test existing marketing theories.

The purpose of this paper is to explore the sources of inspiration for active participants in sport events, and the link between inspiration sources and event-related outcomes (i.e. life satisfaction and behavioral intentions).

Research questions were examined using a Greek (n=264) and a US (n=103) sample of participants of two small-scale running events. Content analysis was used to identify and code the themes of inspiration, while a multivariate analyses of variance was performed to test the inspiration group differences on life satisfaction and behavioral intentions.

The qualitative findings revealed three categories of inspiration source identified in each sample. The quantitative results showed that the interaction between inspiration source and event type had an overall effect on participants’ life satisfaction and future participation intention. Specifically, findings highlighted the different roles of inspiration on influencing life satisfaction and participation intention of short-distance (i.e. 5 and 10k) event participants than those of long-distance (i.e. marathon) runners.

This study identifies the sources of inspiration in small-scale sport events and provides preliminary empirical evidence where inspiration source and event type jointly influence participants’ life satisfaction and behavioral intentions.

Understanding the sources of inspiration provides event leveraging opportunities to inspire citizens to become more active in sports. Given that the sources of inspiration vary among different segments of event participants, event managers need to adopt differential communication and promotional activities geared to the needs of these targets.

The study provides the first empirical work exploring the sources of inspiration among active participants in small-scale sport events.

Social recommendation has been recognized as a kind of e-commerce with large potential, but how social recommendations influence consumer decisions is still unclear. This paper aims to investigate how recommendations from different social ties influence consumers’ purchase intentions through both behavior and brain activity.

Utilizing behavioral (N = 70) and electroencephalogram (EEG) (N = 49) experiments, this study explored participants’ behavior and brain responses after being recommended by different social ties. The data were analyzed using statistical inference and event-related potential (ERP) analysis.

Behavioral results show that social tie strength positively impacts purchase intention, which can be fitted by a logarithmic model. Moreover, recommender-to-customer similarity and product affect mediate the effect of tie strength on purchase intention serially. EEG findings show that recommendations from weak tie strength elicit larger N100, N200 and P300 amplitudes than those from strong tie strength. These results imply that weak tie strength may motivate individuals to recruit more mental resources in social recommendation, including unconscious processing of consumer attention and conscious processing of cognitive conflict and negative emotion.

This study considers the effects of continuous social ties on purchase intention and models them mathematically, exploring the intrinsic mechanisms by which strong and weak ties influence purchase intentions through recommender-to-customer similarity and product affect, contributing to the applications of the stimulus-organism-response (SOR) model in the field of social recommendation. Furthermore, our study adopting EEG techniques bridges the gap of relying solely on self-report by providing an avenue to obtain relatively objective findings about the consumers’ early-occurred (unconscious) attentional responses and late-occurred (conscious) cognitive and emotional responses in purchase decisions.

The purpose of this paper is to explore the mediating role of emotions in processing scent information in consumer research, using event-related potential (ERP)-based neuroscience methods, while considering individual differences in sense of smell.

Prior research on olfaction and emotions in marketing has revealed mixed findings on the relationship between olfaction and emotion. The authors review earlier studies and present a neuroscience experiment demonstrating the benefits of ERP methods in studying the automatic processing of emotions.

Results demonstrate how emotional processes occurring within 1s of stimulus exposure differ across individuals with varying olfactory abilities. Findings reveal an automatic suppression mechanism for individuals sensitive to smell.

Scent-induced emotions demonstrated through the use of ERP-based methods provide insights for understanding automatic emotional processes and reactions to ambient scents by consumers in the marketplace.

Findings show an automatic suppression of emotions triggered by scent in individuals sensitive to smell. Marketers and retailers should consider such reactions when evaluating the use of olfactory stimuli in promotional and retail strategies.

The authors review past literature and provide an explanation for the disparate findings in the olfaction–emotion linkage, by studying individual differences in response to scent in the marketplace. This is one of the first papers in marketing to introduce the application of ERP in studying consumer-relevant behavior and provide technical and marketing-specific considerations for both academic and market researchers.