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1 – 10 of 847If we want to improve managerial cognition, we need to capture the full spectrum of cognitive functions and the complex processes through which they unfold. I propose two very…
Abstract
If we want to improve managerial cognition, we need to capture the full spectrum of cognitive functions and the complex processes through which they unfold. I propose two very different methods (one older and low-tech, one newer and high-tech) that allow us to observe cognitive functions and processes directly in real time.
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In light of the growing interest in neuroscience within the managerial and organizational cognition (MOC) scholarly domain at large, this chapter advances current knowledge on…
Abstract
In light of the growing interest in neuroscience within the managerial and organizational cognition (MOC) scholarly domain at large, this chapter advances current knowledge on core neuroscience methods. It does so by building on the theoretical analysis put forward by Healey and Hodgkinson (2014, 2015), and by offering a thorough – yet accessible – methodological framework for a better understanding of key cognitive and social neuroscience methods. Classifying neuroscience methods based on their degree of resolution, functionality, and anatomical focus, the chapter outlines their features, practicalities, advantages and disadvantages. Specifically, it focuses on functional magnetic resonance imaging, electroencephalography, magnetoencephalography, heart rate variability, and skin conductance response. Equipped with knowledge of these methods, researchers will be able to further their understanding of the potential synergies between management and neuroscience, to better appreciate and evaluate the value of neuroscience methods, and to look at new ways to frame old and new research questions in MOC. The chapter also builds bridges between researchers and practitioners by rebalancing the hype and hopes surrounding the use of neuroscience in management theory and practice.
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Peter Kenning, Hilke Plassmann and Dieter Ahlert
The purpose of this paper is to provide a brief overview of the methodology of several brain imaging techniques and in particular, functional magnetic resonance imaging (fMRI) and…
Abstract
Purpose
The purpose of this paper is to provide a brief overview of the methodology of several brain imaging techniques and in particular, functional magnetic resonance imaging (fMRI) and its potential implications for market research. The aim is to enable the reader both to understand this emerging methodology and to conduct independent research in the area.
Design/methodology/approach
A short introduction on current neuroimaging methods used in behavioral neuroscience is provided by means of a literature review. The ensuing discussion focuses on fMRI as the currently most popular neuroimaging technique. Having described the fMRI methodology, an outline of the analysis of functional neuroimaging data follows, after which there is a discussion of some key research issues.
Findings
Although in its infancy, fMRI seems to be a useful and promising tool for market researchers. Initial studies in the field reveal that fMRI is able to shed light on subconscious processes such as affective aspects of consumer behavior.
Practical implications
Because brand positioning, advertising strategies and even pricing strategies are often based on constructs such as emotions, neuropsychological findings and methods should have important implications for practitioners in the field of brand management and advertising. Nonetheless, far more basic research is needed before fMRI can be adopted for marketing practice.
Originality/value
This paper is one of the first in the marketing literature to provide a methodological overview of fMRI and discuss the potential implications for marketing research.
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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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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Nick Lee, Laura Chamberlain and Leif Brandes
To grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field’s parameters. This…
Abstract
Purpose
To grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field’s parameters. This paper aims to examine whether the existing body of neuromarketing literature can support such growth. Specifically, the authors attempt to replicate how a newcomer to the field of neuromarketing would go about orienting themselves to the field and learn how to conduct excellent neuromarketing research.
Design/methodology/approach
A total of 131 papers, published in the areas of “neuromarketing” and “consumer neuroscience” were downloaded and then identified as conceptual or empirical in nature. A separate database was created for each type of research paper and information was recorded. For both conceptual and empirical papers, the citation details, notably year of publication, journal, journal ranking and impact factor were recorded. Papers were then descriptively analysed with regards to number of publications over the years, content and journal quality.
Findings
It is found that interest in the field is growing, with a greater variety of topics and methods appearing year on year. However, the authors also identify some issues of concern for the field if it wishes to sustain this growth. First, the highly fragmented literature and the lack of signposting makes it very difficult for newcomers to find the relevant work and journal outlets. Second, there is a lack of high-quality, user-oriented methodological primers that a newcomer would come across. Finally, neuromarketing as it appears to a newcomer suffers from a lack of clear guidance on what defines good vs bad neuromarketing research. As a large majority of the reviewed papers have appeared in lower-ranked journals, newcomers might get a biased view on the acceptable research standards in the field.
Originality/value
The insights from the analysis inform a tentative agenda for future work which gives neuromarketing itself greater scientific purpose, and the potential to grow into a better-established field of study within marketing as a whole.
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Philipp Hillenbrand, Sarael Alcauter, Javier Cervantes and Fernando Barrios
Researchers agree that the choice of brand name for a product can alter the consumers ' judgment about the product and their purchase decision-making process. With…
Abstract
Purpose
Researchers agree that the choice of brand name for a product can alter the consumers ' judgment about the product and their purchase decision-making process. With competition getting fiercer and product quality becoming more homogenous, a “better” brand name can be decisive in product choice if the consumers compare several products. The purpose of this research is to offer new physiological insights about how brand names are processed in the consumer ' s brain in order to identify potential determinants of “better” brand names.
Design/methodology/approach
Using valence and activation ratings, reaction time, and functional magnetic resonance imaging (fMRI), the authors show the interaction of key brand name dimensions with the consumer purchase decision-making process, as well as the neurophysiological basis of consumer preference for certain types of brand names.
Findings
The authors ' research shows that it has a positive effect on consumer choice to include in the brand name hints at the key benefits of the underlying product.
Practical implications
The authors ' results demonstrate that fMRI is able to provide important insights for brand practitioners.
Originality/value
Current research has neither focused on the interaction of brand name dimensions with the consumer purchase decision-making process nor provided insight about the physiological drivers of brand perception. In their research, the authors applied for the first time neurophysiological methodologies and fMRI to questions related to brand names, resolving questions that have not been answered due to the methodological limitations of social sciences.
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Luis-Alberto Casado-Aranda and Juan Sanchez-Fernandez
This study aims to illuminate the contribution of neurophysiological techniques in the field of marketing and consumer decision-making and to highlight avenues and research…
Abstract
Purpose
This study aims to illuminate the contribution of neurophysiological techniques in the field of marketing and consumer decision-making and to highlight avenues and research questions that marketing researchers can take advantage of from neuroscience and psychology to inform marketing phenomena.
Methodology
The authors first reviewed the roots and definition of consumer neuroscience. Then, the authors outlined the main characteristics of the most commonly used neurophysiological tools (namely, skin conductance, facial electromyography, electrocardiogram, eye-tracking, electroencephalography, functional magnetic resonance imaging, functional near-infrared spectroscopy, magnetoencephalography and transcranial magnetic stimulation) with a special emphasis on their advantages and weaknesses. Finally, the authors propose the development of research lines that could be implemented by marketing researchers with an appropriate application and understanding of tools and theories of neuroscience and psychology.
Findings
The authors propose research questions to be addressed within four thematic areas: opportunities in product decisions (predicting product purchasing decisions, consumer responses to branding efforts and packaging), pricing, communication and retailing scenarios. The authors also incorporate insights into the complementarity of neurophysiological tools to traditional ones and situations in which these tools are useful for enhancing marketing theory. The authors finally shed light on the moral–ethical criticisms of this new branch of marketing.
Value
To the best of the authors’ knowledge, this research constitutes the first study in identifying the research opportunities that marketing researchers could take advantage from neuroimaging and physiological tools to inform marketing theory and practice.
Propósito
Esta investigación tiene como objetivo esclarecer la contribución de las técnicas neurofisiológicas en el campo del marketing y la toma de decisiones de los consumidores y destacar las vías y preguntas de investigación que los investigadores de marketing pueden aprovechar de la neurociencia y la psicología para informar sobre los fenómenos del marketing.
Planteamiento
En primer lugar, revisamos el origen y la definición de la neurociencia del consumidor. A continuación, esbozamos las principales características de las herramientas neurofisiológicas más utilizadas (a saber, la conductancia, la electromiografía facial, el electrocardiograma, el seguimiento ocular, la electroencefalografía, la resonancia magnética funcional, la espectroscopia funcional en el infrarrojo cercano, la magnetoencefalografía y la estimulación magnética transcraneal), haciendo especial hincapié en sus ventajas y debilidades. Finalmente, se propone el desarrollo de líneas de investigación que podrían ser implementadas por los investigadores de marketing con una adecuada aplicación y comprensión de las herramientas y teorías de la neurociencia y la psicología.
Resultados
Proponemos preguntas de investigación para ser abordadas dentro de cuatro áreas temáticas: oportunidades en las decisiones de producto (predicción de las decisiones de compra de productos, respuestas de los consumidores a los esfuerzos de marca y envasado), precios, comunicación y distribución. También incorporamos ideas sobre la complementariedad de las herramientas neurofisiológicas con las tradicionales y las situaciones en las que estas herramientas son útiles para mejorar la teoría del marketing. Por último, arrojamos luz sobre las críticas ético-morales a esta nueva rama del marketing.
目的
本研究旨在阐明神经生理学技术在营销和消费者决策领域的贡献, 并强调营销研究人员可以从神经科学和心理学中利用的途径和研究问题, 以告知营销现象。
方法
我们首先回顾了消费者神经科学的根基和定义。然后, 我们概述了最常用的神经生理学工具(即皮肤电导率、面部肌电图、心电图、眼球追踪、脑电图、功能性磁共振成像、功能性近红外光谱、脑磁图和经颅磁刺激)的主要特点, 特别强调了它们的优势和劣势。最后, 我们提出了研究路线的发展, 这些路线可以由营销研究人员通过适当的应用和理解神经科学和心理学的工具和理论来实施。
研究结果
我们提出了四个主题领域的研究问题:产品决策中的机会(预测产品购买决策、消费者对品牌推广工作的反应和包装)、定价、沟通和零售场景。我们还纳入了对神经生理学工具与传统工具的互补性的见解, 以及这些工具对加强营销理论有用的情况。最后, 我们对这个新的营销分支的道德伦理批评进行了说明。
纸张类型 – 研究论文
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Silvia Siu-Yin Clement-Lam, Airey Nga-Lui Lau and Devin M. Kearns
Neuroimaging research has substantially enhanced our understanding of the neurobiological mechanisms of typical and atypical learning in children. These developments can advance…
Abstract
Neuroimaging research has substantially enhanced our understanding of the neurobiological mechanisms of typical and atypical learning in children. These developments can advance the design of novel approaches to diagnosis and intervention for learning disabilities. Despite the promise of educational neuroscience, there are still walls between neuroscience and special education researchers such that more collaboration and understanding are needed between these disciplines. This chapter attempts to break down the walls by discussing how neuroimaging techniques can be incorporated into special education research. We also present arguments as to why neuroscience is “the next big thing” in special education research and the obstacles that must be overcome in order for neuroscience to be incorporated into education research. To describe how neurobiology might impact special education, we focus primarily on reading disability. We believe that educational neuroscience can aid in the identification and intervention of other learning disorders as well.
Hakan Boz and Erdogan Koç
This chapter explains and discusses the role and potential of psychophysiological tools of research in tourism and hospitality. As tourism and hospitality services are in general…
Abstract
This chapter explains and discusses the role and potential of psychophysiological tools of research in tourism and hospitality. As tourism and hospitality services are in general inseparable, i.e. the delivery and the consumption of the service mostly take place at the same time, they tend to involve service encounters which intense and frequent contact and social interactions between the customers and the service providers. These intense and frequent contact and social interactions during service encounters may determine the satisfaction and dissatisfaction of the customers. Hence, the measurement of actual emotions to understand the reactions of customers to various aspects of the service is of paramount importance. Psychophysiological tools, often referred to as neuromarketing tools, allow the collection of realistic data regarding the emotions of the customers. Based on the above background, this chapter explains and discusses the use of tools such as the EEG, Eye Tracker, Galvanic Skin Response, and Facial Expression Recognition in understanding tourism and hospitality customers' reactions and emotions to various aspects of the service.
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