Search results

1 – 10 of 251
To view the access options for this content please click here
Article
Publication date: 20 February 2018

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…

Downloads
2908

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.

Details

European Journal of Marketing, vol. 52 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 13 July 2018

Mehtap Dursun and Nazli Goker

Neuromarketing, which is an interdisciplinary area, concentrates on evaluating consumers’ cognitive and emotional reactions to different marketing stimuli. In spite of…

Abstract

Purpose

Neuromarketing, which is an interdisciplinary area, concentrates on evaluating consumers’ cognitive and emotional reactions to different marketing stimuli. In spite of advantages, neuromarketing still requires development and lacks a strong theoretical framework. Techniques that are used in neuromarketing studies have different superiorities and limitations, and thus, there is a need for the evaluation of the relevance of these techniques. The purpose of this study is to introduce a novel integrated approach for the neuromarketing research area.

Design/methodology/approach

The proposed approach combines 2-tuple linguistic representation model and data envelopment analysis to obtain the most efficient neuromarketing technique. It is apt to handle information provided by using both linguistic and numerical scales with multiple information sources. Furthermore, it allows managers to deal with heterogeneous information, without loss of information.

Findings

The proposed approach indicates that functional magnetic resonance imaging (fMRI) is the best performing neuromarketing technology. Recently, fMRI has been widely used in neuromarketing research. In spite of its high cost, its main superiorities are improved spatial and temporal resolutions. On the other hand, transcranial magnetic stimulation (TMS) and positron emission tomography (PET) are ranked at the bottom because of their poor resolutions and lower willingness of participants.

Originality/value

This paper proposes a common weight data envelopment analysis (DEA)-based decision model to cope with heterogeneous information collected by the experts to determine the best performing neuromarketing technology. The decision procedure enables the decision-makers to handle the problems of loss of information and multi-granularity by using the fusion of 2-tuple linguistic representation model and fuzzy information. Moreover, a DEA-based common weight model does not require subjective experts’ opinions to weight the evaluation criteria.

To view the access options for this content please click here
Article
Publication date: 13 September 2019

Billy Sung, Nicholas J. Wilson, Jin Ho Yun and Eun Ju LEE

Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These…

Downloads
1448

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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

Research limitations/implications

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?

Practical implications

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

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Content available
Article
Publication date: 26 October 2019

Islam Mohamed Hegazy

The purpose of this paper is the better understanding of the increasing relation between big data 2.0 and neuromarketing, particularly to influence election outcomes…

Downloads
5548

Abstract

Purpose

The purpose of this paper is the better understanding of the increasing relation between big data 2.0 and neuromarketing, particularly to influence election outcomes, along with a special aim to discuss some raised doubts about Trump’s presidential campaign 2016 and its ability to hijack American political consumers’ minds, and to direct their votes.

Design/methodology/approach

This paper combines deductive/inductive methodology to define the term of political neuromarketing 2.0 through a brief literature review of related concepts of big data 2.0, virtual identity and neuromarketing. It then applies a single qualitative case study by presenting the history and causes of online voter microtargeting in the USA, and analyzing the political neuromarketing 2.0 mechanisms adopted by Trump’s political campaign team in the 2016 presidential election.

Findings

Based on Trump’s political marketing mechanisms analysis, the paper believes that big data 2.0 and neuromarketing techniques played an unusual role in reading political consumers’ minds and helping the controversial candidate to meet one of the most unexpected victories in the presidential elections. Nevertheless, this paper argues that the ethics of using political neuromarketing 2.0 to sell candidates and its negative impacts on the quality of democracy are and will continue to be a subject of ongoing debates.

Originality/value

The marriage of big data 2.0 and political neuromarketing is a new interdisciplinary field of inquiry. This paper provides a useful introduction and further explanations for why and how Trump’s campaign defied initial loss predictions and attained victory during this election.

Details

Review of Economics and Political Science, vol. 6 no. 3
Type: Research Article
ISSN: 2356-9980

Keywords

To view the access options for this content please click here
Article
Publication date: 10 September 2021

Shathees Baskaran, Nomahaza Mahadi and Siti Zaleha Abd Rasid

This paper aims to clarify the relationship between multiple intelligence (MI) and entrepreneurial opportunity recognition. It discusses to what extent each dimension of…

Abstract

Purpose

This paper aims to clarify the relationship between multiple intelligence (MI) and entrepreneurial opportunity recognition. It discusses to what extent each dimension of MI is considered as an activation driver of entrepreneurial opportunities recognition. This paper also aims to expand the domain of entrepreneurial opportunities recognition via MI by considering the mediating role of neuromarketing perception, adopting a combined perspective of intelligence, entrepreneurship and also neuromarketing to provide a future direction for the creation of interdisciplinary insights in the area of entrepreneurship.

Design/methodology/approach

This paper opted for literature synthesis to define key concepts surrounding MI and entrepreneurial opportunities recognition. Besides, it also attempted to identify an influential mediator in explaining the entrepreneurial opportunities recognition phenomenon. Consequently, this paper identified the gaps in current research to draw upon a more holistic conceptual framework. The rationale for the research was justified within the body of research.

Findings

This paper suggested research propositions based on the literature synthesis in view of MI and entrepreneurial opportunities recognition. More specifically, it has proposed a conceptual framework, explaining the relationship between a multi-dimensional view of both MI and entrepreneurial opportunities recognition. It is envisaged that the mediating role of neuromarketing perception incorporated in this conceptual work will improve the predictive value of the proposed framework and offer additional insights about factors that advance entrepreneurial opportunities recognition.

Research limitations/implications

This paper suffers from the obvious limitation of lacking empirical investigation. However, it does provide a theoretical rationale for the argument that entrepreneurial opportunities recognition can be advanced if MI are identified and associated with neuromarketing dimensions. Perhaps the most important direction for future research is further extension and validation of this framework by performing an empirical investigation to produce newer insights into this phenomenon.

Originality/value

This conceptual work is different from previous studies on the grounds it has considered unexplored issues in explaining entrepreneurial opportunities recognition. To bridge the critical knowledge gap of the entrepreneurial opportunities recognition phenomenon, a mediating effect of neuromarketing perception is also integrated within the model. The proposed model was neither formulated nor tested empirically in previous studies locally or perhaps globally, therefore it stands out as an original contribution incorporating MI and entrepreneurial opportunities recognition phenomenon while considering the brain activity through neuromarketing perception.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 23 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

To view the access options for this content please click here
Article
Publication date: 22 June 2021

Otto Herman Pedreira Goecking, Cristiana Fernandes De Muylder, Henrique Cordeiro Martins and João Luiz da Matta Felisberto

The main goal of this paper is to systematically evaluate the bibliographic production on neuromarketing from 1945 to 2018, with an emphasis on consumer behavior, to…

Downloads
67

Abstract

Purpose

The main goal of this paper is to systematically evaluate the bibliographic production on neuromarketing from 1945 to 2018, with an emphasis on consumer behavior, to identify possible convergence of interests among health and marketing fields.

Design/methodology/approach

This article was based on a systematic literature review (SLR) with the intention of investigating research related to neuromarketing by means of network analysis of citations.

Findings

The research reveals that there are formed networks in the health and management areas, but they are insufficient to enhance the neuromarketing results. Ethics has been mentioned in some studies, but the maps do not suggest that it is a developing field. Similar results can be seen within the sales area that can be capitalized on by research of gains related to consumer behavior.

Research limitations/implications

One limitation of this study was the use of only one database (Web of Science®) that published several works from 1945 to the present time, but certainly has not exhausted the possibilities of research in the area.

Originality/value

This article helped to highlight the importance of ethics in clinical and business processes using neuroimaging, which could be an easy way to understand the behavioral and physiological mechanisms.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

To view the access options for this content please click here
Article
Publication date: 3 June 2014

Sharad Agarwal

Downloads
2067

Abstract

Details

Journal of Consumer Marketing, vol. 31 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 6 November 2007

Douglas L. Fugate

The purpose of this paper is to briefly cover the origins of neuromarketing, explain the process in layman's terms, enumerate some of the findings in anecdotal form, and…

Downloads
16746

Abstract

Purpose

The purpose of this paper is to briefly cover the origins of neuromarketing, explain the process in layman's terms, enumerate some of the findings in anecdotal form, and suggest future consumer behavior research directions based on these findings.

Design/methodology/approach

The discussion of neuromarketing in this paper is based on reports of both a theoretical and applied nature. Their contents have been synthesized and placed into context by showing how they relate to traditional marketing research approaches and assumptions.

Findings

While there are no concrete findings, preliminary assessments suggest that traditional, inferential assumptions about consumer behavior might be less powerful and explanatory than once believed. Combining neural activity images with conventional tools may produce more effective marketing practices.

Research limitations/implications

Because this is an emerging field and still controversial, some of the key information is proprietary and/or fairly presumptive at this time. Cautions and criticisms have been included to counterbalance that point.

Practical implications

Understanding what is happening in this emerging field of inquiry is essential for anyone who believes that marketers can change the probability of a favorable response from consumers. The use of neuromarketing, if proven through use, has the capability of fundamentally changing how we design, promote, price, and package our products.

Originality/value

The marriage of cognitive neuroscience and marketing practice is a new field of inquiry. This paper provides a useful, non‐technical introduction.

Details

Journal of Consumer Marketing, vol. 24 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 24 January 2018

Terry Daugherty, Ernest Hoffman, Kathleen Kennedy and Megan Nolan

Herbert Krugman (1971) was among the first marketing scholars to utilize electroencephalography (EEG) to examine advertising. However, nearly five decades have transpired…

Downloads
1661

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

European Journal of Marketing, vol. 52 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 22 September 2021

Behzad Izadi, Ali Ghaedi and Mohammadreza Ghasemian

Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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

Social implications

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

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 10 of 251