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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.

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.

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.

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.

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.

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.

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.

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。

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。

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

In highlighting brain wave responses of emotional processing, the purpose of this study is to investigate (1) the effect of sport participation involvement on affective reaction in viewing photos; and (2) the association between affective reaction and behavioral intentions.

Using lateralized event-related potentials, the authors examined how brain wave reactions are different based on different sport involvement between two groups where one group had varsity sport experience while the other expressed that they were not fans of the sport.

Results indicated a significant difference in lateralization between groups. Brain responses were greater in the high involvement group and positively correlated with the intention to attend future games.

The findings in this study elucidate the linkage between one's history of sport involvement and affective brain wave responses. Implications from neurophysiological evidence provide means to further dissect the multifaceted construct of involvement in the field of sport marketing.

The purpose of this study is to investigate consumers’ subconscious/emotional responses to brand tarnishment.

Brand tarnishment and the responses of business firms in protecting their brands against economic harm have been controversial topics for many years. Unfortunately, those who have resorted to the courts to protect their brands have met with mixed success, mainly because the methodologies used to demonstrate economic harm have proved controversial. One caveat in the history of court cases is the absence of any investigation related to emotional responses to brand dilution in general, and to brand tarnishment in particular. This is so, despite several calls to investigate this relationship.

It is concluded that the brand tarnishment of fairly well-known brands is largely ineffectual (neutral emotional responses).

The primary contribution of this study is that, for the first time, some light is shed on consumers’ emotional responses to brand tarnishment. Irrespective of the neurophysiological measure used, the results consistently demonstrate that the subconscious responses to brand tarnishment are generally neutral. The results thus do not suggest any likelihood of severe economic harm due to negative emotional responses to brand tarnishment.

The results of this study have important managerial implications for brand managers, and particularly for those responsible for relatively well-established brands. It is clear that at the unconscious level, brand tarnishment is not as harmful as many seem to believe. There is evidence that brands will not be harmed if the “tarnishment” consists of social commentary.

It could also suggest that consumers can differentiate between different forms of tarnishment, and that tarnishment involving social commentary is not frowned upon. This may be because the consumer agrees with the social commentary, or finds it amusing. In short, it seems that consumers may see the tarnishment as mildly amusing, but realize that it is not of a serious nature.

The results seem to suggest that legal action against those who tarnish brands is unnecessary and probably ineffective. Instead, this study proposes more innovative ways to respond to brand tarnishment.

At the one‐stop carpal tunnel syndrome clinic, patients undergo neurophysiological studies followed by clinical assessment by the orthopaedic consultant on the same day. Patients with paraesthesia or numbness in the median nerve distribution for greater than three months duration without a history of a previous soft tissue neck injury were selected for assessment in the one‐stop carpal tunnel syndrome clinic based on a proforma completed by their general practitioners. Data of patients attending the one‐stop carpal tunnel syndrome clinic over a ten‐month period were compared with that over the same period from a conventional hand clinic. A total of 77 patients attended the one‐stop carpal tunnel syndrome clinic over a ten‐month period. The mean time from referral to surgery was 23 weeks in this group compared to 44 weeks for a conventional clinic. On average, the one‐stop carpal tunnel syndrome clinic reduced the time from referral to surgery by 21 weeks. The one‐stop carpal tunnel syndrome clinic is convenient and cost effective for patients and hospitals.

Neuroarchitecture is a new interdisciplinary research field combining neuroscience and architecture that has developed and expanded since 2000. Neuroarchitecture originated from the divergence of previous multidisciplinary studies on the relationship between humans and the environment. However, scoping reviews of neuroarchitecture in relation to the experience of the built environment are lacking. Thus, this study aimed to provide the background and research trends of neuroarchitecture to contribute to discussions on the built environment.

A general form of scoping review was adopted, following the PRISMA-ScR checklist. For this scoping review emphasizing the embodied implication of neuroarchitecture for the built environment, an evaluation framework was developed consisting of four categories: health, performance, aesthetics and emotion.

This study explores objective techniques, including electroencephalography and functional magnetic resonance imaging, electrocardiogram, electrodermal activity and saliva cortisol, to measure neurophysiological impacts, adopting real, virtual and images of environmental settings. An in-depth review of 25 selected papers revealed the existing empirical research on neuroarchitecture using human physiological measurement tools and representational environment settings to examine the impact of human–environment relationships.

A meta-analysis of theoretical and intervention studies on neuroarchitecture that investigates the multisensory characteristics of the environment is lacking. In addition, the development and application of wearable tools to meet the needs of real environment settings can improve the effectiveness of neurophysiological measurement tools.

This chapter introduces electroencephalography (EEG), a measure of neurophysiological activity, as a critical method for investigating individual and team decision-making and cognition. EEG is a useful tool for expanding the theoretical and research horizons in organizational cognitive neuroscience, with a lower financial cost and higher portability than other neuroimaging methods (e.g., functional magnetic resonance imaging). This chapter briefly reviews past work that has applied cognitive neuroscience methods to investigate cognitive processes and outcomes. The focus is on describing contemporary EEG measures that reflect individual cognition and compare them to complementary measures in the field of psychology and management. The authors discuss how neurobiological measures of cognition relate to and may predict both individual cognitive performance and team cognitive performance (decision-making). This chapter aims to assist scholars in the field of managerial and organizational cognition in understanding the complementarity between psychological and neurophysiological methods, and how they may be combined to develop new hypotheses in the intersection of these research fields.

The significance of the McCulloch‐Pitts formal neural net theory is still nowadays frequently misunderstood at present, and their basic units are wrongly considered as factual models for neurons. As a consequence, the whole original theory and its later addenda are unreasonably criticized for their simplicity. But, as it was proved then and since, the theory is after the modular neurophysiological counterpart of logical machines, so that it actually provides biologically plausible models for automata, Turing Machines etc and not viceversa. In its true context, no theory has surpassed its proposals. In McCulloch and Pitts Memoriam and for the sake of future theoretical research, we stress this important historical point, including also some recent results on the neurophysiological counterparts of modular arbitrary probabilistic automata.

The purpose of this paper is to provide insights into the benefits of data‐driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward‐looking dashboard to measure marketing ROI and guide future marketing spend is explored.

A detailed synthesis of the literature is conducted and contemporary sources of marketing data are categorized into traditional, digital and neurophysiological. The benefits and drawbacks of each data type are described and advantages of integrating different sources of data are proposed.

The findings point to the importance and untapped potential of data in its ability to inform tactical and strategic marketing decisions. Future challenges, including top management support, ethical considerations and developing data and analytic capabilities, are discussed.

The results demonstrate the need for executive service marketing dashboards that include key metrics that are service‐relevant, complementary and forward‐looking, with proven linkages to business outcomes.

This paper provides a synthesis of data‐driven services marketing and the value of traditional and contemporary metrics. Since the true potential of data‐driven service management in a connected world is still largely unexplored, this paper also delineates fruitful avenues for future research.

Air traffic controllers (ATCOs) play a fundamental role in the safe, orderly and efficient management of air traffic. In the interests of improving safety, it would be beneficial to know what the workload thresholds are that permit ATCOs to carry out their functions safely and efficiently. The purpose of this paper is to present the development of a simulation platform to be able to validate an affective-cognitive performance methodology based on neurophysiological factors applied to ATCOs, to define the said thresholds.

The process followed in setting up the simulation platform is explained, with particular emphasis on the design of the program of exercises. The tools designed to obtain additional information on the actions of ATCOs and how their workload will be evaluated are also explained.

To establish the desired methodology, a series of exercises has been designed to be simulated. This paper describes the project development framework and validates it, taking preliminary results as a reference. The validation of the framework justifies further study to extend the preliminary results.

This paper describes the first part of the project only, i.e. the definition of the problem and a proposed methodology to arrive at a workable solution. Further work will concentrate on carrying out a program of simulations and subsequent detailed analysis of the data obtained, based on the conclusions drawn from the preliminary results presented.

The methodology will be an important tool from the point of view of safety and the work carried out by ATCOs. This first phase is crucial as it provides a solid foundation for later stages.

This study aims to explore how the utilization of 3D virtual experiences and social media improve overall gastro-tourism experiences throughout the tourist journeys.

This study employs a mixed-methods approach. By combining self-reported surveys and EEG tracking, this study is able to rigorously unravel Gen Z’s experience and emotions in enjoying tech-enabled gastro-tourism activities.

Showcasing 3D virtual experiences and TikTok heightened customer expectations in the pre-visit stage. The 3D virtual attractions effectively enhanced tourists’ excitement and positive emotions during on-site gastronomic experiences, and subsequently manifested into a long-term impact on future actual visit intention.

This study contributes to the fields of information technology and tourism by examining how digital technologies affect Gen Z’s behavior and enhance the gastro-tourism experience starting from information search, moving to on-site experiences and subsequently affect their post-purchase behavior.