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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.

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.

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.

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.

Drawing on the literature from cognitive neuroscience and auditing research on professional skepticism (PS), this paper identifies new research questions, determinants, and theories that may resolve current problem areas in PS research. We identify the following PS research areas that neuroscientific perspectives can potentially improve: 1) theory, 2) trust, 3) trait and state skepticism, 4) deception/fraud detection, and 5) skeptical judgment and action. The paper concludes with a discussion of the critical question of whether integrating a neuroscientific perspective in PS research is worthwhile and provides further direction for future research.

Many psychologists posit that intrinsic motivation generated by personal interest and spontaneous satisfactions is qualitatively different from extrinsic motivation generated by external rewards. However, the contemporary neural understanding of human motivation has been developed almost exclusively based on the neural mechanisms of extrinsic motivation. In neuroscience studies on extrinsic motivation, striatum activity has been consistently observed as the core neural system related to human motivation. Recently, a few studies have started examining the neural system behind intrinsic motivation. Though these studies have found that striatum activity is crucial for the generation of intrinsic motivation, the unique neural basis of intrinsic motivation has not yet been fully identified. I suggest that insular cortex activity, known to be related to intrinsic enjoyment and satisfaction, is a unique neural component of intrinsic motivation. In this chapter, I addressed the theoretical background to and empirical evidence for this postulation.

This paper aims to stimulate the discussion in the fields of hospitality, tourism and leisure on what exactly constitutes “an experience” and how to measure it; the authors unpack the experience construct into its core constituent elements, namely, emotions.

The paper reviews insights from psychology and cognitive neuroscience that define experiences as a fine-grained temporal succession of emotions that occur during an experiential episode. Limitations of current methods for measuring experiences are discussed, after which biometric and neuroscientific methods are reviewed that are optimally geared toward measuring emotions, as they occur during an experience with fine temporal detail.

An overview is presented of the available studies within the fields of hospitality, tourism and leisure that use these methodologies. These studies show that using these methodologies provides a fruitful methodological approach to measuring experiences in real time.

Companies are constantly seeking to create memorable experiences for their customers. The proposed research methodologies allow companies to get a more fine-grained image of what impacts customers over the course of their experience and to actively integrate the use of emotions into creating experiences, as emotions are key to making them memorable.

The paper sketches the contours of a rapidly emerging framework that unpacks memorable experiences into their constituent element – emotions. It is proposed that this will contribute to a deeper understanding of how consumers experience offerings in the hospitality, tourism and leisure industry.

The purpose of this study is to understand how neuroscientific tools are used and discussed in ongoing research on strategy in organizations.

The authors used a bibliometric study of bibliographic pairing to answer the research question. They collected data from the Web of Science and Scopus databases using the keywords “neuroscience*,” “neurostrategy*” and “neuroscientific*.”

This study presents a framework that relates fundamental aspects discussed in current research using neuroscientific tools: Neuroscience and its research tools in organizations; emotions and information processing; interdisciplinary application of neuroscientific tools; and moral and ethical influences in the leaders' decision-making process.

The inclusion of neuroscientific tools in Strategic Management research is still under development. There are criticisms and challenges related to the limitations and potential to support future research.

Despite recognizing the potential of neuroscientific tools in the mind and brain relationship, this study suggests that at this stage, because of criticisms and challenges, they should be used as support and in addition to other traditional research techniques to assess constructs and mechanisms related to strategic decisions and choices in organizations.

Neuroscientific methods in organizational studies can provide insights into individual reactions to ethical issues and raise challenging normative questions about the nature of moral responsibility, autonomy, intention and free will, offering multiple perspectives in the field of business ethics.

In addition to presenting the potential and challenges of using scientific tools in strategic management studies, this study helps create methodological paths for studies in strategic management.

The purpose of this paper is to discuss recent developments in neuroscientific methods and demonstrate its potential for the service field. This work is a call to action for more service researchers to adopt promising and increasingly accessible neuro-tools that allow the service field to benefit from neuroscience theories and insights.

The paper synthesizes key literature from a variety of domains (e.g. neuroscience, consumer neuroscience and organizational neuroscience) to provide an in-depth background to start applying neuro-tools. Specifically, this paper outlines the most important neuro-tools today and discusses their theoretical and empirical value.

To date, the use of neuro-tools in the service field is limited. This is surprising given the great potential they hold to advance service research. To stimulate the use of neuro-tools in the service area, the authors provide a roadmap to enable neuroscientific service studies and conclude with a discussion on promising areas (e.g. service experience and servicescape) ripe for neuroscientific input.

The paper offers service researchers a starting point to understand the potential benefits of adopting the neuroscientific method and shows their complementarity with traditional service research methods like surveys, experiments and qualitative research. In addition, this paper may also help reviewers and editors to better assess the quality of neuro-studies in service.

To advance marketing research and practice, this study aims to examine the application of the innovative, mobile-applicable neuroimaging method – mobile functional near-infrared spectroscopy (mfNIRS) – in the field of marketing research, providing comprehensive guidelines and practical recommendations.

A general review and investigation of when and how to use mfNIRS in business-to-consumer and business-to-business marketing settings is used to illustrate the utility of mfNIRS.

The research findings help prospective marketing and consumer neuroscience researchers to structure mfNIRS experiments, perform the analysis and interpret the obtained mfNIRS data.

The application of mfNIRS offers opportunities for marketing research that allow the exploration of neural processes and associated behaviour of customers in naturalistic settings.

The application of mfNIRS as a neuroimaging method enables the investigation of unconscious neural processes that control customer behaviour and can act as process variables for companies.

This is one of the first studies to provide comprehensive guidelines and applied practical recommendations concerning when and how to apply mfNIRS in marketing research.

The purpose of this study is to reveal how research on brain-based learning (BBL) addressing adult learners’ education and training issues has contributed to the overall knowledge base linking neuroscience, adult education and human resource development (HRD) research and practices. Through this comprehensive review of the BBL studies, this paper aims to expand the landscape of understanding educational phenomenon in adult education and organizational settings using the lens of neuroscience.

Using the content analysis method, this study extracts key research themes and methodological choices from the body of BBL studies. In addition, this paper explores the relationships and proximity among key concepts of BBL research using keyword network analysis. For data analysis, this study reviews the current literature on BBL addressing both adult education and HRD topics from 1985 to 2019.

The findings of this study provide a clearer picture of the potential mechanisms of BBL approaches observed in the literature of adult education and HRD. What has been found from the thematic analysis is that addressing misconceptions about the neuroscience of learning is regarded as an important topic. In terms of the methodological approaches, the literature review was a dominantly used method, whereas experimental or quantitative research has yet to be fully performed. Influential keywords and topics obtained from the keyword network analysis reveal the primary foci and structural patterns of current BBL research.

This study makes a significant contribution to theories and research in adult education and HRD scholarship as it provides an integrative view of key research themes and major issues about BBL. Additionally, our findings offer practical insights for adult educators and HR professionals to successfully apply neuroscientific approaches.

A neuroscientific turn has been diagnosed in several disciplines, but sociology has not yet undertaken this turn. While other social science disciplines are engaging in a lively discussion with the ‘new brain sciences’ and have established extensive collaboration, exchange between neuroscience and sociology is almost absent. Besides a general scepticism towards “reductionist” explanations, this is largely due to sociology focusing on its traditional role as observer and critic of current developments in science. In this chapter, I argue that this ‘sociology of neuroscience’ approach should be complemented by an increased attention to actual neuroscientific findings with respect to key theoretical concepts in sociology and social theory more generally. I discuss how contemporary neuroscience research can assist in sharpening and empirically refining our understanding of a number of micro-sociological concepts that often elude investigation with more traditional social science methods. I highlight the possible benefits and pitfalls of such endeavours by discussing the ‘neurosociology’ paradigm and sketch alternative ways of mutual engagement with the new brain sciences.

Extant and newly developing techniques and technologies generated by research in brain sciences are characteristically employed in clinical medicine. However, the increasing capabilities conferred by these approaches to access, assess and affect cognition, emotion and behavior render them viable and attractive for engagement beyond the clinical realm, in what are referred to as “dual-use” applications. Definitions of what constitutes dual-use research and applications can vary so as to include utilization in the public sector for lifestyle or wellness purposes – with growing participation of a do-it-yourself (i.e., biohacking) community, and an iterative interest and use in military and warfare operations. Such uses can pose risks to public safety, and challenge research ethics’ principled imperative for non-harm (although while complete avoidance of any harm may be in reality impossible, certainly any/all harms incurred should be minimized). Thus, it is important to both clarify the construct of dual-use brain research and address the ethical issues that such research fosters. This chapter provides a review and clarification of the concept of dual-use brain science, and describes how current and emerging tools and techniques of brain research are actually or potentially employed in settings that threaten public health and incur ethical concerns. Key ethical issues are addressed, and recommendations for ethical guidance of potentially dual-use research are proposed.