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Article
Publication date: 31 January 2018

Caspar Krampe, Enrique Strelow, Alexander Haas and Peter Kenning

This study is the first to examine consumer’s neural reaction to different merchandising communication strategies at the point-of-sale (PoS) by applying functional near-infrared…

1606

Abstract

Purpose

This study is the first to examine consumer’s neural reaction to different merchandising communication strategies at the point-of-sale (PoS) by applying functional near-infrared spectroscopy (fNIRS). By doing so, the purpose of this study is to extend consumer neuroscience to retail and shopper research.

Design/methodology/approach

Two experiments were conducted in which 36 shoppers were exposed to a realistic grocery shopping scenario while their brain haemodynamics were measured using mobile fNIRS.

Findings

Results revealed that mobile fNIRS appears a valid method to study neural activation of the prefrontal cortex (PFC) in the field of “shopper neuroscience”. More precisely, results demonstrated that the orbitofrontal cortex (OFC) might be crucial for processing and predicting merchandising communication strategy effectiveness.

Research limitations/implications

This research gives evidence that certain regions of the PFC, in particular the OFC and the dorsolateral prefrontal cortex (dlPFC), are crucial to process and evaluate merchandising communication strategies.

Practical implications

The current work opens a promising new avenue for studying and understanding shopper’s behaviour. Mobile fNIRS enables marketing management to collect neural data from shoppers and analyse neural activity associated with real-life settings. Furthermore, based on a better understanding of shoppers’ perceptual processes of communication strategies, marketers can design more effective merchandising communication strategies.

Originality/value

The study is the first to implement the innovative, mobile neuroimaging method of fNIRS to a PoS setting. It, therefore, opens up the promising field of “shopper neuroscience”.

Details

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

Keywords

Article
Publication date: 5 February 2018

Murat Perit Çakir, Tuna Çakar, Yener Girisken and Dicle Yurdakul

This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a…

2025

Abstract

Purpose

This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements.

Design/methodology/approach

The oxygenation signals extracted from the purchase trials of each subject were temporally averaged to obtain average signals for buy and pass decisions. The obtained data were analyzed via both linear mixed models for each of the 16 optodes to explore their separate role in the purchasing decision process and a discriminant analysis to construct a classifier for buy/pass decisions based on oxygenation measures from multiple optodes.

Findings

Positive purchasing decisions significantly increase the neural activity through fronto-polar regions, which are closely related to OFC and vmPFC that modulate the computation of subjective values. The results showed that neural activations can be used to decode the buy or pass decisions with 85 per cent accuracy provided that sensitivity to the budget constraint is provided as an additional factor.

Research limitations/implications

The study shows that the fNIRS measures can provide useful biomarkers for improving the classification accuracy of purchasing tendencies and might be used as a main or complementary method together with traditional research methods in marketing. Future studies might focus on real-time purchasing processes in a more ecologically valid setting such as shopping in supermarkets.

Originality/value

This paper uses an emerging neuroimaging method in consumer neuroscience, namely, fNIRS. The decoding accuracy of the model is 85 per cent which presents an improvement over the accuracy levels reported in previous studies. The research also contributes to existing knowledge by providing insights in understanding individual differences and heterogeneity in consumer behavior through neural activities.

Details

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

Keywords

Open Access
Article
Publication date: 16 August 2022

Caspar Krampe

To advance marketing research and practice, this study aims to examine the application of the innovative, mobile-applicable neuroimaging method – mobile functional near-infrared…

1275

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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

Research implications

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

Practical implications

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.

Originality/value

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.

Details

European Journal of Marketing, vol. 56 no. 13
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 19 December 2018

Lei Zhu, Shuguang Li, Yaohua Li, Min Wang, Yanyu Li and Jin Yao

Cooperative driving refers to a notion that intelligent system sharing controlling with human driver and completing driving task together. One of the key technologies is that the…

Abstract

Purpose

Cooperative driving refers to a notion that intelligent system sharing controlling with human driver and completing driving task together. One of the key technologies is that the intelligent system can identify the driver’s driving intention in real time to implement consistent driving decisions. The purpose of this study is to establish a driver intention prediction model.

Design/methodology/approach

The authors used the NIRx device to measure the cerebral cortex activities for identifying the driver’s braking intention. The experiment was carried out in a virtual reality environment. During the experiment, the driving simulator recorded the driving data and the functional near-infrared spectroscopy (fNIRS) device recorded the changes in hemoglobin concentration in the cerebral cortex. After the experiment, the driver’s braking intention identification model was established through the principal component analysis and back propagation neural network.

Findings

The research results showed that the accuracy of the model established in this paper was 80.39 per cent. And, the model could identify the driver’s braking intent prior to his braking operation.

Research limitations/implications

The limitation of this study was that the experimental environment was ideal and did not consider the surrounding traffic. At the same time, other actions of the driver were not taken into account when establishing the braking intention recognition model. Besides, the verification results obtained in this paper could only reflect the results of a few drivers’ identification of braking intention.

Practical implications

This study can be used as a reference for future research on driving intention through fNIRS, and it also has a positive effect on the research of brain-controlled driving. At the same time, it has developed new frontiers for intention recognition of cooperative driving.

Social implications

This study explores new directions for future brain-controlled driving and wheelchairs.

Originality/value

The driver’s driving intention was predicted through the fNIRS device for the first time.

Details

Journal of Intelligent and Connected Vehicles, vol. 1 no. 3
Type: Research Article
ISSN: 2399-9802

Keywords

Article
Publication date: 12 August 2019

Kyoung Cheon Cha, Minah Suh, Gusang Kwon, Seungeun Yang and Eun Ju Lee

The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young…

1459

Abstract

Purpose

The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively.

Design/methodology/approach

The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity.

Findings

The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation.

Research limitations/implications

Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness.

Practical implications

These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments.

Social implications

Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience.

Originality/value

This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing.

Details

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

Keywords

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…

2854

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

Open Access
Article
Publication date: 16 February 2022

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…

5248

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

Article
Publication date: 12 August 2014

Shannon B. Rinaldo, Dale F. Duhan, Brent Trela, Tim Dodd and Natalia Velikova

Wine tasting is an integral method for engaging consumers. Producers go to great lengths to educate consumers on evaluating quality based on taste and aroma. Understanding the…

Abstract

Purpose

Wine tasting is an integral method for engaging consumers. Producers go to great lengths to educate consumers on evaluating quality based on taste and aroma. Understanding the sensory and perceptual processes of wine tasting may offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine.

Design/methodology/approach

This study used functional near-infrared spectroscopy to examine processing in the frontal lobe of the brain during wine tasting and aroma evaluation. Sixty subjects evaluated the tastes and aromas of wine samples with various levels of sweetness, whereas 16 defined areas of their frontal lobes were measured with functional near infrared measurement.

Findings

The subjects’ orbitofrontal cortices were activated during both olfaction (smelling) and tasting. Further, larger areas of the frontal lobes showed significant activation during the olfaction task than during the tasting task. The level of the subjects’ wine knowledge did not predict differences in neural processing when participants evaluated aroma of wine; however, subjects with higher wine knowledge did show significantly higher activation in specific frontal lobe regions when tasting. Differences in levels of product involvement among the subjects were not significant for the tasting task, but were significant for the olfaction task.

Originality/value

Developing a better understanding of the biological processes involved in tasting may lead to understanding the differences in consumer preferences for wine. This, in turn, may assist tasting room managers to adjust their tasting procedure to be tailored to consumer-specific needs.

Details

International Journal of Wine Business Research, vol. 26 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Book part
Publication date: 5 November 2021

Lyn M. van Swol and Paul Hangsan Ahn

Groups have the ability to create something new and novel that does not exist at the individual level. This chapter examines group communication as the driver of this creation…

Abstract

Groups have the ability to create something new and novel that does not exist at the individual level. This chapter examines group communication as the driver of this creation process, using the input–process–output model. Group processes are often understudied and consigned to a “black box” between inputs and outputs. How advances in methodology and analysis software have increased the ability to study group communication processes and emergent states within this black box is highlighted. Four different areas of research are then briefly reviewed to showcase ways to focus on process. These four areas include structuration, shared mental models, transactive memory, and collective intelligence. The chapter concludes with a focus on future trends and a call for more interdisciplinary research with a theoretical focus.

Details

The Emerald Handbook of Group and Team Communication Research
Type: Book
ISBN: 978-1-80043-501-8

Keywords

Article
Publication date: 27 October 2022

Sidney Newton

The purpose of this study is to highlight and demonstrate how the study of stress and related responses in construction can best be measured and benchmarked effectively.

Abstract

Purpose

The purpose of this study is to highlight and demonstrate how the study of stress and related responses in construction can best be measured and benchmarked effectively.

Design/methodology/approach

A range of perceptual and physiological measures are obtained across different time periods and during different activities in a fieldwork setting. Differences in the empirical results are analysed and implications for future studies of stress discussed.

Findings

The results of this study strongly support the use of multiple psychometrics and biosensors whenever biometrics are included in the study of stress. Perceptual, physiological and environmental factors are all shown to act in concert to impact stress. Strong conclusions on the potential drivers of stress should then only be considered when consistent results apply across multiple metrics, time periods and activities.

Research limitations/implications

Stress is an incredibly complex condition. This study demonstrates why many current applications of biosensors to study stress in construction are not up to the task and provides empirical evidence on how future studies can be significantly improved.

Originality/value

To the best of the author’s knowledge, this is the first study to focus explicitly on demonstrating the need for multiple research instruments and settings when studying stress or related conditions in construction.

Details

Construction Innovation , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1471-4175

Keywords

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