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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 present some methodological and statistical considerations that should be taken into consideration when applying fMRI to study consumers’ cognitive behavior related to marketing phenomena.

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.

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.

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.

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 paper is to review proposals for earthquake prediction and study using accelerometers incorporated in laptop computers. Also reviewed is a lecture by Stephen Wolfram, creator of the Mathematica software package, introducing a new venture called Wolfram Alpha that combines computation with access to real‐world data. Developments in neural imaging techniques and some findings are discussed, including a remarkable manifestation of neural plasticity.

The aim is to review developments on the internet, especially those of general cybernetic interest.

Use of accelerometers, incorporated in laptop computers for a different purpose, appears to offer valuable opportunities for earthquake prediction and study. Exactly what will emerge from the Wolfram‐Alpha initiative remains to be seen but it holds great promise. New neuroimaging techniques have shown their worth in producing new findings, including one that reveals interesting neural plasticity.

Earthquake prediction and study, especially by a means that can be implemented quickly and cheaply, is of obvious value in quake‐prone areas such as California. Wolfram Alpha may come to be as familiar a tool as search engines are today. A primary aim of cybernetics is unravelling the working of the central nervous system, and both ethical and practical considerations favour non‐invasive means of investigation such as new neuroimaging techniques that have already proved their worth.

It is hoped this is a valuable periodic review.

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.

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.

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.

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.

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.

The purpose of this paper is to highlight the potential implications and non-implications for leadership and organization development of a recent systematic review of empirical developments in organizational cognitive neuroscience (OCN).

Butler et al.’s (2016) systematic review of 40 empirical articles related to OCN is re-interpreted in terms of its potential to reveal (non-) implications for practice. OCN is critically discussed, then related to the research findings from studies with two methodological designs.

At this stage of OCN’s emergence, it appears that neuroimaging and physiology-based research methods have equal potential in their implications for practice, though hormonal data poses ethical public interest dilemmas. Both methods cannot be reduced to specific forms of application to practice, but they set an aspirational direction for the future development of leadership and organizations.

There appear to be two paces of translational activity – practitioners are moving more quickly than academics in applying OCN to practice. It is suggested that a meeting of minds may be needed to ensure that any risks associated with applying OCN to practice are minimized or eliminated.

Inter-disciplinary research, like OCN, requires a social consensus about how basic research in cognitive neuroscience can be applied to organizations. A think tank will provide opportunities for deeper engagement and co-production between academics and practitioners.

Critically exploring the potential implications of OCN for practice, by basing the discussion on a systematic review of empirical developments.

Autism spectrum disorder (ASD) has been studied as a neurodevelopmental disorder since Leo Kanner's early observations of abnormal head circumference in autistic children. In the past few years, there has been much progress made in elucidating the anatomical and functional abnormalities in ASD. This paper aims to summarise the extant research.

This paper provides a summary of relevant research findings in the neuroimaging of autism for the past 12 month period. Papers were identified using the Medline search terms: autism; ASD (functional); magnetic resonance imaging (MRI); neuroimaging; diffusion tensor imaging (DTI); and endophenotype.

Relatively recent techniques such as functional MRI and DTI have furthered the initial work derived from early histological and structural imaging studies. Even newer techniques, such as DTI tractography and support vector machine analysis, and other computer‐based learning methods have allowed us to move beyond regional variations in grey and white matter volume and study ASD as a disorder of connectivity, and of regional cerebral function and neural circuitry. Brain regions and neural circuits that are implicated in the core symptoms of ASD (deficits in social reciprocity, language and communication, and restricted and stereotyped interests) have been repeatedly shown to be abnormal in those individuals.

This paper aims to provide a background for clinicians to the current research and focuses on developments in the field of neuroimaging of ASD from the past year, which have generated further insights into the neurobiology of ASD.

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.

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.

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.

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.

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.

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”.

The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that extends beyond current state-of-the-art approaches based on augmented reality (AR) and virtual reality (VR) technologies.

The authors first take stock of research on reality-enhanced service communication with AR and VR, then complement these insights with emerging neuroscientific research to conceptualize how NeR enables innovative forms of service communication. On this basis, the authors develop a research agenda to guide the future study and managerial exploitation of NeR.

AR and VR already offer unique affordances for digital-to-physical communication, but these can be extended with NeR. Specifically, NeR supports neuro-to-digital and digital-to-neuro communication based on neuroimaging (e.g. controlling digital content through thought) and neurostimulation (e.g. eliciting brain responses based on digital content). This provides a basis for outlining possible applications of NeR across service settings.

The authors advance knowledge on reality-enhanced service communication with AR and VR, whilst also demonstrating how neuroscientific research can be extended from understanding brain activity to generating novel service interactions.

The purpose of this paper is to provide an integrated analysis base to facilitate computational neuroscience experiments, following a user-led approach to provide access to the integrated neuroscience data and to enable the analyses demanded by the biomedical research community.

The design and development of the N4U analysis base and related information services addresses the existing research and practical challenges by offering an integrated medical data analysis environment with the necessary building blocks for neuroscientists to optimally exploit neuroscience workflows, large image data sets and algorithms to conduct analyses.

The provision of an integrated e-science environment of computational neuroimaging can enhance the prospects, speed and utility of the data analysis process for neurodegenerative diseases.

The N4U analysis base enables conducting biomedical data analyses by indexing and interlinking the neuroimaging and clinical study data sets stored on the grid infrastructure, algorithms and scientific workflow definitions along with their associated provenance information.

The purpose of this paper is to uncover the neural basis underlying the negative impact of graffiti on evaluations of neighborhood safety.

While in a functional magnetic resonance imaging scanner, participants rated the perceived safety of neighborhood scenes shown in photographic images. Some scenes were systematically altered to include graffiti, surveillance cameras or framed public art.

Consistent with previous research, the average safety rating for each scene including graffiti was significantly lower than for every other non-graffiti scene presented. The powerful salience of graffiti (as demonstrated by increased activation of the left fusiform gyrus) accompanied a decreased salience of other built environment scene elements (as demonstrated by reduced activation in the right parahippocampal gyrus). It appears as though the presence of graffiti causes the cognitive impact of other scene elements to fade. This redirection of cognitive focus may help to explain the dominant impact of graffiti on neighborhood safety evaluations.

Because of these basic perceptual tendencies, graffiti will necessarily dominate neighborhood safety evaluations. In any attempts to improve neighborhood safety evaluations, combating graffiti should be accorded a position of great importance, in keeping with these cognitive realities.

This is the first neuroimaging study of graffiti and perceived neighborhood safety.