Consumer Neuroscience Research Articles

AI-Powered Eye Tracking for Bias Detection in Online Course Reviews: A Udemy Case Study

The rapid growth of e-learning increased the use of digital reviews to influence consumer purchases. In a pioneering approach, we employed AI-powered eye tracking to evaluate the accuracy of predictions in forecasting purchasing patterns. This study examined customer perceptions of negative, positive, and neutral reviews by analysing emotional valence, review content, and perceived credibility. We measured ‘Attention’, ‘Engagement’, ‘Clarity’, ‘Cognitive Demand’, ‘Time Spent’, ‘Percentage Seen’, and ‘Focus’, focusing on differences across review categories to understand their effects on customers and the correlation between these metrics and navigation to other screen areas, indicating purchasing intent. Our goal was to assess the predictive power of online reviews on future buying behaviour. We selected Udemy courses, a platform with over 70 million learners. Predict (version 1.0.), developed by Stanford University, was used with the algorithm on the consumer neuroscience database (n = 180,000) from Tobii eye tracking (Tobii X2-30, Tobii Pro AB, Danderyd, Sweden). We utilised R programming, ANOVA, and t-tests for analysis. The study concludes that AI neuromarketing techniques in digital feedback analysis offer valuable insights for educators to tailor strategies based on review susceptibility, thereby sparking interest in the innovative possibilities of using AI technology in neuromarketing.

Intelligent systems and consumer neuroscience in the age of computational advertising

Abstract The main goal of this article is to provide an overview of the use and characteristics of intelligent systems and neuroscience tools applicable in the field of contemporary advertising. The newly emerging field of computational advertising is undergoing dynamic development, and this concept is now placed in the context of advanced intelligent systems, artificial intelligence, and virtual reality. According to the specified parameters, a systematic literature search of scientific publications was carried out and subsequently evaluated. The research questions are focused on the identification of intelligent systems and current consumer neuroscience tools finding application in the current trend of computational advertising. It follows from the processed systematic literature review that there are currently a number of intelligent systems and also a number of tools in the field of consumer neuroscience that can find application within the broader concept of computational advertising. These more or less intelligent systems and neuroscientific tools are already affecting all phases of the advertising life cycle. At the same time, a number of ethical issues associated with the use of both these technologies and tools have been found, which still need to be explored. The article attempts to fill the gap in the lack of literature dealing with this issue. Last but not least, the article contains a critical view of these new technological possibilities and also describes a number of new ethical challenges arising in this area.

Predicting Behaviour Patterns in Online and PDF Magazines with AI Eye-Tracking.

This study aims to improve college magazines, making them more engaging and user-friendly. We combined eye-tracking technology with artificial intelligence to accurately predict consumer behaviours and preferences. Our analysis included three college magazines, both online and in PDF format. We evaluated user experience using neuromarketing eye-tracking AI prediction software, trained on a large consumer neuroscience dataset of eye-tracking recordings from 180,000 participants, using Tobii X2 30 equipment, encompassing over 100 billion data points and 15 consumer contexts. An analysis was conducted with R programming v. 2023.06.0+421 and advanced SPSS statistics v. 27, IBM. (ANOVA, Welch's Two-Sample t-test, and Pearson's correlation). Our research demonstrated the potential of modern eye-tracking AI technologies in providing insights into various types of attention, including focus, engagement, cognitive demand, and clarity. The scientific accuracy of our findings, at 97-99%, underscores the reliability and robustness of our research, instilling confidence in the audience. This study also emphasizes the potential for future research to explore automated datasets, enhancing reliability and applicability across various fields and inspiring hope for further advancements in the field.

Accelerating sustainable consumption by putting “simplicity” and consumer neuroscience to work: a conceptual framework

Accelerating sustainable consumption by putting “simplicity” and consumer neuroscience to work: a conceptual framework

From E-Commerce to the Metaverse: A Neuroscientific Analysis of Digital Consumer Behavior.

The growing interest in consumer behavior in the digital environment is leading scholars and companies to focus on consumer behavior and choices on digital platforms, such as the metaverse. On this immersive digital shopping platform, consumer neuroscience provides an optimal opportunity to explore consumers' emotions and cognitions. In this study, neuroscience techniques (EEG, SC, BVP) were used to compare emotional and cognitive aspects of shopping between metaverse and traditional e-commerce platforms. Participants were asked to purchase the same product once on a metaverse platform (Second Life, SL) and once via an e-commerce website (EC). After each task, questionnaires were administered to measure perceived enjoyment, informativeness, ease of use, cognitive effort, and flow. Statistical analyses were conducted to examine differences between SL and EC at the neurophysiological and self-report levels, as well as between different stages of the purchase process. The results show that SL elicits greater cognitive engagement than EC, but it is also more mentally demanding, with a higher workload and more memorization, and fails to elicit a strong positive emotional response, leading to a poorer shopping experience. These findings provide insights not only for digital-related consumer research but also for companies to improve their metaverse shopping experience. Before investing in the platform or creating a digital retail space, companies should thoroughly analyze it, focusing on how to enhance users' cognition and emotions, ultimately promoting a better consumer experience. Despite its limitations, this pilot study sheds light on the emotional and cognitive aspects of metaverse shopping and suggests potential for further research with a consumer neuroscience approach in the metaverse field.

Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" and "functional magnetic resonance imaging or fMRI." Utilizing the PRISMA framework and R package software, we analyzed thirty-six Scopus-indexed articles. The USA and California Institute of Technology emerged as leading contributors, with Rangel, A., and Reimann, M., as notable authors. Prominent themes include 'advertising,' 'product,' 'price,' and 'brand', with the “Journal of Consumer Psychology” and “Journal of Neuroscience” being key publications. The most cited article is "Marketing actions can modulate neural representations of experienced pleasantness," with 620 citations. In addition, fMRI has been used to study consumer behavior (impulsiveness, reward, emotion, decision-making, and memory) toward marketing stimuli such as price (WTP), advertising (celebrity endorsement, MSV), product (packaging design), and brand (Halal logo, label, and personality). This study provides an invaluable literature review matrix and detailed insights into the current trends in global neuromarketing research utilizing fMRI. This study highlights the significant impact of fMRI in both academic and commercial realms, offering new insights for targeted marketing and consumer behavior research. It provides valuable guidance for developing more effective advertising strategies, understanding consumer decision-making processes, enhancing business performance, and collaborating academically.

Explainable artificial intelligence (xAI) in neuromarketing/consumer neuroscience: an fMRI study on brand perception.

The research in consumer neuroscience has identified computational methods, particularly artificial intelligence (AI) and machine learning, as a significant frontier for advancement. Previously, we utilized functional magnetic resonance imaging (fMRI) and artificial neural networks (ANNs) to model brain processes related to brand preferences in a paradigm exempted from motor actions. In the current study, we revisit this data, introducing recent advancements in explainable artificial intelligence (xAI) to gain insights into this domain. By integrating fMRI data analysis, machine learning, and xAI, our study aims to search for functional brain networks that support brand perception and, ultimately, search for brain networks that disentangle between preferred and indifferent brands, focusing on the early processing stages. We applied independent component analysis (ICA) to overcome the expected fMRI data's high dimensionality, which raises hurdles in AI applications. We extracted pertinent features from the returned ICs. An ANN is then trained on this data, followed by pruning and retraining processes. We then apply explanation techniques, based on path-weights and Shapley values, to make the network more transparent, explainable, and interpretable, and to obtain insights into the underlying brain processes. The fully connected ANN model obtained an accuracy of 54.6%, which dropped to 50.4% after pruning. However, the retraining process allowed it to surpass the fully connected network, achieving an accuracy of 55.9%. The path-weights and Shapley-based analysis concludes that, regarding brand perception, the expected initial participation of the primary visual system is followed. Other brain areas participate in early processing and discriminate between preferred and indifferent brands, such as the cuneal and the lateral occipital cortices. The most important finding is that a split between processing brands|preferred from brands|indifferent may occur during early processing stages, still in the visual system. However, we found no evidence of a "decision pipeline" that would yield if a brand is preferred or indifferent. The results suggest the existence of a "tagging"-like process in parallel flows in the extrastriate. Network training dynamics aggregate specific processes within the hidden nodes by analyzing the model's hidden layer. This yielded that some nodes contribute to both global brand appraisal and specific brand category classification, shedding light on the neural substrates of decision-making in response to brand stimuli.

Neural correlates of willingness to pay for items: A meta-analysis of functional magnetic resonance imaging studies

Willingness to pay (WTP) pervades every marketplace transaction, therefore, understanding how the brain makes bidding decisions is essential in consumer neuroscience. Although some neuroimaging studies have investigated the neural networks of WTP, systematic understanding remains limited. This study identified reliable neural networks activated by the WTP across different reward types and assessed common and distinct neural networks for different reward types (food and other) bids. We conducted an activation likelihood estimation (ALE) meta-analysis on WTP across different reward types (25 studies; 254 foci; 705 participants), and to compared neural representations of WTP for food reward (22 studies; 232 foci; 628 participants) and other rewards (7 studies, 61 foci; 177 participants). The ALE results revealed that the brain centers of WTP for different rewards mainly consist of the bilateral inferior frontal gyrus (IFG), bilateral insula, bilateral anterior cingulate cortex (ACC), along with the left caudate. This suggests that neural networks encoding WTP for different rewards consist of brain regions associated with reward processing, cost-benefit calculations, and goal-directed action activities. In addition, consistent activation of the bilateral IFG and bilateral insula for food but no other rewards bids suggest their involvement in the neural network of appetite. WTP for food and other rewards commonly activated ACC, suggesting a common region encoding bids for different rewards. Our findings provide novel insights into neural networks associated with WTP for food and other rewards bids and the mechanisms underlying WTP across different reward types.

Unlocking the neural mechanisms of consumer loan evaluations: an fNIRS and ML-based consumer neuroscience study.

This study conducts a comprehensive exploration of the neurocognitive processes underlying consumer credit decision-making using cutting-edge techniques from neuroscience and machine learning (ML). Employing functional Near-Infrared Spectroscopy (fNIRS), the research examines the hemodynamic responses of participants while evaluating diverse credit offers. The experimental phase of this study investigates the hemodynamic responses collected from 39 healthy participants with respect to different loan offers. This study integrates fNIRS data with advanced ML algorithms, specifically Extreme Gradient Boosting, CatBoost, Extra Tree Classifier, and Light Gradient Boosted Machine, to predict participants' credit decisions based on prefrontal cortex (PFC) activation patterns. Findings reveal distinctive PFC regions correlating with credit behaviors, including the dorsolateral prefrontal cortex (dlPFC) associated with strategic decision-making, the orbitofrontal cortex (OFC) linked to emotional valuations, and the ventromedial prefrontal cortex (vmPFC) reflecting brand integration and reward processing. Notably, the right dorsomedial prefrontal cortex (dmPFC) and the right vmPFC contribute to positive credit preferences. This interdisciplinary approach bridges neuroscience, machine learning and finance, offering unprecedented insights into the neural mechanisms guiding financial choices regarding different loan offers. The study's predictive model holds promise for refining financial services and illuminating human financial behavior within the burgeoning field of neurofinance. The work exemplifies the potential of interdisciplinary research to enhance our understanding of human financial decision-making.

Examining of the Consumer Neuroscience Concept with Bibliometric Analysis Method

Bu çalışmanın amacı; dünyada 2003-2023 yılları arasında, Web of Science (WoS) veri tabanında yer alan ve “consumer neuroscience” kavramını konu alan akademik çalışmaları bibliyometrik analiz yöntemi ile inceleyerek tüketici sinirbilimi konusunun tematik gelişimini bilimsel haritalama yöntemiyle ortaya çıkarmaktır. Ulaşılan makale verilerinin Vosviewer programı aracılığıyla bibliyometrik analizi gerçekleştirilmiştir. Tüketici sinirbilimi kavramı ile olası diğer kavramlar arasındaki ağ ilişkisi belirlenerek kümelendirme ve görselleştirme aracılığıyla hipotetik modelin alt yapısı oluşturulmuştur. Bu doğrultuda, tüketici sinirbilimi alanındaki araştırma eğilimlerinin belirlenmesi, ilgili yazındaki araştırmaların spesifik yönlerinin tanınması ve aynı zamanda alandaki boşlukları tespit ederek gelecekte yapılması planlanan çalışmalara katkı sağlaması hedeflenmiştir. Analiz sonucunda 32 alt unsura sahip 6 küme ve kelime bazlı ilişki ağları tespit edilmiştir. Bulunan kümeler sırasıyla; tüketici sinirbiliminin kapsamı, tüketici sinirbiliminin gelişim süreci, tüketici sinirbilimi araştırmalarında kullanılan teknikler, satın alma niyeti araştırmaları, makine öğrenimi, sanal gerçeklik olarak isimlendirilmiştir. Nöropazarlama, EEG, fMRI, tüketici davranışı, duygu, reklamcılık ve nöroekonomi kavramlarının ilişki ağında öne çıktığı tespit edilmiştir.

An overview of ethical issues in neuromarketing: Discussion and possible solutions

The emergence of new areas of investigation frequently elicits a division of opinion among the scientific community, particularly when human participants are involved. Consumer neuroscience, commonly referred to as neuromarketing in popular discourse, has given rise to a plethora of ethical predicaments and moral uncertainties in academic circles. In the absence of intervention, these obstacles possess the capacity to impede the advancement of this nascent discipline. Although certain ethical concerns may appear exaggerated, it is imperative for both researchers and neuromarketing firms to maintain rigorous data protection protocols and honor the confidentiality of study participants. The concept of neuromarketing, as commonly portrayed in scholarly works, denotes the intersection of the fields of neuroscience and marketing. The present definition served as a catalyst for our investigation into ethical considerations as expressed in neuromarketing literature, situated within the theoretical constructs of neuroethics and marketing research ethics. This paper examines the ethical dilemma from two perspectives, namely marketing research and neuroethics. The following discourse delves into the ethical concerns derived from the existing neuromarketing literature, providing viable solutions and guidelines to effectively navigate this unexplored ethical landscape.

A BIBLIOMETRIC ANALYSIS OF HUMAN HORMONES IN CONSUMER NEUROSCIENCE AND HUMAN BEHAVIOR RESEARCH: TRENDS AND INSIGHTS WITH IMPLICATIONS FOR MARKETING

The fields of consumer neuroscience, neuromarketing, human behaviour, and human hormones (such as dopamine, serotonin, oxytocin, and endorphins) have been widely studied. However, it is noteworthy that despite the considerable attention directed towards these domains, the phenomenon of happiness hormones in the field of marketing and consumer behaviour remains largely unexplored within academic investigations. To fill this gap, this study conducted a comprehensive bibliometric analysis of scientific articles published on this combination (neuro*marketing OR marketing OR consumer*neuroscience OR human AND behavi*) AND (dopamine OR serotonin OR oxytocin OR endorphins OR happy AND hormo*). The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) system and VOSviewer software were used to select and analyse articles published in the Scopus database between January 2012 and December 2022. The analysis included 218 articles from various subject areas, including neuroscience, psychology, multidisciplinary studies, art and humanities, and social sciences. The results show an increasing number of publications over the years, with the United States being the leading country in terms of publication output, with 116 articles and 5920 citations. Influential authors, such as Jacob S., were identified, along with highly cited articles and keywords related to human behaviour and hormones, including "dopamine", "serotonin", "testosterone", "oxytocin", "depression", "stress", "motivation", "behaviour" and "anxiety". PLoS One was identified as the most productive journal (20 articles and 372 citations). This is the first study to provide a bibliometric analysis of the current state of research in consumer neuroscience, neuromarketing, human behaviour and human hormones, and to suggest directions for future research in the field.

Reconsidering the path for neural and physiological methods in consumer psychology

AbstractRecent decades have witnessed a burst of neuroscience research investigating mental and physiological processes central to consumer behavior, including sensory perception, memory, and decision making. Nonetheless, few publications that include neural and physiological measures, or develop conceptual frameworks around neuroscience principles, have been published in consumer psychology. It is clear that “consumer neuroscience” has thus far not lived up to its promises in the marketing literature. We suggest three main reasons for this. First, neural and other biological markers are often mistaken to be identical to the overlaying psychological constructs in traditional consumer psychology work. Second, somewhat surprisingly, there has been an overly narrow utilization of neural data. Most previous work focused on linking existing behavioral phenomena or psychological constructs central to consumer research to neural correlates using brain imaging techniques while ignoring other methods. We argue that much can be gained from improved integration of physiological measures and through them, different levels of analysis. Third, there remain significant structural hurdles to the broad adoption of neural and physiological measures for consumer researchers. We outline how addressing these three components can translate to a more holistic understanding of the consumer via both broader and deeper consumer insights.

Cue‐reactivity to brand logos of consumers with a compulsive buying tendency: A consumer neuroscience perspective

AbstractWell‐designed brand logos can be critical in effective marketing strategies. By adopting a consumer neuroscience approach and the interaction of person‐affect‐cognition‐execution model, this study analyzes the behavioral reaction and neural activation pattern during the perception of brand logos in relation to the compulsive buying tendencies of participants. Results suggest that women are more cue‐reactive toward brand logos and show activity changes in brain regions associated with cue‐reactivity in (behavioral) addictions. Conversely, men are less cue‐reactive but show increased activity changes in reward‐related regions. Women with compulsive buying tendencies may be more susceptible to brand logos, which can evoke neural activation similar to addictive patterns, while men are less cue‐reactive but show hidden neural activation associated with rewards. This study enhances understanding of (1) how marketing cues influence pre‐addictive behavior and (2) gender differences in brain activations related to cue‐reactivity in people with compulsive buying tendencies. We inform further research on implicit and neural processes on how brands are perceived by compulsive buyers, particularly among male consumers. We also emphasize the need to protect vulnerable consumer groups, such as compulsive buyers.

Updated Reviews and Trends in Consumer Neuroscience

Updated Reviews and Trends in Consumer Neuroscience

Towards a Sustainable Future: Evaluating Eco-Labels in the Context of Consumer Neuroscience

Bu çalışmada nörobilim teknikleri ile yapılan eko-etiket araştırmalarına dair literatür taraması yapılarak tüketici nörobilimi bağlamında eko-etiketlerin etkinliği değerlendirilmiştir. Bu çalışmanın amacı, Türkiye'de eko-etiketlerin etkinliğinin nörobilim teknikleriyle değerlendirildiği bir çalışmanın bulunmamasından kaynaklanan bu boşluğu doldurmaktır. Bu bağlamda nörobilim tekniklerinin kullanıldığı araştırmalara odaklanan bir literatür derlemesi sunularak eko-etiketlerin etkinliği değerlendirilmiştir. Yapılan araştırmalar, eko-etiketlerin sürdürülebilir tüketim davranışlarını teşvik etmede etkili bir araç olduğunu göstermektedir. Bireylerin açık ve örtük tepkilerini inceleme kapasitesi açısından tüketici nörobilimi, tüketici kararlarını anlamak için diğer yöntemlere göre daha güvenilir sonuçlar sunmaktadır. Bu çalışmada eko-etiketlerin çevre bilincinin artırılması ve sürdürülebilir üretim ile tüketim alışkanlıklarının teşvik edilmesinde etkili bir araç olarak kabul edilmesi gerektiği sonucuna varılmaktadır. Bunun yanı sıra nörobilim temelli araştırmaların sürdürülebilir tüketim politikalarının geliştirilmesi ve uygulanmasında önemli bir kaynak olarak kullanılması, bu politikaların etkinliğini artırma potansiyeline sahiptir.

Neuroscience Goes Virtual: How to Measure Consumers‘ Responses in Extended Realities

Abstract The metaverse and extended realities offer new avenues for studying consumer behavior. Consumer neuroscience tools are being utilized to understand interactions in these virtual spaces. The 3S framework (Stimuli, Sensors and Signals) provides a foundation for applying these tools. Stimuli can be manipulated to study brand choices, and sensors capture physiological responses such as heart rate and facial expressions. Different interface devices like monitors, smartphones and head-mounted displays offer varying immersion levels and sensor compatibility. Augmented reality requires minimal additional technology, while virtual reality allows detailed tracking of user interactions. Mixed reality combines both. Applications of extended realities in consumer research include pretesting products and designs, virtual try-on experiences and analyzing the impact of virtual presences. The available technology and ongoing advancements present exciting opportunities for understanding consumer behavior in virtual and augmented spaces.

Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising.

This paper presents an innovative research project that aims to study the emotional factors influencing decision-making elicited by infomercials, a powerful sales technique that uses emotional communication to engage viewers, capture attention, and build trust. Using cutting-edge consumer neuroscience techniques, this study focuses on the identification of the variables that most impact the Call-to-Action and Purchase Intention. Forty participants were selected and divided into two groups, with each group exposed to one of two infomercials (condition A = male seller; condition B = female seller). EEG signals were recorded as well as Eye-tracking data. After the viewing, participants completed a self-report questionnaire. Results show that seller characteristics such as Performance and Trustworthiness, as well as Neurophysiological variables such as Approach-Withdrawal Index, Willingness to Pay, Attention and Engagement, significantly impact the final Call-to-Action, Purchase Intention, and infomercial Likeability responses. Moreover, eye-tracking data revealed that the more time is spent observing crucial areas of the infomercial, the more it will increase our Willingness to Pay and our interest and willingness to approach the infomercial and product. These findings highlight the importance of considering both the Seller attributes and the consumers' Neurophysiological responses to understand and predict their behaviors in response to marketing stimuli since they all seem to play a crucial role in shaping consumers' attitudes and purchase intentions. Overall, the study is a significant pilot in the new field of neuroselling, shedding light on crucial emotional aspects of the seller/buyer relationship and providing valuable insights for researchers and marketers.

Neuromarketing research trends over the last ten years: a bibliometric analysis of the Scopus databases

The purpose of this study is to investigate and examine the scientific literature on neuromarketing using bibliometric analysis to investigate the main subjects, authors, sources, most cited papers, and leading nations in the neuromarketing literature. From 2014 through 2023, articles indexed in the Scopus database were examined. As a result of the initial search, 780 papers were collected, of which 103 published articles were chosen as valid for neuromarketing analysis utilizing the VOSviewer tool to show density, co-occurrence, trends, and data linkage. The findings suggest that the development of publishing is on the rise between 2014 and 2022. Furthermore, the findings imply a growing interest in neuromarketing research. The United States came in first, followed by Spain and the United Kingdom. Sungkyunkwan University in Korea topped the list of the finest institutions for publishing. Furthermore, the findings revealed that Plassman is the most referenced author in the Scopus database. The keyword "neuromarketing" has the most outstanding overall association strength (95) with neuroscience, consumer neuroscience, EEG, consumer behavior, FMRI, marketing, neuroscience, and psychology. The findings of this study assist researchers in developing a solid roadmap for delving deeper and defining future research areas in neuromarketing.

Why it is good to communicate the bad: understanding the influence of message framing in persuasive communication on consumer decision-making processes.

One approach to bridging the gap between consumer intentions and behavior is persuasive communication to reinforce their intentions and thereby support their behavior change. Message framing has proven to be a useful, persuasive communication tool. However, message framing is considered more complicated than other types of framing because, in addition to concept-specific elements, it is also strongly influenced by and, in turn, influences emotions. Therefore, it is almost impossible for consumers to verbally express their attitudes, so the challenge is to explain and measure its impact. This research aims to help in this regard by suggesting a theoretical model to understand how message framing is processed from a consumer neuroscience perspective. More precisely, the factors that constitute message framing are systematized and built on a reflective-impulsive model and a neural emotion-cognition framework interpreted to explain the persuasive effects of message framing. A functional magnetic resonance imaging (fMRI) experiment is used to examine the effects of message framing for four different frame types that are hypothesized to affect consumer information processing differently. The results suggest that communication strategies should take into account the valence of the objects and the frame used. The behavioral results partially confirm the assumption that two types of information processing could take place, as suggested by the reflective-impulsive model. At the neural level, using the network perspective, the results show that certain brain regions primarily associated with emotional and cognitive interaction processes are active during processing, depending on the framing of the message. In cases of indirect avoidance value-consistent framing, it may be good to communicate the bad in the appropriate frame to influence information processing.