Field Of Neuromarketing Research Articles

Comparison of Studies Conducted in the Field of Neuromarketing and Artificial Intelligence Using Bibliometric Method

Abstract Neuromarketing research focuses on consumer purchase intention, decision-making processes, purchase behavior, brand awareness, brand loyalty, and repeat purchase behavior. In these studies, consumer behavior has been analyzed using neuroscientific methods and tools. The most commonly used tools include Functional Magnetic Resonance Imaging (fMRI), Eye Tracking, Electroencephalogram (EEG), Positron Emission Tomography (PET), Transcranial Magnetic Stimulation (TMS), Magnetoencephalogram (MEG), Steady State Topography (SST), Implicit Association Test (IAT), Facial Electromyography (fEMG), Automatic Face Coding (AFC), Skin Conductance Response (SCR), and other methods for measuring physiological responses. However, the use of these neuroscientific tools is not always possible due to economic constraints and lack of experimental design. Neuroscientific imaging and measurement methods are not preferred in every study due to their high costs and expertise requirements. However, when neuromarketing studies are examined, it is seen that methods such as Eye Tracking, EEG and fMRI are used more widely. These tools contribute to a deeper understanding of consumer behavior. In order to better analyze consumer behavior, it is of great importance to convey marketing stimuli and messages correctly. In the field of marketing, the effect of stimuli conveyed to consumers using the five senses is one of the focal points of neuromarketing. More than one neuroscientific method should be used together to understand consumer intentions, thoughts and purchasing behaviors. In this way, the obtained data can be analyzed more comprehensively and clearer insights can be provided about neuromarketing. The aim of this study is to present a comprehensive assessment of the use of neuroscientific tools by examining the publications in the field of neuromarketing in the Web of Science database between 2010-2024 with bibliometric analysis. The study will address the limitations of not using more than one neuroscientific tool together in neuromarketing research and the inadequacy of analyses supported by artificial intelligence. A more holistic approach will be proposed to address these shortcomings and a guiding resource for future research will be created.

Using neural data to forecast aggregate consumer behavior in neuromarketing: Theory, metrics, progress, and outlook

AbstractThe field of using neural data to forecast aggregate consumer choice has garnered attention in the past decade, holding substantial promise for both researchers and practitioners. However, a comprehensive understanding of this emerging field is lacking. This paper aims to bridge that gap by summarizing existing research, encompassing relevant theories, metrics, progress, and future directions. We begin by introducing the concept of neuroforecasting within the field of neuromarketing. We then delve into theories that leverage neural data for forecasting aggregate choice, including affect‐integration‐motivation framework, frontal asymmetry, and inter‐subject correlation. Subsequently, we review various metrics, including self‐reported, behavioral, and neural metrics employed to forecast market‐level behavior, presenting key findings from relevant studies. Furthermore, we examine the strengths and weaknesses of this field. Advantages of this approach include its ability to offer effective predictions of consumer behavior and provide enhanced insights into consumer preferences and choices, while its weaknesses encompass relatively high cost, sample size constraints, issues of ecological validity, and challenges related to reverse inference. In conclusion, future research should prioritize integrating diverse data types with machine learning techniques to forecast the outcomes of marketing campaigns in advance. Additionally, a deeper exploration of the psychological and cognitive processes underlying successful predictions can augment predictive accuracy and effectiveness. This review provides a systematic overview for researchers and practitioners in this field, offering valuable insights and guidance for future research endeavors and industry applications.

NEUROMARKETING TOOLS: ETHICAL SIDE OF INFLUENCE ON CONSUMER BEHAVIORAL REACTIONS

Despite the growing popularity of neuromarketing, its use faces certain problems. First of all, consumers and society have concerns about the ethical component of neuromarketing and the possibility of its use to manipulate consumer behavior. In addition, both businesses and consumers do not always have complete information about the features of neuromarketing and the technologies it uses. Addressing these issues is essential to expanding the use of neuromarketing as a tool for improving business performance. Purpose of the study: analysis of the ethical aspects of neuromarketing and review of the main neuromarketing technologies from the point of view of assessing their advantages compared to traditional marketing tools. Method or methodology for carrying out work. During the research, systemic and situational types of analysis, data from expert assessments, and information from complex studies provided by neurolaboratories were used. The information base of the study was formed on the basis of publications on the topic of neuromarketing, presented in the RSCI and Scopus databases, as well as monographs relevant to the research topic. Results. We have proposed our own definition that reveals the essence of neuromarketing. The author's point of view has been formed on determining the degree of ethics of using neuromarketing tools when conducting comprehensive studies of consumer preferences. Information on key neurobiological methods used in neuromarketing research is systematized and their effectiveness in comparison with traditional marketing tools is clarified. Scope of application of the results: results obtained can be used when conducting research in the field of neuromarketing.

Neuromarketing as a Mechanism of Communication with the Consumer: The Case for Small Business

Neuromarketing is a modern tool for researching consumer reactions to advertising stimuli and identifying relevant consumer behaviour patterns. Conducting neuromarketing research using eye tracking technology allows us to obtain objective data on consumer perceptions of advertising, websites, product packaging, etc. This article is devoted to studying the structural and content environment of the marketing category and neuromarketing research on advertised materials via the eye-tracking method. The analysis of publishing activity on the topic of neuromarketing carried out with the help of Scopus tools and the VOSviewer toolkit showed a trend of increasing interest from the scientific community in the use of neurotechniques and technologies in the study of consumer behaviour since 2004. The results of the analysis of the structural and content environment have shown the growing interest of scientists in the detailed study of consumer reactions to a product, brand, site, and advertisement, with further conclusions regarding their preferences and priorities. The work revealed that in the field of neuromarketing, there are methods that can be conditionally divided into those that register activity in the brain (neurological) and those that register activity outside the brain (biometric). The characteristics of these methods make it possible to choose the most appropriate method of eye tracking for evaluating consumers’ reactions to advertising posters. Pupil Labs Invisible mobile eyetracker was used as the main tool for neuromarketing research. According to the results of the two stages of the experiment, heatmaps were obtained, which are described by the key metrics of the study: fixations and points of view, heatmaps, areas of interest, and time spent. With the help of research, the most profitable designs of advertising posters for consumers were determined. The influence of different colors and their combinations on the brain activity of potential consumers was analysed. As a result, a conclusion was made regarding the optimal placement of such key elements on the poster as the logo, and the price, the colour range of the presented materials and the fonts that were used were determined. The application of the obtained results of marketing research made it possible to obtain information about how consumers perceive visual stimuli, which, in the future, will be the basis for perfecting marketing communication strategies with the target audience of consumers.

Biomedical signal processing methods for neuromarketing: A comparative study

Neuromarketing involves the integration of neuropsychology into marketing research, focusing on analyzing consumer sensory-motor actions, including cognitive and emotional responses to marketing stimuli, using advanced technologies. It represents one of the latest strategies in marketing research and has the potential to shape the future of the field. Numerous studies have already been conducted in this domain to enhance research outcomes. Nevertheless, the literature indicates that there are still opportunities for further advancements and improvements. A literature review was conducted in this article to explore the availability of an openly accessible dataset widely utilized by researchers in the field of neuromarketing. We examined the signal preprocessing, feature selection, feature extraction, and classification methods employed in studies utilizing the dataset created by Yadava et al.

Emotion recognition based on group phase locking value using convolutional neural network

Electroencephalography (EEG)-based emotion recognition is an important technology for human–computer interactions. In the field of neuromarketing, emotion recognition based on group EEG can be used to analyze the emotional states of multiple users. Previous emotion recognition experiments have been based on individual EEGs; therefore, it is difficult to use them for estimating the emotional states of multiple users. The purpose of this study is to find a data processing method that can improve the efficiency of emotion recognition. In this study, the DEAP dataset was used, which comprises EEG signals of 32 participants that were recorded as they watched 40 videos with different emotional themes. This study compared emotion recognition accuracy based on individual and group EEGs using the proposed convolutional neural network model. Based on this study, we can see that the differences of phase locking value (PLV) exist in different EEG frequency bands when subjects are in different emotional states. The results showed that an emotion recognition accuracy of up to 85% can be obtained for group EEG data by using the proposed model. It means that using group EEG data can effectively improve the efficiency of emotion recognition. Moreover, the significant emotion recognition accuracy for multiple users achieved in this study can contribute to research on handling group human emotional states.

Ensuring the level of creativity in neuromarketing tests between human-made objects and artificial intelligence

In the current era of increasing influence of artificial intelligence on content creation, it is essential to investigate how the origin of the creator influences the neurocognitive responses of consumers in neuromarketing experiments. This theoretical paper aims to delve into the issue of ensuring the same creative level of the objects used in these experiments in order to explore how these objects, created by both humans and artificial intelligence, shape the perception and response of the brain. With an introduction to the increasing complexity of content creation, we emphasize the importance of understanding the impact of creativity on neurocognitive processes and the importance of equal creative level for adequate comparisons in neuromarketing research. In more detail, we define creativity as a multidimensional phenomenon that relates to visual aesthetics and content originality. In the field of neuromarketing and creative testing, exploring how neurocognitive responses differ between human-created and artificial intelligence-created test objects is still a novelty. In the final discussion, we interpret the results in the context of existing research in neuromarketing. We evaluate practical applications of the proposed method and suggest future directions for research on the relationship between creativity, artificial intelligence, and neurocognitive responses of consumers in the field of neuromarketing.

Differences in the perception of neuromarketing attributes in the context of selected socio-demographic characteristics of customers

The presented contribution analyzes mutual differences in the perception of the selected attributes of neuromarketing with an emphasis on the selected socio-demographic characteristics of customers. On a theoretical level, the contribution captures basic concepts from the field of neuromarketing and the customer, their personality and their behavior. The customer thinks about their already completed purchase, whether they did well with it, and whether they considered all their requirements. They decide whether they will repeat their purchase or not. The aim of the contribution within the empirical part is to find statistically significant differences from the point of view of residence and marital status of the respondents. The results of the analyses did not confirm the existence of differences in the selected attributes of neuromarketing from the point of view of residence. When using neuromarketing attributes within marital status, a higher average was recorded for unmarried respondents. They realize what neuromarketing can do and what impact it has on the business behavior of customers. The results obtained from the conducted research support the meaningfulness of investigating the issue of neuromarketing attributes, primarily in the context of selected socio-demographic characteristics of customers. The obtained data were mathematically and statistically recorded. The methods of differential statistics were used during processing, namely the Student’s t-test.

USE OF NEUROMARKETING TOOLS DURING THE PANDEMIC

This work determines the current state of research and its results in the field of neuromarketing and artificial intelligence, the attitude and awareness of society to the concepts, results, advantages and disadvantages. It also proposes to form a system of principles for the security of society and opportunities to anticipate and prevent various catastrophic situations. The subject of research is the theoretical, methodological, and practical features of the use of neuromarketing tools during a pandemic. Methodology. Methods such as observation (to collect primary data), questionnaires (to determine the impact of various neuromarketing tools during a pandemic), analysis and synthesis (to substantiate practical recommendations), and graphics (for visual display) were used to solve the tasks set in the paper. Results. The article describes the basic concepts that formed the basis of neuromarketing research. In the paper the main stages of neuromarketing time-tracking are highlighted and described. The article is about the issues related to the special neuromarketing tools that marketers use to obtain relevant results in the course of research. Also, the main reasons for the use of specialized tools were revealed and the indicators, which the researchers will analyze in the formation of conclusions and recommendations for the customers, were determined. An example of the practical application of neuromarketing for the business is proposed. It is established that a well-developed brand, which is effectively used in the activities of a enterprise, can become its special intangible asset. Moreover, it can be the basis for expanding a loyal target audience and a tool to help the company survive the crisis. People want to experience emotions together with the company, to feel unity with its idea. Practical implications. Neuromarketing technologies in the pandemic are gaining popularity and are increasingly being used as a powerful tool to influence the behavior of the target audience. The result neuromarketing reflects the highest stage of development of research and development, the right choice, which makes invisible and gives a sense of interrelation of all parts of the investigated system. Value/originality. It has been proved that neuromarketing is an effective tool for carrying out activities during the pandemic. Practical aspects of the introduction of neuromarketing techniques into the work of enterprises during the pandemic have been proposed.

THE DEVELOPMENT OF NEUROMARKETING IN RUSSIA

The article analyzes the understanding of the essence of neuromarketing in the business circles of Russia. The basis for the completed research is the study of applied publications on various aspects of neuromarketing, as well as materials of forums and roundtables with heads of companies interested in the development and application of neuromarketing. The most relevant interpretations of the concept of "neuromarketing" are highlighted and presented. Areas and types of neuromarketing research, the requirements for organizations engaged in providing this type of service are listed. It is emphasized that the implementation of neuromarketing services requires a certain logistical basis, on which the format of services and the quality of research depends. The main types of equipment are presented with a description of the characteristics and prices depending on the level of complexity of the tasks of neuromarketing. In order to understand the prevalence of neuromarketing services and their qualitative level, the characteristics of companies engaged in neuromarketing in Russia have been analyzed. The author describes the activities of companies operating in Russia and the range of tasks they solve in the field of neuromarketing. The article concludes by showing the prospects of neuromarketing development and describing the possibilities of its application in various areas of activity.

НЕЙРОМАРКЕТИНГ ЯК ІНСТРУМЕНТ ВПЛИВУ НА ПОВЕДІНКУ СПОЖИВАЧА

Currently, much attention is paid to neuromarketing research, because it is on their basis that information about attention, perception, mental processes, memory, emotions of the consumer is summarized. It is with the help of neuromarketing that marketers form the image of a certain customer with his preferences and develop a certain concept of influencing him. This article discusses the concept of neuromarketing, its interpretation. Also, an overview of neuromarketing tools, their advantages and disadvantages, possible areas of application was made. The channels of perception of marketing information by consumers are described and examples of their practical application are given. Тhe aim of the study is to systematize approaches to defining the concept and essence of neuromarketing. Determine its impact on the behavior of potential buyers. Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. The field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior and decision making. Neuromarketers use a wide range of neuromarketing techniques and technology in their pursuit to better understand consumer behavior. The tech is generally separated into two camps: those that measure neurological brain activity and those that infer neurological responses by proxy. Neuromarketing’s flexibility, while confusing at first, is also the industry’s greatest asset. In practice, neuromarketing can be used to answer almost any research question that marketers might have about their product—even questions that traditional marketing research can’t tackle. Studying manipulation techniques of consumer behavior in the market allowed to arrange them, determine the most efficient stimulation methods of consumer’s subconsciousness and methods of momentary purchase. In the science there is a concept ‘multisensory perception’ that includes data received by a person through sense organs (eye-sight, hearing, olfaction). The popular manipulating methods are systems of discount, packing shapes, attracting celebrities, empathy, comparison effect, etc. Neuromarketing is capable of studying both the preferences of consumers regarding certain products and brands, and the process of their selection, taking into account the subjective characteristics of consumers.

Neuromarketing razotkriven - pregled trenutnog stanja u području

Neuromarketing showed up as a new interdisciplinary field that bridges neuroscience and marketing. A relatively young field that was born within the "neuroculture" matrix is covered with a veil of mystery and often misrepresented in the media as a powerful tool used by corporations to manipulate consumers' preferences, purchasing behavior, etc. In this paper, we have done an extensive literature review in order to put light on some dilemmas and take off the veil of mystery that surrounds neuromarketing. Firstly, (i) we discussed the definition and context in which neuromarketing emerged, (ii) important brain areas in consumer neuroscience which find their application in neuromarketing research, (iii) techniques used in neuromarketing (neuroimaging and non-neuroimaging), (iv) ethical issues in the field of neuromarketing (a part of neuroethics), and (v) limitations and recommendations for future development of neuromarketing.

NEUROMARKETING AND FREE WILL IN CIVIL LAW

The research is devoted to topical issues of law in the field of neuromarketing. The transition from commodity economy to economy of impressions is largely due to application of modern methods of monitoring brain functioning in order to increase efficiency of production and trading strategies. Due to the potential ability to influence the decision-making process of clients, neuromarketing attracts mixed opinions from lawyers and psychologists. The current legislation does not provide an appropriate level of regulation of neuroscience and their results in the market. At the same time, the precontractual impact on the consumer may contain signs of distorting the principles of freedom of contract, good faith, and reasonableness. The article proposes to consider the rational behavior of an individual - one of the main presumptions of civil law - from a new perspective, given the current results of neuropsychological research and ethical and legal aspects of social relations. The results of the work allow to speak about fundamental possibility of limiting the dynamic form of free will in a contractual obligation (up to the refusal of a transaction) if there are conditions related both directly to the psychophysiological characteristics of the counterparty and the pe-culiarities of neuromarketing effects under a specific contract. The relevance of hierarchical concepts of autonomy of will is noted; these are the situations when an individual choice is subject to legal protection, if it reflects a genuine will, consistent with the essential goals and values of the person. The absence of defects in awareness and voluntariness in such cases is a key aspect of principles of freedom of contract and reasonableness associated with a conscious decision when entering an obligation.

Neuromarketing: a historical review

Neuroscience, the study of the brain and how humans process their daily activities, has always been part of other fields (such as neuropsychology in the psychological context). However, 2002 is known as the year neuromarketing was first coined by Professor Ale Smidts, describing it as the study of the brain and how it processes activities about consumer context (purchase behavior – how and why they buy). Further reviews showed that before coining the term, companies were already adopting neuromarketing through systems such as functional Magnetic Resonance Imaging (fMRI). To further demonstrate its essence, this review discussed its historical dimension, and findings show that it is a revolutionary area of marketing. Although limited empirical studies have been conducted within the context of neuromarketing, the review shows that it can address the challenges of reliability, validity, and generalizability that come with the conventional approaches in marketing research. However, it is suggested that the field of neuromarketing needs empirically-based works, urgently.

Tendencias de investigación en neuromarketing

En esta investigación, se realiza una revisión de la literatura en el área de neuromarketing a nivel mundial, disciplina clasificada como nueva, y que, al tener esta característica, no se cuenta con evidencias suficientes, que muestren tendencias y/o líneas de investigación en este campo del saber. La revisión documental, tiene un enfoque mixto cualitativo y /cuantitativo, a través de análisis bibliométricos y de minería de datos. Así, dentro de los resultados obtenidos de la revisión, se identificaron las principales tendencias empíricas y los vacíos dentro de la literatura en temas específicos. Al respecto, no existen estudios sistemáticos de revisión, que aborden el campo de investigación desde una perspectiva general, que recopile diferentes fuentes científicas como artículos en idioma inglés, relacionados con las áreas de negocios, sociología, psicología y economía, entre otros. Por esta razón, se realiza una exploración temática, que es útil para orientar las prácticas de producción académica en el campo del Neuromarketing. A partir de los resultados, se evidencian algunas aperturas de tendencias en factores de: influencia de la TV y comerciales en procesos de decisión; medición a través de resonancia magnética; usuarios, smartphones y tecnología; producto y precio en la decisión de compra; importante rol de la reputación; efectividad publicitaria en industria hotelera y de turismo; implicación de la publicidad en la salud y su regulación; sitios web soportados en neuromarketing; relaciones entre servicio-cliente-valor; percepción neural de los mensajes y estímulos; confianza y desconfianza del consumidor; colores y su importancia en el branding. Además, se observa escasa consolidación de la comunidad científica y falta de una revista especializada en neuromarketing, debido a la poca financiación de este tipo de estudios, en especial por parte de las entidades públicas.

Attentional Bias Pattern Recognition in Spiking Neural Networks from Spatio-Temporal EEG Data

When facing with different marketing product features, consumers are unaware of the important role of external stimuli on their decision-making behaviour. Neuromarketing background suggested that consumers might be seduced by the attentional bias which can direct their decision. This study aims at modelling and visualisation of the brain activity patterns generated by marketing product features with respect to the spatio-temporal relationships between the continuous EEG data streams. This research utilises brain-like Spiking Neural Network (SNN) models for analysing spatio-temporal brain patterns generated by attentional bias. The model was applied to Electroencephalogram (EEG) data for investigating the effectiveness of attentional bias on consumer preference towards marketing stimuli. Our experimental results have shown that consumers were more likely to get distracted by product features that are related to their subconscious preferences. This paper proofs that consumers pay the highest attention to non-target stimuli when they were presented with attractive features. This study provided a proof of principle for the role of attentional bias on concern-related human preferences. It represents knowledge discovery in the prediction of consumer preferences in the field of neuromarketing. The SNN-based models performed superior not only in achieving a higher classification of EEG data related to different stimuli in comparison with traditional methods, but it most importantly enables a better interpretation and understanding of underpinning brain functions against marketing stimuli.

La investigación sobre la atención durante el consumo de televisión: Avances actuales y retos futuros

This article reviews how the study of attention to television has been addressed, the theoretical models applied, and the main developments to date. The key challenges for research on this topic are also outlined, both from the perspective of the expansion and improvement of the theoretical models available today, as well as from the point of view of their industrial application, specifically in the field of neuromarketing.

The Marketing of Neuromarketing: Brand Differentiation Strategies Employed by Prominent Neuromarketing Firms to Attract Media Clients

Many media-based companies, such as networks, program producers, and production studios, are captivated by the promises made by the burgeoning field of neuromarketing. Market research firms specializing in brain-imaging techniques claim to reveal powerful subconscious audience dispositions and motivations unobtainable from conventional self-report research methods. A qualitative content analysis of the marketing strategies of 22 prominent neuromarketing websites discovered an array of brand differentiation techniques intended to either (a) legitimize the underlying science of neuromarketing or (b) attract clients through proprietary services. The study concludes with some applied and conceptual criticism of this research tool and a cautionary note for media firms interested in adopting it.

Neuromarketing: the next step in market research?

Neuromarketing is an emerging interdisciplinary field connecting psychology and neuroscience with economics. The goal of neuromarketing is to study how the brain is physiologically affected by advertising and marketing strategies. In order to evaluate the effectiveness of these strategies, brain activity resulting from viewing an advertisement is monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG). Neuromarketing studies usually measure preference between products in terms of brand familiarity or product preference. In traditional marketing studies, measures such as the product preference for a particular advertisement is sometimes difficult to measure, as a viewer may hold a cognitive bias. However, brand familiarity and product preference have been correlated with neural activity. The field of neuromarketing is still viewed with caution from consumer protection groups as well as many academics due to the possible ethical implications of designing advertisements to intentionally cause specific neurological effects.