Neuromarketing Research Articles

The Impact of the Application of Neuro Marketing in Influencing Tourists' Decisions in Determining a Place to Tour: Literature Review

In the current digital era, the application of neuromarketing in the tourism industry can influence tourists in various ways, such as through the use of attractive visual designs, the use of words or narratives that trigger positive emotions, as well as sensory experiences that give satisfaction, for example one of which is the results posts by influencers on Instagram social media. By understanding how tourists' brains or thoughts respond to marketing stimuli, tourist destinations can optimize their marketing strategies to achieve better results. Therefore, the aim of this research is to see the impact of applying neuromarketing in influencing tourists' decisions regarding tourist attractions, especially in Bali Province. The design of this research is a literature review. Search for articles on Google Scholar and ProQuest with keywords based on Perception and Visit Decision. 776 articles were found in the 2013-2023 period, then screening was carried out and 38 relevant articles were found to be discussed and analyzed. This research found positive results that there is an impact of neuromarketing on consumer decisions, including tourists' decisions in choosing tourist destinations, namely the branding and advertising that is carried out will provide stimulation to the tourist's brain to respond. So it is hoped that this research will become a strategy that can be implemented by the tourism industry in Indonesia in making the marketing system in the tourism industry more effective. Keywords:Neuro Marketing, Branding, Advertising, Visit Intention, Visit Decision.

Does psychological ownership influence consumer happiness in playful consumption experience? Moderating role of consumer personality and game performance

This study examines the relationships between psychological ownership (PO) in playful consumption and its validating role in consumer happiness (CH). Specifically, we propose a moderating process of personality and game performance, which influences PO and CH. Subsequently, we evaluate consumer happiness associated with playful consumption experience by two studies, one quantitative and the other experimental. In Study 1 we use a randomized sample (n = 872, respondents) from Pakistan employing SEM (Structural Equation Modeling) methods. In Study 2 we use an EEG emotive insight device to capture the factors associated with psychological ownership. In this experiment, we address the neuro marketing prospect of players. It was found that perceived control, competitive resistance, emotions, customer participation, personality and performance are positively associated with PO. Game performance enhances feelings of happiness. This study offers new insights into the processes that drive consumer happiness and provides a vigorous guide for policymakers, applied psychologists, consumers and marketers who shape our futures in the field of happiness and well-being through playful consumption experience.

Neuro Marketing- The Future of Indian Marketing System

There has been a change in the buying decision process of the customers to buy a particular kind of product. Also, there is a need of the hour to change this mindset and develop something which can be used to analyze the behavior of the customers in making decision regarding a particular product. This can be done by using the term Neuro marketing. This research paper presents how Neuro marketing can act as a future of marketing system in India. Neuro marketing is an emerging interdisciplinary field connecting psychology and neuroscience with economics. The goal of neuro marketing is to study how the brain is physiologically affected by advertising and marketing strategies. It involves the use of certain scientific techniques like FMRI (functional magnetic resonance imaging) and EEG (electroencephalography)

Review and Prospect of Neuromarketing ERP Research

Neuromarketing (NM) uses neuroscience tools, for example, but not limited to functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to study, explore, analyze, and explain the neural correlates of consumer’s behavior (i.e., decision-making processes), the cognitive processes (i.e., attention and memory) and emotional processes (i.e., emotion) of interest for marketing research (e.g., advertising, brand, product, price). In the last decades, NM studies appear more often because the researchers are looking for understanding the mechanisms of decision-making in the consumer's brain toward marketing stimuli. This document aims to conduct a systematic review in order to identify evolution and research trends in the area of NM. Besides, on the basis of collating and reviewing the relevant literatures on ERP empirical research in the past 20 years, this paper sorts out and summarizes the neural mechanism of consumer purchase decision and the commonly used ERP components, providing a reference for corresponding brain activity areas for marketing scholars to study consumer purchase decision applying ERP neural technology, which helps marketing scholars better use ERP technology to guide and develop existing marketing management theories and practices. It became evident that NM is still an immature and incipient area with a low degree of theoretical consensus. Additionally, we established corresponding analysis between NM perspective and traditional marketing perspectives.

A paradigm shift: Nano-sensory nudges stimulating consumer’s purchase behaviour for green products driving towards environmental sustainability

Abstract Sensory nudge has been creating a significant impact in the field of market research with implementation of methods used in neuro marketing. These methods help in understanding the impact of sensory nudge on consumer purchase behavior. This research paper focuses on the impact of different sensory nudges due to the packaging, promotional activities, design and other motivational that influences the purchase behavior for green product. This sensory nudge stimulates the environmental consciousness of the consumers and their preference for green products over conventional products. This research work has been started with an introduction to the research topic followed by an extensive review of literature related to the subject matter. Then the conceptual framework for the study was developed followed by research hypotheses. The testing of hypotheses was carried by using specified research methodology with the help of a structured questionnaire for conducting the survey. The results from data analysis were interpreted. The major challenge in this context is to know the impact of sensory nudge derived from marketing activities that modulate consumer’s perception, attitude, and behaviour towards purchasing of green products that builds environmental sustainability. Based on the extensive review of the literature, this study addresses the causes that restrict consumers’ from using green products. This study also scrutinizes the environmental consciousness of the respondents. The research work includes analyzing the awareness level of green products and perception about the term green.

SCIENTOMETRIC ANALYSIS OF SCIENTIFIC LITERATURE ON NEUROMARKETING TOOLS IN ADVERTISING

Neuromarketing (NM) is a relatively new area of marketing that involves innovative technological changes in the marketing research process and the tools and methods used. Considering the novelty of the domain, the subject of the study is chosen to be articles published in scientific literature describing neuromarketing tools used in advertising. This study examined articles in the field of advertising that used neuromarketing techniques to measure consumers' neural and physiological responses to advertising, which has not yet been covered in the literature. Methodology. To fill the gap in the literature, the authors, guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, selected relevant articles and conducted a bibliometric analysis to identify global trends and developments in the field of advertising and neuromarketing. From the Web of Science (WoS) database, 41 articles published between 2009 and 2020 were extracted and analyzed. Purpose of the study was to establish a background for advertising research based on the application of NM tools. The findings revealed that Spain was the most productive country with eleven papers published in a domain of advertising research, followed by Italy and the USA with eight and seven papers, respectively. Among academic institutions, Sapienza University Rome was recognized as the leading academic organization with three articles. As for the most productive journals, Frontiers in Psychology was the most cited journal with eight articles and 29 total citations (TC). As the highest productive author, Babiloni, F. with two papers and 68 TCs by 2020 was identified. Keyword analysis showed that "advertising" (27 occurrences and 127 total references) is the most frequently used keyword. The analysis of co-occurrence of keywords showed that NM focused on marketing research such as advertising (12 occurrences, 63 total link strength (TLS)), followed by brain processes such as attention, emotions and memory. The paper titled “Neuromarketing: The new science of consumer behavior” was the most-cited paper with 152 TCs. Conclusion of the study. This study presents a brief overview of the latest universal areas of neuromarketing and advertising research. The findings suggest that neuroscientific methods and techniques are extremely important for mapping consumers' neural and physiological responses to advertising.

Analysis of the purchasing decision-making process in e-commerce using SED Method from Neuromarketing

The important global advance in digital transformation, together with the effects of the pandemic experienced worldwide, have allowed a great growth of electronic commerce (e-commerce), providing people with various benefits such as greater convenience in the purchase of products and/or services, the experience of quoting in different types of retail stores, choosing payment methods and opting for timely deliveries. Companies and entrepreneurs, for their part, have had the opportunity to exhibit and offer their products/services digitally, achieving a great impact on sales. This work analyzes the behavior of a group of consumers in decision-making processes for e-commerce purchase, using Neuro marketing tools and techniques, considering certain learning styles present in the process. The methodology used is mixed and exploratory, qualitative and quantitative, using non-traditional Neuro-marketing tools such as EEG, supported by traditional surveys. The results obtained show that, regardless of gender, the person is constantly making decisions, since the frontal lobe was the one that presented the greatest brain activity in almost all cases, associated with behavioral control, planning, attention and thought. However, sometimes the final purchase decision did not always refer to the consumer's unconscious, but in some other times it was triggered by the influence of factors such as price, means of payment and/or promotions. This was reflected in the stage of evaluation of alternatives, through the activation of the right prefrontal lobe in a device different from the one finally chosen. An interview conducted at the end of the experiment allowed to validate the result from the electroencephalography.

Neuromarketing: Marketing research in the new millennium

Neuromarketing (NM) uses neuroscience tools, for example, but not limited to functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to study, explore, analyze, and explain the neural correlates of consumer’s behavior (i.e., decision-making processes), the cognitive processes (i.e., attention and memory) and emotional processes (i.e., emotion) of interest for marketing research (e.g., advertising, brand, product, price). This study analyzes the relevant literature and sheds light on the triune brain of humans, the dimensions of NM such as emotion, attention, and memory. Currently, emotional and cognitive processes have remarkably received attention from academic and industrial environments. Thus, NM presents unrivalled possibilities to record the activity regions in consumers' brains and provide precise information about which neurons are active when consumers are exposed to marketing stimuli. To best our knowledge, this will aid in shaping and understanding the central theme and set the future research directions for the researchers.

Neuromarketing: The popularity of the brain-imaging and physiological tools

In the last two decades, neuromarketing (NM) studies are snowballed because scientists and researchers are looking for understanding the mechanisms of decision-making in the consumer's brain toward marketing stimuli, for example, but not limited to advertising and brands that have not changed overnight. For this purpose, NM research is using state-of-the-art technology to gauge the responses of consumers’ minds to marketing stimuli, which is impossible by traditional marketing methods. In this paper, we have concentrated on neuromarketing tools such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking (ET). Literature indicates that EEG, fMRI, and ET enable to gauge consumers' neurometrics and biometrics responses; thereby, they provide valuable information about the physiological and mental reactions toward marketing stimuli, which can be used to improve marketing research. Neuromarketing can provide valuable information about consumer behaviour, which is impossible by traditional methods. We hope that this study provides valuable insights into neuromarketing and future directions.

Neuromarketing research in the last five years: a bibliometric analysis

Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward ...

Humanizing the Consumer through Neuro-Marketing Tool: A Paradigm Shift.

Neuroscientific techniques allow consumer researchers to understand the basic framework of psychological processes that drive consumer behavior, and get into their “black box” which is the consumer's mind. Each year, over 400 billion dollars is invested in advertising campaigns. Under the traditional marketing mindset, the testing of and predicting the effectiveness of these investments depend on consumers’ willingness and competency to describe how they feel when they are exposed to an advertisement. Neuro marketing offers innovative methods for directly probing minds without requiring demanding cognitive or conscious participation. This paper discusses the increased use of neuro marketing techniques for the evaluation of customer preferences and decision-making processes is considered to be an advantage for customers and marketers simultaneously. The results indicate that neuro marketing is associated to have a high influence on consumer buying behavior, advertising, pricing, and distribution of products, branding and decision-making as marketing inputs. The research concludes with limitations and future scope of research in neuro marketing.

Neuro marketing Role in Individual’s Orientation to Community Participation When Exposing to External Advertising Influences (An Empirical Study): دور التسويق العصبي في توجه الفرد للمشاركة المجتمعية عند التعرض لمؤثرات إعلانية خارجية (دراسة تطبيقية)

This scientific paper refers to the importance of neuro marketing and its feasibility in the marketing process. The response of demographic variables to the research sample for alpha waves represent the state of relaxation and rest, and beta represents the state of thinking and meditation in the brain was studied. It is done when watching an advertisement with eight sections to identify the most important section having the greatest impact on the study sample when watching the advertisement. The conclusion is that both social and psychological factors affect the individual’s behavior towards the community participation, which the study considered as median variables. Impact of some of these ads’ sections differs from the relaxation case (alpha) to meditation (beta). The model of relaxation and rest (alpha) was distinguished from that of meditation and reflection model’s results (beta) in interpreting individual's behavior towards his community participation. The results of educational level also clearly differed when watching the advertising sections from the other demographic variables (residency- age), which differences were really limited.

Nöropazarlama ve Nöropazarlama Araçları: Teorik Bir Çerçeve

Tüketicilerin davranışlarını analiz etmek ve karar alma süreçlerini anlamak, pazarlama için en öncelikli konulardan biridir. Geleneksel pazarlama araştırmasında kullanılan (örn. anket, gözlem vb) araçlar yeterince objektif ve dürüst olmadıkları için yetersiz kalmaktadır. Nöropazarlama, nöro bilim, nöroekonomi, psikoloji ve pazarlamanın buluştuğu yeni bir alandır. Nöropazarlama, tüketici davranışlarını anlamak için nörobilimsel yöntemlerin uygulanmasıdır. Nöropazarlama, yüksek teknolojili nörogörüntüleme araçlarıyla (FMRI, EEG, MEG vb.) bir uyaran varlığında beynin bilinçaltı ve fizyolojik tepkilerini derinlemesine incelemektedir. Böylece tüketici karar alma mekanizmalarının ve davranışlarının altında yatan psikolojik ve nörolojik faktörler hakkında son derece güvenilir ve doğru bilgiler sunmaktadır. Nöropazarlama, etkili reklam, yeni ürün ve pazarlama stratejileri oluşturmada işletmeler için önemli bir rehberdir. Bu makalede amaç, nöropazarlama, nöropazarlamanın avantajları ve kısıtları, ayrıca nörö pazarlama araçları hakında detaylı bir kavramsal çerçeve sunmaktır.

The Relationship Between the Application of Neuromarketing and Competitiveness

The Relationship Between the Application of Neuromarketing and Competitiveness

Decision-Making Analysis using Arduino-Based Electroencephalography (EEG): An Exploratory Study for Marketing Strategy

Business technology has brought conventional marketing methods to the next level. These emerging integrated technologies has contributed to the growth and understanding of the consumer decision making process. Several studies have attempted to evaluate media content, especially on video advertising or TV commercials using various neuroimaging techniques such as the electroencephalography (EEG) device. Currently, the use of neuroscience in Malaysia’s marketing research is very limited due to its limited adoption as an emerging technology in this field. This research uncovers the neuroscientific approach, particularly through the use of an EEG device; examining consumers’ responses in terms of brain wave signals and cognition. A proposed theoretical framework on the factors affecting visual stimulus (movement, color, shape, and light) during the decision-making process by watching video advertising had been customized using two conceptual models of sensory stimulation. Ten respondents participated in the experiment to investigate the spectral changes of alpha brain wave signals detected in the occipital lobe. A 2-channel Arduino-based EEG device from Backyard Brains and Spike Recorder software was used to analyze the EEG signal through Fast Fourier Transform (FFT) method. Results obtained from the investigated population showed that there was statistically significant brain wave activity during the observation of the video advertising which demonstrated the interconnection with short-term memory through visual stimulus. Application of the neuroscience tool helped to explore consumer brain responses towards marketing stimuli with regards to the consumers’ decision-making processes. This study manifests a useful tool for neuromarketing and concludes with a discussion, together with recommendations on the way forward.

Ethical Perspectives on Neuromarketing: An Interview With Will Allred

AJOB Neurocience (AJOB N): Will, you are the chief operating officer of the relatively new startup Sorter. Tell us about the company.Will Allred (WA): We are building a neuromarketing platform for ...

Нейромаркетинговое исследование визуальной заметности органической маркировки

В статье обсуждаются органические логотипы как инструменты, стимулирующие потребление соответствующей продукции. На основе Ð½ÐµÐ¹Ñ€Ð¾Ð¼Ð°Ñ€ÐºÐµÑ‚Ð¸Ð½Ð³Ð¾Ð²Ñ‹Ñ Ð¼ÐµÑ‚Ð¾Ð´Ð¾Ð² исследования выявлена запоминаемость и узнаваемость органической маркировки, приводится ее сравнение с «зеленым камуфляжем». Авторами обосновано введение криптографической защиты на ÑƒÐ¿Ð°ÐºÐ¾Ð²ÐºÐ°Ñ Ð¾Ñ€Ð³Ð°Ð½Ð¸Ñ‡ÐµÑÐºÐ¾Ð¹ продукции для снижения рисков покупки Ð½ÐµÐºÐ°Ñ‡ÐµÑÑ‚Ð²ÐµÐ½Ð½Ñ‹Ñ Ñ‚Ð¾Ð²Ð°Ñ€Ð¾Ð².

Нейромаркетинговое исследование визуальной заметности органической маркировки

В статье обсуждаются органические логотипы как инструменты, стимулирующие потребление соответствующей продукции. На основе Ð½ÐµÐ¹Ñ€Ð¾Ð¼Ð°Ñ€ÐºÐµÑ‚Ð¸Ð½Ð³Ð¾Ð²Ñ‹Ñ Ð¼ÐµÑ‚Ð¾Ð´Ð¾Ð² исследования выявлена запоминаемость и узнаваемость органической маркировки, приводится ее сравнение с «зеленым камуфляжем». Авторами обосновано введение криптографической защиты на ÑƒÐ¿Ð°ÐºÐ¾Ð²ÐºÐ°Ñ Ð¾Ñ€Ð³Ð°Ð½Ð¸Ñ‡ÐµÑÐºÐ¾Ð¹ продукции для снижения рисков покупки Ð½ÐµÐºÐ°Ñ‡ÐµÑÑ‚Ð²ÐµÐ½Ð½Ñ‹Ñ Ñ‚Ð¾Ð²Ð°Ñ€Ð¾Ð².

Neuromarketing: a change in marketing tools and techniques

Neuromarketing: a change in marketing tools and techniques

Eye tracking: possibilidades de uso da ferramenta de rastreamento ocular na publicidade

Uma das tecnicas utilizadas pelo neuromarketing para capturar e analisar dados e o rastreamento do olhar, denominado eye tracking. O objetivo geral deste trabalho e analisar o uso do eye tracking no Brasil para auxilio no processo de tomada de decisao no campo da publicidade. Os objetivos especificos sao: descrever as variaveis que podem ser captadas pelas ferramentas de eye tracking e os dados que podem ser obtidos a partir delas; fazer um levantamento bibliografico dos beneficios e das limitacoes da ferramenta de eye tracking; compreender como os dados coletados por meio de uma ferramenta de eye tracking podem colaborar para a tomada de decisao na publicidade e aplicacoes possiveis nesse campo. Esta pesquisa qualitativa, de levantamento bibliografico e analise de conteudo, investigou artigos publicados em periodicos de 2010 a 2017 sobre esse tema. Os resultados demonstram a recorrencia do uso do eye tracking como uma forma de ultrapassar a diferenca entre o que e observado e o que e declarado pelos participantes de pesquisas de consumo. Para a tomada de decisao na publicidade, as aplicacoes sao variadas, com a indicacao de que a ferramenta seja combinada com outros metodos de pesquisa. Palavras-chave: neuromarketing, publicidade, eye tracking.