Analysis of Consumer Awareness of Neuromarketing

Birknerová, Zuzana; Miško, Dávid; Ondrijová, Ivana; Čigarská, Barbara Nicole

doi:10.18421/tem112-47

Cited by 8 publications

(5 citation statements)

References 20 publications

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“…It helps increase brand awareness, improve product perception, or optimize marketing strategies (Alsharif et al, 2023). Some findings show that conducting a preliminary analysis of consumers' data identifies the areas where neuromarketing techniques must be applied and outlines the specific challenges within the company's marketing efforts (Birknerová et al, 2022). Some researchers state that description of the target audience through demographics, psychographics, and behavioural characteristics helps interpret the results more effectively (Gill & Singh, 2022) and, therefore, enhance brand management during future campaigns.…”

Section: Discussionmentioning

confidence: 99%

“…Being a neuroscientific method, neuromarketing, mainly, raises privacy concerns requires obtaining informed consent (Clark, 2020). While neuromarketing techniques analyse brain activities, it is crucial to interpret the results accurately and avoid misinterpretation of data (Birknerová et al, 2022). Also, some studies admit that the effectiveness of neuromarketing techniques may vary according to geography (Cardoso et al, 2022a;Crespo-Pereira et al, 2020;Traymbak et al, 2023) across different industries, products, and services (Azman et al, 2023;Russo, Bilucaglia, Circi et al, 2022;Crespo-Pereira et al, 2020).…”

Section: Boundaries Of Neuromarketingmentioning

confidence: 99%

“…Measurement of consumer loyalty and trust (Cardoso et al, 2022a) Possible misinterpretation of the findings (Birknerová et al, 2022) Building of persuasive communication model (Casado-Aranda et al, 2023) Consumers' scepticism (Brenninkmeijer et al, 2020) Optimization of pricing strategies (Alsharif et al, 2023) Lack of standardization and regulations (Antoniak, 2020;Luna-Nevarez, 2021) Source: authors' own development Therefore, neuromarketing has the potentials to significantly impact brand management by establishing the neurological and psychological processes and explaining consumers' behaviour.…”

Section: Threats and Challengesmentioning

confidence: 99%

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Harnessing Neuromarketing Techniques to Enhance Brand Engagement

2023

Futurity of Social Sciences

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Neuromarketing is an interdisciplinary concept that has become a unique phenomenon supplying valuable information about unconscious behaviour to increase the effectiveness of marketing strategies. The article focuses upon the impact of neuromarketing techniques on enhancement of brand management, including their current application, advantages, and ethical concerns. The research objectives are aimed at the analysis of trending neuromarketing techniques; description of benefits of neuromarketing; and outlining of its ethical considerations and threats. The paper presents a mixed-methods study, adopting in-depth interviews to collect marketers’ opinions about the use of neuromarketing techniques in brand management, their advantages and challenges. The data was collected through in-depth interviews conducted in online and in-person modes. We involved 114 representatives of different companies who work in marketing field and apply neuromarketing techniques. The survey was carried out in August-November, 2023. The survey showed that neuromarketing techniques are widely used in brand management for deeper understanding of consumers’ behaviour, optimization product design, or building more effective advertising. The frequency of use depends on the category of neuromarketing techniques since some of them are more applicable in brand management due to lower cost and reduced complexity. Also, we differentiated six groups of integrated neuromarketing techniques. During the survey we found that neuromarketing raises certain ethical considerations and potential threats that we need to address to enhance brand management. The study results enable us to explain practical steps to implement neuromarketing techniques in brand management. The findings may be implied by marketing departments while planning brand campaigns.

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Section: Discussionmentioning

confidence: 99%

Section: Boundaries Of Neuromarketingmentioning

confidence: 99%

Section: Threats and Challengesmentioning

confidence: 99%

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Harnessing Neuromarketing Techniques to Enhance Brand Engagement

2023

Futurity of Social Sciences

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“…We recorded the factors of Cognition, Emotions and Behavior in the second part of the questionnaire; where we learned how smell affects the purchase and recall of just one brand; we used the SM-CEB methodology (Sensory Marketing -Cognition, Emotions, Behavior by Birknerová et al, 2022b;Ondrijová et al, 2022). The questionnaire contains 15 items, which are evaluated on a scale of agreement from 1definitely no to 6definitely yes.…”

Section: Methodsmentioning

confidence: 99%

Social activism of brands in the age of artificial intelligence (AI)

Leporis,

Spálová

2023

Media &Amp; Marketing Identity

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Individual perception is decisive in relation to the response to socio-political issues because perception influences attitudes and behavior, it leads to decision-making, affects its quality, and at the same time constructs our perception of reality as such. Two phenomena – the social activism of brands and artificial intelligence – have also become the subject of interest in numerous scientific studies in academic research for this reason. However, their mutual influence and effects on the consumer are still considered underresearched. This paper presents the essence of brand activism as a marketing strategy with the potential to influence consumer perceptions, attitudes and subsequent behavior. Using the examples from a study, it points out that perception and attitudes are also influenced by AI tools and social media, which we conceptually define as the intervening factors with an effect of the consequences of activism. Using specific examples, the paper points to the contemporary use of AI tools in the communication of social activism of brands and to the factors affecting the consequences of brand activism.

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“…GSR Galvanic Skin Response is a physiological response to any stimulus representing the emotional state. Heart rate and respiration accurately measure changes in a person's emotional response to stimuli [15]- [20].…”

mentioning

confidence: 99%

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

Rabhi,

Thamri,

Saida

2023

MDT

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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.

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Analysis of Consumer Awareness of Neuromarketing

Cited by 8 publications

References 20 publications

Harnessing Neuromarketing Techniques to Enhance Brand Engagement

Harnessing Neuromarketing Techniques to Enhance Brand Engagement

Social activism of brands in the age of artificial intelligence (AI)

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

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