Brain Wave Measures of Media Involvement

Krugman, Herbert E.

doi:10.4135/9781452231501.n13

Cited by 77 publications

(106 citation statements)

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“…Likewise, electroencephalography started to be used in marketing-related studies in the early 1970s (e.g. Krugman, 1971). The measurement of electrical brain waves has also focused on analysing the amplitude and peak latency of P300, a positive potential that is emitted by the brain when a significant or relevant stimulus is recognised, which can inform about cognitive responses such as working memory (Ma, Wang, Shu, & Dai, 2008).…”

Section: Introductionmentioning

confidence: 99%

The contribution of neuroscience to consumer research: A conceptual framework and empirical review

Solnais

Andreu-Pérez

Sánchez‐Fernández

et al. 2013

Journal of Economic Psychology

139

103

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Following the development of advanced neuroimaging techniques, the growing interest in studying the brain's response to marketing stimuli resulted in the birth of consumer neuroscience within the field of neuroeconomics. However, marketing scholars have remained reluctant to adopt the techniques of neuroscience and there is still uncertainty about the capacity of neuroimaging data to provide useful findings about consumer psychology and behaviour. In order to clarify the current scope and contribution of consumer neuroscience, we first develop a semantic cluster analysis of the boundaries of the field, followed by a comprehensive empirical review from 34 selected studies. We propose a novel approach to classify findings and facilitate the assessment of evidence around the topics of decision-making, rewards, memory and emotions. Finally, we discuss the possible role of several brain mechanisms in the processing of marketing stimuli as well as obstacles to the integration of these findings with classical consumer behaviour theories. We conclude that the contribution of neuroimaging remains too limited to replace existing consumer research techniques and provide recommendations for future research.

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Section: Introductionmentioning

confidence: 99%

The contribution of neuroscience to consumer research: A conceptual framework and empirical review

Solnais

Andreu-Pérez

Sánchez‐Fernández

et al. 2013

Journal of Economic Psychology

139

103

View full text Add to dashboard Cite

show abstract

“…Although the electroencephalography (EEG) has been in use for the study of marketing preferences for over 35 years (Krugman, 1971), there is little doubt that we have entered a new age of neuromarketing in which advanced technology is being used in unprecedented ways to probe consumer preferences. A raft of peer-reviewed papers and books have appeared in recent years in which positron emission tomography (PET), functional magnetic resonance imaging (fMRI) and quantitative EEG analyses have been used to assess consumer behavior (Smith et al, 2002;Dickhaut et al, 2003;McClure et al, 2004;Mast and Zaltman, 2005;Ahlert et al, 2006;Knutson et al, 2007;Koenigs and Tranel, 2008;Plassmann et al, 2007;Renvoisé and Morin, 2007;Schaefer and Rotte, 2007a, b).…”

Section: The Market For Neuromarketingmentioning

confidence: 99%

Neuroethics of neuromarketing

Murphy

Illes

Reiner

2008

J of Consumer Behaviour

248

163

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Neuromarketing is upon us. Companies are springing up to offer their clients brain-based information about consumer preferences, purporting to bypass focus groups and other marketing research techniques on the premise that directly peering into a consumer's brain while viewing products or brands is a much better predictor of consumer behavior. These technologies raise a range of ethical issues, which fall into two major categories:(1) protection of various parties who may be harmed or exploited by the research, marketing, and deployment of neuromarketing and (2) protection of consumer autonomy if neuromarketing reaches a critical level of effectiveness. The former is straightforward. The latter may or may not be problematic depending upon whether the technology can be considered to so effectively manipulate consumer behavior such that consumers are not able to be aware of the subversion. We call this phenomenon stealth neuromarketing. Academics and companies using neuromarketing techniques should adopt a code of ethics, which we propose here, to ensure beneficent and non-harmful use of the technology in consideration of both categories of ethics concerns.

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“…Krugman (personal communication, March 7, 1986), however, reports that a vertically dominant television screen is more pleasing. This could be attributed to a relationship between relaxation states and patterns of eye movement, or conversely to the coincidence ofleft-brain activity and pleasure with gross or more vertical eye movements (Krugman, 1971;Mul-The authors' mailing address is: Department of Communication, Rutgers University, 4 Huntington Street, New Brunswick, NJ 08903.…”

mentioning

confidence: 99%