Electrophysiological quantification of underlying mechanism of decision making from auto dealers advertisement – A neuromarketing research

Samsuri, Norlyiana; Reza, Faruque; Begum, Tahamina; Yusoff, Nasir; Idris, Badrisyah; Omar, Hazim; Isa, Salmi Mohd

doi:10.1063/1.4966084

Cited by 4 publications

(4 citation statements)

References 16 publications

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“…Therefore, the right lateral grouped view of the car has higher interest than the left lateral grouped view of the car. Heat maps showed that the red colour of the car has a common interest in both views of car (Samsuri et al, 2016b). Similarly, Samsuri et al (2016a) found that the higher amplitudes and shorter latencies of the ERP component were found during the left lateral singular view, therefore, the left lateral singular has higher visual attention and perception than the right lateral singular view of cars.…”

Section: Electroencephalographymentioning

confidence: 89%

“…It also uses to understand how a consumer is reacting to an advertisement or to understand what is happening in a consumer's brain when interacting with a salesperson (Telpaz et al, 2015). Increasing the number of electrodes enables the record of the extremely low frequency of the active signals (Calvert & Thesen, 2004;Du Plessis, 2011;Pradeep, 2010;Samsuri et al, 2016b).…”

Section: Electroencephalographymentioning

confidence: 99%

“…A number of studies have used EEG/ event-related potential (ERP) to measure the consumers ' behaviour toward marketing stimuli such as ads, products (Ciorciari et al, 2019;Eijlers et al, 2020;Samsuri et al, 2016a;Samsuri et al, 2016b). For example, the ERP and ET investigation to measure the attention level, pupil dilation, and fixation toward the display design of car advertisements.…”

Section: Electroencephalographymentioning

confidence: 99%

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

2021

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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.

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Section: Electroencephalographymentioning

confidence: 89%

Section: Electroencephalographymentioning

confidence: 99%

Section: Electroencephalographymentioning

confidence: 99%

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

2021

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“…Many other fields unrelated to the medical field also apply neuroscience techniques in their research. For example, interdisciplinary fields include neuromarketing (neuroscience, psychology, marketing, business and consumer behaviours) (Anuar et al, 2021;Samsuri et al, 2016) and neuroeducation (neuroscience, psychology, educational technology and educational theory) (Paradis & Mercier, 2021;Xu & Zhong, 2018). Various fields have adopted neuroscience techniques in their study; cultural neuroscience is also an emerging interdisciplinary field is on the rise through the application of neuroscience tools.…”

Section: Open Access | Mini-review Issn: 2576-828xmentioning

confidence: 99%

Exploring the interaction between culture and neuroscience using event-related potential (ERP)

Samsuri,

Yusoff,

Reza

2023

Neurosci Res Notes

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The application of the event-related potential (ERP) was almost 80 years ago and has assisted in answering many research questions. Today, ERP is considered one of the most popular techniques among other neuroscience methods. Cultural neuroscience is an emerging interdisciplinary field that applies neuroscience tools to answer research questions in culture. This paper highlights the importance of neuroscience tools, especially ERP, in advancing the new emerging interdisciplinary field of cultural neuroscience. This paper gives an overview of ERP followed by a short description and examples of the application of ERP in two recent research. Cultural study through the application of neuroscience methods such as ERP can discover and measure neural processes related to culture, which cannot be quantified by traditional pen and paper data collection. However, many more research questions need to be answered and explored in cultural neuroscience.

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