ERP Perspective Analysis of PSS Component and Decision-Making

Abstract

This paper has developed a neuromarketing framework measuring the relationship between products and services in product–service systems (PSSs), particularly regarding its impact on PSS decision making. We divided the PSSs into different levels of product and service combinations in order to identify the impact of the various elements in PSS on decision making, particularly the key factor that induces significant variation in the purchase rate. The experiments showed the neural mechanisms behind the value perception of PSSs; this has been indicated by the appearance of N170, which is related to the cognition processing of familiarity and similarity. It is concluded that the perceived value of the product-oriented PSS is mainly determined by the product attribute, as the promotional effect of service has been clarified. The results explain the psychological and neurological activities that take place when consumers are browsing product–service bundles, which may help corporations better understand the relationships among the components in product–service bundles, providing insight for PSS innovation and service design.

A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research

“…These components are most commonly used in neuromarketing research to measure consumer familiarity with brands and products and the conflict between price and expected value. In the reviewed literature, fourteen studies using brand-extension paradigms reported modulations in N200/N400 amplitude [ 42 , 76 , 80 , 125 , 175 , 177 , 179 , 180 , 246 , 248 , 286 , 295 , 299 , 312 ], nine studies reporting N200/N400 modulations used conflict tasks such as oddball tasks [ 79 , 81 , 97 , 100 , 107 , 126 , 129 , 205 , 259 , 311 ], and nine used other tasks, such as auction tasks or advertising stimuli [ 91 , 92 , 105 , 106 , 124 , 128 , 137 , 279 , 279 , 282 , 282 , 284 , 284 , 285 , 285 , 310 ].…”

“…Brand extension tasks are used to investigate how generic product types (e.g., coffee) are associated with brand names or logos (e.g., Starbucks). Twelve out of the 15 studies which investigated brand extension in the reviewed literature found significant effects in N200 or N400 amplitude [ 76 , 80 , 125 , 177 , 179 , 180 , 246 , 248 , 286 , 297 , 299 , 312 ], while one used machine-learning and therefore did not investigate modulations in ERP amplitude directly [ 178 ]. Within the 11 studies that reported significant N200/N400 effects, nine reported significant effects of N400 amplitude [ 42 , 80 , 125 , 177 , 180 , 246 , 286 , 295 , 299 ], two reported significant N200 effects [ 76 , 179 ], while only two studies found significant effects in both N400 and N200 amplitude [ 80 , 299 ].…”

Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics

“…The articles within this percentile can be classified into three different categories: audience response studies, methodology improvement studies, and literature reviews. Audience response studies [ 45 , 46 , 47 , 48 , 49 , 50 , 51 , 52 ] explore the impact of marketing campaign pieces on the consumer decision-making process and examine consumer responses and preferences. These studies are applied to many consumer industries and specific markets, such as the coffee industry and hotel industry, and are applied to specific marketing functions, such as corporate communication and brand image.…”

Mayoría de edad del Neuromarketing: mapa científico de 18 años de investigación en el área

“…Impact: este conjunto de investigaciones profundiza en la comprensión de cómo el consumidor percibe y procesa las comunicaciones comerciales, incluidos el procesamiento de sus preferencias (Aldayel et al, 2020) y sus niveles de compromiso y procesos (Schmitt, 2012;Zhang et al, 2021). Los resultados apuntan a que la eficacia publicitaria se relaciona con elementos de ejecución tanto funcionales como experienciales (Couwenberg et al, 2017); las decisiones de compra positivas aumentan la actividad neural en determinadas regiones frontales (Cakir et al, 2018); la congruencia efectiva y percibida del patrocinador influyen en la intención de compra (Alonso Dos Santos et al, 2019); la exposición al cotilleo en redes sociales modera la influencia social de la aprobación de productos y aumenta la disposición a pagar si este proviene de amigos o personas famosas (Liao et al, 2019); el valor percibido en los sistemas producto-servicio viene determinado por el atributo del producto (Zhao et al, 2019); o la capacidad del storytelling para transmitir las asociaciones de la marca a la mente de los consumidores, mejorar sus actitudes explícitas e implícitas hacia la marca, aumentar su disposición a pagar un precio más alto, facilitar una comunicación eficaz y construir relaciones sólidas con los clientes (Karampournioti y Wiedmann, 2021). 4.…”