Measuring Consumer Engagement in the Brain to Online Interactive Shopping Environments

Dulabh, Meera; Vazquez, Delia; Ryding, Daniella; Casson, Alex

doi:10.1007/978-3-319-64027-3_11

Cited by 18 publications

(12 citation statements)

References 97 publications

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“…It is claimed that an object influences attraction (positive force) or repulsion (negative force); it influences the direction of behavior ( Tolman, 1932 ). Apart from that, an individual’s evaluation, cognition, and emotions also influence valence ( Dulabh et al, 2018 ) as positivity and negativity are related to the emotions of a person ( Brodie et al, 2011 ; Li et al, 2018 ) and valence is the consequence of an individual’s evaluation of the object ( Hollebeek et al, 2014 ). In marketing research, valence is explored as CEV—a behavioral outcome of CE with an object, brand, or company’s resources.…”

Section: Literature Reviewmentioning

confidence: 99%

Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

et al. 2021

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The increasing interest in online shopping in recent years has increased the importance of understanding customer engagement valence (CEV) in a virtual service network. There is yet a comprehensive explanation of the CEV concept, particularly its impact on multi-actor networks such as web stores. Therefore, this study aims to fill this research gap. In this study, past literature in the marketing and consumer psychology field was critically reviewed to understand the concept of CEV in online shopping, and the propositional-based style was employed to conceptualize the CEV within the online shopping (web stores) context. The outcomes demonstrate that the valence of customer engagement is dependent on the cognitive interpretation of signals that are prompted by multiple actors on a web store service network. If the signals are positively interpreted, positive outcomes such as service co-creation are expected, but if they are negatively interpreted, negative outcomes such as service co-destruction are predicted. These notions create avenues for future empirical research and practical implications.

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Section: Literature Reviewmentioning

confidence: 99%

Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

et al. 2021

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“…Related studies suggest that relatively greater activity in the left frontal region is associated with either positive emotional experience or the motivational drive to approach an object [30]. The approach-withdrawal index [188] is considered in several neuromarketing studies to evaluate TV commercial advertising, to investigate the consumer's gender differences during the observation of TV ads, and to evaluate the olfactory stimuli in young subjects [90], in user experience research studies [189], in the context of online interactive shopping environments [190, 191], and during neuroaesthetic studies [192–196] and taste experience [197–199].…”

Section: Main Brain Areas and Processes Of Interest For Consumer Nmentioning

confidence: 99%

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Cherubino

Martinez-Levy

Caratù

et al. 2019

Computational Intelligence and Neuroscience

102

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The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the specific mental states of interest (used in most of the neuromarketing research). Such indexes have been supported by adequate validations from the scientific community and are largely employed in neuromarketing research. This review will also discuss a series of papers that present different neuromarketing applications, such us in-store choices and retail, services, pricing, brand perception, web usability, neuropolitics, evaluation of the food and wine taste, and aesthetic perception of artworks. Furthermore, this work will face the ethical issues arisen on the use of these tools for the evaluation of the human behaviour during decision-making tasks. In conclusion, the main challenges that neuromarketing is going to face, as well as future directions and possible scenarios that could be derived by the use of neuroscience in the marketing field, will be identified and discussed.

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“…EEG is not as expensive and noisy as the fMRI technique, but is limited to recording the cortical activity of the brain; thereby, it is not a good technique for recording the regions underneath the cortical [68]. EEG is used to measure the cognitive processes (e.g., attention, memory) and emotional valence [67,[82][83][84]. MEG is similar to EEG, but MEG uses a magnetic field to measure the activity regions in the brain, and it has a greater spatial resolution than EEG and high temporal resolution [79].…”

Section: Electroencephalography and Magnetoencephalographymentioning

confidence: 99%

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

et al. 2021

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Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to study the impact of advertising on brain regions and processes are scant and remain unclear in academic literature. In this article, we have followed a literature review methodology and a bibliometric analysis to select empirical and review papers that employed neuroimaging tools in advertising campaigns and to understand the global research trends in the neuromarketing domain. We extracted and analyzed sixty-three articles from the Web of Science database to answer our study questions. We found four common neuroimaging techniques employed in advertising research. We also found that the orbitofrontal cortex (OFC), the ventromedial prefrontal cortex, and the dorsolateral prefrontal cortex play a vital role in decision-making processes. The OFC is linked to positive valence, and the lateral OFC and left dorsal anterior insula related in negative valence. In addition, the thalamus and primary visual area associated with the bottom-up attention system, whereas the top-down attention system connected to the dorsolateral prefrontal cortex, parietal cortex, and primary visual areas. For memory, the hippocampus is responsible for generating and processing memories. We hope that this study provides valuable insights about the main brain regions and processes of interest for advertising.

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Measuring Consumer Engagement in the Brain to Online Interactive Shopping Environments

Cited by 18 publications

References 97 publications

Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

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