Methodological structure for future consumer neuroscience research

He, Lin; Freudenreich, Thomas; Yu, Wenhuan; Pelowski, Matthew; Liu, Tao

doi:10.1002/mar.21478

Cited by 30 publications

(39 citation statements)

References 154 publications

(242 reference statements)

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“…Even more, when it comes to the factors that may elicit nearly automatic visceral, “gut,” or emotional reactions, individuals may not be able to actually articulate how or what they were feeling, or why they like or dislike certain media or products (Schwarz & Clore, 2003). There is a need for more “objective” measures of direct and implicit processes of perception and decision‐making while viewing advertisements (Ariely & Berns, 2010; Griffin & Hauser, 1993; He et al, 2021; Ma et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

“…For instance, Venkatraman et al (2015), in a study with functional magnetic resonance imaging (fMRI), demonstrated that activation in the ventral striatum, a component of the mesolimbic system typically associated with reward processing and motivation (Tremblay et al, 2009), explained the most variance in advertising preference beyond traditional measures (see also Brown et al, 2011 for studies across several media types relating similar reward areas to pleasurable or positive assessment). In electroencephalography (EEG), high‐frequency EEG components of participants while watching movie trailers have been correlated with both individual preference (beta activity) and population preference (gamma activity) of the upcoming movies (Boksem & Smidts, 2015; see He et al, 2021 for review).…”

Section: Introductionmentioning

confidence: 99%

“…To explore whether a group of consumers shows resonant feelings while watching the same advertisements, however, requires new assessment methods (He et al, 2021). Previous research in the field has mainly focused on single individuals' intrabrain responses to marketing stimuli, revealing cognitive processing involved.…”

Section: Introductionmentioning

confidence: 99%

“…By considering every individuals' brain as a network node, using an index of neural coupling over a specific cortical area between all brains in the entire network, and looking at the resulting network features such as network strength and density (Keown et al, 2017), this may provide measures of cognitive/emotional resonance across a customer group, offering an opportunity to examine mechanisms underlying group perception while watching advertising (He et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

“…Compared with fMRI, the fNIRS has a reasonable spatial resolution, a higher sampling rate, and allows for monitoring activation changes during more ecologically valid environments, and has better electromagnetic and motion artifact performance than EEG (Liu et al, 2016). Therefore, the fNIRS is more suitable to measure cortical activations in daily‐life contexts (He et al, 2021; Liu et al, 2021). As we were mainly interested in basic shared resonance across participants, the network density, defined as the number of edges of the multi‐brain network was used as a neural index.…”

Section: Introductionmentioning

confidence: 99%

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Neural resonance in consumers' right inferior frontal gyrus predicts attitudes toward advertising

Pelowski

et al. 2021

Psychology and Marketing

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Advertising plays a critical role in the commercial success of services and products. However, despite a long history of attempts to evaluate the efficacy of advertisements, actual objective, consistent means of assessing and anticipating whether an advertisement might be effective and why it would be expected to translate to actual, desired purchasing decisions remain elusive—especially as this regards advertisements' ability to resonate or create emotional connections across audiences. In this study, focusing on female participants, we employed functional near‐infrared spectroscopy to monitor brain activations over empathy and emotional contagion regions as individuals viewed advertisements, matched with a multi‐brain network model for assessing synchronicity patterns across all participants' brains. Study 1 demonstrated that high‐scoring advertisements induced more densely coupled brain activations among participants in their right inferior frontal gyrus (IFG), tied to emotional empathy via embodied experience, and thus potentially representing shared understandings and emotional resonance among consumers. Study 2 replicated this finding with popular music and confirmed that density of the right IFG multi‐brain network could predict real‐world population‐level performance, thus presenting an intriguing new tool that might be coupled with other assessments.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Neural resonance in consumers' right inferior frontal gyrus predicts attitudes toward advertising

Pelowski

et al. 2021

Psychology and Marketing

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Neuromarketing and consumer behavior: A bibliometric analysis

Kajla,

Raj,

Kansra

et al. 2023

J of Consumer Behaviour

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Neuromarketing is the field of studying neural signals to comprehend consumer behavior, which can help improve marketing strategies. In the recent past, scholars have conducted research to enhance the conceptual understanding of neuromarketing by applying bibliometric analysis. However, most studies either had a myopic view or considered a few articles. As a result, existing literature fails to provide a nuanced understanding of neuromarketing. The present research addresses this lacuna using a bibliometric analysis of 383 research articles across different domains from the Scopus database. The research covers the most influential authors, articles, top journals, most prominent countries, and institutions in the neuromarketing field. Next, keyword co‐occurrence analysis reveals major themes such as decision‐making in consumers, marketing and consumer behavior, advertisement, non‐invasive techniques in advertisement effectiveness, ERP and brand extension, brand and fMRI. Finally, analyzing the six thematic areas gives valuable insights into the current research. The study also provides research areas for future researchers by identifying the gaps in the present thematic areas.

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Stigma in marketing and consumer research: A literature review and research agenda

Rocha,

Veloso

2024

J of Consumer Behaviour

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Stigma is a discrediting attribute that emerges in social interactions, playing different roles in different contexts. Several fields (e.g., sociology and psychology) have dedicated special attention to this phenomenon as it significantly impacts people's lives. Although there is some interest in the idiosyncrasies of stigma in marketing and consumer behavior, the literature investigating such a concept is still fragmented. This systematic literature review addresses the stigma concept in marketing and consumer behavior studies by analyzing 82 articles directly approaching stigma in empirical studies. As to the contributions of our study: (1) it synthesizes the literature on stigma in marketing and consumer research, presenting the state‐of‐the‐art in this domain; (2) our two‐step thematic analyses combine a descriptive assessment of our sample by using consolidated models from socio‐psychology and an examination of the articles from the perspective of the dynamic nature of stigma in the marketplace and the processes of stigmatization and destigmatization; (3) it put forward a future research agenda suggesting research avenues worth exploring by marketing and consumer behavior researchers to advance knowledge on marketplace stigma. We found that stigma is a topic that fits in a wide range of theories, contexts, and methods in marketing and consumer behavior literature.

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Methodological structure for future consumer neuroscience research

Cited by 30 publications

References 154 publications

Neural resonance in consumers' right inferior frontal gyrus predicts attitudes toward advertising

Neural resonance in consumers' right inferior frontal gyrus predicts attitudes toward advertising

Neuromarketing and consumer behavior: A bibliometric analysis

Stigma in marketing and consumer research: A literature review and research agenda

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