Neuromarketing and the advances in the consumer behaviour studies: a systematic review of the literature

Cruz, Cassiana Maris Lima; Medeiros, Janine Fleith de; Hermes, Lisiane Caroline Rodrigues; Marcon, Arthur; Marcon, Érico

doi:10.1504/ijbg.2016.078842

Cited by 21 publications

(11 citation statements)

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“…These brainwaves are further associated with the neural signature of brain states. The neural signature is divided into frequency bands known as rhythms, such as the delta (0.1-4 Hz), theta (4-8 Hz), alpha (8-12 Hz), beta (12)(13)(14)(15)(16)(17)(18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29)(30), and gamma (30-90 Hz). These frequency bands are related to different brain states, regions, functions or pathologies.…”

Section: Activation Of Brain Regions Due To Marketing Stimulimentioning

confidence: 99%

“…Numerous literature reviews have been published focusing the theoretical aspect of consumer neuroscience, such as marketing, business ethics, management, psychology, consumer behavior, etc. [ 13 – 15 ]. However, systematic literature review from the engineering perspective with a focus on neural recording tools and interpretational methodologies used in this field is absent.…”

Section: Introductionmentioning

confidence: 99%

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Technological advancements and opportunities in Neuromarketing: a systematic review

et al. 2020

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Neuromarketing has become an academic and commercial area of interest, as the advancements in neural recording techniques and interpreting algorithms have made it an effective tool for recognizing the unspoken response of consumers to the marketing stimuli. This article presents the very first systematic review of the technological advancements in Neuromarketing field over the last 5 years. For this purpose, authors have selected and reviewed a total of 57 relevant literatures from valid databases which directly contribute to the Neuromarketing field with basic or empirical research findings. This review finds consumer goods as the prevalent marketing stimuli used in both product and promotion forms in these selected literatures. A trend of analyzing frontal and prefrontal alpha band signals is observed among the consumer emotion recognition-based experiments, which corresponds to frontal alpha asymmetry theory. The use of electroencephalogram (EEG) is found favorable by many researchers over functional magnetic resonance imaging (fMRI) in video advertisement-based Neuromarketing experiments, apparently due to its low cost and high time resolution advantages. Physiological response measuring techniques such as eye tracking, skin conductance recording, heart rate monitoring, and facial mapping have also been found in these empirical studies exclusively or in parallel with brain recordings. Alongside traditional filtering methods, independent component analysis (ICA) was found most commonly in artifact removal from neural signal. In consumer response prediction and classification, Artificial Neural Network (ANN), Support Vector Machine (SVM) and Linear Discriminant Analysis (LDA) have performed with the highest average accuracy among other machine learning algorithms used in these literatures. The authors hope, this review will assist the future researchers with vital information in the field of Neuromarketing for making novel contributions.

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Section: Activation Of Brain Regions Due To Marketing Stimulimentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Technological advancements and opportunities in Neuromarketing: a systematic review

et al. 2020

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“…fMRI has been used to study a range of mental processes, covering attention, arousal, affect, reward, decision making, and memory ( Wang and Minor, 2008 ); processes that are highly relevant to consumer behavior. The use of fMRI in consumer research has been extensively reviewed (e.g., Plassmann et al, 2011 , 2015 ; Solnais et al, 2013 ; Venkatraman et al, 2015 ; Cruz et al, 2016 ; Karmarkar and Plassmann, 2017 ). Here, we focus on fMRI studies that have targeted mental processes difficult to investigate using other physiological measures such as implicit processing and reward mechanisms.…”

Section: Physiological and Neuroscientific Measures Used In Consumer mentioning

confidence: 99%

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

Bell

Vogt

Willemse³

et al. 2018

Front. Psychol.

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The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior.

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“…Neuromarketing (NM) is an interdisciplinary field that has derived from neuroscience, psychology, and marketing (Mansor & Isa, 2020). Undoubtedly, this is a promising field to study how humans made their conscious/unconscious decisions, and so through recording the activity regions in the consumer's brain when the consumer has been exposed to marketing stimuli such as advertisements, brand, sound, and so forth (Cruz et al, 2016). Traditional marketing methods are often providing not reliable and inaccurate information because it depends on the verbal consumer's choice (self-report) (Alsharif et al, 2021c).…”

Section: Introductionmentioning

confidence: 99%

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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Neuromarketing and the advances in the consumer behaviour studies: a systematic review of the literature

Cited by 21 publications

References 0 publications

Technological advancements and opportunities in Neuromarketing: a systematic review

Technological advancements and opportunities in Neuromarketing: a systematic review

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

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

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