Neuromarketing empirical approaches and food choice: A systematic review

Sustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers’ decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers’ decision making in adopting neuroscience techniques for sustainable product development and marketing.

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“…Usefulness [30,35,36] Neuroimaging is a powerful technique in delivering useful findings related to the users' behavioral psychology [35].…”

Section: Criteria Author Explanationmentioning

confidence: 99%

Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach

et al. 2020

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“…The disconnect between self-reported ballots and market performance catalyzed researchers to better understand the cognitive mechanisms and autonomic responses that govern consumer choices with the goal of improving marketing strategies [1]. The field of neuromarketing leverages biometric sensors such as eye trackers, automated facial expression analysis (AFEA), galvanic skin response (GSR), electroencephalography (EEG), and functional magnetic resonance imaging (fMRI) to measure physiological responses of the body to marketing treatments.…”

Section: Neuromarketing and Its Benefitsmentioning

confidence: 99%

The State of Automated Facial Expression Analysis (AFEA) in Evaluating Consumer Packaged Beverages

2020

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In the late 1970s, analysis of facial expressions to unveil emotional states began to grow and flourish along with new technologies and software advances. Researchers have always been able to document what consumers do, but understanding how consumers feel at a specific moment in time is an important part of the product development puzzle. Because of this, biometric testing methods have been used in numerous studies, as researchers have worked to develop a more comprehensive understanding of consumers. Despite the many articles on automated facial expression analysis (AFEA), literature is limited in regard to food and beverage studies. There are no standards to guide researchers in setting up materials, processing data, or conducting a study, and there are few, if any, compilations of the studies that have been performed to determine whether any methodologies work better than others or what trends have been found. Through a systematic Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) review, 38 articles were found that were relevant to the research goals. The authors identified AFEA study methods that have worked and those that have not been as successful and noted any trends of particular importance. Key takeaways include a listing of commercial AFEA software, experimental methods used within the PRISMA analysis, and a comprehensive explanation of the critical methods and practices of the studies analyzed. Key information was analyzed and compared to determine effects on the study outcomes. Through analyzing the various studies, suggestions and guidance for conducting and analyzing data from AFEA experiments are discussed.

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“…EEG's high temporal resolution of sub-milliseconds allows accurate detection of changes in brain activity due to rapid change in stimuli [15]. Furthermore, EEG has fewer constraints regarding experimental design as the signal can be recorded through portable technologies with usage outside the laboratory [16].…”

Section: ) Electroencephalography (Eeg)mentioning

confidence: 99%

Electroencephalography for Enhanced Understanding of Consumer Preference

Neeharika

Suneetha²,

Kumari

2020

CJAST

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Conventional measurements used to study consumer response to food products may be subject to cognitive bias, as measurement data was consumer’s reported thoughts or through questionnaires. Therefore, for an unbiased approach electroencephalography (EEG), an electrophysiological method can provide implicit and extensive data. EEG uses electrical activity of brain to record and explain perceptive, attentive as well as emotional processes of consumer towards foods. The asymmetry of EEG signal between right and left hemispheres of anterior (frontal lobe) or posterior (parietal and occipital lobe) parts of brain can be used to determine acceptability of stimuli in a stimulated person. The accurate measurement through EEG enables marketers to compare consumer response to different marketing stimuli and impact moments associated with particular product or brand for better positioning of product in market.

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Neuromarketing empirical approaches and food choice: A systematic review

Cited by 98 publications

References 133 publications

Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach

Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach

The State of Automated Facial Expression Analysis (AFEA) in Evaluating Consumer Packaged Beverages

Electroencephalography for Enhanced Understanding of Consumer Preference

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