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

Abstract

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.

Biomedical Technology in Studying Consumers’ Subconscious Behavior

“…The fixations and saccades are named the scan route and analyze visual perception, cognitive purpose, interest, and relationship [63]. At the same time, pupil dilation with a longer blink period tells us better information processing [2]. The technological advancement in the last decade, the ET has many uses relevant to humancomputer interactions, wherein ET can be used in the laboratory and real environments [64].…”

“…Researchers have resorted to using neuroscience and psychology tools such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI), eye-tracking (ET), and so forth to better understand consumers' behavior. That led to emerging a novel field, so-called "neuromarketing" [1,2]. Although the term "neuromarketing" was coined in 2002 by Smidts [3], the first study that used neuroscience tools such as functional magnetic resonance imaging (fMRI) in the business field was done in 2000 by [4].…”

Neuromarketing: Marketing research in the new millennium

“…Therefore, to better strengthen the concept behind the actual consumer behavior, we must understand the stimulating elements behind the actual behavior, which lies in the consumer's brain 'black box'. For that to take place we need to dig a little deeper inside the consumer's brain to understand the basics of 'neuromarketing', which involves a set of definitions, NM is an interdisciplinary field, situated at the borderline between neuroscience, psychology, and marketing (Alsharif et al, 2021b;Javor et al, 2013;Sebastian, 2014), it uses to create a better structure of how marketing stimuli (e.g., advertising, brand, product) impact the neural responses of consumer's behavior (e.g., decision-making), emotion, attention, and memory processes (Pozharliev et al, 2017). NM is mainly associated with the commercial part that correlates to the application of neuroscience tools in marketing research to give a well-oriented image on the consumption behavior as a whole (Khushaba et al, 2013).…”

The Role of Tablets in Improving Students' English Reading Skill

“…Contemporary, neuroimaging tools have been used not only in marketing, neuromarketing, and medical sectors but also in education. For example, the electroencephalography has used to examine the spent time in the reading text [e.g., skim and depth reading) (Alsharif et al, 2021b;2021c;2021e;2021g;.…”