Neuroscience research in consumer behavior: A review and future research agenda

Abstract

Consumer neuroscience is a growing field in both marketing and consumer behavior research. The number of articles published on the topic has increased exponentially in the last 15 years. However, there is still no comprehensive analysis of the literature highlighting the main constructs, trends and research gaps found in such a large collection of papers. Therefore, this paper provides a text mining (TM) analysis that clusters and systematizes the complex and dispersed information of 469 articles, using the correlated topic model algorithm (CTM). Results show that “consumer neuroscience”, “brand memory”, and “willingness to buy” are the most relevant topics in the field. This study also reveals that the literature has been focusing on ethical concerns as well as on controversial concerns in the use of consumer neuroscience techniques. We include a final section on future research questions and opportunities that emerged from the conducted research.

A Bibliometric Analysis of Consumer Neuroscience towards Sustainable Consumption

“…Especially since low-carbon development has become global common knowledge, consumer neuroscience has started to expand its research objects to include green brands, green labels, and green pricing [ 70 , 71 ]. Advertising, branding, packaging, and green labels are taken as external stimuli, and EEG indicators involved in consumer psychological feedback are taken as judgments of preference [ 72 , 73 , 74 ]. This is all in order to explore individual preferences for sustainable consumption.…”

Theory generation from literature reviews: A methodological guidance

“…This group of articles covers topics such as digital consumer behavior (Güngör & Çadırcı, 2022) and advertising (Moradi & Zihagh, 2022), the use of collaborative economy platforms (Ertz & Sarigöllü, 2022), and consumers' interactions with social robots (Blaurock et al, 2022). The fourth category includes six articles that cover Various Consumer Behavior Themes such as double deviation in services (Suresh & Chawla, 2022), opportunity cost (Haghpour et al, 2022), brand personality (Ghorbani et al, 2022) and brand hate behavior (Yadav & Chakrabarti, 2022), consumer collecting behavior (Lee et al, 2021) and neuroscience research in consumer behavior (Oliveira et al, 2022). Next, we briefly present the articles of the special issue based on the above categorization.…”

“…The article “ Neuroscience research in consumer behavior: A review and future research agenda ” aims to fill this void in the literature. Oliveira et al (2022) used a correlated topic model algorithm in a text mining (TM) study to cluster and organize the complicated and scattered content of 469 articles. According to the findings, the most critical issues in the topic include “consumer neuroscience,” “brand memory,” and “willingness to buy.” This study also demonstrates that the literature mainly emphasizes ethical considerations and contentious concerns in applying consumer neuroscience techniques.…”

Early different cognitive processes evoked by carnival vs. general promotions when shopping online: An ERPs study

“…Prior relevant research has normally adopted questionnaires ( Faical et al, 2015 ), interviews ( William and Timothy, 2012 ), or market surveys ( Dhruv et al, 2011 ) as research methods. Because of data collection bias ( Baldo et al, 2022 ; McInnes et al, 2022 ; Oliveira et al, 2022 ), these methods are not helpful in probing consumers’ cognitive processes. With the help of new neuroscience techniques, such as functional magnetic resonance imaging (fMRI), ERPs, or eye-tracking, the processes by which information is received and processed can be observed.…”