The application of mobile functional near-infrared spectroscopy for marketing research – a guideline

Abstract

Purpose To advance marketing research and practice, this study aims to examine the application of the innovative, mobile-applicable neuroimaging method – mobile functional near-infrared spectroscopy (mfNIRS) – in the field of marketing research, providing comprehensive guidelines and practical recommendations. Design/methodology/approach A general review and investigation of when and how to use mfNIRS in business-to-consumer and business-to-business marketing settings is used to illustrate the utility of mfNIRS. Findings The research findings help prospective marketing and consumer neuroscience researchers to structure mfNIRS experiments, perform the analysis and interpret the obtained mfNIRS data. Research implications The application of mfNIRS offers opportunities for marketing research that allow the exploration of neural processes and associated behaviour of customers in naturalistic settings. Practical implications The application of mfNIRS as a neuroimaging method enables the investigation of unconscious neural processes that control customer behaviour and can act as process variables for companies. Originality/value This is one of the first studies to provide comprehensive guidelines and applied practical recommendations concerning when and how to apply mfNIRS in marketing research.

Marketing móvil: Un estudio actitudinal del consumidor comercial de la provincia de Tungurahua

“…Sin embargo, solo unos pocos estudios han arrojado luz sobre las características demográficas, psicográficas y de comportamiento de los suscriptores de servicios inalámbricos que participan en comunicaciones móviles eWOM y comportamiento de marketing viral (Krampe, 2022;Müller et al, 2018;Narang & Shankar, 2019;Sarkar et al, 2020;Tong et al, 2020). Se sabe poco acerca de cómo las normas subjetivas, el control del comportamiento, los riesgos percibidos, la utilidad percibida, el placer, los costos y el mavenismo del mercado afectan las actitudes, la intención y el comportamiento virales móviles de los usuarios de teléfonos celulares en Ecuador.…”

“…Este estudio también confirma el impacto de la norma subjetiva en las actitudes virales de los jóvenes consumidores tungurahuenses y la mensajes electrónicos entretenidos y útiles. Ha confirmado el papel clave de la utilidad percibida en la predicción de las intenciones de eWOM de los consumidores (Aleksic et al, 2019;Krampe, 2022;Montaluisa et al, 2018;Sarkar et al, 2020;Tong et al, 2020). Este hallazgo tiene importantes implicaciones para los especialistas en marketing móvil.…”

“…Por lo tanto, es esencial que los investigadores y profesionales de marketing comprendan qué factores predicen las actitudes, intenciones y comportamientos virales móviles de los consumidores tungurahuenses. Actualmente, la investigación limitada se ha centrado en las actitudes, intenciones y comportamientos del marketing móvil de los consumidores ( Montaluisa et al, 2018;Müller et al, 2018;Sarkar et al, 2020;Hong & Nguyen, 2021;Krampe, 2022). En ausencia de evidencia empírica, la comprensión de las actitudes, intenciones y comportamiento de los consumidores en relación con el marketing móvil en el segundo mercado más grande del mundo es limitada.…”

Using neural data to forecast aggregate consumer behavior in neuromarketing: Theory, metrics, progress, and outlook

“…The last commonly employed technique is fNIRS, also recognized as a non‐invasive approach that has gained traction in the field of neuromarketing in recent years (He, Freudenreich, et al, 2021; Krampe, 2022). Its underlying operational principle is based on the relative transparency of human tissues to light within the near‐infrared (NIR) spectral window of 650–1000 nm, allowing NIR light to penetrate human tissues and noninvasively irradiate cortical brain tissues (Ferrari & Quaresima, 2012).…”

“…This approach is especially valuable in fMRI studies, as repeated measures design in fMRI studies have stronger statistical power for detecting differences between conditions (Infantolino et al, 2018). (Krampe, 2022;Pinti et al, 2020). This will provide a more comprehensive understanding of the applicability and predictive power of neural data in consumer behavior research.…”