Young consumers’ brain responses to pop music on Youtube

Cheon, Kyoung; Suh, Minah; Kwon, Gusang; Yang, Sungwook; Lee, Eun Ju

doi:10.1108/apjml-04-2019-0247

Cited by 14 publications

(12 citation statements)

References 51 publications

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“…Consistent with the views of Cha et al (2019), Wongtadat (2019) states that due to financial, technical, and experimental design constraints, the subjects must meet specific requirements in order to avoid factors other than the expected stimuli that may cause a bias in neural responses. Studies using neuroscience imaging techniques tend to use fewer research participants and also limit the age of participants; that is, the number of participants should be between 12 and 44, and participants’ age should be between 18 and 43 years old.…”

Section: Methodsmentioning

confidence: 94%

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Hsu

Chen

2020

Australasian Marketing Journal

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This study aims to understand how hotel videos embedded with a smiling face emoji as a subliminal message affect consumers’ selection of hotels, with their brain activities measured and collected while they watched the videos. Data was collected from sixteen participants who completed two rounds of experiments. A chi-square test of homogeneity, paired sample t-test, and Bayes factor were performed to address the two proposed research questions. The results of this study reveal that participants’ selection of hotels would be significantly affected by the subliminal stimuli of a smiling face emoji. Meanwhile, neuroscientific data identifies significant differences between participants’ two (theta and beta) out of five bands of brainwaves while they were viewing hotel videos with and without the subliminal message. Suggestions for future studies and practical operations are also discussed.

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Section: Methodsmentioning

confidence: 94%

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Hsu

Chen

2020

Australasian Marketing Journal

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“…Most of the consumer neuroscience research using fNIRS focussed on the identification of neural correlates associated with merchandising in virtual in-store settings (Krampe et al, 2018b;Liu et al, 2018) or used fNIRS measurements to predict individual food-choice behaviour (Çakir et al, 2018). A recent fNIRS study conducted by Cha et al (2019) correlated neural activation patterns of the mPFC to online popularity of pop music on YouTube, presenting an extension of earlier studies that predicted music popularity in the field of consumer neuroscience applying fMRI (Berns and Moore, 2012). Overall, prior fNIRS research suggested that especially cortical regions are measurable, whilst brain regions located FIGURE 3 | Schematic representation of a trial in the experimental task.…”

Section: Fnirs Data Collectionmentioning

confidence: 93%

“…Plassmann et al (2007) explored, for example, how neuropsychological methods could be used to investigate brand equity as a determining factor that influences the perception and, consequently, the behaviour of consumers. Subsequently, multiple studies demonstrated the predictive power of neuropsychological data, displaying the capability of forecasting music and movie success or advertising elasticities of television ads (Baldo et al, 2015a;Boksem and Smidts, 2015;Venkatraman et al, 2015;Cha et al, 2019;Tong et al, 2020). Although the predictive power of neuropsychological methods has been demonstrated to outperform 'traditional' marketing methods (Venkatraman et al, 2015), neuropsychological methods and the generated neuropsychological insights are only partially adapted in practice.…”

Section: Introductionmentioning

confidence: 99%

“…These brain areas can only be measured with stationary neuroimaging methods, such as functional magnetic resonance imaging (fMRI), whose application is quite costly and time-consuming. However, although just recently a study conducted by Cha et al (2019) indicated that the application of functional near-infrared spectroscopy (fNIRS) allows to correlate medial prefrontal cortex (mPFC) neural activity to popularity of music on YouTube, another -in previous research often neglected -neural signature might as well be decisive to predicting PoS sales, namely the deactivation of the dorsolateral prefrontal cortex (dlPFC). The dlPFC is known to play a major role in decision-making by integrating cognitive evaluations whilst modulating affective reward responses (Hare et al, 2009).…”

Section: Introductionmentioning

confidence: 99%

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Measuring dlPFC Signals to Predict the Success of Merchandising Elements at the Point-of-Sale – A fNIRS Approach

2020

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The (re-)launch of products is frequently accompanied by point-of-sale (PoS) marketing campaigns in order to foster sales. Predicting the success of these merchandising elements at the PoS on sales is of interest to research and practice, as the misinvestments that are based on the fragmented PoS literature are tremendous. Likewise, the predictive power of neuropsychological methods has been demonstrated in various research work. Nevertheless, the practical application of these neuropsychological methods is still limited. In order to foster the application of neuropsychological methods in research and practice, the current research work aims to explore, whether mobile functional near-infrared spectroscopy (fNIRS) – as a portable neuroimaging method – has the potential to predict the success of PoS merchandising elements by rendering significant neural signatures of brain regions of the dorsolateral prefrontal cortex (dlPFC), highlighting its potential to forecast shoppers’ behaviour aka sales at the PoS. Building on previous research findings, the results of the given research work indicate that the neural signal of brain regions of the dlPFC, measured with mobile fNIRS, is able to predict actual sales associated with PoS merchandising elements, relying on the cortical relief effect. More precisely, the research findings support the hypothesis that the reduced neural activity of brain regions associated with the dlPFC can predict sales at the PoS, emphasising another crucial neural signature to predict shoppers’ purchase behaviour, next to the frequently cited reward association system. The research findings offer an innovative perspective on how to design and evaluate PoS merchandising elements, indicating fruitful theoretical and practical implications.

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“…We find that almost 45% of the studies (61 studies) investigate the impact of advertising on consumer behavior (e.g., preferences, satisfaction), emotions (e.g., positive, negative), and cognitive processes (e.g., attention, memory, engagement). Consumer neuroscience research analyses how consumers experience, process and assess advertisements (Astolfi et al, 2008 ; Ohme et al, 2010 ; Treleaven-Hassard et al, 2010 ; Morillo et al, 2015 ; Soria Morillo et al, 2016 ; Cha et al, 2019 ; Golnar-Nik et al, 2019 ; Kaklauskas et al, 2019 ; Kumar et al, 2019 ; Mahamad et al, 2019 ; Shaari et al, 2019 ). Studies focus on all types of advertising, i.e., brochure, billboard advertising, endorsements by spokespersons, movie trailers, television advertisement, social advertisement, Youtube videos and websites (Ohme and Matukin, 2012 ; Vecchiato et al, 2012a , b ; Randolph and Pierquet, 2015 ; Hamelin et al, 2017 ; Jin et al, 2017 ; Missaglia et al, 2017 ; Kong et al, 2019 ).…”

Section: Main Applications In Marketingmentioning

confidence: 99%

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

et al. 2020

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The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

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Young consumers’ brain responses to pop music on Youtube

Cited by 14 publications

References 51 publications

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Measuring dlPFC Signals to Predict the Success of Merchandising Elements at the Point-of-Sale – A fNIRS Approach

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

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