ABSTRACT
Neuromarketing study is a combination between neuroscience and marketing studies. it is done to get better understanding on consumer behaviors while making purchases. Since the advent of Covid-19 or also known as Coronavirus, eCommerce platforms are widely used by the consumers to purchase goods and services. Various techniques can be used to obtained the brain signals to observe consumers' emotions. There are two types of neuromarketing approaches which are neuroimaging and non-neuroimaging techniques. The neuroimaging techniques are frequently used by the researchers to study neuromarketing as the results obtained are based on the consumers' brainwaves and is not biased to any goods or services such the results from surveys, interviews, or other traditional marketing strategies. So, this describes review on previous research which use the neuroimaging techniques to study neuromarketing, especially using electroencephalogram (EEG). © 2022 IEEE.
ABSTRACT
Neuromarketing literature has grown remarkably in recent years. Although the field has generated a diverse body of knowledge, we still find a dearth of studies classifying the existing literature into research themes and further presenting known and unknown aspects of Neuromarketing from a business and management viewpoint. To bridge this gap, the present study conducted a systematic literature review of Neuromarketing from 2011 to 2021, with a sample of 100 peer-reviewed articles. Based on rigorous review and thematic analysis of 41 relevant research articles, four research themes were identified - 1) Phenomenon, 2) Application, 3) Bright side, and 4) Dark side of Neuromarketing. Further, a theoretical framework of neuromarketing effect on consumer behaviour was presented. Future research thrust areas in theory, application, methodology, and evidence were identified.
ABSTRACT
Neuromarketing is an emerging area of interest to big corporates. The companies are investing huge capital in neuroscientific technologies to understand the impact of branding, advertising and other external stimuli on human brain and formulating the marketing strategies accordingly to influence the perceptions of customers in the target market. This is creating the need for certified professionals both on provider side as well as client side such as data analysts, consultants and managers in neuromarketing. This has motivated the researcher to analyze the current and future scenario of formal education in neuromarketing. The study is based primarily on information available online during the Covid times. The researcher has also made an attempt to know the viewpoints of youth as well as educationists in this context. © 2022 IEEE.
ABSTRACT
eCommerce in Malaysia shows rapid increasing pattern throughout years, especially during the Covid-19 pandemic. Consumers prefer to shop online instead of buying at brick-and-mortar stores. Consumer’s buying behavior and decision making are affected by their emotions in choosing goods and services. This paper focuses on emerging field of neuromarketing study. It is one of the marketing studies which may benefit the merchants as well as the consumers in producing and choosing goods. With the advent combination of neuroscience and marketing, neuromarketing, many studies have been done to study consumer’s behavior while making decision on online purchasing. Neuromarketing study can be carried out by various techniques. For example, the electroencephalogram (EEG) technique which is the most promising and accessible way to discover neuromarketing. In this paper, the EEG technique is chosen to be the neuromarketing techniques as the device is easy to use, accessible, and the most important is the EEG is non-invasive since there is no surgery required. This research purpose is to determine consumer’s behaviors towards marketing stimuli and how their emotions are influenced by the stimuli. Thus, this paper describes a study and the development of neuromarketing using hedonic and utilitarian motivation which has been proven that this method may enhance the marketing strategies. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
ABSTRACT
Purpose>The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that extends beyond current state-of-the-art approaches based on augmented reality (AR) and virtual reality (VR) technologies.Design/methodology/approach>The authors first take stock of research on reality-enhanced service communication with AR and VR, then complement these insights with emerging neuroscientific research to conceptualize how NeR enables innovative forms of service communication. On this basis, the authors develop a research agenda to guide the future study and managerial exploitation of NeR.Findings>AR and VR already offer unique affordances for digital-to-physical communication, but these can be extended with NeR. Specifically, NeR supports neuro-to-digital and digital-to-neuro communication based on neuroimaging (e.g. controlling digital content through thought) and neurostimulation (e.g. eliciting brain responses based on digital content). This provides a basis for outlining possible applications of NeR across service settings.Originality/value>The authors advance knowledge on reality-enhanced service communication with AR and VR, whilst also demonstrating how neuroscientific research can be extended from understanding brain activity to generating novel service interactions.
ABSTRACT
After the outbreak of Coronavirus, social distancing in retail has become a need that could damage the interaction in-store between sales assistant, ambassadors of the brand storytelling, and customers, that should be emotionally engaged in order to experience a positive customer journey. In closing the gap brought by the pandemic, systems of Artificial Intelligence (e.g. robots, smart trolleys etc.) can be of help in keeping active the communication between brands and customers, and at the same time sanitarian safety, while keeping alive the process of value co-creation. Because some research also empirically demonstrated that a socially-oriented corporate identity can out-perform traditional approaches to its extension, in using AI in retail, the assessment methods should be more technology-oriented too: in doing this, neuromarketing can help evaluating the process of emotional engagement between the AI and the customers, with parametric data and scientific precision. Neuromarketing can also assess the biological well-being of a customer when making purchase: in fact, beside the product knowledge through storytelling, retailers know that also environmental comfort can be an important variable of the customers’ purchase decision in the retail ecosystem. In fact, physical well-being (assessed in terms of temperature, heart rate etc.) can be a booster of activity: not only for consumers, but also for employees, that can boost their productivity. Since Transformative Service Research is a research stream aimed at creating uplifting changes and improvements in the well-being of individuals (consumers and employees), communities, and ecosystems, these technologies (AI, neuromarketing, as well as digital technologies like AR and VR) can be inscribed in the frame of the eudaimonic well-being: the present contribution aims at being a review of the state of the art of the above-mentioned topics. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
ABSTRACT
Neuromarketing has a wide range of applications: to build an effective communication policy with consumers, investors and other components of the business ecosystem. Compliance with ethics of neuroscience, data protection, helps to increase consumer confidence, more efficient, more personalized satisfaction of needs. Companies need to educate consumers about the relevance of neuromarketing. Motivating factors are: better, more complete and comprehensive satisfaction of current and anticipation of future needs to improve the quality of life, and this requires constant research. The advantage of neuromarketing is that it allows to detect reactions that occur under the influence of new factors, in particular in a Covid-19 pandemic. Content analysis of leading in Ukraine logistics companies websites showed a comprehensive positioning of companies, paying significant attention to quality standards, environmental safety, corporate social responsibility. In order to achieve the desired emotions, response of consumers more effectively, logistics companies need to improve their websites in the following areas: to place relevant information about services in two versions - concise and more detailed;to ensure the localization of websites, in particular, to follow the usual sites navigation for a particular country. It is expedient to use chatbots more actively for acceleration and convenience of communications. It is advisable to diversify visualization tools that will increase the effectiveness of content perception.
ABSTRACT
The COVID-19 pandemic has prompted the production of a vast amount of COVID-19-themed brand commercials, in an attempt to exploit the salience of the topic to reach more effectively the consumers. However, the literature has produced conflicting findings of the effectiveness of negative emotional contents in advertisings. The present study aims at exploring the effect of COVID-19-related contents on the hemodynamic brain correlates of the consumer approach or avoidance motivation. Twenty Italian participants were randomly assigned to two different groups that watched COVID-19-related or non-COVID-19-related commercials. The hemodynamic response [oxygenated (O2Hb) and deoxygenated hemoglobin modulations] within the left and right prefrontal cortices (PFC) was monitored with Functional Near-Infrared Spectroscopy (fNIRS) while brand commercials were presented, as the prefrontal lateralization was shown to be indicative of the attitude toward the brand and of the approach-avoidance motivation. First, the findings showed that the COVID-19-related contents were able to prompt emotional processing within the PFC to a higher extent compared to contents non-related to COVID-19. Moreover, the single-channel analysis revealed increased O2Hb activity of the left dorsolateral PFC compared to the left pars triangularis Broca's area in the group of participants that watched the COVID-19-related commercials, suggesting that the commercials may have driven participants to dedicate more attention toward the processing of the emotional components compared to the semantic meaning conveyed by the ad. To conclude, despite expressing unpleasant emotions, commercials referring to the highly emotional pandemic experience may benefit the advertising efficacy, increasing the capability to reach customers.
ABSTRACT
Designing social interventions with an impact on the quality of life of certain groups is one of the achievements of "Young Music Fest", a Spanish music festival accessible to people with hearing disabilities, and they constitute an effective strategy for the creation of experiences since the music directly evokes emotions. With the purpose of integrating different groups, festivals help communities join forces, give rise to a greater sense of belonging and promote accessibility and diversity. By harnessing creativity, music festivals create bonds between residents, evoke their identity, act as social marketing levers, and promote key indicators of quality of life, providing a meeting place for community members and encouraging their participation. This work describes a triangular investigation, composed of an implicit association test, a questionnaire, and a focus group, taking advantage of the synergy of the neuroscientific research, both psychometric, quantitative, and qualitative in nature, and as an approach to a real project that provides new solutions on how to face the crisis of the covid-19 in the field of face-to-face events.
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The new era of digitalized knowledge and information technology (IT) has improved efficiency in all medical fields, and digital health solutions are becoming the norm. There has also been an upsurge in utilizing digital solutions during the COVID-19 pandemic to address the unmet mental healthcare needs, especially for those unable to afford in-person office-based therapy sessions or those living in remote rural areas with limited access to mental healthcare providers. Despite these benefits, there are significant concerns regarding the widespread use of such technologies in the healthcare system. A few of those concerns are a potential breach in the patients' privacy, confidentiality, and the agency of patients being at risk of getting used for marketing or data harnessing purposes. Digital phenotyping aims to detect and categorize an individual's behavior, activities, interests, and psychological features to properly customize future communications or mental care for that individual. Neuromarketing seeks to investigate an individual's neuronal response(s) (cortical and subcortical autonomic) characteristics and uses this data to direct the person into purchasing merchandise of interest, or shaping individual's opinion in consumer, social or political decision making, etc. This commentary's primary concern is the intersection of these two concepts that would be an inevitable threat, more so, in the post-COVID era when disparities would be exaggerated globally. We also addressed the potential "dark web" applications in this intersection, worsening the crisis. We intend to raise attention toward this new threat, as the impacts might be more damming in low-income settings or/with vulnerable populations. Legal, health ethics, and government regulatory processes looking at broader impacts of digital marketing need to be in place.
ABSTRACT
Businesses and scholars have been trying to improve marketing effect by optimizing mobile marketing interfaces aesthetically as users browse freely and aimlessly through mobile marketing interfaces. Although the layout is an important design factor that affects interface aesthetics, whether it can trigger customer's aesthetic preferences in mobile marketing remains unexplored. To address this issue, we employ an empirical methodology of event-related potentials (EPR) in this study from the perspective of cognitive neuroscience and psychology. Subjects are presented with a series of mobile marketing interface images of different layouts with identical marketing content. Their EEG waves were recorded as they were required to distinguish a target stimulus from the others. After the experiment, each of the subjects chose five stimuli interfaces they like and five they dislike. By analyzing the ERP data derived from the EEG data and the behavioral data, we find significant differences between the disliked interfaces and the other interfaces in the ERP component of P2 from the frontal-central area in the 200-400 ms post-stimulus onset time window and LPP from both the frontal-central and parietal-occipital area in the 400-600 ms time window. The results support the hypothesis that humans do make rapid implicit aesthetic preferences for interface layouts and suggest that even under a free browsing context like the mobile marketing context, interface layouts that raise high emotional arousal can still attract more user attention and induce users' implicit aesthetic preference.