A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research.

INTRODUCTION: The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking. METHODS: Search terms 'neuromarketing' and 'consumer neuroscience' identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review. RESULTS: Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour. CONCLUSIONS AND IMPLICATIONS: FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses

The Circular Economy and Marketing: A Literature Review

The focus on the circular economy (CE) is currently gaining momentum. In this paper, we examine how the objectives of the CE significantly overlap with those of the new generation of marketing, which emphasizes customer involvement in product design and responsible consumption. While the marketing function is essential for realizing the CE, there is still a lack of studies examining the intersection of these two critical concepts. Methodically, this paper aims to bridge this knowledge gap by conducting a systematic literature review that explains the CE-marketing nexus. In total, 45 studies were thoroughly analyzed, and findings indicate that the intersection between the CE and marketing spans four main research themes; (1) contribution of green marketing to the CE, (2) remanufacturing marketing, (3) product-service systems, and (4) neuromarketing tools. An agenda for future investigation of the CE and marketing concepts is suggested, followed by a brief conclusion. This review is valuable for scholars and managers, including those striving to have an increased understanding of the relationship between the CE and marketing. How to Cite:Rejeb, A., Rejeb, K., Keogh, J. G. (2022). The Circular Economy and Marketing: A Literature Review. Etikonomi, 21(1), 153-176. https://doi.org/10.15408/etk.v21i1.22216

11th Annual Research Week

A History of Mission Driven Scholarshi

KEER2022

Avanttítol: KEER2022. DiversitiesDescripció del recurs: 25 juliol 202