Neuromarketing: a review of research and implications for marketing

In this research, we reviewed existing studies which used neuromarketing techniques in various fields of research. The results revealed that most attempts in neuromarketing have been made for business research. This research provides important results on the use of neuromarketing techniques, their limitations and implications for marketing research. We hope that this research will provide useful information about the neuromarketing techniques, their applications and help the researchers in conducting the research on neuromarketing with insight into the state-of-the-art of development methods

Emotional Experience and Advertising Effectiveness: on the use of EEG in marketing

This dissertation extends existing knowledge by elucidating two proposed aims of neuromarketing, using EEG. The first aim concerns offering additional insight into implicit processes (here, emotions). The second aim concerns contributing to predicting behavioral, market level, responses or ‘advertising effectiveness’

Decoding the consumer’s brain: Neural representations of consumer experience

Understanding consumer experience – what consumers think about brands, how they feel about services, whether they like certain products – is crucial to marketing practitioners. ‘Neuromarketing’, as the application of neuroscience in marketing research is called, has generated excitement with the promise of understanding consumers’ minds by probing their brains directly. Recent advances in neuroimaging analysis leverage machine learning and pattern classification techniques to uncover patterns from neuroimaging data that can be associated with thoughts and feelings. In this dissertation, I measure brain responses of consumers by functional magnetic resonance imaging (fMRI) in order to ‘decode’ their mind. In three different studies, I have demonstrated how different aspects of consumer experience can be studied with fMRI recordings. First, I study how consumers think about brand image by comparing their brain responses during passive viewing of visual templates (photos depicting various social scenarios) to those during active visualizing of a brand’s image. Second, I use brain responses during viewing of affective pictures to decode emotional responses during watching of movie-trailers. Lastly, I examine whether marketing videos that evoke s

Leveraging analytics to produce compelling and profitable film content

Producing compelling film content profitably is a top priority to the long-term prosperity of the film industry. Advances in digital technologies, increasing availabilities of granular big data, rapid diffusion of analytic techniques, and intensified competition from user generated content and original content produced by Subscription Video on Demand (SVOD) platforms have created unparalleled needs and opportunities for film producers to leverage analytics in content production. Built upon the theories of value creation and film production, this article proposes a conceptual framework of key analytic techniques that film producers may engage throughout the production process, such as script analytics, talent analytics, and audience analytics. The article further synthesizes the state-of-the-art research on and applications of these analytics, discuss the prospect of leveraging analytics in film production, and suggest fruitful avenues for future research with important managerial implications

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

Neuromarketing: A Systematic Review of Scholarly Articles

An extensive review of scientific literature on neuromarketing was conducted for this report. includes a full review of current-day issues of neuromarketing

This is your brain on neuromarketing:reflections on a decade of research

In this commentary, we reflect on the last decade of research in the field of neuromarketing and present a schematic illustration of the basic process of a typical neuromarketing study. We then identify three critical points of interest in this illustration that have not received enough discussion in neuromarketing-relevant literature, and which we consider to be somewhat problematic. These are the dominance of event-based designs in neuromarketing, the potential of alternative modalities in neuromarketing and the current focus on reverse inference in neuromarketing. We argue that, taken together, these points have substantive implications for the development of a more reflective neuromarketing, which in turn has greater potential to make a positive impact on marketing knowledge, marketing practice and public perceptions of marketing activity in general

Citation Classics in Consumer Neuroscience, Neuromarketing and Neuroaesthetics: Identification and Conceptual Analysis

Neuromarketing, consumer neuroscience and neuroaesthetics are a broad research area of neuroscience with an extensive background in scientific publications. Thus, the present study aims to identify the highly cited papers (HCPs) in this research field, to deliver a summary of the academic work produced during the last decade in this area, and to show patterns, features, and trends that define the past, present, and future of this specific area of knowledge. The HCPs show a perspective of those documents that, historically, have attracted great interest from a research community and that could be considered as the basis of the research field. In this study, we retrieved 907 documents and analyzed, through H-Classics methodology, 50 HCPs identified in the Web of Science (WoS) during the period 2010–2019. The H-Classic approach offers an objective method to identify core knowledge in neuroscience disciplines such as neuromarketing, consumer neuroscience, and neuroaesthetics. To accomplish this study, we used Bibliometrix R Package and SciMAT software. This analysis provides results that give us a useful insight into the development of this field of research, revealing those scientific actors who have made the greatest contribution to its development: authors, institutions, sources, countries as well as documents and references.Programa Operativo FEDER Andalucía 2014–2020 under Grant UMA 18-FEDERJA-14