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Advances in neuroscience and marketing: analyzing tool possibilities and research opportunities [PDF]

Spanish Journal of Marketing-ESIC, 2022
Purpose – This study aims to illuminate the contribution of neurophysiological techniques in the field of marketing and consumer decision-making and to highlight avenues and research questions that marketing researchers can take advantage of from ...
Luis-Alberto Casado-Aranda, Juan Sanchez-Fernandez   +1 more
doaj   +1 more source

Cue‐reactivity to brand logos of consumers with a compulsive buying tendency: A consumer neuroscience perspective

Psychology & Marketing, 2023
Well‐designed brand logos can be critical in effective marketing strategies. By adopting a consumer neuroscience approach and the interaction of person‐affect‐cognition‐execution model, this study analyzes the behavioral reaction and neural activation ...
Mirja Hubert, M. Hubert, Marcello M. Mariani   +2 more
semanticscholar   +1 more source

Realizing consumers’ existential dreams via product marketing and mixed reality: a perspective based on affective neuroscience theories

Frontiers in Neuroscience, 2023
In an era of swift societal changes and escalating consumerism, this paper presents an exploration of an innovative approach that integrates product marketing strategies, mixed reality (MR) technology, and affective neuroscience theories to actualize ...
Bin Yin, Bin Yin, Bin Yin, Yan-Bin Jiang, Yan-Bin Jiang, Jian Chen, Jian Chen   +6 more
doaj   +1 more source

From the first studies of the unconscious mind to consumer neuroscience: A systematic literature review

International Journal of Research In Business and Social Science, 2023
Our brain has nearly 100 billion nerve cells, responsible for sensory perception and serving as a memory for all the information processed by the body. The brain is, therefore, the basis of cognition and emotions. This article aims to present the origins
Ikrame Masrhouni, Abdeaziz Bahoussa
semanticscholar   +1 more source

Electroencephalography in consumer behaviour and marketing: a science mapping approach

Humanities & Social Sciences Communications, 2023
Since its inception, the field of consumer neuroscience and neuromarketing has undergone significant development. The principal objective of this work is to identify current research and to define emerging topics in both consumer neuroscience and ...
Aroa Costa-Feito, Ana M. González-Fernández, Carmen Rodríguez-Santos, Miguel Cervantes-Blanco   +3 more
doaj   +1 more source

Editorial: Insights and innovations in consumer neuroscience

Frontiers in Human Neuroscience
Riccardo Valesi, Riccardo Valesi, Margherita Zito, Margherita Zito, Chiara Casiraghi, Chiara Casiraghi, Vincenzo Russo, Vincenzo Russo   +7 more
doaj   +2 more sources

Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume

Applied Sciences, 2022
The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere.
J. Berčík, Katarína Neomániová, Kristína Mušinská, Michal Pšurný   +3 more
semanticscholar   +1 more source

Consumer Decision Neuroscience [PDF]

, 2022
Dieses Open-Access-Buch zur Consumer Decision Neuroscience verfolgt das Ziel, durch die Integration neurowissenschaftlicher Methoden in die Käufer- und Konsumentenverhaltensforschung die Identifikation verhaltensrelevanter, neurophysiologischer Variablen zu ermöglichen, um darauf aufbauend eine Theorieerweiterung zu schaffen.
openaire   +3 more sources

The Use of Eye‑Tracker and Face Reader as Useful Consumer Neuroscience Tools Within Logo Creation

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2019
Traditional methods of conducting consumer behavior do not provide enough detailed information and therefore the paper aimed to demonstrate the use of consumer neuroscience when examining a selected product policy tool by using biometric methods to ...
Katarína Neomániová, Jakub Berčík, Anka Pavelka   +2 more
doaj   +1 more source

CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE

Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2023
The increasing complexity of marketing communication efforts in digital consumption culture requires a deeper understanding and measurement of their impact.
Ferdi Akbıyık, Ömer Kürşad Tüfekci
doaj   +1 more source