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The application of neuromarketing tools in communication research: A comprehensive review of trends
Psychology and Marketing, 2023 AbstractThis study provides an overview of the evolution of the body of knowledge, current research streams, potential new domains, and theoretical models of interest for neuromarketing research developed in the field of communication. Neuromarketing is defined here as research applying psychophysiological or neuroscience methods in communication.
Luis-Alberto Casado-Aranda +2 more
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Unveiling Neuromarketing and Its Research Methodology
Encyclopedia, 2022 Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and ...
Marcelo Royo-Vela, Àkos Varga
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Designing IoT Infrastructure for Neuromarketing Research
Advances in Intelligent Systems and Computing, 2019The field of research is IoT infrastructure for neuromarketing. The goal is to develop a comprehensive open infrastructure based on Internet of things that can be used for conducting neuromarketing research. As a proof of concept, we have developed an infrastructure based on IoT devices and sensors for collecting data on examinee’s responses to ...
Zorica Bogdanovic +2 more
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What is ‘neuromarketing’? A discussion and agenda for future research
International Journal of Psychophysiology, 2007Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential.
Nick Lee +2 more
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Neuromarketing research in the last five years: a bibliometric analysis [PDF]
Cogent Business and Management, 2021 Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years ...
Ahmed H Alsharif +2 more
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Traditional Market Research and Neuromarketing Research
2020Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by ...
Sertac Eroglu, Nihan Tomris Kucun
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Review and Prospect of Neuromarketing ERP Research
Journal of Management World, 2023Neuromarketing (NM) uses neuroscience tools, for example, but not limited to functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to study, explore, analyze, and explain the neural correlates of consumer’s behavior (i.e., decision-making processes), the cognitive processes (i.e., attention and memory) and emotional processes ...
Zedong Shi, Shihan Zhang
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Transparency and Reliability in Neuromarketing Research
2016In this chapter, we discuss about the transparency and reliability issues in the practice of the application of neuroscience-based methodologies on relevant marketing stimuli (e.g., neuromarketing). It is hypothesized that one of the reasons of the misperception and overestimation by the public opinion and mass media of the actual capabilities of the ...
Trettel, Arianna +7 more
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Bibliometric Exploration of Neuromarketing Research
This bibliometric study aims to comprehensively analyze the field of neuromarketing by utilizing data from the Scopus database. The study aims to identify research patterns, prominent researchers, and impactful studies in the field. Specifically, it focuses on the division of research, ethical considerations, and discrepancies in methodology. The studyRaj Kumar Singh +4 more
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