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Although the use of neuroscientific knowledge to investigate marketing issues has been widely discussed, to date, few empirical studies have been published. This study is a first approach in the development of a theory of the perception of brands, which is based on neuroscience. In a Functional Magnetic Resonance Imaging experiment, we stimulated p...
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... the second run, participants received explicit instruc- tions, which aimed to capture overt behav- iours. The scheme of the study is depicted in Figure 1 . ...
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... in mind these considerations, Figure B1 depicts an informative but necessarily simplistic brain map of the regions that are relevant in the present study. This map may help the reader to visualise where in the brain the structures are located. ...
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... hippocampus, another brain struc- ture in Figure B1 , has been suggested to support memory systems ( Squire, 2004 ). The amygdala, which has close connections with the hippocampus ( LeDoux, 2007 ), has also been associated to memory, and to emotions ( Zald, 2003 ;Adolphs, 2004 ), and is considered a primary emotional inducer ( Bechara et al , 1999 ). ...
Citations
... Several empirically (e.g. Bruce et al., 2014;Lee et al., 2017;Lewinski, 2015;Santos et al., 2012) and conceptually (e.g. Koc & Boz, 2014; driven reasons exist to argue for the need to rethink how marketing strategies are executed in emerging markets. ...
The emergence of new technologies is influencing marketing research and business decisions. Specifically, artificial intelligence (AI), virtual reality (VR), and neuropsychological tools are changing the way we collect, store, and analyse marketing data. To realise the benefits of these technologies, which have implications for marketing communications as they facilitate the in-depth understanding of consumer experience, strategic and proactive orientations are required. To this end, this chapter reviews extant literature on AI, VR, and neuromarketing, providing guidance on how future marketing decisions will be made through leveraging these new technology-based tools. With its increasing computer power, AI will support broad marketing applications, such as analysis and targeting of customers for effective decision-making. VR can enhance a customer’s experience through the purchase journey, thus providing ample opportunities for marketers to utilise innovative marketing campaigns. Neuromarketing can capture tacit cognitive and emotional responses to marketing stimuli and enable informed forecasting of consumers’ purchase decisions.KeywordsArtificial intelligenceVirtual realityNeuromarketingMarketing communicationsConsumer behaviour
... Several empirically (e.g. Bruce et al., 2014;Lee et al., 2017;Lewinski, 2015;Santos et al., 2012) and conceptually (e.g. Koc & Boz, 2014; driven reasons exist to argue for the need to rethink how marketing strategies are executed in emerging markets. ...
Tourism is a very important economic activity as it boosts a nation’s revenue, increases foreign exchange earnings, generates employment, improves visibility and destination attractiveness. Destination competitiveness using travel and tourism indicators is a subject that has been researched for over three (3) decades. This chapter explores various destination marketing concepts and frameworks, introduced by scholars, which has sparked discussions on the progress of the field. The unpredictable and uncertain nature of the tourism industry makes it challenging for destination marketers to prepare for inevitable changes and resource allocations that would benefit both demand and supply. Discussions on sustainable marketing has gained traction in recent years due to this unpredictability. The travel industry is adapting to changes in the tourism ecosystem, and will continue to do so for the foreseeable future. Digital marketing is becoming increasingly critical for destination marketing organisations (DMOs) and is being utilised extensively in their marketing campaigns. Due to the unpredictability generated by various economic and health issues, globalisation, sustainability and digitisation will become priorities for destination management and marketing in the future. In the post-COVID-19 era, the ability of the DMO to communicate a unique selling proposition effectively will determine its success.KeywordsDestination marketingDestination competitivenessInfrastructureHuman interactionSustainable growthTourism ecosystemMarketing environmentSocial networkingDigital marketing
... Several empirically (e.g. Bruce et al., 2014;Lee et al., 2017;Lewinski, 2015;Santos et al., 2012) and conceptually (e.g. Koc & Boz, 2014; driven reasons exist to argue for the need to rethink how marketing strategies are executed in emerging markets. ...
Digitalisation has enabled brands in emerging markets to connect with target consumers through integrated marketing communication strategies. The purpose of this chapter is to explore and leverage the benefits of digital marketing for brands in emerging markets. One of the first insights the chapter provides is that digital marketing has created enormous opportunities for brands and consumers to connect. This connection is developed on various social media platforms, such as Facebook, Instagram, and Twitter. Brands are using these platforms to create awareness and communicate value. Digital marketing, aligned with integrated marketing communications, strengthens the relationships between brands and consumers. Therefore, this chapter presents a framework for digital marketing as a new branding strategy for effectively leveraging digital marketing and integrated marketing communications in emerging markets.KeywordsDigital marketingBrandingEmerging marketsIntegrated marketing communication
... Several empirically (e.g. Bruce et al., 2014;Lee et al., 2017;Lewinski, 2015;Santos et al., 2012) and conceptually (e.g. Koc & Boz, 2014; driven reasons exist to argue for the need to rethink how marketing strategies are executed in emerging markets. ...
“Sponsorship: Practices and Benefits in Emerging Markets” details the strategic sponsorship activities and mechanisms that can be implemented to communicate with customers and other stakeholders.
... It is possible that a mental affinity for a brand already exists in the brains of customers, suggesting that the characteristics of a certain brand that people were using may be correctly predicted from patterns of brain's neural stimulation (Tim Ambler, Braeutigam, Stins, Rose, & Swithenby, 2004;Chen, Nelson, & Hsu, 2015;Santos, Seixas, Brandão, & Moutinho, 2012). Numerous neuromarketing researchers have endorsed this idea, with their studies demonstrating that neuroscience (or neural) data can be used to assess brand personality traits that influence consumer choices (Chen et al., 2015;Venkatraman, Clithero, Fitzsimons, & Huettel, 2012) and to clarify representation and attention (identification of brand options) (Gakhal & Senior, 2008;Plassmann, Ramsøy, & Milosavljevic, 2012), learning (amending brand associations) (Al-Kwifi, 2016). ...
Neuro marketing is the domain in neuroscience devoted to the assay of brain feedback stimuli to advertising. It is grasped by the public as endorsed by commercial influence employed via neurophysiological means empowering the enterprises to track the main neurophysiological signals and consumer's behaviour. Neuro marketing demark and differentiate on what the consumer responds to, in accordance to a particular product and the notion they might get, beyond their co-consumers Neuro marketing considered as an emerging field of marketing commerce which adopts medical mechanics like functional Magnetic Resonance Imaging (fMRI) to contemplate the brain's response concerning the marketing stimuli. Investigators and researchers utilize the fMRI to gauge and learn the changes in brain activity with respect to why a buyer make the decisions and map the section of the brain, prompting this action. Marketing analysts adopt such neuro marketing to create an improved assessment of consumer's choices, and thorough this recognition and perception promote the business enterprise conceive the best products and services specifically fashioned with precision and lobby marketing adjusted towards the consumer's brain response. This review gives an insight to understand the consumer's perspective via means of neuro marketing.
... What a brand is, still is an open and quite complex matter [6]. We know, however, that the meaning of brands is co-constructed among brand owners and their consumers [7], and that brands encompass a significant social dimension [8,9]. ...
... Branding has been studied with neuroimaging techniques and "the workhorse technique in consumer neuroscience has been the fMRI" [10]. Brands have a decisive "social dimension" [9] and have been studied under different themes such as soft drinks [11], wine [12], cars [13], luxury [14], consumer-brand relationships [15], loyalty [16], emotions [17], price tag [12], and brand's neural profile [18,19]. ...
... Hence, brands are part of the identity construction of the consumer and its neural correlates have been being investigated, either the participation of the constructs selfrelatedness and social relevance [9], and the neural participation of these constructs in the brand perception and preference [8]. ...
Sports fans and fandoms are special (and extreme) cases of the consumer-brand relationship concept. The implications for markets may be positive (e.g., purchasing merchandizing), but also negative (e.g., ostracizing rivals’ sponsors). Such behavior calls for a deeper understanding, but traditional market research methods tend to fail to capture the underlying unconscious/emotion dimensions. Here, we explore the pertinent concepts (brands, self-construal, consumer-brand relationships, brand communities and tribes, and fan identity) and suggest the participation of consumer neuroscience to tackle the neural and psychological grounds of fan behavior.
... In fact, fMRI scanners are easily available compared to other neuroimaging tools. Several fMRI studies investigate many cognitive phenomena, such as sensory perception, attention, arousal, emotion, engagement, memory, reward and valence (McClure et al., 2004;Deppe et al., 2005;Esmaeili et al., 2011;Santos et al., 2012;Ruanguttamanun, 2014;Sebastian, 2014;Koestner et al., 2016;Shen and Morris, 2016). fMRI is a suitable tool to study consumer preferences for visual stimuli (e.g., videos, images). ...
The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.
... A laboratory experiment was conducted, involving 50 Italian participants. Such sample size is more than satisfactory for physiological studies, usually grounded on <20 subjects (Stoll et al., 2008;Santos et al., 2012;Teixeira et al., 2012;Hernández-Fernández et al., 2019). The experiment lasted 10 min and it was carried inside a university laboratory. ...
Cognitive evaluations only partially explain the consumer purchasing patterns, especially when consumers approach a product for the first time. In such an encounter, consumers anticipate the emotions they might experience as a result of their decision, as they cannot realistically evaluate product performances. The work investigates the nature and the influence of these future-oriented emotions, namely anticipated and anticipatory happiness, in the first encounter with new products. Through a first laboratory study, adopting both physiological (micro-facial expressions analysis) and self-reported measures, we confirm the distinction between anticipated and anticipatory happiness. We further show the differential impact of these two emotional constructs on the consumer decision-making process by grounding on the Theory of Planned Behavior (TPB). Through a second study, based on a questionnaire, we further investigate the role of anticipated happiness within the TPB. We show that anticipated happiness is a pervasive emotional construct that influences all stages of the intention formation process. We discuss how these findings enrich existing knowledge on the interplay between cognitive and affective components of the decision-making process for new products. Moreover, we offer a methodological contribution to the use of physiological methods to assess emotions.
... Therefore, Roth [22] recommended increasing the utilization of neuromarketing techniques for branding purposes to enhance the brands' representation. So far, many studies have highlighted the significant role of neuromarketing in improving the effectiveness of advertising messages [38,39,104] and branding [43,[59][60][61] around the world. It is believed that advertising pretesting is flawed by the cognitive processes of respondents activated during the usage of traditional techniques. ...
Sustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers’ decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers’ decision making in adopting neuroscience techniques for sustainable product development and marketing.
... Brand associations (e.g., brand personality traits) can exist a priori in the minds of consumers, which suggests that the types and properties of brands that consumers are thinking about can be reliably predicted from patterns of neural activations in the brain (Ambler, Braeutigam, Stins, Rose, & Swithenby, 2004;Chen, Nelson, & Hsu, 2015;Santos, Seixas, Brandao, & Moutinho, 2012). This notion is supported by several neuromarketing scholars in the area, whose studies offer evidence that neuroscience (or neural) data can be used to specify brand traits (or personality) that correspond to preference (Chen et al., 2015;Venkatraman, Clithero, Fitzsimons, & Huettel, 2012;Yoon, Gutchess, Feinberg, & Polk, 2006) and to determine representation and attention (e.g., identification of choice set and saliency of options of brands, Gakhal & Senior, 2008;Plassmann et al., 2012), learning (e.g., updating of brand associations, Plassmann et al., 2012), predicted and experienced value (e.g., how much consumers will enjoy a brand, Plassmann et al., 2012), remembered brand value (e.g., memory of brand linking, how linking of a brand is encoded, consolidated, and retrieved, Plassmann et al., 2012;Ratnayake, Broderick, & Mitchell, 2010), brand choice (e.g., choice of novel brands over familiar brands, Reimann, Castano, Zaichkowsky, & Bechara, 2012), brand tarnishment (e.g., brand names that have been diluted, blurred, or tarnished by competitors, Boshoff & Boshoff, 2016), and brand switching behavior (Al-Kwifi, 2016). ...
