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In recent decades, a new branch of marketing called ‘neuromarketing’ has received considerable attention from both academics and marketers. It involves the combined use of traditional marketing tools, psychology and neuroscience. Neuromarketing offers an in-depth insight and understanding of human cognition and consumer behaviour. Marketers can lea...
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The deep brain stimulation (DBS) Think Tank X was held on August 17–19, 2022 in Orlando FL. The session organizers and moderators were all women with the theme women in neuromodulation . Dr. Helen Mayberg from Mt. Sinai, NY was the keynote speaker. She discussed milestones and her experiences in developing depression DBS. The DBS Think Tank was fou...
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... Research has shown that approximately 50% of information is processed unconsciously by the brain, highlighting the inability of traditional marketing methods to fully comprehend unconscious processes (Ala et al., 2022;Kant, 2020). Neuro-marketing helps businesses design more effective advertising campaigns by providing deeper insights into consumer preferences and decision-making, influencing customers' emotions and cognition (Bhardwaj et al., 2023). ...
This study aims to examine the impact of neuro-marketing on customer purchase behavior through the role of cognition and perception in purchase decision-making. To test these hypotheses, participants were placed in a laboratory environment and exposed to emotional and cognitive stimuli. Brainwaves (alpha and beta) and behavioral indicators such as the number of purchases, purchase amount, and decision-making time were evaluated as the main variables. The sample consisted of 30 participants, who were randomly assigned to experimental and control groups. The results indicated that emotional and cognitive stimuli had a significant impact on alpha and beta brainwaves. Emotional stimuli led to an increase in beta waves and a reduction in decision-making time, suggesting enhanced alertness and faster decision-making. Additionally, cognitive stimulation significantly increased both alpha and beta waves and reduced decision-making time. However, the effect of these stimuli on the number of purchases and the total amount spent was not significant. DOI: https://doi.org/10.52783/pst.905
... A customer's pattern may be identified via facial expression coding and eye movement monitoring for neuromarketing. These methodologies ascertain the attractive attributes of a product that capture a consumer's attention, the duration for which they fixate on those attributes, the extent of dilation and expansion of the client's pupils, and additional factors about the product (Ala, Nair, & Rasul, 2022). Two key attributes of neuromarketing are emotional appeal and memory encoding. ...
... The source argues that neuromarketing research informs the creation of sticky digital experiences, essentially pieces of memorable data that digital systems can call to action whenever required. Another study (Ala, Nair, & Rasul, 2022) finds that memory encoding and neuromarketing techniques provide a seamless user experience, enhancing user engagement. The study claims that neuromarketing memory principles drive long-term brand recall in digital experiences. ...
Artificial Intelligence (AI) techs help businesses turn internal and external data into real gold by analyzing customer data, extracting valuable insights, and offering individual solutions. The current study aimed to identify the mediating effect of artificial intelligence and digital experience on the relationship between neuromarketing (emotional appeal and memory encoding) and consumer behavior. The current study was applied to consumers within the MENA region by using an online questionnaire self-administered by (837) individuals. The study hypotheses were all accepted, and results confirmed that there is a mediating effect of AI and digital experience (DX) on the relationship between neuromarketing (emotional appeal and memory encoding) and consumer behavior. The degree to which digital experiences can modulate the association between emotional appeal, memory encoding, and consumer behavior, is not absolute; other factors and external cues that may be integral parts of a seller's marketing campaign remain relevant as well. The marketing strategy, quality of the product, prices, and effect of the enclosing environment influence consumer behavior from the digital dominion. Consequently, the comprehensive study of the digital situation is the premise of comprehending as well as using the mediating influence of digital experience on a consumer's mind. The study supports the idea that it is crucial for digital experience to bring up good feelings and provide opportunities for better information memory. Building visualizations that are appealing, interactive, and immersive to the users is intended to keep them interested and promote remembering. Through this approach, information on the brand can be associated with, recalled, and can become a significant decisive factor in future purchase decision-making.
... The human brain processes more than 50% of information unconsciously (Ala et al., 2022, Kant, 2020. Compared to traditional questionnaire and interview-based analysis techniques, neuromarketing and consumer neuroscience studies describe reality more accurately (Aldayel et al., 2020). ...
An increasing amount of research is being done on how customers' brain responses impact their decision-making since it is crucial to understand why consumers choose one product over another in the current market. Customers' decisions are influenced by neuromarketing and its implicit and automatic processes, which also reveal any covert understanding of consumer behavior. While positioning itself as one of the primary areas of study aimed at achieving this goal, neuromarketing is still a relatively new and fast developing field. The purpose of the study was to investigate how advertising affects customers' online purchase decisions. Another objective is to investigate how consumers' gaze patterns, fixation rates, heat maps, and feelings are affected by stimuli or marketing initiatives. The stimulus is provided by the consumer, and the advertising campaign measures the response. The most recent studies' systematic literature review was employed by the authors. With the aid of PRISMA, the scanned literature was included and excluded. Authors used the Forest Plot based on partial correlation to examine the effect size of the literature they had used. SLR's publication bias was examined using a funnel plot. To bolster the strength of the evaluated literature, content analysis was done.
... 's hidden components are better understood thanks to neuroscience (Pereira et. al, 2022). Both consumers and marketers benefit from the expanded use of neuromarketing approaches for the analysis of consumer preferences and decision-making processes (Oikonomou et. al., 2023). The human brain subconsciously processes more than 50% of the information (Ala et. al., 2022, Kant, 2020. Compared to traditional techniques of analysis based on questionnaires and interviews, neuromarketing and consumer neuroscience research more accurately depicts reality (Aldayel, et al., 2020). Ali Gaafar& Al-Romeedy(2022) conducted research on a few domains where neuroscience helps advance theory-building by offering chanc ...
Neuromarketing and its implicit and automated processes influence customer decision-making and expose any concealed understanding of consumer behavior. There is a rising interest in studying how consumers' brain responses affect their decision-making process because one of the most important questions in today's market is what motivates consumers to choose one product over another. Although neuromarketing positions itself as one of the key fields of research targeted at accomplishing this objective, it is still a young and rapidly evolving discipline. The study's research proposal was to examine how advertising influences consumers' purchasing decisions when shopping online. Examining the role of customers' gaze spots, fixation counts, heat maps, and emotions in reaction to stimuli or marketing efforts is another goal. The consumer provides the stimulus, and the advertising effort gauges the response. Authors used the systematic literature review of latest studies. Inclusion and exclusion of scanned literature was conducted with help of PRISMA. For check effect size of used literature authors employed the Forest Plot based on partial correlation. Publication bias of SLR was viewed with the Funnel plot. Bibliometrics analysis and content analysis was conducted to support the reviewed literature strength.
... 's hidden components are better understood thanks to neuroscience (Pereira et. al, 2022). Both consumers and marketers benefit from the expanded use of neuromarketing approaches for the analysis of consumer preferences and decision-making processes (Oikonomou et. al., 2023). The human brain subconsciously processes more than 50% of the information (Ala et. al., 2022, Kant, 2020. Compared to traditional techniques of analysis based on questionnaires and interviews, neuromarketing and consumer neuroscience research more accurately depicts reality (Aldayel, et al., 2020). Ali Gaafar & Al-Romeedy (2022) conducted research on a few domains where neuroscience helps advance theory-building by offering cha ...
Neuromarketing and its implicit and automated processes influence customer decision-making and expose any concealed understanding of consumer behavior. There is a rising interest in studying how consumers' brain responses affect their decision-making process because one of the most important questions in today's market is what motivates consumers to choose one product over another. Although neuromarketing positions itself as one of the key fields of research targeted at accomplishing this objective, it is still a young and rapidly evolving discipline. The study's research proposal was to examine how advertising influences consumers' purchasing decisions when shopping online. Examining the role of customers' gaze spots, fixation counts, heat maps, and emotions in reaction to stimuli or marketing efforts is another goal. The consumer provides the stimulus, and the advertising effort gauges the response. Authors used the systematic literature review of latest studies. Inclusion and exclusion of scanned literature was conducted with help of PRISMA. For check effect size of used literature authors employed the Forest Plot based on partial correlation. Publication bias of SLR was viewed with the Funnel plot. Bibliometrics analysis and content analysis was conducted to support the reviewed literature strength.
... While neuroscience technology promoting commercial interest is not unethical, using such technologies to test the human brain's inner processes can be significantly beyond what can be disclosed in traditional behavioral tests, which may raise significant ethical issues. The issues may be broken down into two areas: a) the protection of various individuals that could be exploited or harmed by neuromarketing practices and b) the protection of consumers' autonomy (Murphy et al., 2008;Ala et al., 2022;Hula, 2022). For some, neuromarketing raises questions regarding the extent to which marketing professionals, advertising agencies, and market researchers, to name a few, should be allowed to access consumers' privacy and the arguably powerful insights it may give them, including the possibility of manipulating consumers' choices and buying decisions (Lewis, 2005;Mashrur et al., 2022;Shah et al., 2022). ...
Consumers' selections and decision-making processes are some of the most exciting and challenging topics in neuromarketing, sales, and branding. Multicultural influences and societal conditions are also crucial to consider from a global perspective. Applying neuroscience tools and techniques in international marketing and consumer behavior is an emergent and multidisciplinary field that aims to understand consumers' thoughts, reactions, and selection processes in branding and sales. This study focuses on real-time monitoring of different physiological signals using eye-tracking, facial expressions recognition, and Galvanic Skin Response (GSR) acquisition methods to analyze consumers' responses, detect emotional arousal, measure attention or relaxation levels, analyze perception, consciousness, memory, learning, motivation, preference, and decision-making. The primary purpose of this research was to monitor human subjects' reactions to these signals during an experiment designed in three phases consisting of different types of branding advertisements. The non-advertisement exposition was also monitored while gathering survey responses at the end of each phase. A feature extraction module was implemented with a data analytics module to calculate statistical metrics and decision-making supporting tools based on Principal Component Analysis (PCA) and Feature Importance (FI) determination based on the Random Forest technique. The results indicate that when compared to image ads, video ads are more effective in attracting consumers' attention and creating more emotional arousal.
... Sestino (2021) presented a literature review on the perception of fashion products in emerging markets, which suggests how intricate this can be. But beyond the basic understanding of their behaviour, neuromarketing can play a crucial role; it will be necessary to extend the theoretical insight into the power of neuromarketing provided by Ala et al. (2021). 4. Fashion and Supply Chain Management: Developing nations still face a dilemma about their production infrastructure, consumer consumption and international trades (Yang et al., 2017;Nayak et al., 2019). ...
The chapters suggest a few conclusions, but overall, they present an understanding of the incredible transformations taking place in markets within emerging economies and the importance of the top marketing strategies considered to aid the fast rise. There are still many uncovered grounds about fashion marketing. While this book has made significant contributions, further research is still needed better to understand the market and marketing strategies for fashion brands, recognising the inherent challenges and opportunities in these emerging markets. In addressing these research agendas, it is essential to remember that one cap does not fit all; however, the focus is on emerging markets. Different countries and regions will still have unique features that shape fashion brands’ marketing. Irrespective of this vast demography across these emerging markets, these seven strands of research are presented agenda for future research.KeywordsFashion marketingEmerging economiesDeveloping countries edited bookConclusion
Neuromarketing and its implicit and automated processes influence customer decision-making and expose any concealed understanding of consumer behavior. There is a rising interest in studying how consumers' brain responses affect their decision-making process because one of the most important questions in today's market is what motivates consumers to choose one product over another. Although neuromarketing positions itself as one of the key fields of research targeted at accomplishing this objective, it is still a young and rapidly evolving discipline. The study's research proposal was to examine how advertising influences consumers' purchasing decisions when shopping online. Examining the role of customers' gaze spots, fixation counts, heat maps, and emotions in reaction to stimuli or marketing efforts is another goal. The consumer provides the stimulus, and the advertising effort gauges the response. The authors used a systematic literature review of the latest studies. The inclusion and exclusion of scanned literature was conducted with the help of PRISMA. For checking the effect size of the used literature, authors employed the forest plot based on partial correlation. The publication bias of SLR was viewed through the funnel plot. Bibliometrics analysis and content analysis were conducted to support the strength of the reviewed literature.
Neuromarketing and its implicit and automated processes influence customer decision-making and expose any concealed understanding of consumer behavior. There is a rising interest in studying how consumers' brain responses affect their decision-making process because one of the most important questions in today's market is what motivates consumers to choose one product over another. Although neuromarketing positions itself as one of the key fields of research targeted at accomplishing this objective, it is still a young and rapidly evolving discipline. The study's research proposal was to examine how advertising influences consumers' purchasing decisions when shopping online. Examining the role of customers' gaze spots, fixation counts, heat maps, and emotions in reaction to stimuli or marketing efforts is another goal. The consumer provides the stimulus, and the advertising effort gauges the response. The authors used the systematic literature review of the latest studies. Inclusion and exclusion of scanned literature were conducted with the help of PRISMA. To check the effect size of the used literature authors employed the Forest Plot based on partial correlation. Publication bias of SLR was viewed with the Funnel plot. Bibliometrics analysis and content analysis were conducted to support the reviewed literature's strength.
The volume argues that the growth of the fashion industry in emerging markets has created new ecosystems, socio-economic structures and niche markets that contribute to our understanding of under-researched demographics. This volume explores concepts that underpin the emergence of fashion in these economies as well as presents empirical data that demonstrates this expansion in Africa, Asia and South America. These chapters provide theoretical and practical insights into consumer behaviour and the power of neuromarketing and highlight the huge possibilities of taking luxury fashion marketing to a whole new level. These chapters also highlight fashion as a means of communicating and expressing identity and confidence as well as effectiveness of advanced data-driven marketing practices. This book provides timely information for managers and policy makers on growing areas of fashion such as sustainability, luxury, digital, trends and psychology.KeywordsFashion marketingEmerging economiesDeveloping Countries edited bookIntroduction
