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Technological advances in the field of neuroscience have generally been well-received in the entertainment and advertising industries, where there are great commercial benefits linked to knowing the most intimate aspects of how audiences and consumers respond to different messages. Despite this interest in the results of neuroscience research, larg...
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... So, when these small and medium companies are trying to do advertisement, they do not know how to use neuromarketing to help them improve their marketing strategy's effectiveness", respectively. Concurring with Kolar [103] and Crespo-Pereira et al. [104], neuromarketing has become popular in recent years, which might provide an opportunity to small and medium-sized companies to try using or applying neuromarketing tools by helping neuromarketing agencies. ...
... [3], Banos-González et al. [96], Crespo-Pereira et al. [104], and Rawnaque et al. [114] noted that one of the neuromarketing challenges is the time requirement because data are complicated, and thus consume time in their analysis. In addition, ample time is needed to design the experiment and recruit the experiment participants. ...
... The above finding was endorsed by participant 4 when she said, "(...) I sometimes think if we reduce the cost of the neuromarketing experiments, I would say these tools will become a little bit more popular." According to Alvino et al. [3] and Crespo-Pereira et al. [104], reducing the cost of neuromarketing research can help develop neuromarketing experiments in terms of increasing the number of studies, researchers, and developing theories, and creating new models. As Dan and Gregory [20] mentioned, neuromarketing research will become cheaper and faster than other marketing methods if scientists can reduce the costs of research or techniques. ...
This paper aims to explore academicians’ perceptions and perspectives regarding the limitations, challenges, and potential solutions of neuromarketing implementations in the Malaysian context. A semi-structured interview with 16 academicians was conducted. The findings revealed that several issues had impeded the growth of neuromarketing, such as ethical and manipulation concerns, the high cost, the need for specialized expertise, lack of proper knowledge and understanding, the lack of financial resources, the lack of labs and facilities, and time requirements. Despite these obstacles, the academicians suggested several potential solutions to enhance the application of neuromarketing, such as establishing strong collaborative networks, providing labs and facilities, increasing financial resources, complying with laws and regulations, and reducing tools and experiment costs. This study will significantly contribute to the body of knowledge by increasing awareness of the potential difficulties in implementing neuromarketing techniques and helping to guide future research and development. This information can inform decision making by practitioners, researchers, and stakeholders, allowing them to make more informed decisions about using and implementing neuromarketing. To the best of the authors’ knowledge, no current study has identified avenues for future research in neuromarketing and the emerging challenges and limitations that researchers may face in Malaysia. The current paper aims to foster the application of neuromarketing by providing potential solutions to overcome the obstacles researchers face. Moreover, quantitative research is required to test, measure, and validate the items revealed in this study’s findings.
... Neuromarketing research has grown dramatically in recent decades, ranging from the direct effects on consumer behavior to the technological advances arising in the area (Babiloni & Cherubino, 2020;Lim, 2018;Crespo-Pereira et al, 2020;Nemorin, 2017;Schneider & Woolgar, 2012;Zito et al, 2021). Additionally, neuroscientific techniques have been shown to be effective in understanding the consumer's mind and elucidating brain responses such as emotions, motivation, memory and attention under marketing stimuli in a world where economy is in constant expansion (Rojas et al, 2015;Hsu & Chen, 2019;Hubert & Hubert et al, 2018). ...
The aim of this systematic review is to elucidate how the Neuromarketing field has been studied in terms of consumer behavior through experimental protocols that make use of statistics (quantitative analysis). At the same time, it aims to verify how new Neuromarketing protocols can better clarify consumer behavior patterns, as well as understand the decision-making process and how to meet consumer needs. Articles dated between 2016 and 2020 were initially collected in the PubMed, Science Direct and DOAJ databases and subjected to a filtering to remove duplicates and apply the exclusion criteria, which resulted in 13 final articles selected. Although studies suggest it is necessary to customize ads, generate positive emotions, use the image and speech of famous people and attractive packaging to be able to capture the consumer's attention, a methodological standardization is necessary among neuromarketing research so that they can be replicated and their hypotheses become capable of being validated.
... The concept of neuromarketing, a combination of the science of neurology and marketing, has emerged (Url-1) [16,17]. Several researchers established the basics of neuromarketing with the method of "selling to the old brain" within the scope of the studies initiated by conducting detailed research on sales, marketing, and neuroscience [18,19]. Products and services that require more than one decision in the market make people's decision-making process difficult. ...
... The concept of neuromarketing, a combination of the science of neurology and marketing, has emerged [16,17]. Crespo-Pereira et al. [18] and Renvoise and Morin [19] established the basics of neuromarketing with the method of "Selling to the old brain" within the scope of the studies initiated by conducting detailed research on sales, marketing, and neuroscience. Products and services that require more than one demand in the market make people's decision-making process difficult. ...
... The system is based on 43 individual facial muscles that can produce thousands of different facial expressions by taking the combined movement of those 43 individuals. In many cases, this test must allow emotions or emotional expressions to flow out of sight too quickly [18]. ...
This research aims to examine a neural network (artificial intelligence) as an alternative model to examine the neuromarketing phenomenon. Neuromarketing is comparatively new as a technique for designing marketing strategies, especially advertising campaigns. Marketers have used a variety of different neuromarketing tools, for instance, functional magnetic resonance imaging (fMRI), eye tracking, electroencephalography (EEG), steady-state probe topography (SSPT), and other expensive gadgets. Similarly, researchers have been using these devices to carry out their studies. Therefore, neuromarketing has been an expensive project for both companies and researchers. We employed 585 human responses and used the neural network (artificial intelligence) technique to examine the predictive consumer buying behavior of an effective advertisement. For this purpose, we employed two neural network applications (artificial intelligence) to examine consumer buying behavior, first taken from a 1-5 Likert scale. A second application was run to examine the predicted consumer buying behavior in light of the neuromarketing phenomenon. The findings suggest that a neural network (artificial intelligence) is a unique, cost-effective, and powerful alternative to traditional neuromarketing tools. This study has significant theoretical and practical implications for future researchers and brand managers in the service and manufacturing sectors.
Neuromarketing is perceived as burgeoning innovation in marketing research which facilitates understanding consumer behaviour and decision‐making. Given this potential, still, most enterprises resist implementing neuromarketing techniques. Therefore, this study aims to identify the determinants that limits the application of neuromarketing. An extensive literature review was performed on databases such as Emerald, Jstor, Sage, Scopus and Web of Science. The inclusion criteria are grounded upon the ‘Population Intervention Comparison Outcome Study’ procedure and articles restricted to the English language, published between 2007 and July 2022 and indexed under peer‐reviewed journals. A total of 36 research articles are included and not even a single study was obtained from Mediterranean & Middle East. Sixteen key determinants were acknowledged under the subcategory of psychological and operational variables as presented in the conceptual framework. These identified variables trigger psychological and operation constraints in decision making, thereby limiting the application of neuromarketing decisions. This study directs the need for a general level of cognizance and acknowledgment about neuromarketing, further developing the innovation culture in business corporates and affiliate marketing research needs to neuromarketing techniques.
Bearing in mind the need to analyze consumer behavior, aiming at the impulse and differentiation for any business, and recognizing that the market is increasingly competitive, it is assumed as pertinent to understand the ways in which the consumer thinks and acts, through auxiliary tools in the field of neuroscience. Therefore, the research presented relates the applications of Neuromarketing in a business
context, questioning whether, taking into account the evolution of the area, this is a differentiating contribution of investment in the process of stimulating consumers for companies in the Iberian Peninsula. Methodologically, this study is part of a Systematic Review of the Literature, which aims at the current perception of the subject, debating the collection and analysis of a large amount of information compiled in a single study. It was through this methodological technique that we intended to assess whether Neuromarketing is a good investment for companies in the Iberian Peninsula, having analyzed a total of 31 scientific documents. Based on the information collected, the general objective was partially achieved, revealing a positive balance, since the results obtained mention investments in this area, however, the delimited geographical area is not mentioned in its entirety. Regarding the specific objectives, they are evaluated with a neutral balance resulting from mediation, after being placed in perspective, it appears that there is no greater negative or positive impact of their evaluative nature. Regarding the research question, after the deconstruction and analysis of the selected articles, a positive, substantiated and partial response was obtained, reflecting on the evolution of tools, techniques, and Neuromarketing as a research area. The applicability of the same is manifested in a unique investment for companies in the Iberian Peninsula, namely in Portugal, which makes it possible to stimulate and understand in an easy and in-depth way the behavior and needs of consumers. Meeting the sustainable development goals established by the United Nations Organization, the work aspires to make a significant contribution to youth, education, and society, especially by addressing a brief reflection on the educational field and the learning benefits that it can provide, in order to draw out the particular contribution that this approach can make in the area of education. Educational marketing factors/attributes are analyzed and highlighted, based on international
educational marketing practices. Aware that educational neuromarketing is based on psychosocial learning needs, in order to guide and develop educational programs that satisfy them, the role of
neuromarketing and communication in the strategic plan of Educational Institutions is discussed.
Keywords: Neuromarketing, Organizational behavior, Consumer behavior, Organizational culture, Systematic Review of Literature.
