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This article presents neuromarketing as a way to detect brain activation during customer engagement. Neuromarketing is a field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. We established a Virtual Customer Journey model based on the consultative selling process to study customer...
Contexts in source publication
Context 1
... five diverse phases of consultative selling are illus- trated in Figure 2 and are described below: ...
Citations
... However, consumer decisions and preferences towards products, specifically wine, often operate subconsciously, thus making them difficult to capture at a more conscious level (e.g. verbally; Suomala et al., 2012). ...
Purpose
The purpose of this paper is to review the application of neuroscience tools to study consumers’ subconscious responses to product cues, mapping specific cues investigated in consumer neuroscience and their role in evaluating cognitive processes during wine assessment.
Design/methodology/approach
A review of 22 studies from 2004 to 2023 was conducted, focusing on neuroscience tools applied to consumer behaviour and wine-product cues.
Findings
Neuroscience tools, such as electroencephalography and eye-tracking, provide insights into how intrinsic cues (taste, aroma and colour) and extrinsic cues (label design, price and country of origin) influence consumer perception, attention and emotions. These tools uncover subconscious responses to wine cues in various contexts, including blind and non-blind tastings, revealing how sensory and external factors shape consumer behaviour and decision-making processes.
Research limitations/implications
This study enhances knowledge of consumer behaviour, preferences and decision-making, offering a nuanced understanding of subconscious responses to wine cues. Limitations include a focus on English-language publications and the relatively limited scope of existing literature.
Practical implications
By exploring how consumers respond to wine cues, this research provides actionable insights for companies, marketers and designers. These findings help refine marketing strategies, align products with consumer expectations and enhance customer satisfaction, thereby improving brand loyalty, competitiveness and long-term positioning in the market.
Originality/value
This study highlights the value of neuroscience tools in studying consumer behaviour, offering guidance for future research and practical applications for industry stakeholders.
... Anderson et al. (2007) expatiated that by listening to customers attentively and skillfully identifying and providing lasting solutions to their problems, a consultative selling approach is initiated and fulfilled. Suomala et al. (2012) elucidated that rather than being ordinary prompters to customers, salespersons need adequate information and knowledge to offer substantial professional advice that is capable of satisfying the needs and wants of their numerous customers. ...
Customer complaints and dissatisfaction have worsened nowadays because of poor quality service delivery by organizations' frontline sales personnel. However, the influence of customer-oriented salespersons’ selling approaches necessary for achieving customer satisfaction in the hospitality industry was investigated. The exact objectives were to determine the influence of consultative selling on customer satisfaction in the hospitality industry, to examine the influence of solution selling on customer satisfaction in the hospitality industry, and to explore the influence of relationship selling on customer satisfaction in the hospitality industry. The study comprises customers of selected fast-food restaurants in Enugu metropolis whose population is non-finite. Using Cochran’s formula, the sample size of 384 was obtained and subsequently, the survey method was adopted and copies of structured questionnaires were distributed to the 384 respondents who returned 300 properly filled copies of the questionnaire. Cronbach's alpha was used in conducting the reliability test and 0.895 was obtained, indicating that there is internal consistency. Furthermore, analysis of data was done using simple linear regression and the findings revealed that consultative selling has a significant and positive influence on customer satisfaction in the hospitality industry. Similarly, it was revealed that solution selling has a significant and positive influence on customer satisfaction in the hospitality industry. Moreover, it was revealed that relationship selling has a significant and positive influence on customer satisfaction in the hospitality industry. Consequently, salesperson's customer-oriented selling traits such as consultative selling, solution selling, and relationship selling have proven to trigger customer satisfaction, thus, managers are encouraged to recruit salespersons with customer-oriented characteristics to enhance revenue generation and profitability via improved customer acquisition, relationship, satisfaction, retention, and loyalty.
... Investigating this connection is possible mainly by using EEG due to its easy portability and relatively low level of disturbance to the normal environment. In addition, ensuring a certain level of satisfaction throughout the purchase process is more important than unreservedly focusing on the product itself (Suomala et al., 2012), and thus the use of data obtained by neuromarketing methods to adapt the environment has a great potential effect on the overall market product performance. However, neuromarketing also studies consumer behaviour at the point of sale. ...
Neuromarketing is a tool used to investigate real consumer preferences that are not subjectively influenced, e.g. bias towards a certain brand, marketing communication tools, etc. It studies brain functions when deciding to buy a product. The goal is to find and identify the differences between the customer’s conscious assertion and subconscious behaviour. It monitors how the brain reacts to certain stimuli contained in an advertisement, brand, etc. For this, it uses studies that examine the influence of marketing stimuli on consumer reactions. The goal of our study is to provide an objective and comprehensive overview of new scientific findings that point to certain gaps in research methods and thinking about consumer behaviour and decision-making. We focus on the field of neuromarketing in general, on its methods, the concept of intuitive consumer behaviour. The core parts are practical applications of neuromarketing in the field of marketing and marketing communication. The research part describes the course and results of the applied experiment, using two methods of neuromarketing research to influence the senses of the consumer and to find the differences between conscious and unconscious decision-making, and at the same time, how these findings can manifest themselves in the area of marketing and communication strategy. Key findings are clearly summarised in the summary and conclusion.
... Marketing has traditionally concentrated on the value and competitive advantages of a product or service. However, a more holistic approach to marketing, including the emotional component of the decisionmaking process is gaining considerable ground in contemporary marketing (Suomala et al., 2012). Over the last decade the number of publications related to neuromarketing has significantly increased indicating the growing interest of scholars . ...
This study tries to illuminate the most prominent contributions of neuromarketing and its tools in advertising from 1976 to 2023. The present study addresses research questions. Data was collected over the timespan from 1996 to 2023 and focused on high-quality research articles published in the English language from subject areas like business, management & accounting, social science, psychology, neuroscience, art, and humanities from the Scopus database. For further analysis, the PRISMA framework, Bibliometrix, and Vosviewer were used. The study highlights that neuromarketing in advertising can go beyond the traditional boundaries providing a sense to the consumer responses and competitive behavior that is revolving in the landscape of advertisement. Further, the study indicates that the researchers have worked on themes like neuromarketing, consumer neuroscience, electroencephalography (EEG), functional magnetic resonance imaging (fMRI), and decision-making, and the themes on which the researchers can focus in the future are emotions, advertising effectiveness, pattern recognition, and storytelling.
... Marketing has undergone transformation from a traditional product intensive approach to a more consumer driven interactive experience, creating a unique value and meaningful appeal to a specific group of consumers (Prahalad & ramaswamy, 2004). Marketing strategies significantly consider customers' sub-conscious components to play an important role in engaging and decision-making in the buying process (Suomala et al., 2012). neuroscientific methods are therefore considered as valuable technique that can offer in-depth understanding of overall decision-making process, which are otherwise uncaptured in non-neuroscientific studies. ...
Neuromarketing, an emerging subject and generating diverse body of knowledge in the extant literature, this study aims to present qualitative and quantitative knowledge of the neuroscientific domain by analysing the application of various neuromarketing tools and techniques in conducting the research studies. This paper comprises a systematic review of 61 journal articles combined with bibliometric analysis of 577 peer-reviewed journal articles following the PRISMA framework, employing content analysis and keyword co-occurrence analysis. The comprehensive analysis presented a research profile illustrating chronological trends in neuromarketing research and discovered potential new domains, demonstrating explored and unexplored practical utility in neuromarketing. The results highlight the application of Functional Magnetic Resonance Imaging (fMRI), eye-tracking, and neural networks for data analysis as prospective areas in neuroscientific research. An overview of existing neuroscientific tools was presented based on the user context and research outcomes, outlining their benefits and limitations, along with ethical concerns. A theoretical framework was proposed to illustrate the neuromarketing effect on consumer behaviour, suggesting potential areas for future investigation. The findings of the study will be of interest to scholars and marketers in providing the insights on various neuro tools and techniques, and its significant role in decision-making, such comprehension may improve marketing effectiveness.
... Ela pode medir o nível de estresse e de excitação e tem a condutância da pele concentrada na palma das mãos e dos pés (Shi, 2007, Sharma, Kacker & Sharma, 2016. A GRS tem sida usada nas pesquisas de marketing para: A FMRI mensura a atividade cerebral por meio da detecção do nível de oxigênio no fluxo sanguíneo , Suomala et al., 2012. Esta ferramenta possui uma tecnologia que permite detectar as regiões cerebrais subcorticais profundas apresentando-as em forma de imagem, possibilitando os pesquisadores visualizarem em graus de intensidade o quanto de ativação ocorreu em uma região cerebral (Reimann et al., 2011, Suomala et al., 2012. ...
... A GRS tem sida usada nas pesquisas de marketing para: A FMRI mensura a atividade cerebral por meio da detecção do nível de oxigênio no fluxo sanguíneo , Suomala et al., 2012. Esta ferramenta possui uma tecnologia que permite detectar as regiões cerebrais subcorticais profundas apresentando-as em forma de imagem, possibilitando os pesquisadores visualizarem em graus de intensidade o quanto de ativação ocorreu em uma região cerebral (Reimann et al., 2011, Suomala et al., 2012. Como sua detecção acontece por meio do fluxo sanguíneo existe uma taxa de atraso em relação ao registro das respostas -que não ocorrem em tempo instantâneo . ...
Purpose of the study: To propose a model of the experimental process for Neuromarketing research using electroencephalography (EEG). Methodology: The model was elaborated from the methodological description of the 30 articles found on Neuromarketing research using the EEG tool in the Web of Science and Scopus databases. It was validated by two specialists in the field who have great knowledge of the use of this tool. Results: The model exposes the activities that are carried out in the experimental process of Neuromarketing research with EEG, such as the definition of the problem, the objective, choice and classification of research variables, definition of the sampling plan, selection of participants, elaboration of the project to be submitted to the Ethics Committee, preparation of the consent form, explanation of the study objectives, clinical examination, interview, data processing, EEG analysis, statistical analysis, research conclusion, among others. Theoretical-methodological contributions: The main contribution of the study is the possibility of the proposed model being used by researchers and companies that use this neuroscience tool (EEG), since it allows knowing how the experimental process is, which activities are necessary and in which order they occur, helping them to program research activities and understand each activity. Relevance/originality: There is no knowledge in the literature when searching the main databases such as Web of Science, Scopus, and Google Scholar of research that proposed the modeling of the experimental process for Neuromarketing research that uses the EEG tool, so this study is single.
... One need to be aware of these circumstances and be ready for the upcoming future. Education and awareness are more important in this scenario rather than shying away or being afraid of it [3][4][5] [13][14][15][16][17]. ...
Technology has brought about transformative changes across various industries, revolutionising the way they operate, deliver services, and interact with customers. However, nothing has been as game-changing as the rise of artificial intelligence (AI) in marketing. From auto-correct to e-commerce, and from OTT platforms to dating websites-personalised recommendations are the next big thing happening around all of us. There is a paradigm shift in the way people purchase products or render services. AI has been transforming the field of marketing in numerous ways, providing marketers with powerful tools and capabilities to enhance their strategies and campaigns. Today the best form of advertising is the one, where one doesn't feel that it is an advertisement. That is precisely what is happening through digital platforms, a concept called subconscious branding! Based on the discovery about the persona, and augmented analytics at the backend, automated systems are now manipulating thoughts and decisions at such a subconscious level that without even realizing it. Few can even get radicalized without noticing it. Opinion mining has also started to flourish through this advent. Visionary decision-making happens at the intersection of intuition and logic. This technology is almost on the verge of reaching this stage with programming logic at its mercy. Through the enormous amount the data generation these tools now have more data to play with and to understand precise patterns. AI can analyse vast amounts of data in real-time and make decisions based on that data. Enterprises, freelancers, and startups in coming days will certainly need to tailor-made their marketing campaigns for voice search, chatbots, augmented reality, virtual reality in developing more engaging and interactive marketing experiences. This paper underlines the importance of AI and showcases possibilities of tech-based, AI-enabled marketing for businesses in the upcoming days.
... It is a marketing development trend that has emerged in the present time with a notable action in the sale of goods or services to end users. The neuromarketing approach is an important part of an individual's mindset before taking advantage of a purchasing opportunity (Suomala et al., 2012). ...
... (Lee et al., 2007) attempted to broaden the scope of neuromarketing beyond consumer behaviour applications and commercial brand to include a broader understanding of marketing science. (Suomala et al., 2012) studied the customer engagement by a Virtual Customer Journey model based on the consultative selling process and brain scans were used. A group of sixteen test subjects were shown short videos and still images from Nokia's flagship stores' consultative sales process, and their brain activity was scanned. ...
In the new global economy, neuromarketing has emerged as a key marketing concern. It is an integrative field that incorporates elements of marketing, psychology, and neuroscience. This novel idea offers fresh perspectives and potent methods for doing marketing research, particularly on customer behaviour. Neuromarketing offers the chance to comprehend the neural level functions in customers' brains that provides insightful knowledge about the customers' cognitive decision-making system that is not normally captured by conventional management analytical techniques. This chapter aims at exploring the tools, roles, and ethical concerns of neuromarketing. Secondary sources of data like books, research papers, theses, newspaper articles, magazines, and reports etc. are utilized in this chapter. This study is relevant not only for academia but also for marketers practicing neuromarketing for identifying consumer behaviour.
... According to Gill and Singh (2020), 'Neuroimaging technique is linked to the connection of Brain activity and electrical signals, whereas, non-neuroimaging techniques are those which does not involve any neurological activity'. Encephalography' and 'Positron Emission Tomography' are the fundamental techniques that provide the inference on how the brain processes the knowledge behind purchasing choice of consumer (Fugate, 2007;Sebastian, 2014;Suomala et al., 2012). ...
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.
... The methodology of collecting facial expression data from participants while they watch videos has previously been used in the analysis of care service processes. 25,26 The videos were recorded from the patient's perspective. Firstperson sequences help immerse the viewer in the scene. ...
Background
In recent years, attempts have been made to incorporate patients' experiences into healthcare processes, to complement clinical indicators, with what are known as patient‐reported outcome measures (PROMs) and patient‐reported experience measures (PREMs). While the research into PROMs is more developed, the application of PREMs faces some difficulties. The incorporation of emotional indicators into assessments of the experience is an area that remains to be explored.
Objectives
This study proposes a new technique to analyse the emotions experienced by patients during the care process, examines how these emotions influence their satisfaction and propose that if healthcare services focus more on patients' emotions, they can improve the effectiveness of the sector.
Methods
The first, qualitative stage, gathered data from patients to design a patient journey (PJ). The PJ was then reproduced as a video. In a subsequent, quantitative stage, the video was shown to experimental participants, and their emotions were measured through facial expression analysis and a questionnaire.
Results
A new technique to gather emotional data showed that the emotions patients experience do not affect their satisfaction with their clinical care or the physical aspects of the process. However, their emotions did affect their satisfaction with people and organizations.
Conclusions
The importance of the emotional component of patients' experiences was underlined. Therefore, healthcare organizations should take account of this dimension, as well as the cognitive, to increase patient satisfaction and improve their care processes. Understanding the impact of the emotions identified at the subconscious level can help improve the patient experience. A new methodology was applied that may help health professionals to collect emotional data about patients' experiences and to develop PREMs.
Patient/Public Contribution
Patients were involved in all stages of this research. In the exploratory phase, some helped define the touchpoints of the PJ. The data from the subsequent experimental phase were collected from another group, and the emotions they experienced were identified through the analysis of their facial expressions. Based on the results of this study, a working group including patients has been established to work on improvements in the PJ.
