Norzafir Md Salleh

University of Technology Malaysia | UTM · Faculty of Mangement

Plain language summary Neuro-Insights in Marketing Research: A PRISMA-Based Analysis of EEG Studies on Consumer Behavior This study presents a comprehensive bibliometric and systematic analysis of electroencephalography (EEG) implementation in consumer studies toward marketing stimuli. This study has been designed to provide a bibliometric and syst...

Stakeholders in business programs, particularly marketing programs, emphasize the importance of communication skills. Graduates should develop communication skills so that they can be productive employees at work and communicate their ideas effectively to clients. Despite of the significance of being able to communicate effectively for professional...

Despite the considerable attention toward tourism and hospitality, neuro-tourism remains largely unexplored within academic investigations. This study is designed to provide bibliometric analysis in tourism, neuro-tourism, and hospitality research using VOSviewer to fill the gap. We followed the Preferred Reporting Items for Systematic Reviews and...

This study performs a comprehensive bibliometric analysis of biomedical (i.e., non-brain) technology such as eye-tracking (ET), electromyography (EMG), galvanic skin response (GSR), implicit association test (IAT), and electrocardiogram (ECG) tools in studying consumer’ behavior. To achieve this aim, we adopted the Preferred Reporting Items for Sys...

The aim of this study is to perform a comprehensive bibliometric analysis of functional near-infrared spectroscopy (fNIRS) and functional magnetic resonance imaging (fMRI) tools. To achieve this aim, we adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol and bibliometric analysis (VOSviewer) for extracti...

The increasing number of Muslim travellers has led to the increase of demand and supply in Islamic tourism and hospitality industry. Due to this trend, hotel providers have provided innovative services, and Muslim-Friendly Hotel has been created specifically to cater the needs of Muslim travellers. Perceived value is acknowledged as an influential...

This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to sel...

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 e...

Although neuromarketing research has developed, the current studies lack to provide comprehensive insights into neuromarketing and marketing mix. Therefore, this study has designed to provide a comprehensive overview of neuromarketing, classification of neuroimaging and physiological tools are currently used in the marketing mix, and highlights the...

Brand attitude has been the primary concern for corporation sustainability for a long. Studies have focused on various attributes concerning brand attitude comprising of many research articles. This study focuses on bibliometric analysis of brand attitude examining 1497 documents published for the years 1944–2021. The purpose of this study is to ex...

A greater number of consumers are using social networks to express their feedback about the level of service provided by hotels. Online reviews from patrons can be used as a forum to enhance the level of service of hotels. Customer reviews are indeed a reliable and dependable source that aid diners in determining the quality of their cuisine. It is...

In the past decade, neurophysiological and physiological tools have been used to explore consumer behaviour toward advertising. The studies into brain processes (e.g., emotions, motivation, reward, attention, perception, and memory) toward advertising are scant, and remain unclear in the academic literature. To fill the gap in the literature, this...

The present study aims to identify the relationship between workplace spirituality, compassion, relationship with others at work, spiritual orientation, organizational value and alignment of personal values, and psychological well-being among universities' teachers. Further, the mediating effect of job stress was also identified between workplace s...

Despite several neuroscience tools existing, electroencephalography (EEG) is the most used and favoured tool among researchers because of its relatively low cost and high temporal resolution. Our study aimed to identify the global academic research trends of the empirical EEG studies in neuromarketing. This paper adopted the Preferred Reporting Ite...

Despite the technological advancements in neuroimaging and physiological technologies, studies about using this technology to study the neural correlates of consumers' behavior toward external stimuli remain unclear in the academic literature. We followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework in t...

This research aims to examine the role of eco- tourism of destination ecological, economic branding to enhance the sustainable eco-conscious consumers in an emerging economy. Empirical research investigates the tourism management effects on the image and equity of the city & finally inspects these effects on international visitors across the countr...

In the ever-changing global context, the need to understand why users discontinue using social media platforms is rapidly rising. Comprehending the backdrop of such decisions and factors governing the effects, as mentioned earlier, may help users to make such decisions and help service providers to mitigate them. There is a need to enrich the theor...

The growth interesting in discovering the consumers' behaviours, emotional and cognitive processes in marketing research have led to an increasing number of publications. This paper evaluates the global research trends in the neuromarketing/consumer neuroscience domain based on the most productive journals, countries, institutions, authors, the num...

The growth interesting in discovering the consumers' behaviours, emotional and cognitive processes in marketing research have led to an increasing number of publications. This paper aims to evaluate the global research trends in neuromarketing based on the most productive journals, countries, institutions, authors, the number of documents and citat...

Neuromarketing (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 processe...

In the last two decades, neuromarketing (NM) studies are snowballed because scientists and researchers are looking for understanding the mechanisms of decision-making in the consumer's brain toward marketing stimuli, for example, but not limited to advertising and brands that have not changed overnight. For this purpose, NM research is using state-...

The majority of Indonesia’s population are Muslims who must perform the obligatory five prayers daily in which the prayer times have been determined. Shopping centres can encourage ease of worship for Muslim visitors by preparing a praying room to make them feel comfortable and linger longer in the shopping centre, which positively impacts economic...

Both neuroscientific and psychology methods are used to study and explain the active neurons of the individuals' brain response when exposed to external stimuli. This study analyses the relevance literature and investigates the neural correlates of emotion, rewards, and motivation in the decision-making process, the emotional interactions between c...

The advancement of neuroscience technology has been attracted companies' and researchers' attention. Therefore, neuromarketing studies have increased globally from about one article in 2004 to over 570 articles in 2020 based on the Web of Science database. This study aims to highlight the neuroimaging tools, the neuroanatomy of the brain, and analy...

Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to study the impact of advertising on brain regions and processes are scant and remain unclear in academic literature. In this article, we have followed a literature review methodology and a bibliometric analysis to select empirical and review papers that employed...

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 yea...

The rising demand for exploring what is inside consumers' brains and the growth of neuroscience stimulated research efforts to explore the subtle centers in the consumer's brain that responsible for making-decisions. Therefore, understanding the essential subjects relevant to neuromarketing is important for expanding collaboration and to push the p...

Neuromarketing is the embryonic field of marketing science. Despite being controversial, it remains the most promising field to study genuine consumers' responses in front of the marketing stimuli such as sound, brand and so forth. Therefore, neuromarketing aims to study the relevant part in the human termed as 'brain' which is swayed by marketing...

The aim of the study is to establish the link between the breach of psychological contract and organizational citizenship behavior. The study also explores the mediating role of organizational justice between the breach of psychological contract and organizational citizenship behavior using the social exchange theory. The study was conducted on...

Materialism plays a vital role in shaping consumer decision making and consumption process. It is investigated in the marketing literature from various perspectives. The current study takes account of materialism as a consumer personality trait. Further, it investigates the impact of materialism on brand engagement in self-concept through the media...

The social media has become an integral part of the marketing strategy. Marketing activities are now more inclined to online social networks (OSNs) than ever before in the history of the business. More and more consumers are joining OSNs for the sake of fun, socialization, and online buying. Every user perceives some degree of risk while joining an...

The increasing demand on Islamic products and services has led hoteliers in Malaysia to provide more Islamic friendly hotel services to fulfil the Muslim tourists’ needs. Therefore, this study examined the challenges on implementation of the Islamic friendly hotel at in Malaysia. Despite many attempts to study Islamic friendly hotel, previous studi...

This study attempts to explore the challenges and hurdles in providing Muslim friendly facilities in a non-Muslim tourist destination with special attention given to Akita Prefecture, Japan. Every challenge is identified and carefully examined. This study adopts a qualitative approach where the conceptual authoritative literature in the related fie...

Consumer behavior literature shows that materialism and status consumption is associated to brand engagement in self-concept (BESC)(Flynn, Goldsmith, & Pollitte, 2016; Ronald E Goldsmith, Flynn, & Clark, 2011). Although many studies investigated the outcomes of materialism, however, a little research is known to investigate the association of mater...

Muslim professionals must be professionally competent and well versed in Islamic rules and regulations in offering their services to the society. However, empirical evidence on Muslim professionals’ understanding of the competence concept is still insufficient and not well addressed in the Islamic literature as compared to the Western literature. T...

In this paper, we will discuss the current issues and challenges on the development of Shariah Compliant Hotels in Malaysia. Due to an increasing interest in the field of Shariah Compliant hotels, it is significant to highlight the concepts and features of these kinds of hotels, which are globally acceptable. This paper will investigate the operati...

The purpose of this paper is to develop the characteristics of Shariah-compliance hotel (hereaf- ter SCH) from the perspective of Muslim needs. SCH is the newly innovative services introduced by hotels to satisfy the Muslim travelers. Nonetheless, lack of study found in the current literature on SCH characteris- tics that has been developed base on...

Over the past one decade, there has been an increasing focus on Islamic products and services research such as Halal food and Islamic banking. Halal revolution has created increasing awareness among Muslim to consume Halal product or Shariah-compliant services. In responding to this development, hotels created innovative services for Muslim guests...

The aim of this study is to identify the values and lifestyles that best explain financial unit trust behaviours. As an exploratory study, this paper adapts the values and lifestyle scale from previous studies to the Malaysian context. Data were obtained from a questionnaire handed out to a cluster sample of 1350 customers. A factor analysis was co...

Palm oil industry has become an important industry to Malaysian economic. Malaysia currently accounts for 51% of world palm oil production and 62% of world exports. Thus, Malaysia is classified among the world's leading producer and exporter of palm oil products (MPOC, 2009). This industry consists of interrelated business activities that produce v...

ABSTRACT Malaysian tourism industry is a major contributor in the services sector of Malaysian economy. Hotel industry plays major role in supporting the Malaysian tourism. This paper investigates the operating issues in hotel industry and challenges in current and future landscape of Malaysian hotel industry. Based on the in-depth interview held w...

This study examines the types and extent of supplier development activities undertaken by an identified manufacturing firm, along with the importance of supplier development goals. Data was collected through a cross-sectional survey of 26 respondents, consisting of officers, engineers, managers and senior managers from various sections within the b...

TNB is the most successful privatized company in Malaysia. This study was carried out with the intent to analyze the strategies implemented and challenges faced by each leader since its privatization period until present (1991-2002). The CEOs involved in this study were Tan Sri Ani Arope (1991-1996), Tan Sri Ahmad Tajuddin Ali (1996- 2000) and Dato...