Content uploaded by Monica Diana Olteanu (Bercea)
Author content
All content in this area was uploaded by Monica Diana Olteanu (Bercea) on Feb 06, 2014
Content may be subject to copyright.
A preview of the PDF is not available
Anatomy of methodologies for measuring consumer behavior in neuromarketing research
Abstract
Over the last decade, research methods aimed to explain and anticipate how effective marketing campaigns are. However, most of the conventional techniques have failed. Since emotions are mediators of how consumers process messages, understanding and modeling of cognitive responses to advertisements have always been a challenge in methodology. In this context, starting the analysis from the gaps in traditional marketing research, the study reviews and discusses the advantages and limitations of using these relatively new alternative techniques such as neuroimaging or bio-signal analysis in neuromarketing research, providing a brief analysis on when they are used and what do they measure for each tool. Neuromarketing is the branch of neuroscience research that aims to better understand the consumer through his unconscious processes and has application in marketing, explaining consumer's preferences, motivations and expectations, predicting his behavior and explaining successes or failures of advertising messages. Literature results indicate that neuroimaging tools have the potential to provide valuable consumer insights and can develop marketing research. The study closes by explaining the implications of neuromarketing studies and anticipate the needs for the evolution of this field.
... Cluster 2, Bercea (2012) and Boz et al. (2017) have classified these techniques into three categories: (a) recording metabolic activity signals in the brain, (b) recording electrical activity signals in the brain, and (c) recording non-brain/physiological activity signals. For instance, Bercea (2012) and Boz et al. (2017) identify two metabolic techniques such as PET and fMRI to measure/record the changes in chemical composition or changes in the oxygenated and deoxygenated blood in the brain, while EEG, MEG, Steady-state topography (SST), and transcranial magnetic stimulation (TMS) can record the electrical activity signals in the brain. ...
... Cluster 2, Bercea (2012) and Boz et al. (2017) have classified these techniques into three categories: (a) recording metabolic activity signals in the brain, (b) recording electrical activity signals in the brain, and (c) recording non-brain/physiological activity signals. For instance, Bercea (2012) and Boz et al. (2017) identify two metabolic techniques such as PET and fMRI to measure/record the changes in chemical composition or changes in the oxygenated and deoxygenated blood in the brain, while EEG, MEG, Steady-state topography (SST), and transcranial magnetic stimulation (TMS) can record the electrical activity signals in the brain. In addition, ET, GSR, ECG, IAT, and EMG as non-brain/physiological techniques to measure the consumer behavior. ...
... As shown in Table 3, previous research has been classified NM methods into clusters based on the type of measurements; for example, cluster 1 includes, two classifications, cluster 2 includes, three classifications, cluster 3 includes, four classifications. The majority of researchers included techniques such as EEG, fMRI, MEG, PET, EMG, ET, ECG, and GSR as NM tools (Bercea, 2012;Harris et al., 2018;Isabella et al., 2015;Ramsoy, 2015;Stanton et al., 2017;Y. Wang & Minor, 2008). ...
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 neural responses of consumer’s behavior (e.g., emotions, attention, motivation, reward processing, and perception) to be considered in the marketing mix. This study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select relevant documents for this article. In this study, 106 articles and review papers were extracted and analyzed from the Web of Science database to fill the gap in the literature. We found that 10 tools have been used in studying the marketing mix, such as advertising, brand, price, and product). For example, electroencephalography was the most applied tool, while advertising was the most marketing mix employed. We also found that the frontal and temporal gyri were correlated with pleasure/displeasure and high/low arousal. The occipital lobe is linked to attention processes, while the hippocampus relates to long and short-term memory. Such findings provide valuable insights into the neural responses in marketing mix research.
... Kullanılan markayı bilmedikleri zaman Pepsi'yi tercih ettiklerini, duygusal ve içgüdüsel davranıştan sorumlu olan "limbik sistem" yapısının harekete geçtiğini bildirmişlerdir. Bu bulgu, ürünlerin duygusal uyaranları olarak kullanılan markaların, ventromedial-prefrontal korteksteki kortikal aktiviteyi etkilediğini ve dolayısıyla satın alma davranışını etkileyebileceğini ortaya koymaktadır (Bercea, 2012). Bir diğer ifadeyle araştırma sonuçları, beyin aktivitesinin bir markanın karar verici için sahip olduğu öznel duygusal değeri ortaya çıkarabileceğini ortaya koymuştur (Pozharliev vd., 2019;Ohme vd., 2010). ...
... • fMRI tekniği nöropazarlama alanında kullanıldığı alanlar (Bercea, 2012); ...
İnternet ve bilişim teknolojileri ile modern üretim, dağıtım, iletişim ve pazarlama faaliyetlerinin her geçen gün yeni güncellemeler ve uygulamalarla gelişme gösterdiği bugünün pazar yapısında, markaların pazara girme ve diğer rakip markalarla rekabet edebilme gücünü sürdürebilir hale getirmesi stratejik açıdan önem kazanmaktadır. Tüketiciyle iletişimde doğru kanalların ve etkin yöntemlerinin kullanılması, markalama sürecinde alınacak stratejik kararların tüketicide uyandıracağı tepkilerin net biçimde belirlenmesi, marka elemanlarının tüketici tarafından algılanış biçimi bu stratejik önemi doğrudan etkileyen başlıca faktörlerdendir. Tüketiciler hergün doğrudan veya dolaylı olarak farklı markalardan binlerce tanıtım ve reklama maruz kalmaktadır Ancak ne var ki markaların iletişim çabalarından çok azı tüketicilerin dikkati çekmekte ve satın alma karar sürecini etkileyebilmektedir. Tüketici davranışlarını araştıran çalışmalarda çeşitli yönleriyle aydınlatılmaya çalışılan “tüketici kara kutusu”na farklı açılardan ışık tutabilmenin önemli bir adımı da; teknolojik imkanlar doğrultusunda, çeşitli marka uyaranlarının tüketici zihninde yarattığı etkileri gözlemlemek üzerinedir. Karar verme sürecinde karşılaşılan uyaranların zihinde nasıl algılandığı, sınıflandırıldığı, yorumlandığı ve karara varıldığını belirleyebilmek için beyin görüntüleme cihazlarından destek alınarak uygulanan pazarlama araştırmalarının ve markalama stratejilerinin başarısını değerlendirmek, modern pazarlama anlayışının en çok önem verilen konularından biri haline gelmiştir. Bu çalışmanın amacı, Nöropazarlama uygulamalarını markalama süreci açısından gözden geçirmek, markalaşmanın önemini, marka elemanlarının ve markalamaya ilişkin stratejik kararların nöropazarlama teknikleri kullanılarak nasıl geliştirilebildiğine ilişkin güncel stratejilere ışık tutmaktır. Bu araştırmadan elde edilecek bulguların ve çıkarımların gelecekte Nörpazarlama uygulamalarının markalama sürecindeki öneminin teorik ve pratik uygulamalarına katkıda bulunması beklenmektedir.
... In addition, participant 9 said, "probably neuromarketing research is consuming time to conduct because of the need for volunteers to engage in the experiment or research." As noted by Plassmann et al. [45], Stanton et al. [47], Vozzi et al. [81], Banos-González et al. [96], Bercea [115], and Larson and Carbine [116], a small sample size in neuromarketing research and consumer behavior research is considered one of the challenges to generalizing the findings of the experiments. According to Nadanyiova [97], and Eser et al. [117], neuromarketing experiments are difficult due to the negative association of legal and ethical issues, and the samples are small. ...
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.
... Nörometrik Ölçümler ve Kulanım Alanları (Bercea, 2012) ...
... Así se identifican estados emocionales según estímulo. Fuente: Elaboración propia a partir de Bercea (2013) y Harrell (2019) ISSN 2525-1112| Año 6 No. 11 Enero -Junio 2021 Esta obra está bajo licencia Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional 335 El neuromarketing mide la atención, emoción, capacidad cognitiva y memoria (Braidot, 2013); a partir de lo cual, puede diseñar y optimizar estrategias comunicacionales, altamente efectivas; sobre la máxima de que el ser humano ante estímulos es un ser irracional (Ariely, 2009), cuyas decisiones son principalmente subconscientes (Zaltman, 2003), mediando sus respuestas biológicas (Klaric, 2012) y el procesamiento cual reflejo de su identidad y normativa colectiva (Donovan, 2014), por lo que si la política se le presenta y comunica como se hace con marcas o productos, a través de factores que lo hagan atractivo, se estaría generando nuevas realidades (Chino, 2020) y subjetividades (Sforzin, 2020), pretendiendo apelar a zonas cerebrales asociadas con la supervivencia y sus emociones, anulando al máximo cualquier reflexión racional, y sosteniendo la comunicación hacia la ciudadanía, dentro de esta irracionalidad. ...
El trabajo analiza el rol del neuromarketing aplicado dentro de la dimensión político-ideológico [NPI], como herramienta comunicacional para construir discursos hegemónicos: su influencia en la sociedad y su esfuerzo por invisibilizar elementos subordinantes; lo que le asigna un rol como arma para Operaciones Psicológicas [PsyOps], y una ventaja para las guerras híbridas informativas, dentro de las que se disputa el poder, local e internacionalmente. Para esto, se realiza una revisión bibliográfica para plantear las principales variables para el análisis del NPI, en la construcción y justificación de la lógica de dominio, y sus posibles usos, para elaborar narrativas contrahegemónicas.
... Continuing the same hypothesis eye-tracking, today, is a research technology that allows companies that are using it or want to get in touch with this type of researching tool to record the direction in which people focuses their attention and what are the factors that people take into consideration when they want to determine which products to buy next. In this sense, these modern researchers who want to confirm or infirm certain hypotheses, in the field in which they work, usually use eyetracking when (Bercea, 2012): ...
"Today, due to new technologies and seeing the tenacity with which the branch of scientific research, especially neuromarketing, advances, it is easy to understand how they have managed to bring together topics such as fine arts and eye-tracking technology. Not only did they end up with amazing results, but those results were in line with the expectations created from the very beginning by researchers from these industries and beyond. Therefore, using eye-tracking as a market research tool, it is possible to directly track and measure the observable behavior of a visual arts consumer, analyzing both his visual attention and his eye movements. The data collected for this study resulted from the exploratory research, which involves the review of several articles and specialized studies regarding the eye-tracking subject and also from the qualitative research, represented by an in-depth interview with both Romanian art consumers and artists. It has implemented an eye-tracking test, also to gather the primary data for this present study, a tool that was available on an online platform named GazeRecorder. The results illustrate the extent to which attention and the decision-making process (to purchase a painting) affect and influence how the information present in the work of fine art is related to the composition and elements that support the artwork itself. Thus, these results, not only can help analyze a painting in a much more efficient way but can also be incorporated in the future into consultancy services for artists or may represent the basis of a more appropriate and attractive form of education in art. Keywords: eye tracking, observation, art, artwork analysis, paintings JEL classification: L31, C91 "
... Below are the methods of neuromarketing used to assist scientists know how we decide, perceive, and behave. These methods are divided into three categories: 1) brain metabolic activity recording (functional Magnetic Resonance Imaging (fMRI) and Position emission tomography (PET)), 2) brain electrical activity recording (Electroencephalography (EEG), Magnetoencephalography (MEG) Transcranial magnetic stimulation (TMS) and Steady State Topography (SST)), 3) without brain activity recording (Eye tracking, Measuring Physiological Responses, Implicit association test (IAT), Skin Conductance, Facial coding and Facial Electromyography) (Bercea, 2012). ...
We are exposed to over 2000 ads throughout our lives, the average adult can recognize thousands of brands, 700 new products are being offered daily to consumers, two million brands are competing for us, children are exposed today to 40,000 publicities each year and can recognize logos at 18 months. In terms of perception, attention and memory design, emotions can play an especially significant part. Emotions play an important element in how we behave and think. The emotion we feel every day could influence the decision making in our life. Based on Eysenck’s theory, behavioral differences between individual are influence by the differential arousal. This study was implemented with neuromarketing approach to investigate the effect of arousal level on the process of emotion. ERP was recorded in 90 participants recruited from Health Campus, Universiti Sains Malaysia (USM) participated in ERP recording. Visual stimuli were taken randomly from International Affective Picture System (IAPS) and categories into three groups (high, moderate, low) based on the normative mean values of IAPS. In the present study, analysis for P300 component, the effect of arousal level is significant at Cz and Pz electrodes for both amplitude and latency. Meanwhile, O2 electrode indicated significant result for the latency parameter. It’s clear that, consumer emotion could be influence by the level of arousal. This finding shows that, Eysenck’s theory on the connection between individual behavior and level of arousal emotion almost supported. On the basis of the results of the study, marketing managers could prepare effective marketing strategies in order to concentrate consumer arousal emotions to meet their goal and benefit.
... Bu aşamada kayıtlar daha küçük parçalara ayrılarak anlık yüz ifadeleri yakalanmaya çalışılır ve kodlama yapılır. Gerçek zamanlı verilerin elde edilmesi bu analiz sisteminin avantajı olarak görülürken asgari gerekliliklerin sağlanmasından emin olma durumu bir sınırlılık olarak karşımıza çıkmaktadır (Bercea, 2012). ...
Sosyal bilim çalışmalarının odağında insan yer almaktadır. Haliyle insanın bulunduğu çevredeki sergilediği davranışlar ve ifade ettiği düşünceler anlamlandırılmaya çalışılmaktadır. Genelde bu anlamlandırma işlemi ya ifadelere katılım düzeyini belirleyen anketlerle ya da gözlem ve görüşme teknikleriyle yapılmaktadır. İnsanın farkında olmadan gerçekleştirdiği davranışların hangi zamanlarda ortaya çıktığının bulunması ve bu davranışların yorumlanması biyolojik geri bildirim sayesinde yapılmaktadır. Bu çalışmanın amacı daha çok fen bilimleri çalışmalarında kullanılan biyolojik geri bildirim yöntemlerinin sosyal bilim çalışmalarının hangi konularında, hangi veri toplama tekniği ve hangi analiz yöntemleriyle yapıldığını ortaya koymaktır. Çalışma kapsamında TR dizin veri tabanında biyolojik geri bildirim yöntemlerinin kullanıldığı sosyal bilim çalışmaları ele alınmıştır. Toplamda 132 çalışmaya ulaşılmıştır. Çalışmaların yöntem bölümleri analiz edilmiş ve mevcut durum ortaya koyularak gelecek çalışmalara yönelik önerilerde bulunulmuştur.
Public service advertisements are necessary to raise awareness, warn or change behavior positively. Countries have started to advertise public services as a cheap, easily accessible, fast, and effective way to save the health system and meet the population's medical needs. However, due to the immediate broadcast of the public service announcements, sufficient information could not be obtained about its effectiveness and deficiencies on people. With the widespread use of neuromarketing techniques in recent years, it is possible to evaluate individuals' positive or negative reactions to public service announcements. The drawbacks and effectiveness of lines can be determined by evaluating the individual's biological, neurological and psychological responses to social lines.
Article visualizations:
</p
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.
Modern marketers seek new research paradigms to explore preconscious, nonverbal stages of consumer behavior, often turning to brain science because some mental processes, particularly those underlying conscious awareness, may be better understood by analyzing neurophysiological reactions. A new discipline, consumer neuroscience, thus examines the brain and its functioning in a marketing context. This article demonstrates how consumer neuroscience can contribute to existing marketing knowledge, with a focus on two methods: electroencephalography (EEG) and eye-tracking. In interactive environments, it is ideal to administer brain wave analyses in parallel with observations of eye movements. Such an integration can enrich understanding of what emotional reactions consumers experience when they see an advertisement. This study identifies a causal relationship between marketing communication and emotions on an analytical level, such that it reveals which emotional reaction is triggered by each ad element. In other words, it captures what people feel when they look at something. The EEG-eye-tracking integrative approach offers various opportunities to interactive advertising researchers.
This study tested the validity of using facial electromyography (EMG) as a physiological measure of the valence of radio listeners' emotional responses to advertisements and explored the effects of message valence and listener arousal on attention and memory. A within-subjects experiment was conducted in which participants listened to ten 60-second radio advertisements that had been coded in a pretest as having either a positive or negative emotional tone. Facial EMG, heart rate, and skin conductance data were collected during exposure to the advertisements. Following exposure, participants completed free recall and recogniton memory tests. Results demonstrated the validity of using facial EMG to assess the valence of emotional response to media messages. Heart rate data suggest that negative messages receive more attention than positive ones. Furthermore, how arousing a message is appears to be a better predictor of memory than message valence.
In this presentation, I will give a concise overview of several important methodological aspects of recording facial EMG signals as an index of affective states. In addition, several strengths and weaknesses of this technique during practical applications will be emphasized.
Purpose
The purpose of this paper is to provide a brief overview of the methodology of several brain imaging techniques and in particular, functional magnetic resonance imaging (fMRI) and its potential implications for market research. The aim is to enable the reader both to understand this emerging methodology and to conduct independent research in the area.
Design/methodology/approach
A short introduction on current neuroimaging methods used in behavioral neuroscience is provided by means of a literature review. The ensuing discussion focuses on fMRI as the currently most popular neuroimaging technique. Having described the fMRI methodology, an outline of the analysis of functional neuroimaging data follows, after which there is a discussion of some key research issues.
Findings
Although in its infancy, fMRI seems to be a useful and promising tool for market researchers. Initial studies in the field reveal that fMRI is able to shed light on subconscious processes such as affective aspects of consumer behavior.
Practical implications
Because brand positioning, advertising strategies and even pricing strategies are often based on constructs such as emotions, neuropsychological findings and methods should have important implications for practitioners in the field of brand management and advertising. Nonetheless, far more basic research is needed before fMRI can be adopted for marketing practice.
Originality/value
This paper is one of the first in the marketing literature to provide a methodological overview of fMRI and discuss the potential implications for marketing research.
The precise role of the cortex in human anxiety is not well characterised. Previous imaging research among healthy controls has reported alterations in regional cerebral blood flow (rCBF) within the prefrontal and temporal cortices during periods of anxious anticipation; however, the temporal dynamics of this activity has yet to be examined in detail. The present study examined cortical Steady State Probe Topography (SSPT) changes associated with anticipatory anxiety (AA), allowing examination of the temporal continuity and the excitatory or inhibitory nature of AA activations. We recorded Steady State Visually Evoked Potentials (SSVEPs) at 64 scalp locations, skin conductance, and self reported anxiety among 26 right-handed males while relaxed and during the anticipation of an electric shock. Relative to the baseline condition, the AA condition was associated with significantly higher levels of self-reported anxiety and increased phasic skin conductance levels. Across the seven second imaging window, AA was associated with increased SSVEP latency within medial anterior frontal, left dorsolateral prefrontal and bilateral temporal regions. In contrast, increased SSVEP amplitude and decreased SSVEP latency were observed within occipital regions. The observed SSVEP latency increases within frontal and temporal cortical regions are suggestive of increased localised inhibitory processes within regions reciprocally connected to subcortical limbic structures. Occipital SSVEP latency decreases are suggestive of increased excitatory activity. SSVEP amplitude increases within occipital regions may be associated with an attentional shift from external to internal environment. The current findings provide further support for the involvement of frontal, anterior temporal, and occipital cortical regions during anticipatory anxiety, and suggest that both excitatory and inhibitory processes are associated with AA alterations.
Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.
Purpose
The purpose of this paper is to briefly cover the origins of neuromarketing, explain the process in layman's terms, enumerate some of the findings in anecdotal form, and suggest future consumer behavior research directions based on these findings.
Design/methodology/approach
The discussion of neuromarketing in this paper is based on reports of both a theoretical and applied nature. Their contents have been synthesized and placed into context by showing how they relate to traditional marketing research approaches and assumptions.
Findings
While there are no concrete findings, preliminary assessments suggest that traditional, inferential assumptions about consumer behavior might be less powerful and explanatory than once believed. Combining neural activity images with conventional tools may produce more effective marketing practices.
Research limitations/implications
Because this is an emerging field and still controversial, some of the key information is proprietary and/or fairly presumptive at this time. Cautions and criticisms have been included to counterbalance that point.
Practical implications
Understanding what is happening in this emerging field of inquiry is essential for anyone who believes that marketers can change the probability of a favorable response from consumers. The use of neuromarketing, if proven through use, has the capability of fundamentally changing how we design, promote, price, and package our products.
Originality/value
The marriage of cognitive neuroscience and marketing practice is a new field of inquiry. This paper provides a useful, non‐technical introduction.