Neuromarketing - Science topic

je souhaiterai vous joindre , mais je ne maitrise que la langue Francaise et arabe

Hi,

There are several articles and sources on measuring customer satisfaction or brand loyalty through neuroimaging, specifically EEG. Here are some suggestions:

These sources provide insights into how EEG measures can be used to measure customer satisfaction or brand loyalty in neuromarketing research.

Hope this helps.

Dear Zeynep Özdemir

This depends on the side where you are.

If you are on the side of those who use neuromarketing, you could see it as an opportunity, since this requires knowing your customers very well, so you must have an excellent CRM and crossed data to apply it successfully.

If you are on the side of the "victim" of neuromarketing, it can be a threat, companies know a lot about you and you know very little about them. You know how to manipulate yourself consciously and unconsciously so you don't know if you really buy products or use services because you have decided to or you are simply responding to a neural "command" that "forces" you to do so.

The external influences on the work - profession, familiar life and so on.

The social conditions and relations with other people, also, I think influence the ethical issues of Neuromarketing.

I am sorry that I am also offering a rather critical comment concerning the project itself instead of recommending the tools you asked for.

Heart rate will vary with the degree of arousal, but emotion space is three-dimensional. Therefore, you will fail in distinguishing between emotions that vary on the other dimensions, especially between good and bad emotions. What is more, the emotions need to be fairly extreme to show up in the heartrate. A high heartrate can occur with joy or with fear, and a low heartrate can appear with sadness as well as with silent contentedness, as we all know from experience.

Ever since the idea of emotional computing has come up, people have tried to infer emotions from physiological or behavioural parameters (e.g. facial expressions) or both. No viable solution has ever been demonstrated in all these years, even if skin conductance, respiration or whatever has been included in the measurements. So better forget the whole idea.

If you're interested in attention-related effects, you'll likely be focusing on early components (e.g., P1, N1, P2). This is where it helps to dive into the ERP literature, specifically studies that have examined phenomenon or questions closely related to your own study. This can help you take a more "targeted" approach regarding which component(s) to examine and isolating regions where this component(s) tends to be most clearly observed.

Actualy, theory use to be choseen before you start the research, for many reasons. But, in new fields or when you are new in a field the best way are conduct a literature review and talk with specialists, like your advisor.

Hi Jatoth,

In order to use neuromarketing and study the impact of advertisement on end users you will have to spend resources. Neuromarketing requires use of methods that are able to track changes and the simplest one is eye tracking method.

You have to understand if you want to just study the impact of different types of message appeal used in advertisements on consumer behavior than experimental research design would be a great choice.

For a better clarity on neuromarketing I suggest you can go through some sample papers such as :

Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International journal of psychophysiology, 63(2), 199-204.

Bercea, M. D. (2013). Quantitative versus qualitative in neuromarketing research.

I hope this helps.

Good

you can try python MNE for EEG and tkinter for GUI, if you want to build your own gui system

You are welcome!

Hello Marcus, I am highly interested in neuromarketing. Do let me know if the project is still availble. My email ID is nainasin84@gmail.com

No, not yet, but it seems pretty cost effective. Let me know how you got on with it. Regards, Jens

Eye tracking (ET) is a technique that has been progressively employed to study the influence of visual stimuli on attentional processes and consumer behavior. The goals of the present theoretical article are fourfold and are based on an extensive literature revision. First, a brief historical review of ET methodology is introduced, presenting the evolution of ET techniques from the ancient proto-eye trackers to the "fresh" state-of-the-art eye ET devices. Second, the basics of ET are clarified through a simplified technical and mathematical explanation. Third, the triad eye movement-attention-consumer behavior is made clear, grounded on attention, interest, desire, and action (AIDA) theoretical model. Fourth, the most used oculometrics in marketing studies are explained and distinguished The present article addresses a number of technical and methodological issues by discussing challenges involved in ET systems and giving some guidelines for those who intend to apply ET to infer cognitive and emotional processes.

Hi, Professor Aradhana Krishna's book sensory marketing has a lot of similar research. Infact there is a whole section devoted to decisions affected by olfaction.

Additionally, check out Tanuka Ghoshal and Rishtee Batra's paper on how eating spicy food has shown to induce aggressive beahvior.

This should help you out

We have recently published the general process used to make CNO, along with some basic characterization data - Open Access!

Dear Eva, thank you very much for your reply! When you say that a relatively large sample is needed, how many interviews do you imagine? I read that the GSR is able to identify the arousal, but not the valence (positive or negative) of this emotion. It's a fact?

Generally, you have think twice before using the questionnaire as a data collection tool in a research on neuromarketing and consumer behaviour, as such research, in most cases, depend on collected data from special medical devices on a selected group of consumers (i.e., MRI or ECG). The idea of neurimarketing is that consumers do not exactly know what they want, so using questionnaire might be inappropriate.

As long as neuromarketing is carried out by people who are reasonably minded and of an ethical nature themselves, then I think the dangers of this activity are small. It is not the activity itself, the dangers arise because in most cases the marketers are neither reasonably minded nor have any understanding of ethics. The checks and balances that used to operate automatically via the financial cost/benefit system no longer work well if neither the cost nor benefit of activities can be rigorously quantified. We have to fall back on regulations, which can be years behind the technology. Even worse is the advent of deep learning systems connected to practically unlimited social databases (Facebook, Google etc) with the aim of discovering terribly accurately the behaviour of many diverse groups of people so that someone can profit from it. I want to know just how one finds out exactly what these things are learning, and exactly what they intend to do with it. I have asked this question on RG before and nobody seems to know how you get into a deep learning system and find out precisely what it has learned, without it knowing about it and being able to deliberately block or confuse your efforts.

The idea that neuromarketing is any more dangerous than more traditional methods of market research rests on two assumptions. 1) These methods allow marketers to read minds. While the technologies employed are advanced, reading minds is far down the path. Of course, one never knows what the future will bring. 2) If marketers could read minds, then they would have the capability to trigger certain responses through any means. The bottom line is that consumers still have freedom to choose.

I am unable to recall seeing any thing recent.

Hola Diana,

Bajo mi punto de vista, para realizar un estudio basado en el neuromarketing aplicado al sector hotelero deberías considerar una serie de variables referidas a la experiencia en sí y sobre todo al comportamiento de compra en este caso, que probablemente no podrás reproducir en pleno en el estudio sin que resulte invasivo o poco real (y por tanto difícilmente significativo).

En cualquier caso, se me ocurre que quizás lo más evidente sería medir el impacto emotivo ante diferentes propuestas y respuestas del personal hotelero ante situaciones escenificadas y así medir cuáles son las más efectivas según los diferentes segmentos del target.

Te dejo el link con los colegas que participan en la docencia del Master de Neuromarketing de mi Departamento, por si te pudiera ser útil:

Un saludo,

Anna

We should manage negative as well as positive emotions  eficiently as both impact decisition making processing and obstruct impartial view of the subject.Therefore it is utmost  importance that one should  take reasonable  decision without  being  effeted  by either  emotions. 

dear Olivia Heslinga

i thin this paper help you 

good luck

dr.salim

Manual,  I am not familiar with Emotiv EEG (EPOC). I will look up any review articles that you may have. Having researched respiration , EKG and EEG , I think that EEG is only providing "tip of the iceberg" information. The multiple physiological changes that are accompanied by emotions have been very well studied thru EKG, Respiratory patterns, Skin conductivity and autonomic correlations. The events in EKG many times  appear before they are monitored in EEG and respiratory activity affects all oscillations of the brain. Without factoring these in I believe the Emotiv EEG would not provide very specific information . 

Look at some work of Prof. Deepali Singh and Arun Kumar from IIITM, Gwalior.

Yes Balachandar, there is new area of marketing research apart from neuromarketing methods. The emerging area of research is that of 'Consumer DNA Analysis' to better understand target consumers' detailed insights.

not directly the ROI but other indicators (non conscious effects or non conscious KPI)

EEG and Eye tracking can be effectively used for understanding the neural process of consumers' decision making during their shopping experience. I would be glad to discuss this further.

As the other respondents pointed out, it is possible to use neuromarketing to study risk perception. The question is if those methods are accepted as scientific methods, because I know for certain some top universities disregard this types of research.

Thanks to Ramachandar, Hakan, Vladimar, & Antonio for all the support & information.

Delighted to receive such valuable inputs.

In case anything else strikes you do share the information with me.

Regards

Keshav

Hi, Ramendra:

In a recent research study (Adhami, 2013) Mobile marketing agency Plastic Mobile and neuromarketing firm True Impact Marketing use cutting-edge neuromarketing technology to determine what really resonates with users when browsing, selecting and purchasing items on mobile!

The two firms used brain-imaging technology to gather insights on how users are feeling and reacting to mobile commerce experiences. Thirty participants used the iPhone to navigate three transactional applications through a pre-determined purchase path while using EEG and eye tracking hardware. These devices analyzed the emotional and attentional activation of the brain, and what aspects of the applications saw the most visual attention.

Participants were asked to complete two surveys, one before and one after using the applications, to garner information on the implications of mobile applications to brand perception. Results showed that users do not always say what they are really thinking or seeing, that apps have a significant impact on overall brand perception and that user experience impacts on whether or not the user shops in the app!

Hope this helps!

Nadeem

Please, evaluate some papers including information about Emotiv headset.

You can draw your own conclusion.

First you should determine market segmentation, then you study the incentives of buying decisions.

Dear Dziugas, the embedded link presents information on neuromarketing in a less formal manner than academic journals. It refers to pricing in the first few paragraphs.

I believe that those values only provide information in terms of the intensity of arousal, from which you can't directly infer the valence. However, there is strong empirical support for the fact that negative emotions have stronger arousal responses than positive ones, since negative emotions (or affect) normally instructs the body to react, the so called "fight or flight" reaction. Good luck with your interesting research.

I am strongly agree with the answers/discussions of Prof. Leow Chee Seng & Prof. Dick J Bierman.

The definition of Neuromarketing is being extensively debated in the recent past and researchers are divided into two segments one considering it as a pure science field while others considering it as a business activity (Lee et al., 2006). While there is no doubt that it is a little bit of both and i.e. it is more likely a real business world practical implication of extensively researched scientific brain imaging techniques. There is also an argument regarding whether it should be considered as an academic field or it more or less confined to a business activity (Fisher et al., 2010). The most generalised definition of Neuromarketing till date is probably as follows: “Neuromarketing is widely defined as the science that uses MRI, EEG, TMS, MEG, fMRI, and other brain wave tools to view the human brain’s responses to marketing stimuli to figure out what customers’ thoughts are toward a product, service, advertisement, or even packaging to perfectly construct marketing campaigns that are based on the human brain’s response” (Hammou, K.A. et al., 2013).

Speaking conceptually, Neuromarketing research considers both qualitative and quantitative aspects of research methodology (figure 1). Qualitative aspects covers issues like the content, medium and mode of delivery of contents to customers and quantitative research stresses issues like duration of exposure of advertisement to the consumers etc.

For more details: please go through the paper:

Hello Airton,

I use Neurosky EEG device to few experiments. If I understand you well, your research uses only meditation data. What is your hypothesis? Why did you use meditation data? I think that a detection of emotions will be better in this case, because we can check how strongly is someone stimulated by film ads.

have a nice day WS

What do you mean with "Social Factors"? Poverty, Facilities, middle class income? Or cultural activities, music, tradition? Maybe you would review Anholt brand hexagon. His approach included a social factors like people and culture.

You might like to try Inquisit by Millisecond Software. See http://www.millisecond.com/ They offer a free trial period.

Regards,

Maarten

There is an excellent review paper by Dan Ariely and Greg Berns on this issue that I highly recommend. It summarizes the potential benefits and pitfalls of using fMRI in marketing. You can find it here: http://www.nature.com/nrn/journal/v11/n4/abs/nrn2795.html