Demystifying neuromarketing Lim, Weng Marc
Journal of business research,
10/2018, Letnik:
91
Journal Article
Recenzirano
This article adopts an integrated knowledge inquiry approach and systematically reviews (through content analysis) and draws themes (through thematic analysis) to explain the concept of, methods for, ...ethical issues related to, and contributions from neuromarketing and to discuss the future role of neuromarketing as a provider of new impetuses for advancing marketing science. In doing so, this article clarifies the key questions about neuromarketing and identifies multiple avenues to meaningfully extend existing lines of inquiry on neuromarketing. Thus, this article should assist neuromarketers in unlocking the potential of neuromarketing to contribute to marketing theory and practice.
Despite the growing popularity of neuromarketing, its use faces certain problems. First of all, consumers and society have concerns about the ethical component of neuromarketing and the possibility ...of its use to manipulate consumer behavior. In addition, both businesses and consumers do not always have complete information about the features of neuromarketing and the technologies it uses. Addressing these issues is essential to expanding the use of neuromarketing as a tool for improving business performance. Purpose of the study: analysis of the ethical aspects of neuromarketing and review of the main neuromarketing technologies from the point of view of assessing their advantages compared to traditional marketing tools. Method or methodology for carrying out work. During the research, systemic and situational types of analysis, data from expert assessments, and information from complex studies provided by neurolaboratories were used. The information base of the study was formed on the basis of publications on the topic of neuromarketing, presented in the RSCI and Scopus databases, as well as monographs relevant to the research topic. Results. We have proposed our own definition that reveals the essence of neuromarketing. The author's point of view has been formed on determining the degree of ethics of using neuromarketing tools when conducting comprehensive studies of consumer preferences. Information on key neurobiological methods used in neuromarketing research is systematized and their effectiveness in comparison with traditional marketing tools is clarified. Scope of application of the results: results obtained can be used when conducting research in the field of neuromarketing.
The purpose of the article is to determine the degree of influence of neuromarketing tools on the consumer of the tourism product. The influence of neuromarketing on the human senses, the so-called ...internal factors, is analyzed. A human has five main senses: eyes (sight); tongue (taste); ears (hearing); nose (smell) and skin (touch). The most important sense organ for marketers is sight. Most advertising campaigns are aimed at that. In second place in importance is hearing. There are four main types of neuromarketing: aroma marketing, atmosphere marketing, sensory marketing, and sound design. Sensory marketing is the most effective tool for influencing the human subconscious with the help of color and images. The speed at which a person receives information through the unconscious perception is 11 million bits per second, while the productivity of conscious perception is only 40 bits per second. Therefore, the most successful tourism advertising is advertising in the specialized industry publications. It is from there that a person receives the greatest amount of information that he remembers for a long period of time. The color scheme of tourism advertising material is also of great importance. The most effective is the one that uses blue-violet, dark blue, turquoise and intense lemon in its pictures and photos. It is the color that is in the first place among all other components of the presentation of the tourist enterprise. In second place is a detailed description, followed by music. It is important to use a beautiful aroma in the premises of the tourism enterprise. The most advisable are the aromas of fresh herbs, peppermint and grapefruit, sandalwood, geraniums and cinnamon, which should be placed in the hotel rooms, toilet, lobby, elevator and corridor. Smells are directly related to memory: having felt a certain aroma, a person’s brain reproduces everything connected with the stimulus. So, neuromarketing is a very important science, the use of which will allow travel companies, large brands, destinations, hotels, etc. to attract more customers, develop their products depending on their needs and make greater profits by conducting research on consumers of their services.
The use of neuroimaging to predict individual and population-wide behaviors, also known as neuroforecasting, was long applied to estimate movie popularity. Only recently, EEG-based neural ...synchronization, which is indicative of engagement, was found as a valid predictor of the listening behavior of the population. However, the population’s evaluative responses to the songs were not incorporated. To fill this void, this study explored whether neural synchrony can also be related to likes, dislikes and comments for the same songs on YouTube more than two years after their release. In this way, we aimed to separate passive engagement (i.e., listening) from active engagement (evaluating). The results showed that neural synchrony was a significant predictor of the likes and comments on YouTube, even after controlling for explicit liking ratings from the lab study. In contrast, frontal alpha asymmetry did not predict YouTube likes. Thus, engagement as represented by neural synchronization could be a valuable tool for predicting active as well as passive engagement with entertainment products. This underlines the value of neural similarity in predicting the impact of music and videos before their true effect in the crowd can be known.
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.
Manuscript type: Research Article Research Aims: This research investigates the impact of a jingle associated with a top-brand product on consumer behavior, as assessed through short-term memory ...activity in the brain. Design/methodology/approach: Data were collected from six participants, three men and three women aged 19-24. The Contec KT88-1016 Digital 16-Channel EEG machine and the Mapping System device were used to retrieve the data. The channel selection was employed to identify the optimal channel based on L2-norm energy calculations performed on the EEG channels within the short-term memory area. Research Findings: The frontal area exhibited higher energy levels than other areas, with the highest point observed in channel F4. A jingle in a product was found to stimulate short-term memory, influencing consumer behaviour. This influence was evidenced by the representation of channel energy in the EEG, showing a higher value compared to the average energy value in general. Theoretical Contribution/Originality: This study successfully demonstrated that EEG signals stimulated by jingles could assess consumer behaviour responses when provided with auditory incentives. The findings are explicitly linked to activating the brain's short-term memory area. Practitioner/Policy Implication: Brands with top brand categories have higher signal energy than non-top brands. Research limitation/Implications: Only limited to the data collection process carried out by environmental engineering, which is made closer to the actual situation.
Consumers' food choices are often driven by reasons of which consumers are not fully aware. Decision-making about food is influenced by a complex set of emotions, feelings, attitudes, and values that ...are impossible to assess simply by asking consumers their opinions. Indeed, traditional techniques, such as self-reports or interviews, mainly allow the measurement of conscious and rational reactions to a product or advertising. Recently, there has been a rapidly growing interest in the multidisciplinary field of “neuromarketing,” which takes advantage of neuroscientific techniques to study consumer behavior.
This discipline applies neuroscientific methods and tools that allow the measurement of consumers' emotional and spontaneous reactions in a more objective and observable way. The aim of this paper is (a) to describe neuromarketing's underlying assumptions, techniques, and the advantages of this perspective, examining the scientific literature on the use of neuromarketing in food studies; and (b) to suggest best practices to apply this novel approach in the food marketing domain, with a specific focus on non-invasive methods.
Finally, although the perception of nutritional elements has already been explored, the health content of labels, the presence of additives, and the evaluation of the information conveyed by food packaging remain other possible elements of interest in future food neuromarketing research.
Display omitted
•Food choice and neuromarketing is increasingly integrated disciplines.•Food literature referring to neuromarketing through the empirical techniques.•No studies in the field of food choices applying jointly more techniques.•Health information, additives and functionality as elements for further research.
The application of biometric data has been the center of attention for neuromarketing researches. Understanding the underlying mechanisms behind consumer shopping behaviors and the way that ...advertising affects such behavior are the most important issues that need more investigations. In this study, two purposes were focused including (1)the potential of EEG spectral power for prediction of consumers' preferences and (2)interpretation of the alteration of consumers' decision-making in shopping behavior when the content of an advertisement including background color and promotions was changed. For this purpose, advertisements related to different mobile phone brands which were different according to the content were shown to the participants followed by EEG (electroencephalography) recording. The power of the EEG data was used for finding the most important brain regions for distinguishing between preferences and predicting the incidence of decision-making. Furthermore, the results were used for interpretation of the observed participant behavior. The obtained results showed that the extracted features from EEG power could predict consumer's decision-making incidence with relatively high accuracy (>87%) and distinguished between “Like” and “Dislike” preferences with accuracy higher than 63%. Also, the most discriminative channels for predicting the incidence of decision-making about liking/disliking or buying a product were found to be frontal and Centro-parietal locations (Fp1, Cp3, Cpz) while the difference between “Like” and “Dislike” decisions was observed mostly in the frontal electrodes (F4 and Ft8). Furthermore, the results showed that adding the background color to the designed advertisement had a negative impact on the degree of liking a product. In conclusion, EEG data analysis can be used as a useful tool for predicting costumer decision-making, while in order to obtain higher accuracies, other features should be tested for distinguishing between different preferences.
•The power of the EEG data used for finding brain regions for distinguishing between preferences.•Adding the background color to advertisement had a negative impact on the interest of liking.•EEG power could predict consumer's decision making incidence with relatively high accuracy.
Neuromarketing literature has grown remarkably in recent years. Although the field has generated a diverse body of knowledge, we still find a dearth of studies classifying the existing literature ...into research themes and further presenting known and unknown aspects of Neuromarketing from a business and management viewpoint. To bridge this gap, the present study conducted a systematic literature review of Neuromarketing from 2011 to 2021, with a sample of 100 peer-reviewed articles. Based on rigorous review and thematic analysis of 41 relevant research articles, four research themes were identified – 1) Phenomenon, 2) Application, 3) Bright side, and 4) Dark side of Neuromarketing. Further, a theoretical framework of neuromarketing effect on consumer behaviour was presented. Future research thrust areas in theory, application, methodology, and evidence were identified.
