Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends (original) (raw)

A Literature Study on Scientific Research Conducted with Psychophysiological Techniques in Neuromarketing

Critical Studies in SOCIAL SCIENCES AND HUMANITIES, 2020

Neuromarketing, which has succeeded in attracting considerable attention not only in the field of advertising but also in academic researches and business practice in recent years, is a new application that has succeeded in integrating neuroscience and consumer psychology. The field enriches the marketing research portfolio and goes beyond the consumer's oral statements. Being able to measure the emotional and unconscious reactions of consumers through the tools it uses, neuromarketing has opened a new era in marketing research. This is accomplished by detecting the source of consumer behavior and using the brain imaging techniques and other biological measures to detect the persuasion process of consumers on the way to purchase decision. Trying to understand the factors influencing the consumer in this process is in the scope of this practice (Kong et al., 2013)

NEUROMARKETING: EXPLORING THE BRAIN FOR MEASURING CONSUMER BEHAVIOR

Neuromarketing is one of the most promising and controversial areas of marketing. The goal of Neuromarketing is to study how the brain is physiologically affected by advertising and marketing strategies. It is the effectiveness of these strategies, brain activity resulting from viewing an advertisement. In Neuromarketing the brain activities are monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG). The idea of using this technique is that consumer purchase decisions are made in seconds in the subconscious mind.The emotional side of the brain and that by understanding what we like, we donot like, what we want, what causes us fear when watching our brain responses to stimuli can design products and marketing communications to better meet the unmet needs of the market and determine purchase. Neuromarketing studies indicate increasingly more towards various "centers known" in the brain. The knowledge about these so-called "known centers" are oftensketchy and the demands on their function are often motivated by speculation rather than by a knownfact. Neuromarketing studies aim to analyze different brain areas while experiencing marketing stimuli in order to find and document the relationship between behavior and the neuronal system. Using knowledge andknow-how from brain anatomy and knowing the physiological functions of brain areas, it is possible to modelneuronal activity and investigate behavior. So Neuromarketing research tries to better understand the effects ofmarketing stimuli on consumers, having the possibility to obtain objective data through the use of the availabletechnology and advances in neuroscience. Researcher is trying to notice the activities decision maker namely the brain. This action led to a controversial new field called Neuromarketing, combining Neuroscience, Marketing and Technology.

Neuromarketing: The popularity of the brain-imaging and physiological tools

Neuroscience Research Notes

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-of-the-art technology to gauge the responses of consumers’ minds to marketing stimuli, which is impossible by traditional marketing methods. In this paper, we have concentrated on neuromarketing tools such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking (ET). Literature indicates that EEG, fMRI, and ET enable to gauge consumers' neurometrics and biometrics responses; thereby, they provide valuable information about the physiological and mental reactions toward marketing stimuli, which can be used to improve marketing research. Neuromarketing can provide valuable information about cons...

To the limits of human knowledge of the brain: The relevance of neuroscience tools in marketing practice and research

The 11th International Days of Statistics and Economics, Prague, September 14-16, 2017, 2017

Considering that the total advertisement expenditure worldwide is forecast around 500 billion dollars annually, the potential of a field that can inform companies about how to target their customers based on their conscious and subconscious needs is inconceivable. Companies are constantly trying to find new sources of competitive advantage and neuromarketing is currently seen as a highly innovative solution with over 300 commercial companies and many academic institutions involved. This paper is intended to provide a comprehensive literature review for marketing professionals and its purpose is to clarify the role of neuromarketing in the current research methods. Important concerns about the use of neuroscience research tools (fMRI, EEG, GSR, Oxytocin levels measurement through blood sampling and one commercial device-Emotiv EPOCH) are discussed in a way that can be understood by the wider public. In conclusion, it is highly improbable that the consumer brain could be well understood without good underlying general models of the human brain, the processes that form and decide human behaviour, advancement of technology, excellent understanding of the measurement methods, and most importantly valid data analysis.

Neuromarketing: Marketing research in the new millennium

Neuroscience Research Notes

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 processes (i.e., emotion) of interest for marketing research (e.g., advertising, brand, product, price). This study analyzes the relevant literature and sheds light on the triune brain of humans, the dimensions of NM such as emotion, attention, and memory. Currently, emotional and cognitive processes have remarkably received attention from academic and industrial environments. Thus, NM presents unrivalled possibilities to record the activity regions in consumers' brains and provide precise information about which neurons are active when consumers are exposed to marketing stimuli. To best our knowledge, this will aid in shaping and understandin...