Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda

Behavioral Sciences, Journal Year: 2022, Volume and Issue: 12(12), P. 472 - 472

Published: Nov. 23, 2022

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, memory) advertising are scant, remain unclear in academic literature. To fill gap literature, this study followed Preferred Reporting Items for Systematic Reviews Meta-Analyses (PRISMA) protocol extract relevant articles. It extracted analysed 76 empirical articles from Web of Science (WoS) database 2009–2020. findings revealed that inferior frontal gyrus was associated with pleasure, while middle temporal correlated displeasure Meanwhile, right superior-temporal is related high arousal middle-frontal-gyrus linked low advertisement campaigns. prefrontal-cortex (PFC) withdrawal behaviour, left PFC approach behaviour. For reward system, ventral striatum has a main role system. also found perception connected orbitofrontal cortex (OFC) ventromedial (Vm) PFC. study’s provide profound overview importance such as emotional processes, cognitive campaigns commercial, social initiative, public health.

Language: Английский

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Exploring global trends and future directions in advertising research: A focus on consumer behavior

Current Psychology, Journal Year: 2023, Volume and Issue: 43(7), P. 6193 - 6216

Published: June 3, 2023

Language: Английский

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Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers

Sustainability, Journal Year: 2023, Volume and Issue: 15(5), P. 4603 - 4603

Published: March 4, 2023

This paper aims to explore academicians’ perceptions and perspectives regarding the limitations, challenges, potential solutions of neuromarketing implementations in Malaysian context. A semi-structured interview with 16 academicians was conducted. The findings revealed that several issues had impeded growth neuromarketing, such as ethical manipulation concerns, high cost, need for specialized expertise, lack proper knowledge understanding, financial resources, labs facilities, time requirements. Despite these obstacles, suggested enhance application establishing strong collaborative networks, providing increasing complying laws regulations, reducing tools experiment costs. study will significantly contribute body by awareness difficulties implementing techniques helping guide future research development. information can inform decision making practitioners, researchers, stakeholders, allowing them make more informed decisions about using neuromarketing. To best authors’ knowledge, no current has identified avenues emerging challenges limitations researchers may face Malaysia. foster overcome obstacles face. Moreover, quantitative is required test, measure, validate items this study’s findings.

Language: Английский

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SCIENTOMETRIC ANALYSIS OF SCIENTIFIC LITERATURE ON NEUROMARKETING TOOLS IN ADVERTISING

Baltic Journal of Economic Studies, Journal Year: 2022, Volume and Issue: 8(5), P. 1 - 12

Published: Dec. 30, 2022

Neuromarketing (NM) is a relatively new area of marketing that involves innovative technological changes in the research process and tools methods used. Considering novelty domain, subject study chosen to be articles published scientific literature describing neuromarketing used advertising. This examined field advertising techniques measure consumers' neural physiological responses advertising, which has not yet been covered literature. Methodology. To fill gap literature, authors, guided by Preferred Reporting Items for Systematic Reviews Meta-Analyses (PRISMA) protocol, selected relevant conducted bibliometric analysis identify global trends developments neuromarketing. From Web Science (WoS) database, 41 between 2009 2020 were extracted analyzed. Purpose was establish background based on application NM tools. The findings revealed Spain most productive country with eleven papers domain research, followed Italy USA eight seven papers, respectively. Among academic institutions, Sapienza University Rome recognized as leading organization three articles. As journals, Frontiers Psychology cited journal 29 total citations (TC). highest author, Babiloni, F. two 68 TCs identified. Keyword showed "advertising" (27 occurrences 127 references) frequently keyword. co-occurrence keywords focused such (12 occurrences, 63 link strength (TLS)), brain processes attention, emotions memory. paper titled “Neuromarketing: science consumer behavior” most-cited 152 TCs. Conclusion study. presents brief overview latest universal areas research. suggest neuroscientific are extremely important mapping

Language: Английский

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A Comprehensive Bibliometric Analysis of fNIRS and fMRI Technology in Neuromarketing

Scientific Annals of Economics and Business, Journal Year: 2023, Volume and Issue: 70(3), P. 459 - 472

Published: Sept. 19, 2023

The aim of this study is to perform a comprehensive bibliometric analysis functional near-infrared spectroscopy (fNIRS) and magnetic resonance imaging (fMRI) tools. To achieve aim, we adopted the Preferred Reporting Items for Systematic Reviews Meta-Analyses (PRISMA) protocol (VOSviewer) extracting relevant papers (articles reviews) from Scopus database between 2002 2022. A total 86 were included in analysis. results showed an increasing trend publications over years—the top countries terms publication outcome United States, Germany, Spain, Australia. also identified most influential authors institutions field. In addition, analyzed frequently cited articles, journals, keywords related fNIRS fMRI This provides insights into current state research on It direction future study, will provide general details about trends neuromarketing using fMRI.

Language: Английский

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Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

Future Business Journal, Journal Year: 2024, Volume and Issue: 10(1)

Published: July 9, 2024

Abstract This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" "functional magnetic resonance imaging fMRI." Utilizing the PRISMA framework R package software, we analyzed thirty-six Scopus-indexed articles. The USA California Institute Technology emerged as leading contributors, with Rangel, A., Reimann, M., notable authors. Prominent themes include 'advertising,' 'product,' 'price,' 'brand', “Journal Consumer Psychology” Neuroscience” being key publications. most cited article is "Marketing actions can modulate neural representations experienced pleasantness," 620 citations. In addition, fMRI has been used to behavior (impulsiveness, reward, emotion, decision-making, memory) toward marketing stimuli such price (WTP), advertising (celebrity endorsement, MSV), product (packaging design), brand (Halal logo, label, personality). provides an invaluable literature review matrix detailed insights into current trends neuromarketing utilizing fMRI. highlights significant impact both academic commercial realms, offering new for targeted research. It valuable guidance developing more effective strategies, understanding decision-making processes, enhancing business performance, collaborating academically.

Language: Английский

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The Impact of Digitalization and Sustainability on Governance Structures and Corporate Communication: A Cross-Industry and Cross-Country Approach

Sustainability, Journal Year: 2023, Volume and Issue: 15(3), P. 2064 - 2064

Published: Jan. 21, 2023

Digitalization and sustainability are changing companies by transforming products, services operations. While the growth of a digital sustainable economy may increase firm performance, these new trends also raise potential challenges for pertaining to corporate governance structures. Companies now faced with various alternatives regarding how digitalization roles might be integrated into We aim analyse dedicated have been structures changes impact communication. provide an explorative analysis in sample Italian, French Spanish from fashion food sectors. These exhibit common features, analogous levels success critical factors similar business models; moreover, represent two main driving sectors selected countries’ economies. For companies, findings highlight positive convergence inclusion devoted managing processes. However, shows different impacts on ways externally communicating impacts. In this sense, our study encourages identification models kinds communication that able promote processes paths companies. The paper contributes field studies suggests insights help practitioners manage related promoting evolution communications

Language: Английский

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Exploring the Tourism, Neuro-tourism, and Hospitality Nexus: A Comprehensive Bibliometric Analysis

Journal of Tourism and Services, Journal Year: 2023, Volume and Issue: 14(27), P. 197 - 221

Published: Dec. 18, 2023

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, hospitality research using VOSviewer fill gap. We followed Preferred Reporting Items for Systematic Reviews Meta-Analyses (PRISMA) framework select relevant papers on Scopus database between January 2009 July 2023. Analyzing 971 revealed that UK top country publication (289 11,391 citations), while Italy was lowest list (42 4651 citations). Buhalis, D., identified as most influential author, with 18 highest-cited (1833 Furthermore, strongest pair authors correlation Okumus, F. Rahimi, R., 468 links, highlighting a significant degree of connection their respective references. Keywords related include "halal tourism," "urban "rural "food "Islamic hospitality," "hospitality ecosystem," "neuroscience." “International Journal Contemporary Hospitality Management” productive journal (96 4,312 this published most-cited paper, "An assessment use partial least squares structural equation modeling (PLS-SEM) research,” 687 citations. first conduct research; therefore, it will lead more publications subjects by directing researchers less studied fields such neuro-tourism. Additionally, scholarly collaborations may improve depth research.

Language: Английский

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What Do You Need to Know? A Systematic Review and Research Agenda on Neuromarketing Discipline

Journal of theoretical and applied electronic commerce research, Journal Year: 2023, Volume and Issue: 18(4), P. 2007 - 2032

Published: Nov. 3, 2023

The neuromarketing phenomenon has led to a makeover in the marketing area, and its application business world generated better insight into understanding diverse consumer behavior. This comprehensive study delves multifaceted of neuromarketing. Employing systematic literature review approach reviewing 51 articles from Web Science database, aims provide holistic view field, offering valuable insights directions for future research practical academic world. key results this are classified six distinct themes: 1. Evolution Neuromarketing, 2. Neuromarketing Definitions Tools, 3. Practice, 4. Social Value 5. Consumer Behavior, 6. Sustainable Business Development. based on 4W framework (What, Where, Why, How) TCCM (Themes, Contexts, Characteristics, Methodology). underscores significance businesses serves as provocative call action potential which traditional techniques may overlook. is notable investigation theoretical evolution, definitions, tools, practices, social value, influence behavior within discipline. Its contribution unfolds sustainable development, where can facilitate products practices by presents sets stage through advancements It further acts foundational resource marketers researchers augmenting their acumen.

Language: Английский

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Exploring the Path of Biomedical Technology in Consumer Neuroscience Research: A Comprehensive Bibliometric Analysis

International Journal of Online and Biomedical Engineering (iJOE), Journal Year: 2023, Volume and Issue: 19(16), P. 127 - 144

Published: Nov. 15, 2023

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 Systematic Reviews Meta-Analyses (PRISMA) protocol (VOSviewer software) extracting relevant documents from Web Science (WOS) database between 2013 June 2023. A total 58 (fifty-one articles seven review articles) were included analysis. The results showed an increasing trend publications over years—the top countries terms publication outcome Spain (13 papers) USA (10 papers). also identified most influential authors, Babiloni, F. Cherubino, P. It was further analyzed cited article, which is titled “Neurophysiological Tools to Investigate Consumer’s Gender Differences during Observation TV Commercials”, keywords related neuromarketing non-brain tools. Additionally, Frontiers Psychology determined most-productive journal. reveals insights into current state research. provides future research directions consumer neuroscience field. will provide general details about trends using technology.

Language: Английский

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