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Purpose: There has been a significant rise in usage of neuromarketing for conducting marketing research, but a large number of businesses are still skeptical about integrating such methods into their marketing research toolkit. The reason for such skepticism may be certain misconceptions. One such misconception is that neuromarketing is a difficult and expensive marketing research tool. Another misconception is whether neuromarketing is a mere gimmick or an insightful marketing research method. Hence, this study explores the present stance of neuromarketing and its pertinent misconceptions. Methodology: The study conducts qualitative, in-depth interviews with neuromarketing experts from eleven countries. The study then subjects interview transcripts to thematic analysis. Through this analysis, the study divulges three themes and eight subthemes related to the present stance of neuromarketing and its pertinent misconceptions. Findings: The study divulges three notable findings. First, the present stance of neuromarketing highlights the growth and importance of neuromarketing methods in the marketing research industry. It also demonstrates the application of neuromarketing in making strategic marketing decisions. Second, the study clarifies that factors such as the elongated learning curve, complexities, adaptation, and economic considerations hinder neuromarketing adoption. Third, the study clarifies that neuromarketing is not a gimmick and expounds on the value and efficacy of neuromarketing methods in conducting marketing research studies. It also outlines the importance of combating bogus neuromarketing consultants who negatively impact the perception of neuromarketing among businesses, consumers, and regulatory bodies. Research implications: This study undertook the initiative to procure primary qualitative data through in-depth interviews to provide first-hand perspectives into what experts in the marketing research industry think about the present stance of neuromarketing and its pertinent misconceptions. It builds upon existing literature on the present stance of neuromarketing, which largely relies on secondary data. The study also extends prior literature on neuromarketing by highlighting the need for specialized expertise, the necessity for considering ethical considerations, and the need for cost-effective solutions. Besides this, the contribution of this study also aligns with the prior discussions on evolving methodologies in consumer behavior research. Practical implications: This study implies that neuromarketing enables businesses to make informed strategic marketing decisions, anticipate marketing trends, and foster sustainable growth. Businesses must allocate substantial resources to hire marketing research companies or third-party neuromarketing consultants. However, before making such investments, businesses should thoroughly evaluate the reliability and validity of claims made by neuromarketing consultants and marketing research companies. Due to the complexities and stringent ethical regulations, it is essential to collaborate exclusively with reputable marketing research firms or independent neuromarketing consultants with a proven track record of success. Originality/Value: Contrary to the prior studies based on secondary data, this study leverages primary qualitative data to explore the present stance of neuromarketing and its pertinent misconceptions. The study emphasizes misconceptions hindering the adoption of neuromarketing, which was primarily left unexplored in the extant literature. In this way, the study creates unprecedented value for businesses, marketing research companies, regulatory bodies, and independent neuromarketers. [ABSTRACT FROM AUTHOR]

The Regulation (EU) 2016/679 on the protection of natural persons regarding the processing of personal data (GDPR) is one of the key fundamental pieces of European legislation to protect human rights and freedoms. However, the development of AI systems that are capable of collecting and processing large amounts of data and predicting user habits and emotional states has affected traditional legal categories and tested their resilience. This paper assesses the limits of the current formulation of the GDPR which does not take expressly into account the category of inferred data as a special category of data. Furthermore, it questions whether the toolbox put in place by the GDPR is still effective in protecting data subjects from practices such as neuromarketing and eye-tracking systems. It shows that it is certainly the essential starting point, but that, on the other hand, cannot be spared criticism. For this, in the recent years, the European legislator has adopted further legislations including, in particular, the Digital Services Act (DSA) and the Artificial Intelligence Act (AIA). Although representing a step forward in protection against such technologies, they each have critical aspects that need to be considered. [ABSTRACT FROM AUTHOR]

In today's competitive digital landscape, banking firms must leverage qualitative and quantitative analysis to enhance their website interfaces, ensuring they meet user needs and expectations. By combining detailed user feedback with data-driven insights, banks can create more intuitive and engaging online experiences, ultimately driving customer satisfaction and loyalty. Thus, the need for website customer behavior analysis to evaluate its interface is critical. This study focused on the five biggest banking firms and collected big data from their websites. Statistical analysis was followed to validate findings and ensure the reliability of the results. At the same time, agent-based modeling (ABM) and System Dynamics (SD) were utilized to simulate user behavior, thereby allowing for the prediction of responses to interface changes and the optimization of their website, and to obtain a comprehensive understanding of user behavior, thereby enabling banking firms to create more intuitive and user-friendly website interfaces. This interdisciplinary approach found that various website analytical metrics, such as organic and paid traffic costs, referral domains, and email sources, tend to impact banking firms' purchase conversion, display ads, organic traffic, and bounce rate. Moreover, these insights into banking firms' website visibility, combined with the behavioral data of the neuromarketing study, indicate specific areas for their website interface and performance improvement. [ABSTRACT FROM AUTHOR]

This study aims to improve college magazines, making them more engaging and user-friendly. We combined eye-tracking technology with artificial intelligence to accurately predict consumer behaviours and preferences. Our analysis included three college magazines, both online and in PDF format. We evaluated user experience using neuromarketing eye-tracking AI prediction software, trained on a large consumer neuroscience dataset of eye-tracking recordings from 180,000 participants, using Tobii X2 30 equipment, encompassing over 100 billion data points and 15 consumer contexts. An analysis was conducted with R programming v. 2023.06.0+421 and advanced SPSS statistics v. 27, IBM. (ANOVA, Welch's Two-Sample t-test, and Pearson's correlation). Our research demonstrated the potential of modern eye-tracking AI technologies in providing insights into various types of attention, including focus, engagement, cognitive demand, and clarity. The scientific accuracy of our findings, at 97–99%, underscores the reliability and robustness of our research, instilling confidence in the audience. This study also emphasizes the potential for future research to explore automated datasets, enhancing reliability and applicability across various fields and inspiring hope for further advancements in the field. [ABSTRACT FROM AUTHOR]

PurposeMethodologyOriginalityFindingsNeuroscientific findings seem to call into question several psychological fundaments of research in B2B-Marketing. Neuroscience was also recently proposed as an important area for interdisciplinary research, potentially leading to the development of original, courageous ideas in B2B research. Neuroscience applications, guidelines, and future research directions have been discussed in various fields. In B2B marketing, there are calls for further research adopting neuroscience and an introduction to what B2B marketing could learn from it.We conducted a structured literature review on Scopus with 2,336 search results, identified 67 relevant publications, and analyzed them using the theory-context-characteristics-methodology (TCCM) framework.An overview of the status quo of research that bridges both disciplines (neuroscience and B2B marketing) and directions for future research applying neuroscience in B2B is missing. With this article, we close this gapNeuroscience in B2B is nascent, and most publications are conceptual. Some findings rooted in B2C could be transferred to B2B. Reflecting on B2B marketing research priorities, we outline five major future research directions for applying neuroscience in B2B: 1. decision-making, 2. marketing stimuli and responses, 3. digitalization, 4. research methods and measurements, 5. advancing existing knowledge. With this, we hope to help further improve the principal psychological underpinnings of B2B-Marketing. [ABSTRACT FROM AUTHOR]

Social relationships have been and are the basis for achieving objectives of all kinds, whether altruistic or lucrative. Among the aspects that make up non-verbal communication are physical appearance in general, clothing, and, in particular, colour combinations. In this article, we analyse whether colour combinations can be established in individuals' clothing that maximise their chances of success for a specifically established social objective. To measure this objective, we use multivalent logics, which are characterised by their great flexibility and adaptability. Within the framework of fuzzy logic, we extract evaluations for various colours based on the judgements of experts, provided by recognised authors in the literature, and compare these with the results obtained in a survey conducted by the authors. For the purposes of contrast, we employ two instruments with accredited validity: Similarity by Direct Computation (SDC) and the Technique for Order Performance by Similarity to Ideal Solution (TOPSIS multicriteria method). [ABSTRACT FROM AUTHOR]

Organizations that embrace innovative business strategies position themselves well for success. In this evolving technological landscape, businesses are increasingly focused on understanding consumer behaviors and preferences to tailor their products and services effectively. Notably, integrating neuroscience has become pivotal in achieving these goals, requiring its incorporation throughout various business processes. This comprehensive research review conducts a meta-analysis, synthesizing findings from numerous studies on applying neuroscience across diverse business domains. The primary objective is to identify innovative neuroscience approaches that can significantly revolutionize businesses. Through a meticulous literature exploration using PRISMA analysis, we discerned broad themes and further refined them into critical sub-themes. This thematic categorization enables a focused examination of each area of business research. The findings in this study uncovered vital intersections between neuroscience and business, offering valuable insights for corporations and researchers. In essence, the integration of neuroscientific techniques and artificial intelligence (AI)-based softwares into business practices is no longer optional, but a necessity for businesses to stay competitive in today's fast-paced world. This study, therefore, plays a crucial role in connecting the state-of-the-art tools and techniques in neuroscience and traditional business practices. It paves the way for a new era of business operations, where science and technology work hand in hand with commerce to create a more prosperous and sustainable future. In conclusion, the paper emphasizes the importance of incorporating neuroscience techniques and newly developed AI-based softwares into business practices. This integration can yield precise and favorable outcomes, offering businesses the tools to thrive in an ever-changing market environment. [ABSTRACT FROM AUTHOR]

The growing interest in consumer behavior in the digital environment is leading scholars and companies to focus on consumer behavior and choices on digital platforms, such as the metaverse. On this immersive digital shopping platform, consumer neuroscience provides an optimal opportunity to explore consumers' emotions and cognitions. In this study, neuroscience techniques (EEG, SC, BVP) were used to compare emotional and cognitive aspects of shopping between metaverse and traditional e-commerce platforms. Participants were asked to purchase the same product once on a metaverse platform (Second Life, SL) and once via an e-commerce website (EC). After each task, questionnaires were administered to measure perceived enjoyment, informativeness, ease of use, cognitive effort, and flow. Statistical analyses were conducted to examine differences between SL and EC at the neurophysiological and self-report levels, as well as between different stages of the purchase process. The results show that SL elicits greater cognitive engagement than EC, but it is also more mentally demanding, with a higher workload and more memorization, and fails to elicit a strong positive emotional response, leading to a poorer shopping experience. These findings provide insights not only for digital-related consumer research but also for companies to improve their metaverse shopping experience. Before investing in the platform or creating a digital retail space, companies should thoroughly analyze it, focusing on how to enhance users' cognition and emotions, ultimately promoting a better consumer experience. Despite its limitations, this pilot study sheds light on the emotional and cognitive aspects of metaverse shopping and suggests potential for further research with a consumer neuroscience approach in the metaverse field. [ABSTRACT FROM AUTHOR]

The field of using neural data to forecast aggregate consumer choice has garnered attention in the past decade, holding substantial promise for both researchers and practitioners. However, a comprehensive understanding of this emerging field is lacking. This paper aims to bridge that gap by summarizing existing research, encompassing relevant theories, metrics, progress, and future directions. We begin by introducing the concept of neuroforecasting within the field of neuromarketing. We then delve into theories that leverage neural data for forecasting aggregate choice, including affect‐integration‐motivation framework, frontal asymmetry, and inter‐subject correlation. Subsequently, we review various metrics, including self‐reported, behavioral, and neural metrics employed to forecast market‐level behavior, presenting key findings from relevant studies. Furthermore, we examine the strengths and weaknesses of this field. Advantages of this approach include its ability to offer effective predictions of consumer behavior and provide enhanced insights into consumer preferences and choices, while its weaknesses encompass relatively high cost, sample size constraints, issues of ecological validity, and challenges related to reverse inference. In conclusion, future research should prioritize integrating diverse data types with machine learning techniques to forecast the outcomes of marketing campaigns in advance. Additionally, a deeper exploration of the psychological and cognitive processes underlying successful predictions can augment predictive accuracy and effectiveness. This review provides a systematic overview for researchers and practitioners in this field, offering valuable insights and guidance for future research endeavors and industry applications. [ABSTRACT FROM AUTHOR]

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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

Given consumer adaptability to the established marketing incentives, there emerges a need to improve the methods for promoting textile products. The use of neurotechnology allows determining potential ‘anchors’, such as ethnic ornaments, that can be associated with souvenir products. The article focuses on identifying neuromarketing metrics of consumer perception of souvenir clothing ethnic ornaments based on artificial intelligence technology. The foundation of the study resides in the provisions of sensory marketing. General marketing and special neuromarketing research methods were applied. The empirical data are obtained from electroencephalographic (EEG) experiments, a focus group survey (12 respondents), and a preliminary sample interview (90 respondents) conducted in January–February, 2024. We propose biometry-based approaches to neuromarketing consumer evaluation of ethnic patterns for souvenir clothing and reveal customer reactions to different types of ethnic clothing patterns. The strongest emotional responses to particular ornaments are identified based on the EEG test and verbal questioning of the experimental group. The collected data were processed using artificial intelligence to create modern textile designs for souvenir clothing. The results of the study contribute to the understanding of scent neurostimulation’s impact on the perception of clothing elements, as well as the capabilities of artificial intelligence in providing reasoned marketing solutions.

Abstract Organizations that embrace innovative business strategies position themselves well for success. In this evolving technological landscape, businesses are increasingly focused on understanding consumer behaviors and preferences to tailor their products and services effectively. Notably, integrating neuroscience has become pivotal in achieving these goals, requiring its incorporation throughout various business processes. This comprehensive research review conducts a meta-analysis, synthesizing findings from numerous studies on applying neuroscience across diverse business domains. The primary objective is to identify innovative neuroscience approaches that can significantly revolutionize businesses. Through a meticulous literature exploration using PRISMA analysis, we discerned broad themes and further refined them into critical sub-themes. This thematic categorization enables a focused examination of each area of business research. The findings in this study uncovered vital intersections between neuroscience and business, offering valuable insights for corporations and researchers. In essence, the integration of neuroscientific techniques and artificial intelligence (AI)-based softwares into business practices is no longer optional, but a necessity for businesses to stay competitive in today’s fast-paced world. This study, therefore, plays a crucial role in connecting the state-of-the-art tools and techniques in neuroscience and traditional business practices. It paves the way for a new era of business operations, where science and technology work hand in hand with commerce to create a more prosperous and sustainable future. In conclusion, the paper emphasizes the importance of incorporating neuroscience techniques and newly developed AI-based softwares into business practices. This integration can yield precise and favorable outcomes, offering businesses the tools to thrive in an ever-changing market environment.

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

Electroencephalography (EEG) offers insights into the neural responses of consumers to marketing stimuli which can be used to evaluate the effectiveness of such stimuli in directing favorable consumer behavior in real-world settings. This practical review provides guidelines for using EEG in consumer and marketing research. It provides recommendations for how EEG may effectively be employed in neuromarketing in the future. EEG requires careful experimental design, and as such, we outline current recommendations for the collection, processing, analysis, and interpretation of EEG evoked potentials (i.e., event related potentials; ERP) and spectral content (i.e., EEG frequency). By providing an introductory overview of EEG measures in marketing and consumer research, this practical review extends previous literature that is primarily focused on other neuroimaging techniques (e.g., functional magnetic resonance imaging) and other disciplines (e.g., economics and organizational behaviour). Furthermore, by reviewing how EEG has been used throughout psychophysiological and neuromarketing research, we provide recommendations on how EEG can be used to measure marketing-related outcomes. These include processes relating to perception, attention, memory, emotion, and cognitive load, demonstrating the unique value of considering the neural responses captured by EEG in understanding and predicting consumer behavior. [ABSTRACT FROM AUTHOR]

Neuromarketing is a modern tool for researching consumer reactions to advertising stimuli and identifying relevant consumer behaviour patterns. Conducting neuromarketing research using eye tracking technology allows us to obtain objective data on consumer perceptions of advertising, websites, product packaging, etc. This article is devoted to studying the structural and content environment of the marketing category and neuromarketing research on advertised materials via the eye-tracking method. The analysis of publishing activity on the topic of neuromarketing carried out with the help of Scopus tools and the VOSviewer toolkit showed a trend of increasing interest from the scientific community in the use of neurotechniques and technologies in the study of consumer behaviour since 2004. The results of the analysis of the structural and content environment have shown the growing interest of scientists in the detailed study of consumer reactions to a product, brand, site, and advertisement, with further conclusions regarding their preferences and priorities. The work revealed that in the field of neuromarketing, there are methods that can be conditionally divided into those that register activity in the brain (neurological) and those that register activity outside the brain (biometric). The characteristics of these methods make it possible to choose the most appropriate method of eye tracking for evaluating consumers’ reactions to advertising posters. Pupil Labs Invisible mobile eyetracker was used as the main tool for neuromarketing research. According to the results of the two stages of the experiment, heatmaps were obtained, which are described by the key metrics of the study: fixations and points of view, heatmaps, areas of interest, and time spent. With the help of research, the most profitable designs of advertising posters for consumers were determined. The influence of different colors and their combinations on the brain activity of potential consumers was analysed. As a result, a conclusion was made regarding the optimal placement of such key elements on the poster as the logo, and the price, the colour range of the presented materials and the fonts that were used were determined. The application of the obtained results of marketing research made it possible to obtain information about how consumers perceive visual stimuli, which, in the future, will be the basis for perfecting marketing communication strategies with the target audience of consumers.

Electromyography (EMG), galvanic skin responses (GSR), and electrocardiogram (ECG) tools have been used to investigate emotional responses to marketing stimuli, encompassing advertisements, product packaging, and brand logos. However, despite the widespread application of EMG, GSR, and ECG tools in neuromarketing research, a comprehensive synthesis of their collective impact remains conspicuously absent. Addressing this gap is the primary goal of the present review paper, which systematically scrutinizes recent studies employing EMG, GSR, and ECG to assess emotional responses to marketing stimuli. Employing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, relevant articles were meticulously extracted from the Scopus database, spanning the years 2009 to 2022, including twenty articles for detailed analysis. The outcomes of this review underscore the unique insights offered by these tools into emotional reactions, emphasizing that their collective utilization can afford a more comprehensive understanding of these intricate processes. This propels advancements in comprehending the pivotal role of emotions in consumer behavior and serves as a guidepost for future research directions in this burgeoning field. Ultimately, this paper aims to furnish a broad understanding and detailed insights into the current trends within neuromarketing research, specifically employing EMG, GSR, and ECG tools.

Abstract Neuromarketing is an emerging research field that aims to understand consumers’ decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.

The introduction of neuromarketing tools has created additional opportunities for deciphering consumer behaviour through studying neurophysiological responses to marketing incentives. The article aims to examine the effect of packaging colour on consumer behaviour when choosing cheese products. The principles of sensory marketing constitute the methodological framework of the study. It applies neurophysiological methods to investigate consumer reactions during visual examination of the packaging colour. Electroencephalogram (EEG) recordings and emotional responses identified by the Facial Action Coding System are used as empirical evidence. Vectors of emotional response were assessed using EmoDetect software. The research results show that the cheese packaging colour affects consumer choice, and its perception varies by gender and product group. According to EEG data analysis, the most intense emotional response in women was triggered by red cheese packaging, while blue packaging produced the least intense reaction. In men, it was black and white colours of boxes that induced the strongest and the weakest reaction, respectively. In women, a positive emotional response was recorded during visual examination of white and red cheese packaging, in men – of black ones. The most intense negative reactions were associated with blue and white packaging in women and men, respectively. Our study confirms that there are differences in emotional perception of the packaging colour between women and men, which should be considered by manufacturers to capture and keep consumer attention when marketing their products.

Introduction: Affective decision-making is a prominent topic in consumer psychology research, with its core assumption being that consumers tend to purchase brands and commodities they like. However, the reasons behind why we develop emotional responses of liking or disliking toward certain commodities, as well as what the underlying neural mechanisms are, remain largely unknown. Methods: This study utilized the S1-S2 paradigm in an experiment wherein S1 presented 12 types of commodities and S2 displayed 48 distinct colored squares. Participants were instructed to assess whether they "Like" or "Dislike" the commodity in S1, which was colored with the S2 color. Electroencephalogram (EEG) recordings were obtained during the reaction process and subsequently analyzed to examine the components of S2-induced event-related potentials (ERPs). Results: The analysis revealed that S2 elicited a significant N270 in the prefrontal scalp area under both the "Like" and "Dislike" conditions. Interestingly, the amplitude of the N270 was significantly higher during the "Dislike" condition compared to the "Like" condition. Discussion: The N270 component was shown to reflect the conflict in physical attributes between S1 and S2, as well as the conflict between commodity and color. This highlights the potential utility of this component as an objective EEG indicator of consumer commodity color preferences in future marketing research. [ABSTRACT FROM AUTHOR]

Neuromarketing is an emerging research field that aims to understand consumers' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future. [ABSTRACT FROM AUTHOR]

The exponential growth of data in the digital age has led to a significant demand for innovative approaches to assess data in a manner that is both effective and efficient. Machine Learning as a Service (MLaaS) is a category of services that offers considerable potential for organisations to extract valuable insights from their data while reducing the requirement for heavy technical expertise. This article explores the use of MLaaS within the realm of marketing applications. In this study, we provide a comprehensive analysis of MLaaS implementations and their benefits within the domain of marketing. Furthermore, we present a platform that possesses the capability to be customised and expanded to address marketing's unique requirements. Three modules are introduced: Churn Prediction, One-2-One Product Recommendation, and Send Frequency Prediction. When applied to marketing, the proposed MLaaS system exhibits considerable promise for use in applications such as automated detection of client churn prior to its occurrence, individualised product recommendations, and send time optimisation. Our study revealed that AI-driven campaigns can improve both the Open Rate and Click Rate. This approach has the potential to enhance customer engagement and retention for businesses while enabling well-informed decisions by leveraging insights derived from consumer data. This work contributes to the existing body of research on MLaaS in marketing and offers practical insights for businesses seeking to utilise this approach to enhance their competitive edge in the contemporary data-oriented marketplace. [ABSTRACT FROM AUTHOR]

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platformcould help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior. [ABSTRACT FROM AUTHOR]

Copyright of Intermedia International e-Journal is the property of Istanbul Ticaret University, Faculty of Communication & Media and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Non-Profit Organizations (NPOs) find themselves in a very competitive environment, as everyday consumers are constantly exposed to numerous advertisements; thus, they must find ways to capture consumers' attention. The objective of this study is to explore how the different elements (image, text, logo) of print advertisements of NPOs using different emotional appeals (positive and negative) of a familiar and unfamiliar brand influence donation behaviour and the attitude toward the ad (Aad). Using eye-tracking technology and a survey, we conducted two experiments, one with unfamiliar brands of NPOs and another with a familiar brand. The results showed the advertisement areas on which participants fixated and their relationship with participants' attitude towards the advertisement and donation behaviour. For unfamiliar NPOs, the less time it took the participant to first fixate on the logo area, the more positive attitude toward the ad when the advertisement used a negative frame. Also, participants spent more time in the image area of negatively framed ads when they had a more positive attitude toward the ad. On the other hand, for a familiar brand, the time to first fixate on the logo area had a negative correlation with the donation behaviour, indicating that the less time it takes to first fixate on the logo area, the more participants chose to donate. [ABSTRACT FROM AUTHOR]

Introduction: There is a continuous consumer demand for ever superior cosmetic products. In marketing, various forms of sensory evaluation are used to measure the consumer experience and provide data with which to improve cosmetics. Nonetheless, potential downsides of existing approaches have led to the exploration of the use of neuroimaging methods, such as functional near-infrared spectroscopy (fNIRS), to provide addition information about consumers' experiences with cosmetics. The aim of the present study was to investigate the feasibility of a real-time brain-based product evaluation method which detects the incongruency between a product, in this case lipstick, and a consumer's expectations. Method: Thirty healthy, female, habitual lipstick users were asked to apply six different lipsticks varying in softness and to rate the softness of and their willingness to pay (WTP) for each lipstick. Cerebral hemodynamic responses in frontal areas were measured with fNIRS during lipstick application and analyzed using the general linear model (GLM). Incongruency scores between softness and expectation were calculated in order to understand how far removed each lipstick was from a participant's optimal softness preference. The correlation between brain activation (beta scores) during the application of each lipstick and the respective incongruency scores from each participant were acquired using semi-partial correlation analysis, controlling for the effects of WTP. Results: We revealed a significant intra-subject correlation between incongruency scores and activation in the right inferior frontal gyrus (IFG). This confirms that as the texture incongruency scores increased for the lipstick samples, activation in each individual's right IFG also increased. Conclusion: The correlation observed between incongruency perceived by participants and activation of the right IFG not only suggests that the right IFG may play an important role in detecting incongruity when there is a discrepancy between the perceived texture and the consumer's expectations but also thatmeasuring activity in the IFGmay provide a new objectivemeasurement of the consumer experience, thus contributing to the development of superior cosmetics. [ABSTRACT FROM AUTHOR]

AbstractVirtual reality has begun to show itself in many areas of our lives as its accessibility becomes easier. Especially in recent years, it has been observed that investments have been made in this field in the retail sector and many brands have created virtual reality stores. The research emphasizes the need for new studies on consumer behavior in virtual reality stores, the new interface of the retail sector, in order to shed light on future investments. The attitude of Generation Z, who grew up with technology and is open to innovation, towards the virtual reality store is important because they are the consumers of today and the future. Given this situation, in the current study, the attitude of Generation Z towards the virtual reality store is examined psychophysiologically. The physiological outcomes of university students (n = 40) between the ages of 18–29 during the shopping experience in a virtual reality store were analyzed with electrodermal activity (EDA) and photoplethysmography (PPG) research techniques. Physiological data were analyzed by comparing them with the data obtained from the Socio-Demographic characteristics and the Hedonic and Utilitarian Consumption Behaviors Scale. In line with the findings in the study, the psychophysiological effects of the virtual reality store on Generation Z participants did not show significant differences in terms of demographic characteristics and hedonic and utilitarian consumption behaviors. However, the increase in the heart rate averages of the majority of the participants during the experience was significant. This is attributed to the fact that virtual reality adresses both hedonic and utilitarian consumption. [ABSTRACT FROM AUTHOR]

Despite occasional shocks, tourism, as one of the world’s largest industries, has undergone rapid evolution in the last decades. Nonetheless, the industry has been shocked by the recent COVID-19 outbreak, and it is still unclear how the tourist psyche has changed and what the aftermath will be. This study presents an innovative explicit-implicit approach to examine how the pandemic-induced (re)connection with nature influences travel and destination choices. Based on the findings, respondents explicitly and implicitly reported a favourable perception of natural destinations amid the pandemic. Consequently, the author can observe an increase in the popularity of natural sites, along with a corresponding surge in the frequency of nature visits, particularly among women and individuals with less committed or no relationships. Key values were identified as the driving forces behind this trend, including serenity, uniqueness, safety, closeness, and discovery, which can be considered crucial factors in shaping the future of sustainable tourism. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences. Design/methodology/approach: The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields. Findings: Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective. Research limitations/implications: One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested. Originality/value: Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on "interpretivist neuroscience" and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions. [ABSTRACT FROM AUTHOR]

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Neuromarketing uses brain‐computer interface technology to understand customer preferences in response to marketing stimuli. Every year, marketing professionals spend over $750 Billion (US dollars) on traditional marketing, which is usually behavioral and subjective, focusing on self‐reports acquired via questionnaires, focus groups, and depth interviews. Neuromarketing, on the other hand, promises to overcome such limitations. This work proposes a machine learning framework that incorporates multiple components (endorsement, offer, and slogan) in real advertisement to predict consumer preference from electroencephalography (EEG) signals. In addition, we also use eye‐tracking data to visualize consumer viewing patterns according to both advertisement type and preference. EEG signals are collected from 22 healthy volunteers while viewing the real ads as stimuli. After preprocessing the signals, three‐domain features are extracted (time, frequency, and time‐frequency). Then, using wrapper‐based approaches we choose best features which are later classified into strong and weak preferences using the support vector machine. The experimental results demonstrate the best performance using all the frontal channels with an accuracy of 96.97%, sensitivity of 96.30%, and specificity of 97.44%. Additionally, eye tracking data reveals that subjects substantially prefer an ad, when they first glance at the endorsement. In addition, people tend to blink their eyes less frequently while viewing ads with endorsements and strongly prefer these commercials too. Additionally, our work lays the door for deploying such a neuromarketing framework in a real‐world context by employing consumer‐grade EEG equipment. Therefore, it is evident that neuromarketing technology may assist brands and companies in accurately predicting future customer preferences. [ABSTRACT FROM AUTHOR]

This article is an editorial introducing a special section on "Neuromarketing in predicting consumer behavior: The efficiency & effectiveness." It discusses the field of neuromarketing, which uses neuroscience, psychology, economics, and decision theory to understand consumer behavior. The editorial highlights the impact and benefits of neuromarketing, and introduces the articles included in the special section. These articles cover various topics such as the limitations of neuromarketing, emotional appeal in non-profit advertising, customer experience in coffee stores, and cross-cultural differences in online reviews. The document also includes summaries of other articles related to neuromarketing, providing concise overviews of their key findings and contributions to the field. It serves as a valuable resource for researchers and marketers interested in utilizing neuromarketing techniques. [Extracted from the article]

Neuromarketing relies on brain-computer interface technology to understand consumer preferences for products and services. Marketers spend approximately 400 billion dollars each year on advertising and promotion in traditional marketing. Traditional marketing approaches cannot fully explain or capture consumers' real-time decision-making. On the other hand, neuromarketing promises to get around these limitations. In this study, we presented a multi-channel electroencephalography (EEG)-based deep learning approach to classify consumers' preferences. The EEG signals were recorded from 25 subjects using 14 channels. The channels were categorized according to the frontal, parietal, temporal, and occipital brain regions. The multitaper spectral analysis approach was then used to extract the feature vectors. Using the extracted feature vectors, the performances of bidirectional long-short-term memory (Bidirectional-LSTM) deep learning, support vector machine (SVM), and k-nearest neighbors (k-NN) machine learning algorithms were compared. The performance of the algorithms was analyzed using frontal, central, parietal, temporal, and occipital brain regions and all channels. Bidirectional-LSTM deep learning algorithm attained the highest accuracy among the other experiments. According to the placement of the channels in the brain regions, the highest accuracy value was 96.83% using Bidirectional-LSTM deep learning algorithm and this was achieved by using electrodes in the frontal region. The performance results analysis was found to be 0.99 recall, 0.95 precision, 0.94 specificity, and 0.97 f1-measure. As a result, this study offers proof of deep learning algorithms' effectiveness in neuromarketing applications. [ABSTRACT FROM AUTHOR]

Introduction: The research in consumer neuroscience has identified computational methods, particularly artificial intelligence (AI) and machine learning, as a significant frontier for advancement. Previously, we utilized functional magnetic resonance imaging (fMRI) and artificial neural networks (ANNs) to model brain processes related to brand preferences in a paradigm exempted from motor actions. In the current study, we revisit this data, introducing recent advancements in explainable artificial intelligence (xAI) to gain insights into this domain. By integrating fMRI data analysis, machine learning, and xAI, our study aims to search for functional brain networks that support brand perception and, ultimately, search for brain networks that disentangle between preferred and indifferent brands, focusing on the early processing stages. Methods: We applied independent component analysis (ICA) to overcome the expected fMRI data's high dimensionality, which raises hurdles in AI applications. We extracted pertinent features from the returned ICs. An ANN is then trained on this data, followed by pruning and retraining processes. We then apply explanation techniques, based on path-weights and Shapley values, to make the network more transparent, explainable, and interpretable, and to obtain insights into the underlying brain processes. Results: The fully connected ANN model obtained an accuracy of 54.6%, which dropped to 50.4% after pruning. However, the retraining process allowed it to surpass the fully connected network, achieving an accuracy of 55.9%. The pathweights and Shapley-based analysis concludes that, regarding brand perception, the expected initial participation of the primary visual system is followed. Other brain areas participate in early processing and discriminate between preferred and indifferent brands, such as the cuneal and the lateral occipital cortices. Discussion: The most important finding is that a split between processing brands|preferred from brands|indifferent may occur during early processing stages, still in the visual system. However, we found no evidence of a "decision pipeline" that would yield if a brand is preferred or indifferent. The results suggest the existence of a "tagging"-like process in parallel flows in the extrastriate. Network training dynamics aggregate specific processes within the hidden nodes by analyzing the model's hidden layer. This yielded that some nodes contribute to both global brand appraisal and specific brand category classification, shedding light on the neural substrates of decision-making in response to brand stimuli. [ABSTRACT FROM AUTHOR]

The paper deals with the importance of ethics in neuromarketing research and examines ethical issues from the perspective of potential research participants. The goal is to analyze and statistically verify established hypotheses regarding ethical issues in neuromarketing research. The data obtained from the respondents provides insight into their attitudes towards neuromarketing research from an ethical perspective. The paper deals with the theoretical foundations of ethics and neuromarketing, analytical assessment of ethics according to the results of the questionnaire within the ethically responsible approach in neuromarketing research. The conclusion is an evaluation of ethical problems in neuromarketing research and measures to improve them. [ABSTRACT FROM AUTHOR]

Neuromarketing uses cognitive science in marketing-related research to study consumer sensorimotor effects, such as cognitive and emotional responses to marketing stimuli using new technologies. This research is a predictive framework for participants' decision-making processes in terms of liking and disliking when viewing and selecting the products of an online store. For this purpose, dispersion entropy (DE) and hierarchical dispersion entropy (HDE) features are extracted from the participant's brain signal (EEG) when displaying different products. Dispersion pattern evaluation is used for the first time to distinguish between two categories of likes and dislikes using EEG signals. In this study, the ensemble learning approach with a random forest classifier is investigated to create a model for predicting neuromarketing to distinguish between two categories of likes and dislikes. From the analysis of the model results, 73.67% accuracy has been obtained. Studies in this area can change and improve marketing strategies to improve production and consumer processes, and ultimately lead to mutual benefit. [ABSTRACT FROM AUTHOR]

Neuromarketing is a modern tool for researching consumer reactions to advertising stimuli and identifying relevant consumer behaviour patterns. Conducting neuromarketing research using eye tracking technology allows us to obtain objective data on consumer perceptions of advertising, websites, product packaging, etc. This article is devoted to studying the structural and content environment of the marketing category and neuromarketing research on advertised materials via the eye-tracking method. The analysis of publishing activity on the topic of neuromarketing carried out with the help of Scopus tools and the VOSviewer toolkit showed a trend of increasing interest from the scientific community in the use of neurotechniques and technologies in the study of consumer behaviour since 2004. The results of the analysis of the structural and content environment have shown the growing interest of scientists in the detailed study of consumer reactions to a product, brand, site, and advertisement, with further conclusions regarding their preferences and priorities. The work revealed that in the field of neuromarketing, there are methods that can be conditionally divided into those that register activity in the brain (neurological) and those that register activity outside the brain (biometric). The characteristics of these methods make it possible to choose the most appropriate method of eye tracking for evaluating consumers' reactions to advertising posters. Pupil Labs Invisible mobile eyetracker was used as the main tool for neuromarketing research. According to the results of the two stages of the experiment, heatmaps were obtained, which are described by the key metrics of the study: fixations and points of view, heatmaps, areas of interest, and time spent. With the help of research, the most profitable designs of advertising posters for consumers were determined. The influence of different colors and their combinations on the brain activity of potential consumers was analysed. As a result, a conclusion was made regarding the optimal placement of such key elements on the poster as the logo, and the price, the colour range of the presented materials and the fonts that were used were determined. The application of the obtained results of marketing research made it possible to obtain information about how consumers perceive visual stimuli, which, in the future, will be the basis for perfecting marketing communication strategies with the target audience of consumers. [ABSTRACT FROM AUTHOR]

Background: Consumer behavior research and neurology are combined in the emerging discipline of neuromarketing. Neuromarketing is considered to be one of emerging field to study how consumer's brain reacts to advertisement and other brand's message by observing brainwave, eye, and skin response. The current study examined the emerging field of constructs of neuromarketing like social, attention, technology, and emotions to examine Indian consumer's buying behavior. Purpose: To study the validity and reliability of constructs of neuromarketing that examines consumer's buying behavior among Indian consumers. Methods: A sample of 191 people of different age groups was considered in the study. A random sampling technique was used for data collection. The self-designed questionnaire used for the measurement of neuromarketing constructs and consumers' buying behavior. The current study applied SPSS and AMOS software to validate the measurement model of neuromarketing. Results: The Kaiser-Meyer-Olkin (KMO) and Bartlett's Test's value is 0.784 and this value confirmed that the sample is adequate for factor analysis. Apart from that, the five constructs of neuromarketing – Attention (A), Social (SC), Technological (T), Emotion (E), and Consumer Buying Behavior (BB) had shown the value of Cronbach's alpha to be more than 0.7. Confirmatory Factor Analysis (CFA) had shown value of average variance explained of each constructs 0.5 and composite reliability more than 0.7 which indicates excellent construct validity of constructs for model formation of neuromarketing. The study also validates measurement research model of neuromarketing on the basis of model fit index (chi-square/df = 3.397, RMSEA = 0.10, GFI = 0.92, and CFI = 0.87). Conclusion: The present study had shown good validity and reliability of constructs of neuromarketing and also proved that marketers can apply these constructs to examine behavior pattern of consumers. [ABSTRACT FROM AUTHOR]

The document titled "I DARE: IULM Dataset of Affective Responses" discusses the field of consumer neuroscience and neuromarketing, which use neuroscience tools to study consumer behavior. It highlights the use of neurophysiological and biometric signals to assess cognitive and emotional processes. The document provides a qualitative comparison of the I DARE dataset with other physiological-based datasets, showing that it surpasses them in terms of using static pictures, having the highest dimension, and allowing for the lowest minimum detectable effect size. The authors acknowledge some limitations of the dataset but believe it could be useful in various applications. The document also includes a list of references covering various topics related to neuromarketing, affective computing, and emotion recognition. [Extracted from the article]

This research analyzes how the receiver's emotional response to fear communication differs across cultural groups of origin (Europe vs. Latin America), as well as individual traits such as the level of fear of each individual, motivated by the lack of previous studies that address the receiver's reaction from a cross‐cultural perspective in this type of communication. To achieve this objective, this work was born from the conjunction of two lines of research, which are synergistic. On the one hand, we have focused on works based on the theory of the appeal to fear, which, as we have seen, discusses the different reactions that the news receiver may have to fear communication. On the other hand, studies concerning the uncertainty avoidance theory explain different emotional behaviors in the face of fear, depending on the individual's cultural biases. We analyze whether the culture of origin moderates the emotional response to this type of communication, as well as whether culture of origin also influences the relationship between the level of personal fear and the emotion felt about the fear communication. To answer these questions, we have used neuromarketing techniques to analyze the emotional response to a series of images taken from The New York Times, the most widely‐circulated English‐language general daily newspaper. We selected these images by grouping the issues that generated the most concern among the world's population in 2022. The present research results indicate a significant discovery: persons originating from Latin American cultures displayed a notably more significant emotional response to fear communication than individuals from European cultures. This underscores the major impact of cultural context on the emotional processing of fear communication. [ABSTRACT FROM AUTHOR]

Purpose: The use of insects as food is a proposed solution for the increased demand for food worldwide, but it lacks acceptance because of restrictive emotional factors. This article aims to understand better customers' emotions' role in considering and consuming insect-based food. Design/methodology/approach: To assess their acceptance, an experiment was developed with 38 participants living in Portugal to identify how people feel when consuming processed insect bars compared to cereal bars (of equal flavour). A video was recorded "before", "during" and "after" the consumption of such foods, and the triggered emotions and affective states were identified using the Facial Action Coding System (FACS) and the circumplex model of affect, respectively. After consumption, the Self-Assessment Manikin (SAM) was asked to be completed. Findings: It was observed that the valence and arousal of the emotions and affective states triggered during consumption were higher in the insect bar than in the cereal bar. Its consumption resulted in surprise and a positive evaluation. Processed insect-based foods may result in a potentially increased acceptance of this new food alternative in the market. Originality/value: Prior studies briefly identified disgust as a primary emotion activated by insect-based food. The current research deeply studied emotional responses to insect-based processed foods in the Western world using the dimensional emotional models. This study offers arguments for the insect-based food industry to invest in processed food justified by its potential for acceptance. In addition, it motivates further research focused on other insect-based products (e.g. non-processed ones). [ABSTRACT FROM AUTHOR]

Electromyography (EMG), galvanic skin responses (GSR), and electrocardiogram (ECG) tools have been used to investigate emotional responses to marketing stimuli, encompassing advertisements, product packaging, and brand logos. However, despite the widespread application of EMG, GSR, and ECG tools in neuromarketing research, a comprehensive synthesis of their collective impact remains conspicuously absent. Addressing this gap is the primary goal of the present review paper, which systematically scrutinizes recent studies employing EMG, GSR, and ECG to assess emotional responses to marketing stimuli. Employing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, relevant articles were meticulously extracted from the Scopus database, spanning the years 2009 to 2022, including twenty articles for detailed analysis. The outcomes of this review underscore the unique insights offered by these tools into emotional reactions, emphasizing that their collective utilization can afford a more comprehensive understanding of these intricate processes. This propels advancements in comprehending the pivotal role of emotions in consumer behavior and serves as a guidepost for future research directions in this burgeoning field. Ultimately, this paper aims to furnish a broad understanding and detailed insights into the current trends within neuromarketing research, specifically employing EMG, GSR, and ECG tools. [ABSTRACT FROM AUTHOR]

Considering the informational overwhelm of the last few years and given the rise in new entrepreneurship of communication means, the optimization of commercial communication's marketing has become one of the primary objectives of marketing strategy. The quantitative computation of the number of impacts has been rendered insufficient for evaluating and planning a communication campaign. Strategic planning relies on increasingly more precise models for determining the desired formula. These models do not typically take the physiological parameter essential to decision-making into account: emotion. The technologies applied to the new methodologies that neuromarketing brings rely on great support from theorists and professionals, even though hardly any studies that center on strategic planning media exist. In this study, we present an analysis of the residual effect and the distortion of erroneous attribution stemming from neuromarketing's own technologies with the objective of analyzing the influence of adjacent content items on the subject's decision-making process. Cross-technologies were used: EEG and GSR, with the goal of analyzing the subject's emotional activation and motivation. The results demonstrate an emotional dragging effect and the appearance of bias of attribution with very significant values in every case, showing notable differences regarding the nature and polarity of emotions.

Competition in the airline transportation sector has significantly intensified following the deregulation act in the United States. To remain competitive, airline companies have begun implementing a range of strategies. One of the strategies commonly used by airlines is to improve service quality. Service quality has been very beneficial for airline companies to maintain profitability and increase market share. To achieve this goal, airlines must investigate the factors influencing service quality and enact improvements and regulations based on these determinants. There are significant studies in the literature on the influence of service employees on service quality. However, there are only a limited number of studies on the influence of the service quality of flight attendants, who are the public face of airline operations, on service quality. This study focuses on the influence of the level of attractiveness (a nonverbal characteristic) of flight attendants on perceived service quality. This research employs a neuromarketing method, specifically the frontal asymmetry approach, using electroencephalography (EEG) techniques. In the experiment, 37 participants were recruited, including 19 males and 18 females, and frontal alpha asymmetry metric results were derived from electrode pairs. In the experiment conducted at the Faculty of Aeronautics and Astronautics, Eskisehir Technical University, participants also evaluated the influence of flight attendant attractiveness on service quality using a survey technique. The findings indicate a significant difference in frontal alpha asymmetry (FAA) metrics between attractive and unattractive flight attendants. FFA metrics of attractive flight attendants were greater than those of unattractive flight attendants. Additionally, FAA metrics were found to be greater under favourable service delivery than under unfavourable service delivery. Furthermore, among the service dimensions, the reliability and responsiveness dimensions had higher FAA metrics than did the other dimensions. A study comparing EEG results with survey responses revealed a statistically significant difference. The findings indicate that flight attendants with higher levels of attractiveness enhance their motivation to approach, thereby contributing to an improvement in perceived service quality. Moreover, these findings underscore the potential of neuromarketing methods for validating outcomes from conventional research approaches. Based on these findings, airlines should develop policies that prioritize attractive attributes in the recruitment of flight attendants. In addition, implementing various programs and incentive systems to maintain the attractiveness of flight attendants is essential. Moreover, providing services with diversified flight attendant profiles tailored to different customer segments is considered crucial for customer satisfaction and experience. Future studies could achieve more comprehensive results by using diverse sample sizes and age groups along with different neuromarketing techniques. Furthermore, the findings suggest a high potential for applying the frontal alpha asymmetry approach in other marketing fields.

The psychology of people and behavior associated with decision-making can be analyzed by examining their visual attention to products based on the introduction of neuromarketing at the intersection of neuroscience and marketing. This study aims to identify factors affecting consumers’ decision-making on travel products by investigating their preferences and areas of interest via online vacation booking sites. In this experimental study, eye-tracking was measured on 30 male participants in the age of forties, and data on their gazes in response to stimuli were extracted and compared with their choices in the questionnaire survey. The study addresses the following research question: “On what areas of customer preference can visual attention be deemed an influence?” Whether changes to the visual information about spatial products influence product preferences and decision-making was investigated. As a result of analyzing the region of interest in the eye-tracking according to the order of space preference, the preference rate for image 3 (M = 782.65) containing the outdoor space was the highest, followed by furniture and web information. Regarding the initial concentration, among the flow of time, the fastest concentration started at stimuli 2 (4.21s), but the time when concentration increased was at stimuli 3 (16.28s). Visual perception data were analyzed as a verification process for determining the time difference in the concentration of gaze movements according to personal preference. The correlation between the questionnaire survey, reflecting consumers’ conscious preferences, and the data of gaze movements, showing unconscious decision-making, was analyzed.

La decisión de compra de los consumidores es aquel impulso de adquirir bienes o servicios, este impulso en la mayoría de los casos amerita estudiar desde el ámbito psicológico y sociológico en un mercado basado en el valor para el cliente donde los consumidores buscan satisfacer sus necesidades, gustos o preferencias. El merchandising es una herramienta del marketing que permite una correlación entre el producto y el consumidor, en donde sirve para fortalecer el punto de venta y como objetivo primordial estimular las compras. La presente investigación tiene por objeto analizar el nivel de incidencia en la decisión de compra en relación con el merchandising utilizado por los supermercados del cantón Cuenca – Ecuador. En esta investigación se recopiló información por bases digitales y sitios web con aplicaciones de neuromarketing. De la misma manera se creó un instrumento aplicado mediante encuesta realizada a los consumidores, con la finalidad de obtener información para cumplir con el objetivo planteado y comprobar la hipótesis de la investigación, determinando un modelo estadístico que ratifique o rechace las hipótesis. Los resultados reflejan un coeficiente de determinación R = 0,86 y un R 2 = 0,734, implica que existe una buena correlación de la variable dependiente con las independientes. Se ha logrado percibir la incidencia en la decisión de compra de los consumidores, por medio de la aplicación de estrategias de merchandising, con ello impulsan a realizar la compra de sus productos.