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Neuromarketing has become a central marketing issue in the new global economy. The term neuromarketing is a combination of neuroscience and marketing. This new concept provides new insights and powerful techniques in marketing research, especially on consumer analysis. The central concept of neuromarketing is strongly related to brain activities, understanding the consumers' subconscious mind, explaining consumers' preferences, motivations, and expectations, and predicting consumers' behavior. Neuromarketing is not to replace traditional marketing methods, but rather to provide unique and complementary insights. This paper focuses on the growing field of neuromarketing and aims to explain the fundamental concepts of neuromarketing to ensure that its unexplored practical usefulness can positively contribute to the field of marketing. Therefore, this review will help researchers to develop effective approaches further, to provide better and more efficient services to consumers through the use of scientific methods to understand how consumers respond to marketing campaigns.

Project success requires organisations and project managers to change strategies to satisfy stakeholders. Research into project success needs comprehensive analysis and approaches in various contexts, especially touching on non-technical skills (personality). This study aims to focus on examining the association of Project Manager Personality Traits (PMPTs) to the success of Small Public Construction Projects (SPCPs) and moderated by working experience. A survey was carried out to collect data using a structured Big Five Inventory (BFI) and Project Success Achieved Instrument (PSAI) questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used on a sample of 137 respondents for hypotheses testing and moderation effect analysis. Results show that PMPTs had a positive impact on the success of SPCPs. Conscientiousness (CT) and Agreeableness (AG) traits influence were more prominent when compared with other traits. While working experience does not moderate the relationship between PMPTs and the success of SPCPs. This study reflected the theoretical research of personality traits and their impact on the construction management industry. There have been limited studies of project success in the relationship with the BFI in the past, especially in the SPCPs context. The present study provides a basis for researchers interested in this area to examine further the use of BFI and PSAI as resources in other industries. Practically these findings may enable government or authorities to better align and suit project managers and their assigned project-based levels, where project managers are located in ministries overseeing small-scale projects. This study contributes theoretically to SPCPs literature by offering insights into project manager personality affecting project success and focus on selected agency in Malaysia.

In the 21st century, the growth of environmentally friendly products caught attention primarily from both consumers and companies. One of the most interesting trends is consumers’ growing environmental conscience and social impacts of the products they buy. The preference for green products is clearly increasing. Consumers want to act green, but they expect businesses to lead the way. However, many companies experienced problems to understand the consumers’ decision-making process. Consumers are equally confused when they do not quite understand how to act on their greener impulses. Many attempts to label green products are meaningless at best and mystifying at worst. In other words, companies must move customers through the entire purchasing process—from being aware of eco-friendly products to consider their pros and cons, to paying for the products. Due to this issue, a significant advancement of neuroscience has resulted in the emergence of neuromarketing, which provides a better understanding of how subconscious minds react in everyday situations, especially in marketing activities. This new concept brings powerful insights and techniques into marketing research, especially on consumers’ behaviour analysis. In this view, this study looks at the growing field of neuromarketing and aims to explore consumers’ subconscious minds by examining the effectiveness of the marketing mix on consumers’ decision-making process. This study employed Event-related Potential (ERP) and Eye Tracking (ET) to examine consumers’ subconscious minds towards the main component of the marketing mix during the decision-making process. A laboratory experiment employed twenty-two volunteers to take part in the study. The results revealed that price and promotion elements are the key attributes which consumers consider in purchasing a green product. Thus, neuromarketing can reconfigure and improve conventional theories of marketing. This evidence offers a new marketing opportunity for marketers to improvise their marketing strategy and thus, increase their sales growth.

Neuromarketing is an emerging field in which academic and industry research employ neuroscience techniques to understand the consumers’ mind by explaining consumers’ preferences, motivations, and expectations. Nevertheless, some people claimed that the use of neuroscience in marketing somehow had introduced companies to a ‘buy button’ that can read the mind of potential consumers and influence their buying decisions. Plus, those that oppose neuromarketing also believe that the act of ‘reading’ consumers’ mind with the aim of improving company services is unethical and should not be used, let alone implied. However, what does actually ‘ethics in neuromarketing’ means in the first place? Moreover, how does this become an issue in the marketing field? Herein, we will articulate common ethical concerns with neuromarketing. We argue that the most frequently raised concerns- autonomy, informed consent, confidentiality, privacy, benevolence, and no maleficence-given the current capabilities for business to stay vigilant. However, we identify how potentially serious ethical issues may emerge from neuromarketing practices in the industry, which are primarily exclusive. We identify approaches that business can use and reduce the threats to consumers. We conclude that neuromarketing has clear potential for business to stay vigilant and mitigate the positive impact on society.

The objectives of this study were to identify and determine the antimicrobial activity of the indigenous microbes isolated from local fermented vegetables. Ninety nine isolates were obtained from fifteen samples of local fermented vegetables including jeruk lobak putih (pickled radish), jeruk lobak (pickled carrot), jeruk petai (pickled bitter bean), jeruk sawi sie park choy (pickled mustard), jeruk rebung (pickled bamboo shoot), jeruk maman (pickled maman), jeruk bawang putih (pickled garlic) and jeruk kobis (pickled cabbage). The antagonistic act of the isolates was assayed using well diffusion assay against five common pathogens namely, Bacillus cereus, Escherichia coli, Listeria monocytogens, Salmonella typhi and Staphylococcus aureus. Fifty three isolates showed inhibitory zones in the range of 10-18 mm under well diffusion assay. B. cereus was inhibited predominantly by the isolates (62 isolates) followed by L...monocytogens (58 isolates), E.coli (57 isolates), S.typhi (51 isolates) and S.aureus (44 isolates). A total of 19 potential isolates exhibited strong antimicrobial activity (≥10 mm) and inhibited more than two types of pathogens were selected and identified by16sRNA sequencing. Lactobacillus plantarum genera, dominates the local fermented vegetable product with 14 isolates followed by Lactobacillus brevis (3 isolates) and Pediococcus pentosaceus (2 isolates). It was acknowledge that fermented vegetable are high in salt and strongly acidic however some lactic acid bacteria are capable to withstand such growth conditions and showed antagonistic activity towards pathogens. This is a positive remark that these strains are promising candidates for development of a starter culture and to further study their potential as probiotics.