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This literature review surveys research papers that focused on the use of Electroencephalography (EEG) to study the impact of different factors in consumer behavior. The primary aim of this review is to determine which factors that affect consumer's behavior have already been evaluated in the existing literature and which remain unexplored. 118 papers are included in this survey. In order that the papers were analyzed in this review, a well-established neuromarketing experiment should have been performed indicating the methods of signals' acquisition, processing and analysis. The novelty of this work is that it considers and classifies not only research articles that studied a factor that influences consumers' choices, but also those that studied consumers' decisions as a result of the interactions that take place among the received marketing messages and the individual's internal or external environment. Findings indicated that the current approaches have mostly evaluated the effects of the promotional campaigns and product features to consumer's behavior. Also, it was shown that the effect of the interactions among different aspects that influence consumer behavior has not yet adequately been studied., (Copyright © 2024 Elsevier Inc. All rights reserved.)

The aim of this review is to highlight the importance and benefits of eye tracking in Neuromarketing, by analyzing research papers and articles from international databases such as Scopus, PubMed, Elsevier, Springer and Science Direct. After analyzing some of the most representative publications related to eye tracking in Neuromarketing, we have concluded that it can be considered one of the most important tools in determining the consumers' intent to buy medical products and services. In addition, with a mixture between standard Marketing Research methods and the eye-tracking technology, the researchers can get insight into unconscious factors that influence the consumers' choices and preferences. In conclusion, neuromarketing can prevent the waste of money spent on ineffective marketing campaigns., (#x00A9; The Authors.Romanian Society of Ophthalmology.)

The application of biometric data has been the center of attention for neuromarketing researches. Understanding the underlying mechanisms behind consumer shopping behaviors and the way that advertising affects such behavior are the most important issues that need more investigations. In this study, two purposes were focused including (1)the potential of EEG spectral power for prediction of consumers' preferences and (2)interpretation of the alteration of consumers' decision-making in shopping behavior when the content of an advertisement including background color and promotions was changed. For this purpose, advertisements related to different mobile phone brands which were different according to the content were shown to the participants followed by EEG (electroencephalography) recording. The power of the EEG data was used for finding the most important brain regions for distinguishing between preferences and predicting the incidence of decision-making. Furthermore, the results were used for interpretation of the observed participant behavior. The obtained results showed that the extracted features from EEG power could predict consumer's decision-making incidence with relatively high accuracy (>87%) and distinguished between "Like" and "Dislike" preferences with accuracy higher than 63%. Also, the most discriminative channels for predicting the incidence of decision-making about liking/disliking or buying a product were found to be frontal and Centro-parietal locations (Fp1, Cp3, Cpz) while the difference between "Like" and "Dislike" decisions was observed mostly in the frontal electrodes (F4 and Ft8). Furthermore, the results showed that adding the background color to the designed advertisement had a negative impact on the degree of liking a product. In conclusion, EEG data analysis can be used as a useful tool for predicting costumer decision-making, while in order to obtain higher accuracies, other features should be tested for distinguishing between different preferences., (Copyright © 2019 Elsevier Inc. All rights reserved.)

In the last decade, the field of consumer neuroscience, or neuromarketing, has been flourishing, with numerous publications, academic programs, initiatives, and companies. The demand for objective neural measures to quantify consumers' preferences and predict responses to marketing campaigns is ever on the rise, particularly due to the limitations of traditional marketing techniques, such as questionnaires, focus groups, and interviews. However, research has yet to converge on a unified methodology or conclusive results that can be applied in the industry. In this review, we present the potential of electroencephalography (EEG)-based preference prediction. We summarize previous EEG research and propose features which have shown promise in capturing the consumers' evaluation process, including components acquired from an event-related potential design, inter-subject correlations, hemispheric asymmetry, and various spectral band powers. Next, we review the latest findings on attempts to predict preferences based on various features of the EEG signal. Finally, we conclude with several recommended guidelines for prediction. Chiefly, we stress the need to demonstrate that neural measures contribute to preference prediction beyond what traditional measures already provide. Second, prediction studies in neuromarketing should adopt the standard practices and methodology used in data science and prediction modeling that is common in other fields such as computer science and engineering. This article is categorized under: Economics > Interactive Decision-Making Economics > Individual Decision-Making Psychology > Prediction Neuroscience > Cognition., (© 2018 Wiley Periodicals, Inc.)

Developments in neuroscience have provided the opportunity to know unconscious consumer reactions and acknowledge direct measures of cognitive constructs like attention. Given the ever-increasing concern over packaging's contribution to creating a positive first impression, the current research seeks to examine consumers' attention and declarative preferences regarding the three main different packaging attributes as isolated variables: images, texts and colours. The experiment exposed participants (N = 40) to 63 stimuli, which were based on modifications of the three main packaging attributes of three products of three different food categories. This study used electroencephalogram (EEG) and eye-tracking (ET) to measure attention, and a declarative test was employed to examine preference. First, the results presented herein show that the presence of visual elements, either images or texts on packages, increased the participants' level of attention. Second, the results reveal that colour modifications do not have a significant effect on participants' neurophysiological attention levels. Third, the results demonstrated that the neurophysiological effects among the participants do not necessarily coincide with their subjective evaluations of preference. Hence, this study increases awareness of the relevance of combining traditional market research tools that rely on explicit consumer responses with neuroscientific techniques. These findings indicate, first of all, that more research is needed to ascertain the extent to which consumers' neurophysiological outcomes correspond to their declarative preferences and second, that neurophysiological methods should be given more attention in research., (Copyright © 2018 Elsevier Inc. All rights reserved.)

Neuromarketing is a recent interdisciplinary field which crosses traditional boundaries between neuroscience, neuroeconomics and marketing research. Since this nascent field is primarily concerned with improving marketing strategies and promoting sales, there has been an increasing public aversion and protest against it. These protests can be exemplified by the reactions observed lately in Baylor School of Medicine and Emory University in the United States. The most recent attempt to stop ongoing neuromarketing research in France is also remarkable. The pertaining ethical issues have been continuously attracting much attention, especially since the number of neuromarketing companies has exceeded 300 world-wide. This paper begins with a brief introduction to the field of neurotechnology by presenting its current capabilities and limitations. Then, it will focus on the ethical issues and debates most related with the recent applications of this technology. The French Parliament's revision of rules on bioethics in 2004 has an exemplary role in our discussion. The proposal by Murphy et al. (2008) has attracted attention to the necessity of ethical codes structuring this field. A code has recently been declared by the Neuromarketing Science and Business Association. In this paper, it is argued that these technologies should be sufficiently discussed in public spheres and its use on humans should be fully carried out according to the ethical principles and legal regulations designed in line with human rights and human dignity. There is an urgent need in the interdisciplinary scientific bodies like ethics committees monitoring the research regarding the scientific and ethical values of nonmaleficence, beneficence, autonomy, confidentiality, right to privacy and protection of vulnerable groups.

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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]

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]

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 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]

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]

Purpose: Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from their facial expressions and neuro-signals. This study explores the potential for face recognition and neuro-marketing in modern-day marketing. Design/methodology/approach: The study conducts an in-depth examination of the extant literature on neuro-marketing and facial recognition marketing. The articles for review are downloaded from the Scopus database, and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is then used to screen and choose the relevant papers. The systematic literature review method is applied to conduct the study. Findings: An extensive review of the literature reveals that the domains of neuro-marketing and face recognition marketing remain understudied. The authors' review of selected papers delivers five neuro-marketing and facial recognition marketing themes that are essential to modern marketing concepts. Practical implications: Neuro-marketing and facial recognition marketing are artificial intelligence (AI)-enabled marketing techniques that assist in gaining cognitive insights into human behavior. The findings would be of use to managers in designing marketing strategies to enhance their marketing approach and boost conversion rates. Originality/value: The uniqueness of this study lies in that it provides an updated review on neuro-marketing and face recognition marketing. [ABSTRACT FROM AUTHOR]

This paper revisits a well‐cited and widely applied consumer scale, Style of Processing (SOP) (Childers et al., Journal of Consumer Research, 1985, 12, 125), that has been used to investigate individual differences in processing visual versus verbal information in marketing. The scale has advanced knowledge in fields related to marketing communications, product development, psychology, advertising, education and learning theories, shedding light on our understanding of consumer psychology related to persuasion, comprehension, memory, and other consumer cognitive processes involving information. In a research dialog that took place in 2008, a need for further SOP validation was suggested using a neuromarketing approach. We took this call forward and conducted an event‐related‐potential (ERP) experimental research study using electroencephalogram (EEG) to validate the SOP scale, focusing on differential affective processing between verbalizers and visualizers. We not only demonstrate how neuromarketing tools can be utilized to provide evidence for scale validity, providing advantages over self‐reported measures; but more importantly, address issues related to understanding differential fluency effects that exist between visualizers and verbalizers. Behavioral data revealed varying reaction times to emotional stimuli of a pictorial nature. We further identify two ERP components in our data, early left anterior negativity (ELAN) and late negative slow wave (LNSW), that differentiate individual processing fluency in affective versus evaluative‐based judgements. Findings confirmed the construct validity of the SOP scale and enhance our understanding of individual differences in emotional processing of pictorial information. [ABSTRACT FROM AUTHOR]

In the era when the overarching problem of climate change, threatening the entire humanity and all life on earth, demands actions and behavioural change from all of the societal agents, including governments, organizations, companies and individuals, the world fails to achieve unity on the matter of existence of the problem, cause of the problem and on the solution of the problem. Since the scientific consensus on climate change is achieved, this article tries to examine why it is so hard to convey the message of needed behavioural change. The neuromarketing study presented in this article focuses on marketing communications that try to convey the message that would lead to the consumers' mental, emotional and behavioural change. Effectiveness of the branded environmental videos was evaluated utilizing the neuroscience approach. Electroencephalogram and an eye‐tracking device were used to register the implicit brain reactions of the study participants viewing the branded videos. For comparison reasons, the branded videos selected for the study use two different approaches for conveying the message. The first approach relies on narrative, words and logic, whilst the second one appeals primarily to emotions. The aim of the study was to answer the question whether the words are enough or is there more to it? [ABSTRACT FROM AUTHOR]

This article discusses a study that used electroencephalogram (EEG) to examine the effects of television commercials on viewers. The study found that likability, attractiveness, and emotions are related to the prefrontal cortex, and that theta activation in the frontal region is associated with increased empathy and purchasing rates. The study also describes the methodology used, including the use of questionnaires and EEG recordings. The results of the questionnaires showed that advertisements can change attitudes towards products and create a desire to purchase. [Extracted from the article]

This article is a systematic literature review that analyzes the use of eye-tracking as a physiological correlate of consumer behavior in neuromarketing research. The review includes 243 empirical studies published between 2019 and 2023, focusing on four main themes: purchase decision, behavioral prediction, advertising effects, and customer retention. The studies primarily examine the e-commerce and retail sectors and highlight the need for more multimethod approaches that combine eye-tracking with other techniques. The review provides insights into the state of the art on eye-tracking and its application in neuromarketing, as well as suggestions for future research. [Extracted from the article]

Bu araştırma, 2020 yılında Selçuk Üniversitesi, Sosyal Bilimler Enstitüsü Grafik Ana Bilim Dalı programında kabul edilen “Nöropazarlama ve Ambalaj Tasarımı” adlı Yüksek Lisans tezinden yararlanılarak hazırlanmıştır. Her geçen gün gelişimini sürdürmekte olan pazarlama günümüzde de tüketiciyi etkileme konusunda yeni yaklaşımlar üretmeye devam etmektedir. Tüketiciler, karar verme ve satın alma aşamasında, ürün tercihinde özellikle anlık ya da alışkanlıkları yönünde alışveriş yapmakta ve beyinlerinin bilişsel değil duygusal süreçlerini kullanarak karar vermektedirler. Dolayısıyla isabetli ve daha etkili karar alarak en yüksek rekabet avantajına sahip olmada, nöropazarlamanın önemi ortaya çıkmaktadır. Nöropazarlama tüketicinin zihinsel süreçlerini anlamak üzere merkezi ve otonom sinir sisteminin tepkilerinin ölçülebildiği cihazlar kullanılarak verilmek istenen mesajın açık ve net bir şekilde hedefe ulaşıp ulaşmadığını kontrol edebilen bir araştırma yöntemidir. Buradan hareketle nöropazarlamanın, ambalaj tasarımı üzerine yansımalarının incelenmesi amaçlanmıştır. Hedeflenen amaç doğrultusunda pazarlama, nöropazarlama, ambalaj tasarımı ve çeşitleri araştırma kapsamını oluşturmuştur. Yapılan literatür incelemeleri neticesinde Nöropazarlama konusunda yapılan çok sayıda çalışmaya rastlanmış ancak nöropazarlama yönteminin ambalaj tasarımında kullanılması ile ilgili alan araştırmalarının yetersiz olduğu dikkat çekmiştir. Nöropazarlama yönteminin incelenmesindeki mevcut eksiklik araştırmanın önemini arttırmaktadır. Sonuç olarak elde edilen bilgilerin yasal anlamda doğru adımlar takip edilerek kullanılması halinde nöropazarlama uygulamalarının şirketlere avantaj sağlayacağı düşünülmektedir. Pazara sunulacak olan ürünlerin, ambalaj tasarımları tüketiciler üzerinde beklenilen etkiyi yaratmıyorsa o ürün piyasaya sürülmeden önce yani daha başlangıç aşamasındayken, ambalaj tasarımının değiştirilmesi hedeflenmektedir. Nöropazarlama araştırma ve uygulamalarının ilerleyen dönemlerde ambalaj tasarımı alanında kullanılan klasik yöntemlerin aksine çok daha etkili ve geçerli bir yöntem olarak kabul göreceği ve bilindik yöntemleri geride bırakacağı ön görülmektedir.

Purpose: Paper aims to fill the cognitive gap regarding the role, importance and potential of integrating eye tracking research and artificial intelligence. The main goal of the work was to design a proposal for the synergistic use of eye tracking and artificial intelligence for marketing communication management. Design/methodology/approach: To achieve the planned goal and answer the research questions, methods of systematic literature review, online content analysis, expert interviews and pilot eye tracking studies using the Gazepoint GP3 device and Gazepoint Analysis V6.9.0 software were used. The considerations are conducted in the field of behavioral economics. Findings: During the discussion and analysis of various aspects related to the use of eye tracking, artificial intelligence and neuro research in the context of marketing communication management, the following was established: the importance, applications and synergy of eye tracking and AI in marketing communication; the future of new technologies in marketing; key benefits, challenges and potential of the tools discussed, with particular emphasis on the need for their responsible use along with continuous development in this field. Research limitations/implications: Suggestions for future research on the issues discussed include: ethics and privacy; technological limitations; future dynamics changes. Suggestions for future research include broader analysis of user experience, integration of methods with other technologies, longitudinal research on the impact of AI-generated content personalization, measurement of consumers' emotional engagement. The indicated research areas may contribute to better use of technology in marketing and expand knowledge about nondeclarative consumer behavior. Originality/value: The value of the article lies in providing conclusions and practical recommendations as well as identifying areas for further research, which may contribute to a better understanding and use of eye tracking, AI and neuro research in the field of marketing. The entire research project allowed for the design of a proposal for the synergistic use of eye tracking and artificial intelligence for marketing communication management. The article may be valuable for marketing specialists, researchers, students and people interested in the use of modern technologies in marketing. Thanks to its comprehensive perspective, it can be a guide for people interested in introducing these technologies into marketing practice. [ABSTRACT FROM AUTHOR]

El marketing y neuromarketing han experimentado un auge significativo desde finales del siglo pasado, especialmente en el ámbito de la comunicación publicitaria y organizacional. Mientras que las grandes corporaciones están incorporando estas técnicas, muchos profesionales todavía carecen de conciencia sobre ellas. Sorprendentemente, una cuarta parte de las universidades en España están investigando activamente sobre neuromarketing. Este campo se centra en entender las reacciones neuronales a los estímulos y cómo influyen en la percepción y recuerdo de una marca. Se ha descubierto que las decisiones humanas son más emocionales que racionales, especialmente en el ámbito financiero. La literatura en esta área ha crecido, con un aumento notable de publicaciones en España. Las principales editoriales, como Paidós, Gedisa, Sage y Prentice-Hall, están liderando el camino. A medida que el neuromarketing gana tracción en la academia, es probable que su adopción en la industria financiera y empresarial siga creciendo.

El estudio busca determinar la relación existente entre el neuromarketing y la decisión de las personas para elegir ser clientes de una institución bancaria, para ello se hizo uso de la observación y la encuesta. A partir de ello se obtuvo como resultado la existencia de una correlación positiva media (Rho de Spearman=.717) entre las variables antes mencionadas. Adicionalmente, se evaluó relación existente entre el marketing tradicional y la decisión de las personas para elegir ser clientes de una entidad bancaria, cuyo resultado alcanzado fue mayor, dado que se demostró una correlación positiva fuerte (Rho de Spearman=.876) entre las dos variables. El estudio resalta la efectividad de estrategias visuales en neuromarketing en bancos ecuatorianos, como vestimenta elegante y arquitectura impactante. Aunque el marketing digital crece, los canales físicos siguen siendo relevantes debido a preferencias y seguridad. Servicios, productos, rentabilidad y facilidad de uso son clave en decisiones bancarias. Integrar técnicas de neuromarketing complementa las estrategias tradicionales de manera significativa.

En este artículo de revisión se abordan los diferentes conceptos y teorías que se encuentran en torno al neuromarketing como un complemento a las estrategias del marketing tradicional. Se empieza por mostrar el camino que ha recorrido el segundo para llegar al primero, se continúa con la definición de esta nueva disciplina emergente dada por diferentes autores, se hace referencia a su evolución y los retos que tiene que afrontar. Se muestra un breve resumen sobre las estructuras cerebrales más importantes que se deben conocer para comprender el neuromarketing. Así mismo,se detallan las técnicas más utilizadas en los estudios. Por último, se evidencian los aportes que ha hecho el neuromarketing al marketing mix. Como principal conclusión, se encuentra que, aunque mucho se ha hablado del neuromarketing, poco se ha explorado, pues es una disciplina en desarrollo que puede interactuar con otras afines que logran enriquecer su esencia a partir del conocimiento del ser humano. Como cualquier disciplina en desarrollo, tiene detractores que lo consideran una herramienta de “manipulación”. En este artículo, se darán argumentos que hacen al neuromarketing una importante estrategia organizacional.

This study provides an overview of the evolution of the body of knowledge, current research streams, potential new domains, and theoretical models of interest for neuromarketing research developed in the field of communication. Neuromarketing is defined here as research applying psychophysiological or neuroscience methods in communication. We particularly implemented a comprehensive analysis of 861 publications using keyword cooccurrence analysis and science mapping tools. The performance analysis shows a strong growth in the number of publications over the last decade, with a slight declining impact in terms of citations after reaching a peak around the turn of the century. Contributions published in journals in business and communication fields (and not psychology or neuroimaging) are those with the largest average citations per year. The evolution diagrams highlight that the use of brain imaging tools to study ad persuasion in virtual environments and social marketing contexts (e.g., health or sustainable communication), as well as the employment of novel metrics (neural synchronization) and deep learning methods to analyze data, constitute fruitful research streams in the application of neuromarketing tools in communication research. These results offer communication scholars an accurate insight on recent scientific research applying neuromarketing that can shape further studies. [ABSTRACT FROM AUTHOR]

Neuromarketing is a continuously evolving field that utilises neuroimaging technologies to explore consumers' behavioural responses to specific marketing-related stimulation, and furthermore introduces novel marketing tools that could complement the traditional ones like questionnaires. In this context, the present paper introduces a multimodal Neuromarketing dataset that encompasses the data from 42 individuals who participated in an advertising brochure-browsing scenario. In more detail, participants were exposed to a series of supermarket brochures (containing various products) and instructed to select the products they intended to buy. The data collected for each individual executing this protocol included: (i) encephalographic (EEG) recordings, (ii) eye tracking (ET) recordings, (iii) questionnaire responses (demographic, profiling and product related questions), and (iv) computer mouse data. NeuMa dataset has both dynamic and multimodal nature and, due to the narrow availability of open relevant datasets, provides new and unique opportunities for researchers in the field to attempt a more holistic approach to neuromarketing. [ABSTRACT FROM AUTHOR]

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Unlike traditional marketing methods, neuromarketing has shown new insights and higher prediction accuracy. This research uses the bibliometric method to analyze the objectives like the analysis and integration of the green concept of neuromarketing, recognition of the useful authors, the years of publication of documents, authoritative journals that publish articles in this field and keywords around the concept of neuromarketing. The tools presented in neuromarketing expand and improve the perception of the enthusiasts and researchers in this field, and it compares the results obtained from different approaches. From the methodological point of view, this research is qualitative and based on Iden et al.'s (2017) model, consisting of four steps of planning, selecting, extracting and implementing and combining it with setting of Silva's (2015) articles in the form of a review. A bibliometric system is implemented, and VOS viewer software was used to analyze the results. The findings are presented in two phases. In the first phase, the performance analysis, the share of the annual production of neuromarketing documents, the percentage of the production of authoritative quarterly journals of this field, the share of the output of related subject areas, the share of the countries' published articles and the share of the documents by productive authors were identified and studied. Also, knowledge maps were drawn in the second phase, and 17 clusters are found, including 109 items and 131 keywords. The theoretical contribution of this article consists of the field of green neuromarketing, which is categorized into four clusters with themes of sustainability and green consumption. The results of this study were obtained based on the framework of theory, context, method, antecedents, decisions, and outcomes. All the keywords related to neuromarketing were categorized from the analysis of the previous articles and its features were studied in the proposed model. [ABSTRACT FROM AUTHOR]

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In an era of increased competition between companies, the retention, as well as the acquisition of new clients constitutes one of the greatest tasks for the management of any company. In order to successfully reach target clients and influence their purchasing decisions, marketing specialists utilise various forms of communication, including mass communication, of which the primary tool is advertising. The aim of this article is to present the results of a study on the effectiveness of advertising communication conducted through the use of electroencephalography (EEG). The author argues that a company utilising this method may significantly improve its existing knowledge of clients and facilitate the creation of appropriate strategies for the future, e.g. product launch strategies. [ABSTRACT FROM AUTHOR]

Copyright of Index.Comunicación is the property of Index.comunicacion 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.)