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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.)

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.)

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.)

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.)

Neuro-tourism is the application of neuroscience in tourism to improve marketing methods of the tourism industry by analyzing the brain activities of tourists. Neuro-tourism provides accurate real-time data on tourists' conscious and unconscious emotions. Neuro-tourism uses the methods of neuromarketing such as brain–computer interface (BCI), eye-tracking, galvanic skin response, etc., to create tourism goods and services to improve tourist experience and satisfaction. Due to the novelty of neuro-tourism and the dearth of studies on this subject, this study offered a comprehensive analysis of the peer-reviewed journal publications in neuro-tourism research for the previous 12 years to detect trends in this field and provide insights for academics. We reviewed 52 articles indexed in the Web of Science (WoS) core collection database and examined them using our suggested classification schema. The results reveal a large growth in the number of published articles on neuro-tourism, demonstrating a rise in the relevance of this field. Additionally, the findings indicated a lack of integrating artificial intelligence techniques in neuro-tourism studies. We believe that the advancements in technology and research collaboration will facilitate exponential growth in this field. [ABSTRACT FROM AUTHOR]

The use of technological tools, in addition to traditional techniques, to understand consumer emotions and preferences for food products is very important so that product developers have better information for decision-making. This study aimed to use neurogastronomy and neuromarketing tools to study consumers' emotions and visual preferences toward native and classic potato flakes (Solanum tuberosum). Two types of fried flakes were used, classic potato and native potato, with a cost of S/ 6.60 (1.79 USD) and S/ 7.00 (1.90 USD), respectively. Eye Tracking technology and Emotion Analysis were used in the first stage using a mobile phone application. In the second stage, each participant answered a cognitive survey, using the Google form. A hundred consumers aged between 14 and 63 years were used. The survey showed that 45% of consumers indicated their intention to buy the native product rather than the classic product. The neuromarketing results mainly showed a higher proportion of neutrality, and a little lower, in negative emotions of "skepticism", "sadness" and "disgust", especially on the nutritional factor and price. These results, more than contradictory, are complementary since technological tools allow us to know more details about preferences and choices. Consumers intend to consume more native products, if they are more nutritious, more sustainable, cheaper, and benefit the local producer. [ABSTRACT FROM AUTHOR]

Neuromarketing techniques have expanded significantly in recent years. Therefore, in the present research, the role of endorsement strategy on the consumers' attention to sports products is investigated by examining alpha and beta brain waves. The research method was done experimentally. The statistical population consisted of 20 males and females in the age range of 25 to 35 years. Images according to the endorsement strategy used with Enobio, a 20-channel electroencephalography device to record waves and measure attention. Frontal (F3, F4, FZ), central (C3, C4, CZ), temporal (T7, T8), occipital (O1, O2) and parietal (PZ) brain regions examined. In order to extract waves from quantitative electroencephalography data, Matlab 2013 b software was used. Mann-Whitney U test used to analyze the data using SPSS 22 software. The results showed that there is a significant difference between alpha and beta waves between two groups, without endorsement and with endorsement images, so the endorsement strategy reduces the amount of alpha waves and increases the amount of beta waves in different areas of the brain. Endorsement can attract the attention of the consumer significantly. It can be employed as an effective method to attract the attention of consumers and promote them to purchase sports product. [ABSTRACT FROM AUTHOR]

The study presents, discusses and analyses the brand image and the role of emotions. The text consists of two parts: neuroscience and marketing-psychological. The neuroscience section presents and discusses emotions from a medical perspective. Emotions are expressed by visceral motor changes. A special review is based on Damasio’s theory of emotions analysed in the context of neuromarketing. In the marketing-psychological part, the roles of emotions on consumer behaviour are discussed. It starts from the presentation of the brand image and the connection with the brand identity. The image starts from the roots of imagination, the theory of emotion and the psychological construct of self-image. The brand becomes the consumer’s image communicating at the symbolic level, and at the same time represents the active image of the consumer’s self-image. Given the increasing complexity of the neuromarketing doctrine, the proposed approach could be useful for improving the understanding of brand image from an interdisciplinary perspective. This study provides theoretical framework on brand image and neuromarketing. Moreover, it offers valuable insight to marketers from neuroscience and semiotics. [ABSTRACT FROM AUTHOR]

The fashion industry has long been known as one of the most polluting industries in the world. The urgent need to improve the current critical situation has given rise to a number of global initiatives, organisations and movements that highlight and at the same time, are involved in the sustainability of the fashion industry. As pressure from consumers and businesses is constantly growing, fast fashion brands are introducing their own sustainable fashion collections which, however, are likely to deceive consumers and, when combined with green marketing, are merely used just to reach their business goals. Environmental education as a key determinant is the way to eliminate deception and properly assess messages by consumers. The main goal of the study is, through neuromarketing research, to define the impact of the studied sample of informed and uninformed consumers from Generations Y and Z when it comes to customer loyalty to the marketing communication of fast fashion brands. [ABSTRACT FROM AUTHOR]

The purpose of the article is to determine the degree of influence of neuromarketing tools on the consumer of the tourism product. The influence of neuromarketing on the human senses, the so-called internal factors, is analyzed. A human has five main senses: eyes (sight); tongue (taste); ears (hearing); nose (smell) and skin (touch). The most important sense organ for marketers is sight. Most advertising campaigns are aimed at that. In second place in importance is hearing. There are four main types of neuromarketing: aroma marketing, atmosphere marketing, sensory marketing, and sound design. Sensory marketing is the most effective tool for influencing the human subconscious with the help of color and images. The speed at which a person receives information through the unconscious perception is 11 million bits per second, while the productivity of conscious perception is only 40 bits per second. Therefore, the most successful tourism advertising is advertising in the specialized industry publications. It is from there that a person receives the greatest amount of information that he remembers for a long period of time. The color scheme of tourism advertising material is also of great importance. The most effective is the one that uses blue-violet, dark blue, turquoise and intense lemon in its pictures and photos. It is the color that is in the first place among all other components of the presentation of the tourist enterprise. In second place is a detailed description, followed by music. It is important to use a beautiful aroma in the premises of the tourism enterprise. The most advisable are the aromas of fresh herbs, peppermint and grapefruit, sandalwood, geraniums and cinnamon, which should be placed in the hotel rooms, toilet, lobby, elevator and corridor. Smells are directly related to memory: having felt a certain aroma, a person’s brain reproduces everything connected with the stimulus. So, neuromarketing is a very important science, the use of which will allow travel companies, large brands, destinations, hotels, etc. to attract more customers, develop their products depending on their needs and make greater profits by conducting research on consumers of their services.

Abstract Introduction The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking. Methods Search terms ‘neuromarketing’ and ‘consumer neuroscience’ identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review. Results Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour. Conclusions and implications FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses.

Since its founding, Disney has become the symbol of values such as joy, magic, entertainment, and family in our lives through loveable stories, characters, and unique experiences. Disney also has had a significant impact on youth culture with its ability to appeal to universal human experiences through its versatile character portfolio. Disney's recent tendency to reproduce their earlier success in modern adaptations (e.g., The Little Mermaid and Snow White coming in 2023) is the focus of this paper. It aims to examine the influence of Disney's representation of the mechanisms of our world on youth character development by comparing the responses given for the ‘classic’ and the ‘modern’ versions. For this reason, in addition to explicit measures (survey), an Implicit Associations Test (IAT) was used to discover those attitudes which would generally be hidden from explicit methods of analysis due to their subversive nature (e.g., deep affective content like nostalgia). The analysis revealed a significant correlation between IAT-measured implicit attitudes and explicit measures of attitudes and behaviour toward modern and classic (our target) categories. The results also indicate the significance of these scenes (especially the childhood ‘classic’ ones) as they can form strong bonds with the young audience, affecting their preferences, values, worldview, and, thus, their character development.

Abstract Neuromarketing exploits neuroimaging techniques so as to reinforce the predictive power of conventional marketing tools, like questionnaires and focus groups. Electroencephalography (EEG) is the most commonly encountered neuroimaging technique due to its non-invasiveness, low-cost, and its very recent embedding in wearable devices. The transcription of brainwave patterns to consumer attitude is supported by various signal descriptors, while the quest for profitable novel ways is still an open research question. Here, we suggest the use of sample covariance matrices as alternative descriptors, that encapsulate the coordinated neural activity from distinct brain areas, and the adoption of Riemannian geometry for their handling. We first establish the suitability of Riemannian approach for neuromarketing-related problems and then suggest a relevant decoding scheme for predicting consumers’ choices (e.g., willing to buy or not a specific product). Since the decision-making process involves the concurrent interaction of various cognitive processes and consequently of distinct brain rhythms, the proposed decoder takes the form of an ensemble classifier that builds upon a multi-view perspective, with each view dedicated to a specific frequency band. Adopting a standard machine learning procedure, and using a set of trials (training data) in conjunction with the associated behavior labels (“buy”/ “not buy”), we train a battery of classifiers accordingly. Each classifier is designed to operate in the space recovered from the inter-trial distances of SCMs and to cast a rhythm-depended decision that is eventually combined with the predictions of the rest ones. The demonstration and evaluation of the proposed approach are performed in 2 neuromarketing-related datasets of different nature. The first is employed to showcase the potential of the suggested descriptor, while the second to showcase the decoder’s superiority against popular alternatives in the field.

PURPOSE Neuromarketing measures and analyzes the unconscious response of consumer brain waves to marketing stimuli in real time. This study examined how a sensational scene (accident) in a sport game influences the sponsorship effects through electroencephalography (EEG) analysis. METHODS The current study uses an experimental method. First, as an experimental stimulus, a video of F1 racing edited in a total of 9 min and 39 s was used, and an accident scene was inserted in the middle of the video. A total of 46 people participated in the experiment, and all participants watched the F1 video, including the accident scene. Participants' brain waves were observed in two prefrontal and two occipital lobes. The relationship between scene sensation and sponsorship effect was analyzed based on alpha waves and the sponsor brand recall measured by questionnaires. RESULTS First, the accident scene of the race caused the power of alpha wave to be abruptly reduced (i.e., alpha blocking). Second, the difference between the alpha power level of the group that recalled the sponsor brand and that of the group that did not recall was statistically insignificant; hence, the hypothesis was rejected. Third, the right-brain dominance (negative emotion) in the accident scene of the race was statistically insignificant; therefore, the hypothesis was rejected. Finally, the group that recalled the sponsor brand showed a left-brain dominance (positive emotion), which was statistically significant. CONCLUSIONS This study confirmed the marketing communication and neuromarketing theories on the sponsorship effects created by stimulation, attention, and memory in a sport sponsorship setting, observing alpha blocking phenomena in a sensational scene (accidents). In addition, it was revealed that the group that watched the same accident scene relatively positively and exited remembered the sponsor brand better than the group that did not watch it. The result implied that sport fan’s personal trait (e.g., sensation seeking) to sensation in sponsorship activities affects the sponsorship effect. The results also emphasized the importance of selecting target customers of sports fans in sponsorship to maximize sponsorship effects.

Introduction. The relevance of the considered scientific problem is that souvenir products are a component of the communicative paradigm of territorial branding, and a souvenir itself acts as a visual carrier of identification of a tourist region. A regional souvenir product has the following specific features: geographical reference to the territory reflecting its peculiarities, cultural and historical traditions in manufacturing and positioning. Consumers’ perception of souvenirs plays an important role in forming impressions about the region. Despite the availability of researches on this topic, the question remains unexplored to what extent the perception of souvenir products forms the basis for their choice. At the same time, to find answers it is essential to use an integrated approach to obtaining the information of interest to us for a comprehensive objective coverage of the issues of territorial branding and the elements of its components, based on the use of both verbal and experimental methods. Thus, the purpose of this article was to study the verbal and non-verbal consumer perception of regional souvenir products to assess the possibilities of its use in the process of commodity positioning and promotion of the Republic of Crimea. Materials and Methods. To examine the visual perception of autochthonous souvenirs, an experimental study of consumer perception based on neuromarketing methods was conducted. The work was carried out on the materials of the Republic of Crimea. The research data were an array of biometric data obtained during experiments, proprietary algorithms and analysis models were applied. Results. The verbal and nonverbal consumer perceptions of souvenir products have been studied. It is shown that the most popular souvenirs are sweets, cosmetics, essential oils and wine. These products emphasize the authenticity of origin and contribute to the commodity positioning of administrative-territorial units. There is an unevenness in the development of souvenir production in the Republic of Crimea. The classification of districts has been carried out, administrative-territorial units with high and medium levels of diversification of goods have been identified, as well as depressed territories that are poorly positioned. Promising models of promotion of regional souvenir products are shown. Discussion and Conclusion. The theoretical and applied aspects of the study of the visual attractiveness asymmetry of souvenirs have been improved. The paper also presents the author’s position on the relevance of the promotion of souvenir branding in regional tourist destinations. As a result of a comprehensive neuromarketing experiment, the most attractive Crimean souvenir products from the consumers’ point of view were determined based on the assessment of the figurative identification of territories by respondents and the correlation of gender characteristics with the choice of souvenirs offered. The results of the study can be used to improve and adjust the process of cooperation between souvenir producers, tourism entities and the state, as the most interested entity in the development of tourist destinations.

Neuromarketing is the application of neuropsychology in marketing research to study the sensorimotor behavior of consumers such as cognitive and emotional responses to marketing stimuli with the help of new technologies. The performance of priority detection systems based on brain signals depends on the appropriate selection of feature extraction methods and machine learning algorithm. At first, EEG signals were pre-processed by low-pass and Savitzky Golay filters, and the features of discrete wavelet transform (DWT) and Lampel-Ziv complexity (LZC) were extracted from them. After that the features are normalized and divided into training and testing. Later on, the normalized features are given to a four-layer deep neural network (DNN) to predict the results of the training. Finally, the proposed model is ready to use. To evaluate the performance of the proposed model, parameters of precision, recall, and accuracy have been considered. The results show that a precision of 82%, recall of 87.5%, and accuracy of 87.5% for distinguishing the two categories of liking and disliking have been obtained in an average of five runs. In this study, the effect of advertising on the brain activity of consumers was investigated by analyzing EEG signals. Experimental results of the proposed model show that studies in this field can change and improve marketing strategies to improve producer performance and consumer satisfaction, leading to a mutual benefit.IntroductionNeuromarketing is the study of brain reactions using medical technologies in response to marketing stimuli (Amin et al., 2020). By analyzing the collected information, companies try to find the reasons for consumer decisions to buy goods. They also want to understand which brain regions become more active during decision-making.Neuromarketing researchers assume that most consumer decisions are made unconsciously and in a fraction of a second. They also believe that the choices and decisions consumers make are often based on emotions instead of product comparison. Therefore, consumers’ emotions influence decision-making. On the other hand, consumer feelings can be highly influenced by internal and external factors. Detecting the consumer’s emotional state reveals his/her real preferences (Aldayel et al., 2020). The feeling and understanding caused by advertising make the consumer buy a particular product.Neuromarketing studies are done through recording or analyzing biometric data, or through a combination of them such as electroencephalography (EEG), facial expression, movement pattern recognition, eye tracking, and galvanic skin response (GSR). A consumer preference recognition system based on EEG signals helps to understand consumer behavior and discover how a person makes a purchase decision. Understanding this, helps marketers and organizations to increase customer satisfaction, positive customer experiences, consumer loyalty, and revenue (Aldayel et al., 2020). Materials and MethodsIn this article, the EEG signals of 25 participants were used while viewing 14 different internet products of three different types. Such signals were recorded through 14 channels at different head surface areas with the international 10-20 system including AF3, F7, F3, FC5, T7, P7, O1, O2, P8, T8, FC6, F4, F8, and AF4. Common mode sense (CMS) and driven right leg (DRL) reference electrodes are placed at P3 and P4 positions above the ear. First, the EEG signals are pre-processed by band pass filter and Savitzky Golay filter. Then, the discrete wavelet transform (DWT) and Lampel-Ziv complexity (LZC) features are extracted from them. After that, normalized features are divided into two parts of training and testing. In the proposed model, the four-layer deep neural network (DNN) classifier is used to predict and distinguish two categories of liking and disliking. The input layer of DNN is not recognized as a layer in the network and is known as zero layer. Hidden layers include units with rectified linear unit (ReLu) (Kingma & Ba, 2014; He et al., 2015). The output is configured as a softmax layer with a binary cross-entropy cost function. Each hidden layer consists of 60% of its previous layer; therefore, the first hidden layer contains 1800 units, the second hidden layer contains 1080 units, and the third hidden layer contains 648 units. The dimension of the output layer is equal to two, because it corresponds to the number of units required to distinguish the categories of liking and disliking. ResultsThe simulations have been performed by MATLAB 2014a software. The training set included 80% of extracted features while the testing set included 20% of extracted features. Various evaluation criteria such as precision, recall, and accuracy have been used to measure the performance of the classifiers. The values of statistical parameters after averaging five times to distinguish two categories of liking and disliking have been found to have 82% precision, 87.5% recall, and 87.5% accuracy. DiscussionVarious evaluation criteria such as precision, recall, and accuracy have been used to measure the performance of the classifier. The proposed model was able to distinguish the two categories of liking and disliking with 87.5% accuracy, which shows an increase of 0.5% compared to the reference (Aldayel et al., 2021). Also, by comparing the results with references (Aldayel et al., 2021; Yadava et al., 2017), it is clear that the LZC feature extraction method has an effective role in predicting the proposed model for separating the two categories of liking and disliking. The results show that the proposed method can provide a complementary solution to traditional measures of predicting products success in the market. Also, the proposed method can be used in the development of market strategies and research by predicting the success of the market through expanding the existing models. This method helps advertisers understand which of their advertisements are effective and how they should plan their advertising strategy. Finally, by comparing the results with previous studies, the combined feature extraction method of LZC and DWT with the use of DNN classification has an effective role in predicting the proposed model for separating the two categories of liking and disliking. *

Despite several neuroscience tools existing, electroencephalography (EEG) is the most used and favoured tool among researchers because of its relatively low cost and high temporal resolution. Our study aimed to identify the global academic research trends of the empirical EEG studies in neuromarketing. This paper adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to identify relevant articles. A bibliometric analysis software (VOSviewer) was used to evaluate thirty open-access articles found in the Scopus database between 2016 and 2020. We found that the USA is the most productive country with five research articles that used the EEG tool in marketing studies, followed by Australia, Italy, and Malaysia with three articles each. According to the most prolific journals in neuromarketing, it has been found that Frontiers in Neuroscience journal (CiteScore 5.4) is the most prolific journal with two articles and 25 total citations, followed by Scientific reports (CiteScore 7.1) with two articles and eighteen total citations, which lead us to infer that the publications’ number does not necessarily reflect the citations’ number. The study provides a profound and comprehensive overview of academic research that used EEG in marketing research.

The article presents an experimental study of the effect of scent marketing on consumer behaviour when choosing products of regional origin. The research methodology includes the theories of congruence, relevance, and thematic relevance, as well as the approaches to assessing the perceived quality implemented on the basis of neuromarketing research methods. To obtain verified results, economic and statistical methods of analysis were applied. The information base of the study covers biometric data on the oculomotor behaviour of 32 participants, collected as part of a laboratory-based neuromarketing experiment focused on examining nine groups of regional products. Data visualization and statistical calculations were performed using SPSS 22.0 software package. OGAMA software was applied to analyse oculomotor behaviour and establish heat maps and gaze movement patterns. The experiment was planned and conducted in EventID. The research results showed that scent marketing significantly affected consumer choice – the desire to make a purchase increased by 60 %. There is gender asymmetry in the receptivity of fragrances: women exhibit stronger consumer loyalty and involvement. The findings confirm the efficiency of promoting autochthonous regional products (wine, cosmetics, and essential oils) with the help of scent marketing. The paper provides new data on the influence of scent marketing on visual attention. It is also statistically proved that the use of mountain lavender scenting increases the number of visual fixations, their duration and speed, which can lead to a proportional rise in the amount of time a customer spends in a store and, consequently, to an increase in the number of purchases.

Electroencephalography (EEG)-based emotion recognition is an important technology for human–computer interactions. In the field of neuromarketing, emotion recognition based on group EEG can be used to analyze the emotional states of multiple users. Previous emotion recognition experiments have been based on individual EEGs; therefore, it is difficult to use them for estimating the emotional states of multiple users. The purpose of this study is to find a data processing method that can improve the efficiency of emotion recognition. In this study, the DEAP dataset was used, which comprises EEG signals of 32 participants that were recorded as they watched 40 videos with different emotional themes. This study compared emotion recognition accuracy based on individual and group EEGs using the proposed convolutional neural network model. Based on this study, we can see that the differences of phase locking value (PLV) exist in different EEG frequency bands when subjects are in different emotional states. The results showed that an emotion recognition accuracy of up to 85% can be obtained for group EEG data by using the proposed model. It means that using group EEG data can effectively improve the efficiency of emotion recognition. Moreover, the significant emotion recognition accuracy for multiple users achieved in this study can contribute to research on handling group human emotional states. [ABSTRACT FROM AUTHOR]

In this work, we propose a novel framework to recognize the cognitive and affective processes of the brain during neuromarketing-based stimuli using EEG signals. The most crucial component of our approach is the proposed classification algorithm that is based on a sparse representation classification scheme. The basic assumption of our approach is that EEG features from a cognitive or affective process lie on a linear subspace. Hence, a test brain signal can be represented as a linear (or weighted) combination of brain signals from all classes in the training set. The class membership of the brain signals is determined by adopting the Sparse Bayesian Framework with graph-based priors over the weights of linear combination. Furthermore, the classification rule is constructed by using the residuals of linear combination. The experiments on a publicly available neuromarketing EEG dataset demonstrate the usefulness of our approach. For the two classification tasks offered by the employed dataset, namely affective state recognition and cognitive state recognition, the proposed classification scheme manages to achieve a higher classification accuracy compared to the baseline and state-of-the art methods (more than 8% improvement in classification accuracy). [ABSTRACT FROM AUTHOR]

Neuromarketing or consumer neuroscience is a relatively new market research subdiscipline that has gained popularity among consumer behavior scientists in the past two decades or so. It combines neurobiology with behavioral psychology to understand consumer behavior, more specifically about their decisions related to choices/preferences and purchase. The purpose of this review is to explore the potential of using neuroscientific methods for consumer sensory science research. By no means, this is an exhaustive review hindered by the fact that there are countless articles on neuromarketing and consumer neuroscience in the literature. The author has tried to show the applicability of neuroscientific methods in consumer sensory sciences, specifically electroencephalography and eye tracking, which could potentially "complement" the sensory methodologies to gain better consumer insight. Both these techniques are relatively inexpensive, portable, and minimally invasive techniques that are already being used by some sensory scientists. They could be incorporated with ease in the research portfolio of consumer sensory researchers who would like to use them to study consumer affect. It is recommended that the researchers use proper experimental design that takes into consideration the confounding variables as much as possible. The two methods mentioned before have been proven to be relatively reliable and repeatable. Lastly, these methods would also require ethical oversight because of the involvement of human subjects. [ABSTRACT FROM AUTHOR]

Neuromarketing is a modern marketing research technique whereby consumers' behavior is analyzed using neuroscientific approaches. In this work, an EEG database of consumers' responses to image advertisements was created, processed, and studied with the goal of building predictive models that can classify the consumers' preference based on their EEG data. Several types of analysis were performed using three classifier algorithms, namely, SVM, KNN, and NN pattern recognition. The maximum accuracy and sensitivity values are reported to be 75.7% and 95.8%, respectively, for the female subjects and the KNN classifier. In addition, the frontal region electrodes yielded the best selective channel performance. Finally, conforming to the obtained results, the KNN classifier is deemed best for preference classification problems. The newly created dataset and the results derived from it will help research communities conduct further studies in neuromarketing. [ABSTRACT FROM AUTHOR]

Our brain has nearly 100 billion nerve cells, responsible for sensory perception and serving as a memory for all the information processed by the body. The brain is, therefore, the basis of cognition and emotions. This article aims to present the origins and the development timeline of neuromarketing from the first studies of the unconscious mind to the use of neurosciences techniques in the consumer behavior field. Therefore, the research method used in this paper is a systematic literature review based on a multidisciplinary theoretical exploration of events concerning the development of neuromarketing from 2010 to 2018. The paper theoretically proves that neuromarketing is the only field of research that induces the existence of unconscious, implicit, subliminal, and emotional processes that cannot be approached without the contribution of neurosciences. Still, its ethical nature limits its use and requires researchers to comply with specific regulations to protect consumers from possible risks of illegal exploitation. The results of this systematic literature review have shown that using neurosciences in marketing is crucial since it allows researchers to consider the unconscious and automatic elements in consumer decision-making. [ABSTRACT FROM AUTHOR]

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