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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]

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]

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]

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]

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. [ABSTRACT FROM AUTHOR]

This research investigates the impact of applying neuromarketing techniques to three practical examples of higher education (HE) branding: an official college website page, an official college Facebook page, and recorded online video lectures used for teaching at HE institutions. The study was conducted in three different HE institutions with a representative sample of 720 participants, with n = 529 used for testing the CARE college website, n = 59 for testing the HAZEF Facebook page, and n = 132 for testing the emotional response of students studying online. To assess the participants' emotional responses, this study utilized automated facial coding through a webcam (15 Hz) and considered mood intensities. Additionally, a sentiment analysis was employed to verify the survey results and determine any discrepancies in the cognitive response. By analyzing gaze activity, movement patterns, and emotional responses, valuable insights were gained into students' behaviors and preferences. This study recommends incorporating neuromarketing research into HE branding and online teaching to enhance students' learning experiences. Overall, this study contributes to the understanding of human expectations and behaviors in response to online teaching and provides valuable insights for HE institutions in Europe. [ABSTRACT FROM AUTHOR]

The investigation of olfactory stimuli has become more prominent in the context of neuromarketing research over the last couple of years. Although a few studies suggest that olfactory stimuli are linked with consumer behavior and can be observed in various ways, such as via electroencephalogram (EEG), a universal method for the detection of olfactory stimuli has not been established yet. In this study, 14-channel EEG signals acquired from participants while they were presented with 2 identical boxes, scented and unscented, were processed to extract several linear and nonlinear features. Two approaches are presented for the classification of scented and unscented cases: i) using machine learning (ML) methods utilizing extracted features; ii) using deep learning (DL) methods utilizing relative sub-band power topographic heat map images. Experimental results suggest that the olfactory stimulus can be successfully detected with up to 92% accuracy by the proposed method. Furthermore, it is shown that topographic heat maps can accurately depict the response of the brain to olfactory stimuli. [ABSTRACT FROM AUTHOR]

The aim of the study is to reveal the thematic development of the subject of consumer neuroscience with the scientific mapping method by examining the academic studies on the concept of "consumer neuroscience" in the Web of Science (WoS) database between 2003 and 2023 in the world, with the bibliometric analysis method. The article data obtained as a result of the research were discussed and bibliometric analysis was carried out with the Vosviewer program. During the analysis process, the network relationship between the concept of consumer neuroscience and other possible concepts was determined and the infrastructure of the hypothetical model was created through clustering and visualization. It is aimed to identify research trends in the field of consumer neuroscience, to recognize specific aspects of the research in the relevant literature, and to contribute to future studies by identifying gaps in the field. As a result of the analysis, 6 clusters and word-based relationship networks with 32 sub-elements were identified. The clusters found are respectively; The scope of consumer neuroscience is named as the development process of consumer neuroscience, techniques used in consumer neuroscience research, purchase intention research, machine learning, virtual reality. It has been determined that the concepts of neuromarketing, EEG, fMRI, consumer behavior, emotion, advertising and neuroeconomics are prominent topics in the relationship network. [ABSTRACT FROM AUTHOR]

Total technologization inherent in the present encourages economic units, and especially enterprises, to adapt to the requirements of the era of the digital economy. In order to achieve the main goal of activity, entrepreneurs need to make decisions, applying not only generally accepted economic knowledge, but also take into account the emotional state, values and ethical preferences of their consumers. The issue of synergistic application of digital capabilities and scientific achievements in brain research and their adaptation to the economic sphere in business activities is becoming relevant. The purpose of the study is the analysis of entrepreneurial activity in the era of the digital economy in the aspect of neuroeconomic development. A high technical and intellectual level in the era of the digital economy requires entrepreneurs to be constantly up-to-date. An interdisciplinary approach is becoming more effective in training entrepreneurs, which includes not only economic and digital sciences, but also psychology and neurophysiology, which allows expanding the methodology and deepening knowledge about a person. The study of the influence of brain activity on the emotional mood and preferences of consumers has modified standard marketing approaches. The synthesis of marketing science with neurophysiology expands the opportunities of entrepreneurs to study customer preferences and improve their products. Synthesizing the economic meaning of enterprise activity and the way to achieve this meaning led to the digitalization of business activity. Innovative solutions of enterprise activity and the use of digital technologies are the key factors in the development of contemporary enterprises. [ABSTRACT FROM AUTHOR]

Not all elements displayed in a YouTube in-stream video ad are attributable to the ad itself. Some of those are automatically introduced by the platform, such as the countdown timer and the time progress bar. In recent years, some authors started exploring the effects associated with the presence of such non-ad items, providing valuable findings. However, objective evaluation of viewers' visual attention is lacking in this context as well as emotional investigation. In addition, previous research showed how the manipulation of seemingly negligible details can yield dramatically different outcomes in the context of in-stream advertising. To extend knowledge, the authors explored the effects of the non-ad items' presence by employing eye-tracking and facial coding techniques in combination with self-reports in a between-subjects experimental design focusing on the YouTube 15-s, mid-roll, non-skippable in-stream ad format. Results showed that the ad format currently employed by YouTube performs worse than its equivalent without the non-ad items on all the investigated measures and than its equivalent in which the non-ad items' presence was experimentally reduced on facial coding disgust, self-reported disgust, ad irritation, and ad attitude. Managerial insights and challenges concerning the future of in-stream advertising and neuromarketing are highlighted. [ABSTRACT FROM AUTHOR]

The present study addresses the question of whether explicit, survey-type measures of attitude differ in sensitivity when compared to implicit, non-conscious measures of attitude in the context of attitude changes in response to evaluative conditioning (EC). In the frame of a pre-test, participants rated 300 brand names on a Likert-type scale, the results of which were then used to create personalised lists of neutral brands. After this initial online component, the participants were exposed to one, five, and ten rounds of EC (during three separate sessions), during which half of the brands were paired with pleasant audio excerpts (positive EC) and the remainder were paired with unpleasant audio excerpts (negative EC). Following each conditioning round, the participants rated the brand names again, whilst changes in the brain's electrical activity in response to the brands were recorded via electroencephalography (EEG). After having rated the brand names, the participants also completed two implicit association tests (IAT; one for each of the neutral conditions). The results revealed that self-reported, explicit responses of brand names remained unchanged despite having been conditioned. Similarly, the IAT did not reveal any declines in reaction time. In contrast, the EEG data appeared to not only be sensitive to initial brand ratings, but also the conditioning effects of initially neutral brands. Respective neurophysiological effects were found at frontal electrode locations AF3 and AF4 for a 1 s-long time window starting at 400 ms after stimulus onset. Furthermore, the EEG revealed that changes in brand attitude are more susceptible to the effects of negative conditioning than positive conditioning. Given the rather small sample size, any generalizability seems vague, but the present results provide scientific evidence that EEG could indeed be a valuable additional method to investigate EC effects. The results of this study support the notion of utilising a multidimensional approach, inclusive of neuroscience, to understanding consumer attitudes instead of solely relying on self-report measures. In the end, the brain knows more than it admits to consciousness and language, which is why objective methods should always be included in any study. [ABSTRACT FROM AUTHOR]

Background: Tourism consumption is a topic with heated debates in tourism research, and pricing tourism products is a crucial task for tourism managers. Different types of tourist attractions offer different experiences to tourists, which affect their price perceptions and purchase decisions.Methods: This study combined questionnaires and event-related potentials (ERPs) measures to explore the magnitude of psychological conflict and the degree of emotional arousal that consumers experience when faced with different prices of goods in different scenic types.Results: The questionnaire results showed that attraction type influenced consumers' price perceptions and that consumers were willing to pay higher prices for products in attractions. The ERP results implied that in the early stage of cognition, attraction type did not affect consumers' perceptual processing, while price information attracted consumers' cognitive attention. In the late stage of cognition, attraction type, and price information jointly influenced consumers' decision-making, and consumers tended to accept high prices of products in entertainment attractions and cultural attractions, but consumers were more sensitive to the price of products in cultural attractions and less tolerant to price increases.Conclusion: The study elucidated how price information influenced consumers' purchase decisions of tourism products at different stages of the dual-process theory, which can assist tourism managers in devising different pricing strategies and positioning strategies based on the attributes of attractions, to enhance product sales and revenues. This would further the vision of the World Tourism Organization (UNWTO) of "tourism fostering economic development". [ABSTRACT FROM AUTHOR]

This research aims to analyze the representation of neuromarketing methods in the context of Croatian manufacturing companies that produce final products for end consumers. Earlier studies on neuromarketing have mainly investigated how different neuromarketing methodologies are used to uncover consumer decision-making patterns. While neuromarketing focuses more on the study of neural processes and emotions, behavioral marketing examines actual observed consumer behavior to better understand and shape marketing strategies. These two disciplines are often used together to achieve a comprehensive picture of consumer behavior. The focus of this research is on business entities and their familiarity with behavioral and neuromarketing techniques. Twenty large companies from various sectors, including the food, chemical and automotive industries, were surveyed. An effort was made to investigate how many companies apply neuroscientific techniques, such as EEG, fMRI and eye tracking in the creation of their products and how much they analyze the neurological responses of consumers to marketing stimuli. The research results provide insight into the current use of neuromarketing methods in these key sectors of the Croatian economy, highlighting potential advantages and challenges in applying these innovative approaches in marketing strategies. [ABSTRACT FROM AUTHOR]

The objective of the study is to analyse the influence of packaging and prices on chocolate bar purchasing decisions. Data collection took place through semi-structured interviews, observation techniques, double blind tests, and questionnaires, with a sample of 294 Spanish consumers. The results indicate that packaging plays a strategic role for brands in generating product consumption experience, improving the experience at the point of sale, and favouring the perception of quality. Furthermore, it was observed that an adequate price design can favour faster decisions and consumer willingness to pay premium prices. [ABSTRACT FROM AUTHOR]

The aim of the study within this framework, articles published on Neuromarketing between 2013 and 2018 were examined separately in the title and topic categories on the Web of Science (WOS) site and is aimed to analyse the status of the articles in the last 5 years. Articles with desired properties are parsed and internationally published articles have been reached. Before data is thrown into the CiteSpace V program, the implementation steps you will see on the next pages have been implemented individually. Bibliometric analysis was evaluated as visual, textual and statistical analysis by filling the relevant fields according to the results of the desired analysis. According to the number of citations in the studies, the author's name, country analysis of articles, institutions where authors work, article page numbers, publication type, research area, year of publication of articles, source title, and document type were examined. [ABSTRACT FROM AUTHOR]

Preserving customers' expectations and understanding factors affecting their purchasing decisions are crucial in designing effective marketing and advertising strategies. However, constantly and swiftly changing the customers' interests and consumption behaviors make it inevitable to utilize sophisticated tools and approaches based on advanced technologies. Among them, by measuring the customers' physiological and neural signals, studying the customers' cognitive and affective responses to marketing stimuli, neuromarketing provides deep insight into the customers' motivations, preferences, and decisions. Recently, the internet of everything (IoE) has brought many new opportunities to the industry and has attracted the attention of many researchers in recent years. The main objective of this paper is to address how the IoE would empower neuromarketing techniques. Hence, an in-depth understanding of current research issues as well as emerging trends would help meet this goal. In this paper, a comprehensive review has been done by reviewing numerous journal and conference papers from various academic databases (sciencedirect.com, IEEE Xplore, Springer, Elsevier, Wiley, ACM digital library) based on applying various filtrations on specific keywords to identify and categorize the IoE devices in the neuromarketing field. In particular, we discussed the importance and the applications of IoE gadgets and devices, especially wearable medical technologies in eight neuromarketing techniques. Finally, we described critical existing challenges and limitations in neuromarketing and IoE gadgets that researchers have dealt with in this field of research. [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]

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]

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 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]

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 branch in the field of commercial marketing communication. Neuromarketing closely relates to neuropsychology and market research for studying the cognitive thinking process of customers and their responses to the marketing stimuli. Presently no study has investigated the moderating role of firm leadership support in promoting neuromarketing applications in their firm. However, there is a huge interest among researchers and industry practitioners to understand this phenomenon and how leadership support can sponsor and invest in neuromarketing related programs in their marketing departments. Against this background, the objective of this study is to examine the role of firm leadership support in promoting neuromarketing and the consequences of it. With the help of marketing theories and literature, a theoretical model has been developed. Later, the model is validated using the CB-SEM technique using 372 responses from employees in marketing departments of various firms. The study finds that there is a significant and positive impact of neuromarketing on customer loyalty, improving business value, and marketing performance of the firms, which in turn significantly impacts the competitive advantage of the firms. The study also finds that leadership support plays an important role in promoting neuromarketing related applications in the firms. [ABSTRACT FROM AUTHOR]

The human brain has been studied for more than two thousand years, however, in our days, much of it is still a mystery. In the last century scientific contribution on human thought and behavior were limited, thanks to the multidisciplinary approach of neurosciences, the situation is changing rapidly and the last three decades have seen a considerable change, to the point that the 21st century is being described as "the century of the brain" (De Balanzó and Sabaté, 2007). In order to establish the beginnings of neuromarketing it is necessary to address the history of neuroscience. Neu-roscience starts from philosophy, which established the bases that founded and clarified the concepts and principles of the study of the brain. Taking philosophy as the foregoing of neuroscience avoids dissociating the scientific and philosophical spheres of a field in which there is a deep degree of relationship (C. Blanco, 2014). [ABSTRACT FROM AUTHOR]

Introduction: Public service advertisements are a valuable strategy for modifying attitudes and behaviours related to issues of social concern. These messages often seek an emotional response from the public, which is why neuroscience techniques are useful tools to better understand the behaviour of audiences, reduce uncertainty in decision-making and develop more effective actions. Methodology: The aim of this study is to determine the relationship between the emotions induced in audiovisual public service advertising messages and recall in a sample of individuals, segmented by sex, exposed to public service advertisements. In the experiment, the electrical activity of the brain, heart rate and electrodermal response were recorded. Recall was measured by means of a test applied to the subjects. Results: With the data obtained, the Emotional Index and the Appetitive/Aversive Index were calculated to determine the emotional response and motivation, positive or negative, towards the stimuli. We also obtained data on the subjects' spontaneous and suggested recall, as well as on the subjective emotional meaning that the stimuli provoked in the subjects: These data demonstrate the relationship between the emotional state generated by the messages and their recall; that there are differences, both in the Emotional Index and the Appetitive/Aversive Index, between men and women; and highlight the importance of taking into account other aspects of the narrative in addition to conveying an emotion. [ABSTRACT FROM AUTHOR]

Introduction: the innovations that occur at the technological level have caused various transformations in which the evolution of scientific work has been creating various areas of knowledge that address the problems of human beings from different angles. In the organizational field, the studies have been highlighted in what concerns innovation of products and services without detracting from the arguments in favor of knowing the real needs of the consumer, as mental processes that significantly support the various behaviors of this. Methodology: Narrative review of the literature on the neuroconsumer, to reveal the sense of the mental patterns of this one, based diachronically on the neuroscientific knowledge. A scientific mapping of documents on the neuroconsumer, brain dynamics, and emotions, period 2017- 2022 in high impact indexed journals: Scopus and Web of Science, was performed. The referenced structurally describes the bibliography, finding thematic axes. Results: The review evidences the link between marketing that is part of neuroeconomics and neuroscience as a novel vision that addresses the analysis of consumer behavior in a deeper way in the purchase decision process. Discussion and Conclusions: Two clusters were identified from the networked understanding: consumer behavior and emotions created in the brain. The interpretation of the findings highlighted the relevance of brain dynamics to the "hidden psychological traps" in making a decision and in the choice of a product or service. There is no evidence of research in this regard, only those linked to neuromarketing. [ABSTRACT FROM AUTHOR]

This scientific paper investigates the application of neuromarketing research in the food industry and its impact on consumer behaviour and perception of food quality. Through a comprehensive review of the relevant literature, this study explores the fundamental concepts and techniques of neuromarketing research, as well as their practical application within the context of the food industry. Furthermore, it analyses the various factors that influence consumer perception of food quality and examines how neuromarketing research can contribute to a better understanding of these factors. By integrating theoretical and empirical findings, this paper offers valuable insights into the potential benefits and advantages of utilising neuromarketing research, while also acknowledging the ethical challenges associated with its implementation in creating effective marketing strategies and enhancing the overall consumer experience in the food industry. [ABSTRACT FROM AUTHOR]

Recent studies have demonstrated that the brain activity of a group of people can be used to forecast choices at the population level. In this study, we attempted to neuroforecast aggregate consumer behavior of Internet users. During our electroencephalography (EEG) and eye-tracking study, participants were exposed to 10 banners that were also used in the real digital marketing campaign. In the separate online study, we additionally collected self-reported preferences for the same banners. We explored the relationship between the EEG, eye-tracking, and behavioral indexes obtained in our studies and the banners' aggregate efficiency provided by the large food retailer based on the decisions of 291,301 Internet users. An EEG-based engagement index (central beta/alpha ratio) significantly correlated with the aggregate efficiency of banners. Furthermore, our multiple linear regression models showed that a combination of eye-tracking, EEG and behavioral measurements better explained the market-level efficiency of banner advertisements than each measurement alone. Overall, our results confirm that neural signals of a relatively small number of individuals can forecast aggregate behavior at the population level. [ABSTRACT FROM AUTHOR]

The metaverse is the conjunction and optimization of the possibilities of the Internet and technology at their best. It is a consequence of the development and evolution of digital society. Technological innovation, fundamentally oriented toward virtual reality, augmented reality, and mixed realities, contributes significantly to the creation of a solid foundation on which to build an entire universe of virtual worlds. This is a universe that, in turn, requires the creation of backbone content for narratives that attract and retain users by capturing their attention to promote a specific ecosystem that transfers the activities of the real world to a virtual one, either projected or recreated. This research is based on a systematic review of 402 articles and a qualitative analysis of 125 publications indexed in Scopus. It examines the trends in technology, application, and methodology pertaining to the metaverse in the social sciences field, namely marketing and communication and neuroscience, areas that contribute to the understanding of the social dimension of the metaverse phenomenon. Although there is abundant academic literature on the metaverse in computer science, this is not the case in the aforementioned disciplines. Given that the metaverse is destined to become the next Internet revolution, there is a race among countries and brands to position themselves within it, which is expected to intensify in the coming years. The metaverse can contribute to a wide variety of applications of a social nature, which is why it is a highly competitive tool for nations, companies, and academia, as well as the public and private media. The results indicate a technological transformation proposing a future that includes neuro-technologies based on brain-computer interfaces and the metaverse as the setting. This will occur alongside the solidification of the virtual ecosystem thanks to the emergence of digital natives and Gen Z, as well as the convergence of many different technologies and immersive and participatory content, in which the consumer is the provider, owner, and beneficiary. [ABSTRACT FROM AUTHOR]

Although neuromarketing research has developed, the current studies lack to provide comprehensive insights into neuromarketing and marketing mix. Therefore, this study has designed to provide a comprehensive overview of neuromarketing, classification of neuroimaging and physiological tools are currently used in the marketing mix, and highlights the neural responses of consumer's behavior (e.g., emotions, attention, motivation, reward processing, and perception) to be considered in the marketing mix. This study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select relevant documents for this article. In this study, 106 articles and review papers were extracted and analyzed from the Web of Science database to fill the gap in the literature. We found that 10 tools have been used in studying the marketing mix, such as advertising, brand, price, and product). For example, electroencephalography was the most applied tool, while advertising was the most marketing mix employed. We also found that the frontal and temporal gyri were correlated with pleasure/displeasure and high/low arousal. The occipital lobe is linked to attention processes, while the hippocampus relates to long and short-term memory. Such findings provide valuable insights into the neural responses in marketing mix research. [ABSTRACT FROM AUTHOR]

Traditional advertising techniques seek to govern the consumer's opinion toward a product, which may not reflect their actual behavior at the time of purchase. It is probable that advertisers misjudge consumer behavior because predicted opinions do not always correspond to consumers' actual purchase behaviors. Neuromarketing is the new paradigm of understanding customer buyer behavior and decision making, as well as the prediction of their gestures for product utilization through an unconscious process. Existing methods do not focus on effective preprocessing and classification techniques of electroencephalogram (EEG) signals, so in this study, an effective method for preprocessing and classification of EEG signals is proposed. The proposed method involves effective preprocessing of EEG signals by removing noise and a synthetic minority oversampling technique (SMOTE) to deal with the class imbalance problem. The dataset employed in this study is a publicly available neuromarketing dataset. Automated features were extracted by using a long short-term memory network (LSTM) and then concatenated with handcrafted features like power spectral density (PSD) and discrete wavelet transform (DWT) to create a complete feature set. The classification was done by using the proposed hybrid classifier that optimizes the weights of two machine learning classifiers and one deep learning classifier and classifies the data between like and dislike. The machine learning classifiers include the support vector machine (SVM), random forest (RF), and deep learning classifier (DNN). The proposed hybrid model outperforms other classifiers like RF, SVM, and DNN and achieves an accuracy of 96.89%. In the proposed method, accuracy, sensitivity, specificity, precision, and F1 score were computed to evaluate and compare the proposed method with recent state-of-the-art methods. [ABSTRACT FROM AUTHOR]

Emphasizing the importance of the impact of visual messages, Sullivan stated that (2008, p. 66) "Visual analyses always maintain their universality. Even if they stay in a freezer for a long time, their effects continue" and stressed the importance of this matter. When you take a look at mass media tools from this point of view, visual messages that have attention-grabbing and sex appealing characteristics appear intensively in newspapers and magazine advertisements as well as in videos published on TV and the internet. Looking at the academic literature studies conducted in the context of gender today, it is observed that the use of female, male or child figures as sexual objects in advertisements is heavily criticized in a way that is contrary to human rights. In this context, the aim of this study is to try to reveal the extent to which the use of the male body as a sexual object reflected in biscolata advertisements is perceived and to develop a critical point of view. In this study, eye tracking method was applied on 30 women using SMI (Senso Motoric Instruments). One commercial film in which male body was used as a sexual object and which was shown among the top results on the search engine was shown and examined. In-depth one-on-one interviews were conducted with 30 participants after the procedure. It was concluded that; during the advertisement, all of 30 subjects focused on the male body and face and their gaze wasn't directed to other parts of the screen. The research findings reveal that even if the product has been certainly noticed in general, the product diagram wasn't able go ahead of the male figure. [ABSTRACT FROM AUTHOR]

Nowadays, strategies and information for sales are fundamental elements in the creation of services and products for the Chilean market. The methodologies that analyze the consumers become more prevalent every day, because of them the global science, any mobile or desktop application or mechanism mergers and acquisitions can be provided of a wide source of studies for the interpretation and prediction of human behavior. In the progress of the human being, is possible to find studies of theories and postulates that seek to explain the limitations, perspectives, needs and conditioning factors in purchase choices, beyond their rational logic. In the study of evolutionary process, neuroscience has focused in the knowledge that deals with the study of the nervous system, from neuronal functioning to behavior. As a result, Neuromarketing and its concepts of generative study through neuroscience and marketing are born. The target market of this study is focused on a segment of the real estate market. To collect the information there were established communication channels with the different participating of the area, in order to obtein globalized information, as complete as possible, according to the research resources. This document considers the theoretical supports necessary for a subsequent study on the determining factors in the purchase of a real estate asset. [ABSTRACT FROM AUTHOR]

In the past decade, neurophysiological and physiological tools have been used to explore consumer behaviour toward advertising. The studies into brain processes (e.g., emotions, motivation, reward, attention, perception, and memory) toward advertising are scant, and remain unclear in the academic literature. To fill the gap in the literature, this study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to extract relevant articles. It extracted and analysed 76 empirical articles from the Web of Science (WoS) database from 2009–2020. The findings revealed that the inferior frontal gyrus was associated with pleasure, while the middle temporal gyrus correlated with displeasure of advertising. Meanwhile, the right superior-temporal is related to high arousal and the right middle-frontal-gyrus is linked to low arousal toward advertisement campaigns. The right prefrontal-cortex (PFC) is correlated with withdrawal behaviour, and the left PFC is linked to approach behaviour. For the reward system, the ventral striatum has a main role in the reward system. It has also been found that perception is connected to the orbitofrontal cortex (OFC) and ventromedial (Vm) PFC. The study's findings provide a profound overview of the importance of brain processes such as emotional processes, reward, motivation, cognitive processes, and perception in advertising campaigns such as commercial, social initiative, and public health. [ABSTRACT FROM AUTHOR]

Purpose: This paper examines in detail how the use of storytelling with parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Furthermore, this study analyzes the causal relationships between UX, brand attitudes and brand-related behavioral intentions in terms of purchase intention and price premiums. Explicit and implicit paths of human information processing are considered. Design/methodology/approach: A sample of 266 respondents completed a web-based experiment under two conditions (text-based vs parallax storytelling online shop). An existing and operational online shop was used. The causal relationships were assessed by using partial least squares structural equation modeling (PLS-SEM). To measure implicit information processing, a single category implicit association test was applied. Findings: By applying the storytelling technique with parallax scrolling, the online shop increased visitors' UX on explicit and implicit information processing levels and increased the online shop's overall perceived attractiveness. Storytelling with parallax motion enables an efficient transmission of brand-related associations to consumers' minds, enhances their explicit and implicit brand attitudes and increases their willingness to pay a higher price. Moreover, this study provides empirical evidence on the effects of UX on brand-related measures by applying PLS-SEM and thus reveals a causal chain of effects from UX on online shop attractiveness, brand attitude and behavioral intentions. Again, explicit and implicit perceptions were considered. Originality/value: Science and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers. Little evidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. This study provides novel insights into managing online shoppers' UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures. [ABSTRACT FROM AUTHOR]

As a method, neuromarketing provides access to data that cannot be obtained with traditional marketing research methods. Brand recall is one of the elements that persuade the consumer to buy. However, advertising appeals are expressed as the strategic messages used for the realization of persuasion. The aim of this study is to investigate the relationship between consumers' arousal towards television advertisements and brand recall and advertisement appeals. In accordance with this purpose; 15 advertisements containing sex, fear, humor, warmth and rational appeals were randomly presented to the 31 participants, during which an innovative research technique Galvanic Skin Response was measured. In order to measure the effects of the order of presentation of the stimuli on memory, namely the serial position effect, the advertisements were shown to the participants in different orders. After 24 - 30 hours, the participants were asked to first unaided-then aided-recall the brands' names in the advertisements they were watched. The results obtained from the analysis of the data showed that there was a relationship between advertising appeals and brand recall, but arousal had no effect on it. In addition, the item order of the advertisements was also found to be associated with brand recall and this result was discussed within the framework of the Serial Position Effect. The findings were evaluated by comparing them with similar studies in the literature. [ABSTRACT FROM AUTHOR]

The figure of the brain has continued to rise in prominence for at least 30 years. This development continues to raise important questions: in particular, to what extent and in what ways does the brain supplant the person as the presumed origin of human behaviour? Whereas it has previously been discussed in general terms, here we address this question through an ethnographic study of the experimental articulation of the brain in neuromarketing research. Drawing on analytical themes from science and technology studies, we argue that it is crucial to investigate the enactment of the brain in situated practice and to understand the effects on prevailing accountability relations. We analyse the enactment of the 'consuming' brain in neuromarketing experiments and in experts' communication of experimental results. We show how the consuming brain emerges from reconfigured sets of socio-material relations (between e.g. consumers, brains, brain scanning operators, consultants) and how this entails a redistribution of accountability relations. This results in an ontological respecification of the consumer, who is no longer deemed accountable for his/her actions. Instead spokespersons on behalf of the brain – neuromarketing technologies and experts – assume accountability for revealing why consumers buy what they buy. We conclude that the putative shift from person to brain is in fact characterised by a redistribution of accountability relations in neuromarketing practices. We call for further studies of accountability redistributions in practice, so as better to situate novel explanations of human behaviour. [ABSTRACT FROM AUTHOR]

In the 90's, during the heyday of the global neoliberal system, technologies were developed that facilitated the recognition of the function of the consumer's brain, thus entering the field of marketing, one of them is related to consumption based on taking of purchase decisions. Therefore, the objective of this research is to contribute to business growth, strengthening management strategies on marketing actions leveraged in neuromarketing in order to better understand the motivations that precede the purchase. This is how in the business world it is not enough to analyze what customers say, nor to observe the way they behave, it is also necessary to investigate the neurocognition mechanisms involved, from there the premise starts, it is more important to discover «what the person thinks», to recognize «what he says he thinks fundamental principle of behavioral economics [ABSTRACT FROM AUTHOR]

Neuromarketing has formed an emerging area capable of establishing links between the study of consumer behaviour and neuroscience, based on technological innovations and neuroimaging technologies with capacity of obtaining brain´s data. The application of neuroimaging technologies in market research has led to a new universe of action in terms of information collection. The present study aims to carry out an analysis of the different neuroimaging tools, based on a methodology of analysis of theoretical elements combined with the study of specific cases. [ABSTRACT FROM AUTHOR]

This paper analyses the importance of the emotional content in the communication campaigns of universities to attract students for a research stay. To do so, 201 Spanish students that have finalised their Erasmus internships were interviewed. Besides, a biometric experiment was carried out with the Noldus Face Reader software that analyzes facial expressions. As a result, it was found that the prestige of the university is not so relevant, being the transmission of emotions of happiness considered the most important element for students when choosing a university. The results and their usefulness for the educational marketing are discussed in a dedicated section. [ABSTRACT FROM AUTHOR]

Neuromarketing has awakened a clear interest in consumer behavior research as an alternative or as a complement to traditional market research techniques to measure the effectiveness of advertising campaigns. However, despite the boom in the academic world, neuromarketing has not had a similar development in the professional world, which makes us wonder about the reasons for its scarce application in this field. This article explores the advantages and disadvantages of neuromarketing compared to traditional research techniques, as well as its applicability in the professional world. [ABSTRACT FROM AUTHOR]

The objective of the study was to validate a model to measure the cerebral dominance of neuromarketing considering the multidimensional models of brand value from the perspective of the consumer, taking as object of study a segment that belongs to the population cohort called Generation Z. The research was of exploratory type, applied, quantitative, correlational type - descriptive, with non-experimental design. The studied sample consisted of 342 people between 17 and 25 years old who are also university students. The variables of the model that supports the instrument to measure the brain dominance of neuromarketing over brand value obtained a Cronbach's Alpha, brand value VM (0.807), brain neocórtex CNC (0.883), brain limbic CL (0.923) and brain primitive CP (0.931); on the other hand, complementing the validity and reliability of the construct, for all the variables of the model the rho_A values were greater than 0.7, the composite reliability greater than 0.7 and the mean variance extracted (AVE) greater than v0.5. Through the interpretation of the Path coefficients, it is verified that the proposed hypotheses were accepted, that the limbic brain (0.370) dominates the Brand Value from the consumer's perspective, followed by the neocórtex brain (0.264) and finally the primitive brain (0.207). Concluding with the validation of the proposed instrument. [ABSTRACT FROM AUTHOR]

To analyze the efficiency of the messages produced by advertisers is the first step for establishing whether or not they are reaching the communication objectives which they have set out. Each person, on a daily basis, is met with thousands of persuasive messages and, for decades, a wide variety of measuring techniques have been used, the main limitation of which is their dependence on the will and ability of consumers to describe their level of attention, emotions, preferences and future buying behaviour. The end of the 20th century witnessed the birth of a paradigm which provided new methods for going more in-depth and furthering knowledge of persuasion mechanisms, particularly those related to the emotional aspects of the story, and how they affect our cognitive changes. This paradigm, applied to the field of marketing, implies an adaptation of neuroscience techniques to those of marketing communication, leading to neuromarketing. The aim of this piece of work is to study this discipline in greater depth - a discipline which, despite coming into existence barely two decades ago, already boasts a extensive scientific corpus, founded on empirical research studies. [ABSTRACT FROM AUTHOR]

Neuromarketing as an object of study in the field of Communication is gaining more and more academic attention in the Spanish context, especially in recent years. In this text we analyze the evolution of this research topic in doctoral theses during the period 2007-2018, just at the moment of transition of regulations on postgraduate studies at the national level. From a mixed typology meta-analysis methodology, the scientific production centers and the authors, the configurations of the thematic lines, the most common concepts and objectives, as well as the methodological design in terms of samples, data, are evaluated. dominant techniques and triangulations. Although neuromarketing continues to have a residual presence in the academic field, the epistemological interest it generates continues to increase, particularly in border research areas directly linked to institutional or organizational communication, event communication and brand communication. [ABSTRACT FROM AUTHOR]

One of the key variables when analyzing advertising effectiveness is message recall. An advertisement is not only effective because it captures the public's attention, but it must also manage to remain in the public's memory. And of the many existing methodologies, neuroscience is the one that can help the most in the study of this effect based on the analysis of memory. On the other hand, environmental issues are becoming more and more socially relevant, so this research will try to understand the role of the focus of the advertisement and the awareness of the environment, by analyzing the memory provoked by the advertisements and determining which brain areas are activated. To do this, an fMRI experiment was implemented using scanners and supported by questionnaires on the attitude of 50 people towards the messages they had viewed. Our analyses indicate that subjects who have a higher level of concern for the environment remember negative advertisements to a greater extent. More specifically, the combination of selfreport and neuroimaging techniques has confirmed the link between the memory of negative messages in environmentally concerned subjects and activity in regions that anticipate greater recall during message encodings, such as the amygdala and CMPF. [ABSTRACT FROM AUTHOR]

The concept of neuromarketing, one of the most current and modern, is increasingly present in practical marketing research, being used mainly in the study of consumer behavior. The concept only appeared in 1983, but in 2020 over 150 profile companies were active. Neuromarketing combines the science of the brain with the science of marketing, and manufacturers and/or retailers use neuromarketing techniques to boost sales, encourage consumption, and make a profit. The present work addresses the specifics of neuromarketing techniques in the agri-food field. It starts from the fact that these techniques differ from the classic ones, in that purchase and/or consumption decisions are not made only on rational grounds, the emotional ones predominating. The most well-known neuromarketing techniques are: electroencephalography (EEG), eye tracking, facial coding, galvanic skin response (GSR), implicit association test (TAI), etc. All these provide information on the processing of marketing stimuli and the making of purchase and consumption decisions under the influence of a complex set of emotions, feelings, perceptions or values impossible to measure with traditional quantitative methods. The aim of the paper is to create a dashboard with neuromarketing techniques applicable in the agri-food sector, based on the foray into the literature regarding the validity and functionality of these techniques for agri-food consumption. The assumption on which the approach of this paper is based is that neuromarketing techniques have an extremely significant impact on the purchase and consumption decision, and promotional actions based on such techniques, especially those that generate compulsive purchases, contribute to the increase in unbalanced consumption. [ABSTRACT FROM AUTHOR]

• Systematic review on the literature articles that used EEG signals' interpretation for the evaluations of factors that affect consumer behavior. • (3) dimensions that contain elements which affect consumer behavior: • marketing stimuli such as product, price, place and promotional activities • internal characteristics such as affect, cognition and demographics and • external environment such as social and cultural factors • Interactions among the dimensions • Graphical representations of the results of the study 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. [ABSTRACT FROM AUTHOR]

The primary goal of any company is to increase its profits by improving both the quality of its products and how they are advertised. In this context, neuromarketing seeks to enhance the promotion of products and generate a greater acceptance on potential buyers. Traditionally, neuromarketing studies have relied on a single biosignal to obtain feedback from presented stimuli. However, thanks to new devices and technological advances studying this area of knowledge, recent trends indicate a shift towards the fusion of diverse biosignals. An example is the usage of electroencephalography for understanding the impact of an advertisement at the neural level and visual tracking to identify the stimuli that induce such impacts. This emerging pattern determines which biosignals to employ for achieving specific neuromarketing objectives. Furthermore, the fusion of data from multiple sources demands advanced processing methodologies. Despite these complexities, there is a lack of literature that adequately collates and organizes the various data sources and the applied processing techniques for the research objectives pursued. To address these challenges, the current paper conducts a comprehensive analysis of the objectives, biosignals, and data processing techniques employed in neuromarketing research. This study provides both the technical definition and a graphical distribution of the elements under revision. Additionally, it presents a categorization based on research objectives and provides an overview of the combinatory methodologies employed. After this, the paper examines primary public datasets designed for neuromarketing research together with others whose main purpose is not neuromarketing, but can be used for this matter. Ultimately, this work provides a historical perspective on the evolution of techniques across various phases over recent years and enumerates key lessons learned. • The aim of data fusion in neuromarketing is to combine biosignals with data generated from stimuli. • The analyzed works predominantly utilize visual stimuli and electroencephalography. • The number of existing datasets created for neuromarketing is scarce. • The trend observed in these works indicates an increase in combining biosignals. [ABSTRACT FROM AUTHOR]

The term neuromarketing has been the subject of much scientific debate over the past 20 years. Large companies immediately recognized the value of neurological research applied to consumer behavior and invested millions in in-depth studies that explained the underlying purchasing decisions. Neuromarketing or scientifically known as consumer neuroscience is a new field that integrates sciences such as neurology, psychology and marketing. Still, there are a lot of controversies in this area of research. Some say it is the best tool for research that can accurately reflect consumers' preferences and choices, while others argue that neuromarketing is becoming a tool for manipulation. When the brain becomes an open book for the advertising industry, a big question of ethics arises. Another problem that may be of interest for the study of consumer neurology is what happens to vulnerable people who are struggling with addiction problems or psychiatric illnesses. In this context, this paper aims to analyze several studies on the fundamental concepts of neuromarketing, as well as its implications from an ethical point of view. In this article we will explore the possible repercussions of consumer neuroscience from the psychiatric perspective of addictions. [ABSTRACT FROM AUTHOR]