Mañas-Viniegra et al. (2020)
Ranking (R); Scival Percentile (SP); Number of papers (NP); Financing (F).
Articles within the top ten Scival topics by best percentile: topic area, application area, neuroscience technology, and research objectives.
Authors | Topic Area | Application Area | Neuroscience Technology Used | Research Aim or Research Gap |
---|---|---|---|---|
Lee (2016) | Audience response | Coffee | EEG | The emotional mechanism of empathy and the neural correlates underlying the positive consumer reactions to pro-social marketing |
Mañas-Viniegra et al. (2020) | Audience response | Corporate communication and brand image | Eye tracking and galvanic skin response | Do audiences have different attention and emotions toward corporate purpose message and corporate visual identity? |
Hsu and Cheng (2018) | Audience response | Hotels | EEG | To compare brainwave results when viewing videos with and without subliminal stimuli |
Zhao et al. (2019) | Audience response | Camera | EEG | To understand the roles of elements and design in meeting customer demand regarding product and service systems |
Wójcik et al. (2015) | Methodology improvement | Equipment failure | Not applicable | To recommend a solution for fixing an Emotive EEG technical problem |
Fan and Touyama (2016) | Methodology improvement | Emotional face retrieval | EEG | To improve the accuracy of emotional face retrieval classification |
Fujita and Touyama (2017) | Methodology improvement | Audio | EEG, eye tracking (EOG signals) | To develop a method of single-shot multimedia content evaluation based on collaborative P300 signals in order to improve accuracy |
Libert and Van Hulle (2019) | Methodology improvement | Video | EEG | To develop a method to predict video behavior and viewing interest |
Chi Qin et al. (2019) | Literature review | EEG | To explore and categorize EGG applications in research | |
Chung et al. (2020) | Audience responses | Recommendation agents | EEG | Do people prefer natural virtual agents (human) or artificial intelligences? |
Heinonen and Briesemeister (2018) | Methodology improvement | Research method | fMRI | To shorten fMRI time using conjoint analysis |
Çakir et al. (2018) | Methodology improvement | Supermarket products | fNIRS | To develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements |
Rapp et al. (2009) | Commentary | Consumer privacy concerns | Not applicable | To review consumer privacy concerns and regulatory environment, and to make recommendations |
Lopes et al. (2017) | Methodology improvement | Facial expression recognition | Not applicable | To propose a new method to improve the accurancy of facial expression recognition |
Rodas-Areiza and Montoya-Restrepo (2018) | Methodology improvement | Fascial cream | Face reader, EEG, and eye tracking | To propose a framework to incorporate and measure the impact of sensory marketing |
Zavadskas et al. (2019) | Methodology improvement | A fair | Facial emotion tracker, temperature analysis device, a respiration sensor | The integration of the emotional and physiological states of potential buyers, their valence and arousal, and their affective attitudes into the analysis of the one-to-one marketing process. |
Mañas-Viniegra et al. (2020) | Audience response | Journalism | Eye tracking and galvanic skin response | The existence of differences between a drone recording and a conventional news recording and the cause of the difference |
EEG: Electroencephalogram; EMG: Electromyography; EOG: Electrooculography; fMRI: Functional magnetic resonance imaging; fNIRS: Functional near-infrared spectroscopy.
The articles within this percentile can be classified into three different categories: audience response studies, methodology improvement studies, and literature reviews. Audience response studies [ 45 , 46 , 47 , 48 , 49 , 50 , 51 , 52 ] explore the impact of marketing campaign pieces on the consumer decision-making process and examine consumer responses and preferences. These studies are applied to many consumer industries and specific markets, such as the coffee industry and hotel industry, and are applied to specific marketing functions, such as corporate communication and brand image.
Methodology improvement studies [ 1 , 53 , 54 , 55 , 56 , 57 , 58 ] propose methods for enhancing the accuracy of object recognition and classification by combining neuromarketing techniques with traditional marketing research methods. These studies are applied to specific goals of neuromarketing methods, such as emotional face retrieval and facial expression recognition. Others focus on certain consumer decision scenarios and situations, such as grocery shopping in supermarkets. Others focus on the media through which information is conveyed, such as audio, video, or still images. Finally, literature review articles [ 59 , 60 ] explore EEG applications in research, consumer privacy concerns, and the regulatory environment.
The present study aimed to examine the global performance of neuromarketing studies. To address this general goal, five specific objectives were adopted:
To achieve these objectives, scientific production on neuromarketing was mapped through a mixed-method bibliographic approach.
Regarding the first objective, 318 papers containing the word “neuromarketing” were published in the Scopus database between 2010 and 2020. In terms of leading journals, the ranking is led by Frontiers in Neuroscience and Frontiers in Psychology, closely followed by Profesional de la Informacion. In terms of publications by country, Spain leads the ranking, followed by the United States, China, and Italy. These results are reflected in those on the leading universities, as the Complutense Madrid University leads the ranking with 21 articles, followed by Rome’s la Sapienza University, Italy and Zhejiang University, China.
Although Italy is only fourth in the country ranking, Italian researchers stand out in terms of individual productivity as well as collaboration. The first, third and fourth most productive researchers are Italian and work in Italian research centers. Accordingly, the global collaboration network on neuromarketing is dominated by two very prominent groups of Italian researchers.
Regarding the second objective, the number of introductory articles within the top ten papers in terms of citation demands attention, as it indicates that neuromarketing remains a developing topic. This is somewhat expected, given how recently the subject has come to prominence. Another popular research goal is predicting consumer behavior and preferences in different scenarios, which is line with the general goals of neuromarketing studies, that is, to better understand consumer preferences by gaining access to potentially unconscious neural and physiological responses [ 36 ]. In neuromarketing studies, this goal is pursued via the application of neuroscience technologies. The present study’s findings point to fMRI, EEG, skin conductance, and eye tracking as the most employed neuroscience technologies in neuromarketing studies.
Regarding the third specific objective, most prominent topics within the subject are connected to “Neuroscience” and have some degree of approximation with “Advertising”. The network of prominent topics provides an overview of the main neuroscience techniques and technologies used in these studies, namely, EEG/electroencephalography. Once again, this reflects the very nature of neuromarketing studies, which apply neuroscience techniques to understand and predict consumer behavior in response to certain stimuli. Naturally, a popular source of such stimuli (as these results corroborate) is advertising, especially television advertising, as the topic is highlighted in the network. Therefore, these studies have the potential to unveil the effectiveness of advertising techniques and generate good practices on how best to generate the expected response from consumers in specific industries.
The findings stemming from the fourth objective largely corroborate those of the third, as they show that over half of the scientific production on neuromarketing is clustered under the “Neuromarketing | Neurosciences | TV Commercial” Scival topic prominence, which is within the top 5% of all topics in the world in terms of views and citations. Therefore, this cluster, and consequently neuromarketing research in general, arouses high levels of research interest and has significant potential for funding.
Finally, the findings from objective five provide a list of the very best rated topics in terms of visibility and momentum. Articles within the top 1% percentile include audience response studies, methodology improvement studies, and literature reviews. Audience response studies make up the bulk of neuromarketing research. They employ the technologies highlighted in the network analysis to analyse and predict consumer reactions, especially to advertising, as well as to real-world consumption situations such as hotel stays and grocery shopping.
Methodology improvement studies attempt to refine the methods applied in the previous category, providing best practices on how to analyse consumer reactions and behaviour more precisely and reliably. Finally, literature review studies, as in any other area, summarise and systematise the state of the art on the topic. The highlighted role they play in the neuromarketing field is (analogous to introductory studies) indicative of the fact that the topic is developing quickly, which calls for constant updating of systematic reviews.
The present investigation consisted of a comprehensive bibliometric analysis of academic production on neuromarketing. To this end, in addition to traditional bibliometric indicators, SciVal Topic prominence was examined, which had not been carried out in previous neuromarketing reviews. Therefore, this study provides a more detailed understanding of the state of the art in this area as well as of trending and emerging topics and those with the highest potential for publication. For neuromarketing researchers, the present study reveals gaps in research as well as emerging subjects by identifying research topics that are growing, making it possible to identify future lines of research. This should be quite useful for researchers and research centers aiming to conduct investigatory projects in this area. Moreover, previous studies have shown that research impact and topic prominence are positively related to the proportion of financed research projects within a topic. Therefore, the findings of the present study are particularly useful for researchers seeking financing for such projects.
The present research provides a contribution for future bibliometric studies. It shows that the method proposed by Cardoso et. al. [ 10 ] to map a country’s research performance in a certain area of research—in that case, Switzerland, and Tourism and Hospitality—can be employed to map the worldwide scientific production in each area. Therefore, future studies are encouraged to employ this method, and particularly the novel measure used here (i.e., SciVal Topic prominence analysis), in order to assess research production in other areas and to update the state of the art on neuromarketing in the future.
Regarding future bibliographic studies on neuromarketing, the present research raises some questions that could be addressed by future works. In terms of worldwide collaboration, for instance, the present research highlights the clear domination of Italian research and research centres, although Italy is only fourth in the ranking of most productive countries. However, it was beyond the scope of this study to explore the reasons behind this phenomenon. In this context, future studies could further investigate these reasons, and determine whether research links aim to combine the expertise of researchers in each centre, the technologies owned by each institution, or whether they merely reflect the contact networks and academic histories of the involved researchers.
Conceptualization, L.C., A.A., M.-M.C. and G.G.F.d.A.; methodology, L.C.; software, L.C.; formal analysis, L.C. and M.-M.C.; investigation, L.C., A.A. and M.-M.C.; resources, L.C. and G.G.F.d.A.; data curation, L.C.; writing, L.C., A.A., M.-M.C., G.G.F.d.A., F.D. and L.M.; writing—review and editing, L.C., A.A., M.-M.C., G.G.F.d.A., F.D. and L.M.; visualization, L.C., A.A., M.-M.C., G.G.F.d.A., F.D. and L.M.; supervision, L.C.; project administration, L.C.; funding acquisition, L.C. and G.G.F.d.A. All authors have read and agreed to the published version of the manuscript.
This research was financed by national funds through the FCT-Foundation for Science and Technology, I.P., within the scope of the UIDB/04470/2020 project, Portugal, and under the Scientific Employment Stimulus-Institutional Call-[CEECINST/00051/2018].
The authors declare no conflict of interest.
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations.
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2011, International Journal of Market Research
IAEME Publication
Neuromarketing is one of the most promising and controversial areas of marketing. The goal of Neuromarketing is to study how the brain is physiologically affected by advertising and marketing strategies. It is the effectiveness of these strategies, brain activity resulting from viewing an advertisement. In Neuromarketing the brain activities are monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG). The idea of using this technique is that consumer purchase decisions are made in seconds in the subconscious mind.The emotional side of the brain and that by understanding what we like, we donot like, what we want, what causes us fear when watching our brain responses to stimuli can design products and marketing communications to better meet the unmet needs of the market and determine purchase. Neuromarketing studies indicate increasingly more towards various "centers known" in the brain. The knowledge about these so-called "known centers" are oftensketchy and the demands on their function are often motivated by speculation rather than by a knownfact. Neuromarketing studies aim to analyze different brain areas while experiencing marketing stimuli in order to find and document the relationship between behavior and the neuronal system. Using knowledge andknow-how from brain anatomy and knowing the physiological functions of brain areas, it is possible to modelneuronal activity and investigate behavior. So Neuromarketing research tries to better understand the effects ofmarketing stimuli on consumers, having the possibility to obtain objective data through the use of the availabletechnology and advances in neuroscience. Researcher is trying to notice the activities decision maker namely the brain. This action led to a controversial new field called Neuromarketing, combining Neuroscience, Marketing and Technology.
Christopher Madan
Neuroscience Research Notes
ahmed alsharif
Neuromarketing (NM) uses neuroscience tools, for example, but not limited to functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to study, explore, analyze, and explain the neural correlates of consumer’s behavior (i.e., decision-making processes), the cognitive processes (i.e., attention and memory) and emotional processes (i.e., emotion) of interest for marketing research (e.g., advertising, brand, product, price). This study analyzes the relevant literature and sheds light on the triune brain of humans, the dimensions of NM such as emotion, attention, and memory. Currently, emotional and cognitive processes have remarkably received attention from academic and industrial environments. Thus, NM presents unrivalled possibilities to record the activity regions in consumers' brains and provide precise information about which neurons are active when consumers are exposed to marketing stimuli. To best our knowledge, this will aid in shaping and understandin...
The 11th International Days of Statistics and Economics, Prague, September 14-16, 2017
Adriana Starostova
Considering that the total advertisement expenditure worldwide is forecast around 500 billion dollars annually, the potential of a field that can inform companies about how to target their customers based on their conscious and subconscious needs is inconceivable. Companies are constantly trying to find new sources of competitive advantage and neuromarketing is currently seen as a highly innovative solution with over 300 commercial companies and many academic institutions involved. This paper is intended to provide a comprehensive literature review for marketing professionals and its purpose is to clarify the role of neuromarketing in the current research methods. Important concerns about the use of neuroscience research tools (fMRI, EEG, GSR, Oxytocin levels measurement through blood sampling and one commercial device-Emotiv EPOCH) are discussed in a way that can be understood by the wider public. In conclusion, it is highly improbable that the consumer brain could be well understood without good underlying general models of the human brain, the processes that form and decide human behaviour, advancement of technology, excellent understanding of the measurement methods, and most importantly valid data analysis.
DR AIDA AZLINA MANSOR
Neuromarketing has become a central marketing issue in the new global economy. The term neuromarketing is a combination of neuroscience and marketing. This new concept provides new insights and powerful techniques in marketing research, especially on consumer analysis. The central concept of neuromarketing is strongly related to brain activities, understanding the consumers' subconscious mind, explaining consumers' preferences, motivations, and expectations, and predicting consumers' behavior. Neuromarketing is not to replace traditional marketing methods, but rather to provide unique and complementary insights. This paper focuses on the growing field of neuromarketing and aims to explain the fundamental concepts of neuromarketing to ensure that its unexplored practical usefulness can positively contribute to the field of marketing. Therefore, this review will help researchers to develop effective approaches further, to provide better and more efficient services to consu...
Priyanka Singh
In recent years, a new tool of marketing research has evolved i.e. neuromarketing, which makes use of brain research in a managerial context, has gained increasing popularity in the academic literature as well as the practical world. Neuromaketing, that caught fancy of imagination of advertisers in early 2002, aptly cuts down the path and process probing minds and makes it considerably simpler for the advertisers. Paper studies the conceptual role of neuromarketing as an effective tool for marketer in new era of markets research for our today’s intelligent buyer. The objectives of our study focus on the stance and emergence of nueromarketing as well as the practices involved in current scenario as neuroimaging, EEG, FMRI, Eye Tracking etc. Paper measure the consumer dialectic consumers contradict themselves, saying what they want, but doing what they feel” Nowdays marketing research has been oriented towards four components of consumers as: physical body, mind, heart and spirit with the help of practices of Neuromarketing. Keywords--- Neuromaketing, Brain research, Neuroimaging, Eye Tracking, EEG, FMRI
International Journal of Business Forecasting and Marketing Intelligence
Sadhna Shukla
The much-hyped field in cognitive sciences, neuromarketing, is still in its nascent stage which examines the brain responses to various marketing stimuli in order to comprehend the physiological genesis of consumer's choice. This study provides an integrative outline of the sophisticated tools and technologies used by neuromarketers for gaining hidden insight into consumer behaviour. Conventional marketing research approaches provided biased, intermediary solutions in revealing the true opinion of consumers. This paper also strives to present a snapshot of merits and demerits of traditional marketing and advance neuromarketing research approaches. However, earlier studies on neuromarketing have explored how different methodologies of neuromarketing are used to reveal the mysteries of consumer decision-making. Attempt has been made to integrate all the methodologies of market research to effectively probe and synthesise customer's underlying emotions with the help of triune brain model. Thereby, concluding with ethical issues and dilemma faced by the neuromarketing companies in today's world.
Neuromarketing is the embryonic field of marketing science. Despite being controversial, it remains the most promising field to study genuine consumers’ responses in front of the marketing stimuli such as sound, brand and so forth. Therefore, neuromarketing aims to study the relevant part in the human termed as 'brain' which is swayed by marketing stimuli. Undoubtedly, the researchers and academia can record and measured the brain activity through using the state-of-the-art neuroimaging techniques such as functional magnetic resonance imaging (fMRI), the electroencephalography (EEG), and other neuromarketing methods. Therefore, the academia and industry are relied on neuromarketing due to the widely acknowledged fact that the majority of our emotions and thinking takes place beyond the level of our awareness, thereby, the consumer purchase decisions are made in the subconscious mind which impact on their daily deliberations. This study reviews and discusses the most importan...
Applying Neuroscience to Business Practice
Arianna Trettel
The author's recommendation in its proposal on current marketing is the most scientific approach to a topic with so many contradictions; due to trendy, current, efficiency or social deception. These and other statements about neuromarketing have made a topic of importance in world literature. The purpose at this time, was to make an explanation of neuromarketing based on rigorous scientific knowledge. Based on that, the author approaches without fear neuro-scientific concepts with the expertise of an experienced person in the field, and with the knowledge of the mixture with the administrative areas. The aim was to go from cell structure and explanation of how to measure, through the proper interpretation of what is measured, and reaching the practical application of the technique of neuromarketing for companies in 10 steps. Finally, clear scientific advances come to increase the study of “Neuromarketing”.
Encyclopedia
marcelo royo
Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and decision processes. It includes a set of research techniques that, by observing and evaluating how the brain and other body parts respond, avoids possible biases and provides truthful and objective information on consumer subconscious. The term “consumer neuroscience” covers academic approaches using techniques such as fMRI, Eye Tracking, or EED. The objectives of this entry are to show what neuromarketing is and what added value it brings to the study of consumer behaviour and purchase decision processes. The conclusions show a favourable future and positive attitudes towards neuromarketing.
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Manu Melwin Joy
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Neuromarketing is the application of neuroscience to. marketing. Ne ur omarketing includes the direct use of brain. imaging, sca nning, or o ther brain ac tivity measur ement. technology to ...
Abstract. Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers' behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in ...
Neuromarketing can be used, among other things, to assess whether consumer perception can change in relation to the brand after exposure to specific digital elements ( On the other hand, despite ...
Neuromarketing as a tool of marketing research and implementation of consumer relationship strategy. M. Mladenović Srđan Milićević. Business, Psychology. Megatrend revija. 2022. Neuromarketing is a discipline that connects the study of consumer behavior with neuroscience by examining the impact of marketing on consumers, by observing and ...
Neuromarketing has become an academic and commercial area of interest, as the advancements in neural recording techniques and interpreting algorithms have made it an effective tool for recognizing the unspoken response of consumers to the marketing stimuli. This article presents the very first systematic review of the technological advancements in Neuromarketing field over the last 5 years ...
trends and co-citation network between references. This study differs from other review papers rele-vant to neuromarketing in terms of the discussion of the global trends of neuromarketing research. To this end, this review paper attempts to incorporate as many trends as possible, wherein this study tries
database for answering the research questions (RQs). To this end, this paper has followed the instructions of the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol of Moher et al. (2015) to extract the original and review articles in neuro-marketing research that used neuromarketing methods in
Abstract. Neuromarketing is an emerging field that bridges the study of consumer behavior with neuroscience. Controversial when it first emerged in 2002, the field is gaining rapid credibility and ...
Educational use of this paper is permitted for the purpose of providing future students a model example of an Honors senior thesis project. ... pharmaceutical drug companies use neuromarketing research in order to further "encourage the rapid acceptance of new high-priced pharmaceutical drugs and to increase the profit level." (Orzan, 2012)
Published 30 January 2016. Business. International Journal of Management Science and Business Administration. TLDR. The paper deals with neuromarketing, its techniques, the current status of research and the future prediction in this field of marketing and describes particular techniques which can measure different kinds of activity. Expand.
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.
Neuromarketing Approach: An Overview and Future Research Directions. April 2020. Journal of Theoretical and Applied Information Technology 98:7. April 2020. 98:7. Authors: Ahmed Alsharif ...
The purpose of a research conducted by (Mazhar, Daud, Mubin, & Bhutto, 2015) was to understand the success behind brands making it big. In a segment in Karachi, the paper analyses how product packaging affects the decisions in consumer buying behaviour. On the basis of primary research and the software, SPSS used, various constructive
View PDF. The Potential of Neuromarketing as a Marketing Tool. Kevin Diaz. In recent years, the emerging field of neuromarketing, which makes use of brain research in a managerial context, has gained increasing popularity in the academic literature as well as the practical world. Therefore, the purpose of the present paper is to evaluate upon ...
1. Introduction. As a research field, neuromarketing emerged from the application of neuroscience methods and techniques for marketing purposes, i.e., consumer behavior as a response to a certain stimulus [].In this context, neuromarketing is an interdisciplinary domain with great of potential, as it allows researchers to understand and predict consumer choices and behavior.
concerning the influence of neuromarketing on the key marketing inputs mentioned above. Academic Relevance In the present paper, the key focus lies on the interconnection between the key marketing inputs (see Figure 1) and the influence of neuromarketing as a new tool on these factors, next to the market and consumer reactions.
IJRAR1CYP004 International Journal of Research and Analytical Reviews (IJRAR) 30 In spite of the different definitions of Neuromarketing accessible in writing in this article, we characterize neuromarketing is "the application of neuroscientific strategies to analyse and get it human behaviour in connection to markets and showcasing exchanges.
This paper also strives to present a snapshot of merits and demerits of traditional marketing and advance neuromarketing research approaches. However, earlier studies on neuromarketing have explored how different methodologies of neuromarketing are used to reveal the mysteries of consumer decision-making.
NEUROSCIENCE RESEARCH NOTES. Neuromarketing: a historical review. Chiemelie Benneth Iloka* and Kenechi John Onyeke. Department of Marketing, Enugu State Universit y of Science and Technology (ESUT ...
Neuromarketing is a new field in marketing research. The area is based on the study of consumers' senses, cognitive, and affective responses to marketing stimuli. The human brain has a network of one hundred billion neurons. Nemorin (2017) stated in the research that the Consumer responds to the advertising stimuli.
research. Neuromarketing is the recent technique in market research that is attracting many eyeballs. As the word suggests, Neuromarketing is an unusual blend of Neuroscience and Marketing. The amalgamation of the two distinct branches of study has given rise to the scientific mapping of the brain for the purpose of analysis of
Neuromarketing research has emerged as a p romising field for developing effective. advertising strategies. This approach involves the use of different techniques and methods. such as recording of ...
This research, and any access to it, is intended only for "wholesale clients" within the meaning of the Australian Corporations Act, unless otherwise agreed by Goldman Sachs. In producing research reports, members of Global Investment Research of Goldman Sachs Australia may attend site visits and other meetings hosted by the companies and other
This paper will review various methods and techniques of neuromarketing research, highlighting the advantages and disadvantages of using these, for the purpose of consumer behavior research.
A list of over 140 mycological open access journals and newsletters from all over the world. / Update 1.4. added: Acta Botanica Mexicana - Bollettino del Centro Micologico Friulano - Errotari ...