Neuromarketing and consumer neuroscience: current understanding and the way forward

In the last decade, neuroscience has informed the marketing science in meaningful ways and the interaction between both of these sciences has helped in generating deeper insights into the consumer behavior. This has led to the emergence of a new field of study, termed as neuromarketing or consumer neuroscience. This article introduces the readers to this emerging field in marketing literature and practice. It gives an overview of the applications of neuroscience in addressing marketing and consumer behavior research. The article then discusses the role which neuromarketing and consumer neuroscience is expected to play in shaping the future marketing practices. It also introduces the readers to some methodological concepts of neuromarketing along with some progresses in fundamental neuroscience which are likely to advance this field in turn enhancing the rigor of the neuromarketing studies.

[1]  C. Koch,et al.  Relative visual saliency differences induce sizable bias in consumer choice , 2012 .

[2]  Bülent Yilmaz,et al.  Like/dislike analysis using EEG: Determination of most discriminative channels and frequencies , 2014, Comput. Methods Programs Biomed..

[3]  Richard P. Larrick,et al.  When consumers care about being treated fairly: The interaction of relationship norms and fairness norms , 2012 .

[4]  Sharad Agarwal,et al.  Innovations in Consumer Science: Applications of Neuro-Scientific Research Tools , 2015 .

[5]  A. Litt,et al.  Manipulating basic taste perception to explore how product information affects experience , 2012 .

[6]  Duane Varan,et al.  Using the P3a to gauge automatic attention to interactive television advertising , 2010 .

[7]  G. Berns,et al.  A Neural Predictor of Cultural Popularity , 2010 .

[8]  Jeremy Freeman,et al.  The future of the brain : essays by the world's leading neuroscientists , 2015 .

[9]  Judith Lynne Zaichkowsky,et al.  How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships , 2012 .

[10]  Jeremy Freeman,et al.  The Connectome As A DNA Sequencing Problem , 2014 .

[11]  Scott A. Huettel,et al.  New Scanner Data for Brand Marketers: How Neuroscience Can Help Better Understand Differences in Brand Preferences , 2011 .

[12]  Bernd Weber,et al.  Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands? , 2012 .

[13]  David Mazursky,et al.  A dual-process model of brand extension: Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation , 2012 .

[14]  Emily B. Falk,et al.  From Neural Responses to Population Behavior , 2012, Psychological science.

[15]  J. O'Doherty,et al.  Orbitofrontal Cortex Encodes Willingness to Pay in Everyday Economic Transactions , 2007, The Journal of Neuroscience.

[16]  Laura Astolfi,et al.  Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements , 2011, Medical & Biological Engineering & Computing.

[17]  R. Poldrack.  Can cognitive processes be inferred from neuroimaging data? , 2006, Trends in Cognitive Sciences.

[18]  Colin F. Camerer,et al.  Introduction to the Journal of Marketing Research Special Issue on Neuroscience and Marketing , 2015 .

[19]  Laura Chamberlain,et al.  What is "neuromarketing"? A discussion and agenda for future research. , 2007, International journal of psychophysiology : official journal of the International Organization of Psychophysiology.

[20]  Sukhan Lee,et al.  The Spell of Green: Can Frontal EEG Activations Identify Green Consumers? , 2014 .

[21]  G. Saad,et al.  Calories, beauty, and ovulation: The effects of the menstrual cycle on food and appearance-related consumption , 2012 .

[22]  Scott A. Huettel,et al.  Consumer Neuroscience: Applications, Challenges, and Possible Solutions , 2015 .

[23]  D. Ariely,et al.  Neuromarketing: the hope and hype of neuroimaging in business , 2010, Nature Reviews Neuroscience.

[24]  Jakub Berčík,et al.  How can food retailing benefit from neuromarketing research: a case of various parameters of store illumination and consumer response , 2015 .

[25]  Leon Zurawicki,et al.  Neuromarketing: Exploring the Brain of the Consumer , 2010 .

[26]  P. Kenning,et al.  What they see is what they get? An fMRI‐study on neural correlates of attractive packaging , 2008 .

[27]  Carolyn Yoon,et al.  Integrating neurophysiological and psychological approaches: Towards an advancement of brand insights , 2012 .

[28]  F. Barrios,et al.  Better branding: brand names can influence consumer choice , 2013 .

[29]  J. Zaichkowsky,et al.  Aesthetic package design: A behavioral, neural, and psychological investigation , 2010 .