A review of research on neuromarketing using content analysis: key approaches and new avenues

There is currently a growing interest in a deeper understanding of consumer behaviour. In this context, the union of different disciplines such as neuroscience and marketing has given birth to new fields of knowledge, e.g. neuromarketing. This study is mainly aimed at carrying out a systematic revision of the literature on neuromarketing from a holistic point of view, analysing its definition and processes, as well as more specific aspects such as its ethics and applications. Based on the results of our review, following a combined methodology with a base dictionary and text mining, our study presents both the current lines of research and the future lines of work.

[1]  Maarten A. S. Boksem,et al.  Neural Responses to Functional and Experiential Ad Appeals: Explaining Ad Effectiveness , 2017 .

[2]  Yao-Chu Chiu,et al.  Medial frontal activity in brand-loyal consumers: A behavior and near-infrared ray study , 2010 .

[3]  Nick Lee,et al.  This is your brain on neuromarketing: reflections on a decade of research , 2017 .

[4]  Jordan J. Louviere,et al.  Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking , 2013, Expert Syst. Appl..

[5]  Joseph Ciorciari,et al.  Consumer neuroscience for marketing researchers , 2018 .

[6]  Laura Astolfi,et al.  The added value of the electrical neuroimaging for the evaluation of marketing stimuli , 2012 .

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

[8]  Weng Marc Lim.  What will business-to-business marketers learn from neuro-marketing? Insights for business marketing practice , 2018, Journal of Business-to-Business Marketing.

[9]  Judith Znanewitz,et al.  Conducting neuromarketing studies ethically-practitioner perspectives , 2017 .

[10]  Vadlamani Ravi,et al.  A survey of the applications of text mining in financial domain , 2016, Knowl. Based Syst..

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

[12]  J. Pykett.  Neurocapitalism and the new neuros: using neuroeconomics, behavioural economics and picoeconomics for public policy , 2013 .

[13]  Sung-Phil Kim,et al.  Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension , 2018, Front. Hum. Neurosci..

[14]  Nick Lee,et al.  Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer , 2018 .

[15]  R. Rust,et al.  The duality of decisions and the case for impulsiveness metrics , 2012 .

[16]  Tomasz Tarczynski.  Document Clustering - Concepts, Metrics and Algorithms , 2011 .

[17]  Jordan J. Louviere,et al.  Using facial EMG and eye tracking to study integral affect in discrete choice experiments , 2015 .

[18]  H. Berthoud.  The neurobiology of food intake in an obesogenic environment , 2012, Proceedings of the Nutrition Society.

[19]  M. Mauri,et al.  Neuromarketing empirical approaches and food choice: A systematic review. , 2017, Food research international.

[20]  R. W. Wang,et al.  EEG Spectral Dynamics of Video Commercials: Impact of the Narrative on the Branding Product Preference , 2016, Scientific Reports.

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

[22]  Allan J. Kimmel,et al.  Neuromarketing Research Practices: Attitudes, Ethics, and Behavioral Intentions , 2017 .

[23]  Terry L. Childers,et al.  Understanding olfaction and emotions and the moderating role of individual differences , 2018 .

[24]  J. Martín-Santana,et al.  Knowing the Blood Nondonor to Activate Behaviour , 2019 .

[25]  C. Senior,et al.  How Organizational Cognitive Neuroscience Can Deepen Understanding of Managerial Decision‐Making: A Review of the Recent Literature and Future Directions , 2016 .

[26]  Leif D. Nelson,et al.  From “Where” to “What”: Distributed Representations of Brand Associations in the Human Brain , 2015, JMR, Journal of marketing research.

[27]  Pan Wang,et al.  Using Support Vector Machine on EEG for Advertisement Impact Assessment , 2018, Front. Neurosci..

[28]  P. Rita,et al.  A Text Mining-Based Review of Cause-Related Marketing Literature , 2015, Journal of Business Ethics.

[29]  Seung-Eun Lee,et al.  Measuring Neural Responses to Apparel Product Attractiveness , 2017 .

[30]  Lin Hou Chew,et al.  Aesthetic preference recognition of 3D shapes using EEG , 2015, Cognitive Neurodynamics.

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

[32]  Terry L. Childers,et al.  The Sniffing Effect: Olfactory Sensitivity and Olfactory Imagery in Advertising , 2018 .

[33]  Christoforos Christoforou,et al.  From the eyes and the heart: a novel eye-gaze metric that predicts video preferences of a large audience , 2015, Front. Psychol..

[34]  Maria Theodorou,et al.  Your Brain on the Movies: A Computational Approach for Predicting Box-office Performance from Viewer’s Brain Responses to Movie Trailers , 2017, Front. Neuroinform..

[35]  Wu He,et al.  International Journal of Information Management Social Media Competitive Analysis and Text Mining: a Case Study in the Pizza Industry , 2022 .

[36]  Sebastian Möller,et al.  Characterization of human emotions and preferences for text-to-speech systems using multimodal neuroimaging methods , 2014, 2014 IEEE 27th Canadian Conference on Electrical and Computer Engineering (CCECE).

[37]  Caleb J. Siefert,et al.  Leveraging Synergy and Emotion In a Multi-Platform World , 2013, Journal of Advertising Research.

[38]  Debora Bettiga,et al.  Do mind and body agree? Unconscious versus conscious arousal in product attitude formation , 2017 .

[39]  V. Kumar,et al.  Data‐driven services marketing in a connected world , 2013 .

[40]  P. Kenning,et al.  Consumer neuroscience: an overview of an emerging discipline with implications for consumer policy , 2011, Journal für Verbraucherschutz und Lebensmittelsicherheit.

[41]  Tanusree Dutta,et al.  Neuromarketing and consumer neuroscience: current understanding and the way forward , 2015 .

[42]  Fabio Rinaldi,et al.  Using a Hybrid Approach for Entity Recognition in the Biomedical Domain , 2016, SMBM.

[43]  J. Martín-Santana,et al.  Lines of Scientific Research in the Study of Blood Donor Behavior from a Social Marketing Perspective , 2019, Journal of Nonprofit & Public Sector Marketing.

[44]  T. Gillingwater,et al.  A neuroanatomical approach to exploring organizational performance , 2009 .

[45]  The impact of customer cognitive competence on online service decision-making: an event-related potentials perspective , 2017 .

[46]  A. Choromańska,et al.  Application of frontal EEG asymmetry to advertising research , 2010 .

[47]  Fabio Babiloni,et al.  Neurophysiological Measurements of Memorization and Pleasantness in Neuromarketing Experiments , 2010, COST 2102 Conference.

[48]  Adrian David Cheok,et al.  Sensory marketing in light of new technologies , 2015, Advances in Computer Entertainment.

[49]  Cassiana Maris Lima Cruz,et al.  Neuromarketing and the advances in the consumer behaviour studies: a systematic review of the literature , 2016 .

[50]  Yunzhi Wang,et al.  Predicting Purchase Decisions Based on Spatio-Temporal Functional MRI Features Using Machine Learning , 2015, IEEE Transactions on Autonomous Mental Development.

[51]  David Amarantini,et al.  Opening the « black box » of electrodermal activity in consumer neuroscience research , 2012 .

[52]  Ale Smidts,et al.  Brain Responses to Movie Trailers Predict Individual Preferences for Movies and Their Population-Wide Commercial Success , 2015 .

[53]  Mirja Hubert,et al.  Does neuroeconomics give new impetus to economic and consumer research , 2010 .

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

[55]  D. Romer,et al.  Individual differences in the processing of smoking-cessation video messages: An imaging genetics study , 2017, Biological Psychology.

[56]  Ming Hsu,et al.  Neuromarketing: Inside the Mind of the Consumer , 2017 .

[57]  J. Ciorciari,et al.  Public health social media communications and consumer neuroscience , 2018 .

[58]  M. Natarajan.  Role of Text Mining in Information Extraction and Information Management , 2005 .

[59]  Qingguo Ma,et al.  The Effects of Money on Fake Rating Behavior in E-Commerce: Electrophysiological Time Course Evidence From Consumers , 2018, Front. Neurosci..

[60]  Vanessa M. Patrick,et al.  The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions , 2013 .

[61]  D. Nutt,et al.  CNS drug development in Europe — Past progress and future challenges , 2014, Neurobiology of Disease.

[62]  Hilke Plassmann,et al.  Branding the brain: A critical review and outlook , 2012 .

[63]  Fabio Rinaldi,et al.  Entity recognition in the biomedical domain using a hybrid approach , 2017, J. Biomed. Semant..

[64]  Ariel Telpaz,et al.  Using EEG to Predict Consumers’ Future Choices , 2015 .

[65]  Debi Prosad Dogra,et al.  Analysis of EEG signals and its application to neuromarketing , 2017, Multimedia Tools and Applications.

[66]  Fabio Babiloni,et al.  Gender and Age Related Effects While Watching TV Advertisements: An EEG Study , 2016, Comput. Intell. Neurosci..

[67]  Dong-Jenn Yang.  Exploratory Neural Reactions to Framed Advertisement Messages of Smoking Cessation , 2018, Social Marketing Quarterly.

[68]  T. Jung,et al.  Fusion of electroencephalographic dynamics and musical contents for estimating emotional responses in music listening , 2014, Front. Neurosci..

[69]  Jason Teo,et al.  Classification of Affective States via EEG and Deep Learning , 2018 .

[70]  P. Cortez,et al.  A text mining and topic modelling perspective of ethnic marketing research , 2019, Journal of Business Research.

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