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Fair skin is connected with white skin supremacy, good social status, increased self-esteem, personal accomplishments and social positioning of people in South Asian cultures. Because of this, many individuals in said cultures are excessively self-conscious about their skin tone. It was considered that fairness cream marketing promotes existing narratives against darker skin, and that this disrespect for customer vulnerability leads to emotional anguish in people, particularly women. As emotions cannot be fully studied using conventional marketing research tools like questionnaires and surveys, this paper aims to shed light on the emotional affective response elicited in the audience of the widely used fairness creams' advertisements using neuromarketing techniques using Facial Action Coding System (FACS) using Logitech Webcam of imotions. There were total of 30 respondents and the FACS results depicted that the fairness creams advertisements generated negative feelings in both males and females, which may be conscious or unconscious. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic is one of humanity's greatest threats since World War II. Due to frequent lockdowns and supply chain disruptions, this outbreak has adversely impacted businesses throughout the world. However, Neuromarketing is one such domain where the effects of the COVID-19 pandemic have not yet been extensively examined. Through in-depth interviews with neuromarketing experts from eleven countries, this study identifies the stance of Neuromarketing in the present scenario and also investigates if Neuromarketing is a gimmick or a difficult and costly tool to implement during and beyond the pandemic. [ABSTRACT FROM AUTHOR]

Artificial intelligence (AI) is likely to revolutionize businesses on how they communicate with their customers and advertise their products/services on social media platforms. Recently, businesses have started to implement generative AI tools for social media communication. In addition, there are four broad areas of generative AI tools: text, image, audio, and code generation; while all these AI tools use single inputs (e.g., text prompts) for outcomes. Thus, Gen-2 is coming which offers even multi-modal AI solutions that enable businesses to use diverse modes of inputs such as texts and visual stimuli (images), etc. They provide an opportunity to create videos in any style using text prompts, or videos can be generated with a driving image and text prompts. Despite increased attention from businesses and researchers, domains such as AI-infused content (e.g., visuals, texts, and both) and customer engagement behavior need to be investigated. Therefore, this research seeks to reveal what kind of effect AI-infused visuals generate on customer responses (i.e., attention, emotions) on social media platforms. Six visuals for X brand were created using a generative AI tool. Machine learning solution for the intrinsic memorability of visuals and neuromarketing technique (RealEye) (i.e., eye-tracking, emotion measurement) were integrated. The findings showed that AI-generated visuals demonstrate high memorability scores (M=0.8); thus, visuals elicited surprise emotions in customers. Meanwhile, eye-tracking data indicated that customers pay attention to unusual (e.g., the third hand) and common attributes of brand-initiated cues (e.g., logo letters). More neuromarketing research is needed regarding stimuli nature - a human touch to AI content and types (images, videos). [ABSTRACT FROM AUTHOR]

The management community has shown a growing interest in the field of applied neuroscience to support business decisions. As a result, many companies have integrated consumer neuroscience into their marketing strategies, seeking to gain a deeper understanding of consumer behaviour through the neurobiological mechanisms that drive it. In today's customer-focused business landscape, consumer neuroscience tools present an opportunity to generate and validate customer insights using objective metrics. However, many organizations face challenges in building their in-house research capabilities and thus, often turn to outsource consumer neuroscience services. Despite this, commissioning consumer neuroscience research has frequently been met with scepticism, due to factors such as hype cycles, lack of vendor transparency, and a general lack of knowledge and training on the use of research results in complex real-world settings. A few notable guidelines have been proposed to address these issues (e.g., ESOMAR, 2011), but they tend to focus primarily on the input of the research process (e.g., the technological and human resources required by vendors) or the output (e.g., the "neuro-metrics" that vendors should employ to answer specific research questions). These guidelines, however, do not fully address the specific methodological steps that vendors must follow to produce relevant and scientifically robust outcomes. To bridge this gap, relating to the traditional marketing research cycle, we advance an eight-step process that illustrates the steps that vendors should follow to meet marketing practitioners' expectations when commissioning consumer neuroscience studies. This process is grounded on prior methodological literature in social science and medical research and includes the following eight steps: (i) research brief collection and testing hypotheses definition, (ii) literature state-of-art analysis, (iii) design artifact analysis, (iv) research design, (v) systematic pre-testing and pilot testing, (vi) fieldwork, (vii) data processing and interpretation, and (viii) client report development. The reference frame is intended to support researchers willing to offer neuromarketing consultancy through a step-by-step process from the first interaction with the buyer to the interpretation of results. At each step we discuss possible drivers to create value for the buyer as well as key success factors to overcome buyers' doubts. [ABSTRACT FROM AUTHOR]

Companies and brands are increasingly leveraging social media platforms using posts or paid ads (i.e., Facebook, Instagram, TikTok) for various benefits such as the growth of brand awareness, website traffic, lead generation, and sales. Currently, all companies and brands understand that organic posts cannot guarantee success on social media platforms. Nevertheless, the number of running paid ads on social media is still growing (eMarketter, Oct 2021). Meanwhile, short-form videos are increasing due to the continued rise of Instagram Stories, Reels, and TikTok (Hootsuite, 2022). In fact, there is a challenge for brands on how to create effective ads for successful campaigns on social media in terms of customer emotions, ad performance indicators (e.g., CTR). Moreover, these video ads might be accompanied with an audio or not and have subtitles or not. The main question remains does adding subtitles to video ads guarantee winning video ads on social media? Therefore, this pilot research seeks to examine whether adding subtitles to video social media ads generate its comprehension which depends on customers responses (e.g., clicks, attention, emotions). Stimuli included social media video ads accompanied with an audio and with subtitles and without. This research used an Artificial Intelligence (AI) solution for social media ads and neuromarketing techniques. Hence, the number of clicks (i.e., CTR) and ad Appeal ranking were calculated using an AI platform. Customer emotions were measured by employing an online emotion recognition software (FaceReader Online), and attention was measured with a machine learning-based eye-tracking (RealEye.io). Therefore, three studies (e.g., AI test, eye-tracking, and customer emotion measurement) were performed. Findings of the AI platform revealed that social media ads without subtitles generated slightly better results in terms of ad metrics (ad 01: Appeal=41; CTR=48; ad 02: Appeal=50; CTR= 54) than ads with subtitles (*) (ad 01_2*: Appeal =35, CTR=46; ad02_2*: Appeal=43; CTR=52). Interestingly, eye-tracking data revealed that customers almost do not look at the subtitles of video ads. Moreover, social media video ads accompanied with subtitles generated higher level of negative emotions (i.e., angry) and lower level of happiness. These results suggest that subtitles play a key role for customer responses and should be considered as an important element of video ads on social media. [ABSTRACT FROM AUTHOR]

We assessed the reliability of EEG metrics commonly used to examine the effectiveness of TV commercials. We studied the impact of sample size and multiple views on reliability, assessed to what extent advertising stimuli can be reliably differentiated based on those metrics, and evaluated the consistency of the temporal pattern of peaks and troughs a metric shows over time within a commercial. Our results indicate that relative performance can be assessed with good reliability for some of the metrics. Using multiple stimulus repetitions substantially improves reliability and decreases the required number of participants. Chances of finding significant differences between variants of commercials for the same brand and product, are however low. Also, caution should be taken when tracking neural responses over time within a commercial, as the time courses of most EEG metrics were found to be not very reliable. [ABSTRACT FROM AUTHOR]

Customers' brains play significant role in the reactions and responses to outside stimuli they are exposed to. This is where neuroscience comes in place by providing to marketers and web designers insight in the neural processes behind the behaviour. Hereby, the biased competition theory of selective attention can be introduced. Following those principles, the web interface can be utilized to deliver important information according to customers' preferences. As the whole neuroscience can hardly be engaged in finishing marketers' business, there is a high potential that this task is shifted to neuromarketing. This paper explores the current role of neuroscience principles in the web business from the marketing point of view. Moreover, it discusses some of the recent researches from the collision of these fields and potential future of the neuromarketing techniques application in exploring the consumers experience on web sites. [ABSTRACT FROM AUTHOR]

The search for a greater effectiveness of environmental advertising so as to inspire environmentally responsible behavior has recently gained the interest of the scientific community. Yet most studies have relied on self-report tools that are inaccurate in measuring consumers' cognitive and, particularly, emotional reactions. There is therefore a growing interest to apply more objective systems of measurement, such as neuromarketing tools. Yet there is still a long way to go in the design of these research instruments. The goal of the present study is to determine by means of Functional Magnetic Resonance Imaging which combination of end-state of the message (loss or gain) and voice (male or female) is more effective in transmitting environmentally friendly products. These results benefit the design of more effective campaigns in the search of achieving a more responsible environmental behavior on the part of society. [ABSTRACT FROM AUTHOR]

According to the renowned connoisseur of interpersonal relations, Dale Carnegie, people are more inclined to be directed and ruled by their emotions rather than by their rationality. Citing his words: "When dealing with people, remember, you are not dealing with creatures of logic but creatures of emotion" (Carnegie 1981). Any influence of incidental emotions would suggest that decisions are influenced by factors unrelated to the utility of their consequences. Yet, far too much of what happens in the process of communications occurs on the emotional level. According to Hochschild there exist certain professions, economics included, in which the main actors at hand have to manage their emotions to sound proficient. As a matter of fact, by means of appropriately managing the verbal and non-verbal displays of positive or negative emotions the speaking partners stand a better chance of having an emotive influence on the audience and hence obtaining their target. All this comes to prove that emotions do play a very vital role in decision making processes. We have analyzed a number of cases and revealed that very often financial means do not necessarily bring happiness with them nor do they contribute to the development of individual spiritual calmness and mindfulness. [ABSTRACT FROM AUTHOR]

Over the past decades there has been a tremendous increase in the application of eye tracking methodology among both academic and commercial researchers. It has become a cornerstone approach for studying visual attention and thus is widely used for understanding consumers' responses to advertisements and other marketing stimuli. Despite its broad use, the reliability of eye tracking has been tested in a very limited number of studies and to our knowledge no reliability studies have used for complex visual materials, as those found in real life settings or in advertising. In basic research, low reproducibility of research results may delay or even obstruct progress in understanding how visually complex scenes are processed, whereas in industrial settings it may lead to erroneous decision making. The aim of this study was to test the reliability of attention measures from eye tracking for complex visual materials, and to assess the minimum sample size needed for obtaining an acceptable level of reliability. For this purpose we gathered eye tracking data from 100 subjects on identical complex stimuli and ran a pairwise comparison of the dissimilarity of aggregated heat maps and Areas of Interest (AOIs) data from independent groups of different sizes. Our results show that group correlation increases significantly from 10 to 20 subjects, but only incrementally for additional group sizes. These findings indicate that the results derived from a sample smaller than 20 subjects entail a significant degree of divergence, but increases in the sample size above 20 subjects are likely to produce diminishing returns. The presentation of the study will also cover AOI analyses, which will demonstrate differences between stimulus objects in their relative robustness and fragility in reliability. [ABSTRACT FROM AUTHOR]

With fMRIs, eye tracking, EEGs, MEGs, and a variety of other neural tracking and imaging technologies available to, and in use by, researchers and firms, neuromarketers "light up" our brains in hopes of gleaning more accurate consumer insights to guide design and production of goods and services and foster commercial success. Can study of the brain help the consumer collaborate so effectively with a provider that she gets what she really wants or needs, or at least something very close to it? And if so, will her role in product or service development help the firm individualize the consumer experience enough to assure and cement her long-term loyalty? How accurate is any research method for predicting individual behavior during any given time or moment, especially if an individual's thinking style is innately unique and situation or context specific? How does the consumer's thinking style affect her perception of the value of the customer experience? Studying the individual's perception of the consumer experience via exploration of factors related to her inimitable cognitive processing could help individuals gain, and practitioners and scholars provide, key insights into how a person truly values the customer experience and establishes longstanding loyalty toward the firm. This paper begins to explore the efficacy of neuromarketing in terms of how it can assist the individual consumer to enhance her perception of value in her relationship with the firm. [ABSTRACT FROM AUTHOR]

Purchase decisions are an everyday activity, yet their neuronal correlates are still poorly understood. An important potential factor affecting these decisions may be emotions. The aim of the study was the investigation of behavior and ERPs during purchase decisions as well as the impact of facial expressions on the purchase decision process. Participants (N = 42) were shown facial expressions (positive, neutral or negative). Subsequently, they had to indicate whether or not they wanted to purchase products for a lower or higher price relative to a mean price estimated in a pilot study. As we expected, participants made more conform purchase decisions, i.e., buying low-priced products or not buying high-priced products. But in about one third of the trials, they made non-conform decisions, i.e., buying high-priced products or not buying low-priced products. For these non-conform decisions, participants needed more time, and the variability of the decision time was increased in relation to conform decisions. Unexpectedly, we did not find an effect of the facial expressions on behavior or ERPs. Furthermore, target-locked ERPs revealed an increase in the decision-related fronto-central N2 as well as a decrease in P3a and P3b for non-conform compared to conform decisions, pointing out that the difficulty in making a non-conform decision elevates the response threshold. Moreover, a larger response-locked P3 and a lower subsequent long-lasting negativity for non-conform, compared to conform decisions, indicate more intensive response evaluation and less cognitive resources to prepare for the next trial after non-conform decisions. These results demonstrate the functional mechanisms of non-conform purchase decisions and their repercussions. [ABSTRACT FROM AUTHOR]

The congruence or similarity between sponsor and sponsored has been used as a predictor of the effectiveness of integrated marketing communication and sponsorship. Earlier in the area of neuromarketing has been used electroencephalogram (EEG) to measure advertising effectiveness. However, sponsorship area has been explored only with eye-tracking techniques. The aim of the research is to measure the effect of consistency in the effectiveness of sponsorship and processing information by the EEG. As a result we obtain the degree of attention, time and processing method of advertising by the consumer. For companies is very important to know the perception of the advertising to develop and select more efficient messages. Not only by the number of sponsors that contain events and sports teams. Also due to the transmission of image and attitude of the attributes of the brand sponsored the sponsoring brand. [ABSTRACT FROM AUTHOR]

Companies spend millions of euros every year striving for advertising success. This work will try to understand the metrics around brain response and eye tracking that provides valuable information about the recall and liking of TV commercials and if selected commercials with high number of views show a similar neurophysiological response or if there are differences between them. For these purposes a study to assess subjects' responses to 30-second TV ads was completed. During the study were captured traditional self-reports, eye-tracking and biometric responses (EEG, HRV and GSR). Data gathered from subjects were divided in different datasets regarding different responses regarding recall and liking. All the measures from brain response and eye tracking were compared and analysed for the entire datasets taking into account all the TV ads joined and separated. Regarding eye tracking two new metrics are proposed at this study. First preliminary results show differences in brain response and eye tracking comparing the different datasets for the entire set of commercials. Regarding analysis of individual Ads, there have been differences between commercials. These data invite to think that there are some patterns of response related to the type of commercial and product that is showed beside of that this was the more watched, remembered or liked. [ABSTRACT FROM AUTHOR]

The focus of this study being described in this paper was to investigate the influence of the TV program environment on the arousal effect of subsequent commercials. The central objective was to design a universal approach for signal detection, processing and analysis of measurements of electrodermal activity (EDA) and of electroencephalograms (EEG). This is intended to be implemented as part of the research question of how congruent or contrasting emotions induced by the TV program and the commercial influence the advertising effect of the spot. The test subjects for the experiment were 42 females between the ages of 20 and 30. The analysis of the data sets obtained from the psychophysiological measurements showed that placing the commercial in a congruent environment is less effective than in an incongruent one. [ABSTRACT FROM AUTHOR]

Using a combination of Eye-Tracking and quantitative EEG analysis (Neurocode-Tracking) as described earlier (Dimpfel and Hofmann, 2014) I presented 5 TV commercials during a course of several other cognitive and emotional challenges to 9 female and 11 male volunteers (Neurexan, Lasea, HB, Apothekenumschau and Baldriparan) preceded by looking for one minute at a fixation cross. Only the results of the presentation of the TV commercials are addressed in this report. Conventional eye-tracking was performed using equipment of the company "Interactive Minds GmbH", Dresden, Germany. Quantitative EEG recording was performed concomitantly using the neo-CATEEM® hard- and software from "MEWICON CATEEM-Tec GmbH", Schwarzenberg, Austria. Both systems provided a video clip recorded from the experimental session, which were synchronized using Adobe software package "Premiere Pro" in order to match the eye-tracking spot with the brain map for individual scenes of 364 ms duration. Finally, data from individuals were averaged to give a male and a female group. Responses from single scenes were cut out from the video in order to document differences with respect to identical timings. Group responses to commercials were then compared statistically to the baseline condition of looking at a fixation cross in order to eliminate responses to vision per se. Particular frequencies at different locations representing visual perception, attention, mental activation, memory, pleasure and tension were analysed for each commercial in toto (averaged for the duration of the commercial). Last not least data were fed into linear discriminant analysis to document statistically gender dependent differences. When watching the fixation cross of 1 minute females produced in general considerably more delta and theta spectral power than males (highly statistically significant). Comparison of single scenes with respect to gender revealed clear differences when analysing the spectral frequency content in all 17 brain locations. Differences with respect to all spectral parameters were observed after discriminant analysis, where all males were separated from all females with respect to all commercials as separate groupings. [ABSTRACT FROM AUTHOR]

Semi-structured, in-depth interviews were conducted with the senior level advertising agency employees that work in the creative and strategic planning departments to learn about their opinions on neuromarketing and the various issues related to neuromarketing. Interpretative phenomenology analysis (IPA) was used to examine the research data. The study reveals three interpretive themes: (1) neuromarketing and advertising research (the role of research in advertising -- applying neuromarketing to advertising), (2) perspectives on neuromarketing and related topics (concerns about creativity in advertising -- ethical issues), and (3) the future of neuromarketing. The results from this study indicate that advertising professionals are aware of neuroscience, but opinions on the use of neuroscience in marketing and advertising differ mostly based on the department they work in at the agency. [ABSTRACT FROM AUTHOR]

Eyes are the most attended face feature and are most commonly used as source of information. Gaze has important functions in human social interactions: a direct gaze can be used to focus observer's attention on a face, whereas an averted gaze can be used to direct observer's attention to an object or a point in space. Attention is preferentially and automatically oriented to detect and follow eye gaze direction. Several studies in neuroscience and psychology demonstrate the role of gaze direction not only in orienting observer's attention but also in modulating his cognitive process. In marketing, little is known about gaze direction effect on consumer attention toward advertisement and its influence on advertisement's content memorization. Using eye-tracking methodology, we examined the influence of perceived gaze direction in advertisement on observer's attention and memory. A within-subjects design is used in this study. We used a folder test procedure to investigate the influence of perceived gaze direction of a character in a print advertisement on attention and memory reproducing real-life conditions. Participants were exposed to a fictive magazine where we inserted ads with two experimental conditions: 1) model's-gaze-at-product condition (averted gaze) and 2) model's-gaze-at-observer condition (direct gaze). Throughout the pages browsing the eye tracker measured gaze behavior in relation to selected ROIs. The analysis of eye tracking (fixation time and fixation count) and memory data indicates that relative to direct gaze, averted gaze increases attention and memorization of the advertisement. Little researches have examined the effect of gaze direction on both attention and memory. The present study attempts to shed a light on gaze direction specific processing from a neuroscience and psychology point of view and to explore -in an advertisement context- its effects on attention and memorization of ad's content. Moreover, the results were obtained through an experimental design using folder test procedure that reproduces a natural context of exposure. [ABSTRACT FROM AUTHOR]

Neuromarketing has emerged as a powerful perspective and a set of techniques which provides marketing studies what is consider a more objective approach than the given by traditional methods. In this context, neuroeconomics plays a vital role in neuromarketing since it is founded in the first studies which challenge the rational choice theory and the conception of homo economicus, as already did behavioral and experimental economics. As there is little published data on the common results of neuromarketing and neuroeconomics experiments, this investigation provides new insights into the brain activation areas found in the studies connected with economical, cognitive, emotional and marketing proceedings. We revise the previous applied research in neuromarketing, consumer neuroscience and neuroeconomics, to present a trustful revision of the most cited first analysis in the mentioned disciplines. Our investigation facilitates a rigorous state of the art, which would be useful for readers who are interested in these fields and are introducing themselves to them. [ABSTRACT FROM AUTHOR]

Recent neuromarketing studies have produced results that far exceed traditional measures in predicting consumer responses. Commercial applications have built on such efforts by suggesting superior predictive ability to traditional measures, but few studies have been reported. In the present study, we sought to test how neural responses (emotional and cognitive) and behavioral utterances (facial expressions) to ads would predict ad performance, and to compare this with traditional self-reported liking measures. Participants (N=108) from a mixed-gender convenience sample were asked to watch two documentaries, interspersed by ads, and instructed that a post-movie survey would focus on the contents of the documentaries. All ads (16) were recently aired and previously unknown Super bowl ads. We used a T60-XL eye-tracker, Emotient facial coding system, and the ABM X-10 EEG system, running on the iMotions biometric research platform v4.5. Responses were analyzed using JMP v 10.0, using a random effects regression model with ad performance and brand performance as dependent variables and EEG responses (arousal, motivation, cognitive load) and facial coding as independent variables. We find that the combination of neural and behavioral metrics far exceed traditional measures in predicting ad performance, and that ad performance is negatively related to brand communication effects. This suggests that 1) neural responses to ads are strong predictors of ad and brand performance, and that 2) communication strategies should consider the relationship between ad and brand communication goals more deliberately. [ABSTRACT FROM AUTHOR]

To date is has been a little agreement on what is called 'neuromarketing' and its practitioners, the 'neuromarketers'. This is part of a field in which neurosciences and other disciplines converge, like marketing and subsidiary social sciences and economics. Central to this discipline is the professional profile of its developers. No research has been found that gives account of the profile of what is called neuromarketers. Which is the academic background and work experience that can respond to the neuromarketing intersection? Who are these professionals capable to face traditional market research studies and analyse fMRI results? This paper was designed to determine the professional background, education and work experience of the most influential professionals on neuromarketing from the academia and the industry. It examines the neuromarketers' education background, their work experiences and publications to describe regularities and differences in their expertise and the particularities of it as a group. [ABSTRACT FROM AUTHOR]

Over the last years, two phenomena have gained credits in the academic studies. On the one side, the application of neuroscience to marketing research and the development of neuromarketing, an approach that has stressed the role of emotions in consumer buying process. On the other side, the progress of nanotechnologies which have expressed their potentiality in the crucial economic sectors, thanks to the miniaturization of complex instruments into nanodevices. The connection between neuroscience and nanotechnologies has had interesting applications in the military, telemedicine and leisure industries. More recently, an attempt is made to employ nanodevices potentialities to the exploration of neuronal and physiological processes of consumption. This paper provides a critical review of literature in neuromarketing in the light of recent nanotechnologies' advancement, through a series of propositions: i) non invasive mobile nanodevices allow to observe consumers' emotional states in their everyday life, and reduce the intrusive perception of the common neuromarketing devices; ii) remote controlled nanodevices allow to uninterruptedly transmit data through Wi-Fi, with the aim to examine consumer neurophysiologic activities, thus reducing oversimplification characterising laboratory surveys; iii) multitasking nanodevices allow to combine different technologies in a single miniature device, with the purpose to validate more efficaciously neuroscientific results; iv) mobile nanodevices allow to compare a number of neuronal and physiologic indicators -- obtained both in the laboratory and in the field -- directed to achieve a better comprehension of consumers' emotional responses. The present study highlights ethical issues deriving from the application of this new neuromarketing approach. Furthermore, it underlines benefits and advantages which could involve market researches and companies' prompt and efficacious reactions to modifications of consumer emotional states and purchasing behaviour, along a temporal continuum, in all the stages of the life cycle of any product. [ABSTRACT FROM AUTHOR]

Some neuromarketing companies claim to be able to predict purchase behaviour by measuring brain activity during passive viewing of commercials. Here, we test if it is possible to obtain valid neural predictors of purchase behaviour during passive viewing. In our experiment we focus on 3 main factors that can influence the decision to purchase an item: Attention, Approach/withdrawal motivation and Memory. We test how well neural indicators of these three processes predict purchase-behaviour. While recording their EEG, subjects (n = 30) view 18 trailers of movies. Trailers are selected from four categories of movie genres and unfamiliar to participants. After each trailer, participants indicate their feelings about the movie (using the PANAS scale), their liking (on a scale from 1 to 10) and their willingness to pay for the movie (using the BDM auction method). Finally, after participants have watched all the 18 movie trailers we ask them to rank the DVD's of the movies and have them choose three DVDs to take home. It is our aim to predict which movies subjects will select to take home with our neural measurements, above and beyond of what can be predicted by their revealed preference (i.e. their liking-rating and their willingness to pay for the product). In a second session, one week later, we test for recognition of the products (DVDs) and relate this memory performance to our neural measurements. We started the collection of the data. At the time of the conference, first results will be presented. [ABSTRACT FROM AUTHOR]

Marketing research has always been focused on how consumers make decisions. Going beyond traditional views of consumers seeking to maximize their own utility, other fields such as neuroscience, computer science, psychology or biology can enrich the perspective on consumer decision-making. Integrating neuroscience knowledge in marketing research, neuromarketing is an emerging interdisciplinary field that aims to investigate and understand how the brain produces certain behavior of the consumer, using imaging techniques to measure the subjects' responses to marketing stimuli. With a focus on consumer decision making, the article reviews recent neuromarketing studies that use neuroimaging, developments that can be reached in the future and suggests a key algorithm (ConsumerDecisionTrace algorithm) that underlies consumer's decision-making concerning products, packaging, price, advertisements or brands. Insights from studies can be integrated in this algorithm that traces the decision-making process, and new developments in the field could refine the model, getting researchers one step closer to understanding how we make decisions. [ABSTRACT FROM AUTHOR]

Marketing managers are pragmatic about the neuromarketing explorations. Hence the challenge for the academic community is to come up with the research agenda which allows for testing the theory in a practical setting and at the same time prove appealing to businesses to the effect that they are willing to implement it while solving the companies' specific problems. Along these lines, the papers offers suggestions derived from recent findings in cognitive neuroscience. Attention is focused on: 1/ the relativity of observations and contextual pitfalls, 2/ possibilities of monitoring the multisensory consumer experience, 3/ promising possibilities of cooperation with the "fear managing" industries (like health care), 4/ greater concern for elicitation of negative emotions, 5/ imposed effort of demanding mental processing of complex communications and the ways to ease the burden. Finally, it is proposed to test the repertory of emotional pictures, sounds, words and even scents through in the context of marketing messages. The available brain-sensing, facial coding and biomarking technology should help validify the key components of such representations and in the form of an expert system assist managers in the execution of communication strategies. [ABSTRACT FROM AUTHOR]

In the past few years, a wide range of biometric and neuro-scientific methods are increasingly finding application in media, marketing, and advertising research. Many advertisers and media providers are clearly excited by the prospect of finding new methods that promise a better understanding of the emotional drivers of their content through methods that transcend verbally-dependent or other "traditional" response data. On the other hand, given the complexity of the science underlying these methods it is difficult for marketers to decide which approach is best for their objectives. Moreover, despite the promise of these new methods, there are still a number of questions associated with their application to different kinds of research objectives. The ARF project addresses these issues and suggests a number of solutions [ABSTRACT FROM AUTHOR]

The study examines the application of a neuromarketing customer segmentation approach in the context of health care delivery. Data were used from a representative consumer panel in Germany. The findings point out a relationship between the different neurobiological customer segments and different health conditions and health behaviors. The implications of the findings for an application in health care delivery were discussed and further need for research defined. The potential benefit of a more precise etiology, diagnosis and therapy for the individual patient seems to be worth the effort of further research. Also an extensive discourse about the implied ethical aspects will be needed. [ABSTRACT FROM AUTHOR]

Numerous scientific disciplines suffer from a common epistemological ailment. They tend to generate impressive bodies of empirical knowledge that are otherwise disjointed. The key force that shapes this reality is the lack of organizing meta-frameworks that are capable of otherwise creating a consilient body of core knowledge. In the current paper, we seek to demonstrate the synthetic value of evolutionary theory across a wide range of neuro-business disciplines including neuroeconomics, neuromarketing, neuroentrepreneurship, and organizational neuroscience. Neuroscientists operating at the junction of the brain sciences and a wide range of business disciplines stand to benefit in recognizing that the minds of Homo consumericus, Homo corporaticus, and Homo economicus have been forged by Darwinian forces that have shaped all living organisms. A complete and accurate understanding of most neuro-business phenomena requires that these be tackled at both the proximate (i.e., how something operates) and ultimate (its adaptive function) levels. [ABSTRACT FROM AUTHOR]

During the past decade, marketing research has recognized the potential of applying neuroscientific methods. As the advantages of these techniques applied in both fundamental as well as practical marketing research are quite obvious from a scientific point of view, this is not necessarily the case from a practitioner's perspective. The present article is about first empirical results of a qualitative study addressing the issue of how companies evaluate the 'neuromarketing-approach' and how it could develop in the near future. [ABSTRACT FROM AUTHOR]

We would like to show how marketing can benefit from neurophysiological findings. We conducted a neuromarketing study using EEG and EMG methods. As a stimuli we used two almost identical ads, the only difference between them was a single 1.5 second scene with a special gesture. 98% of respondents have not consciously noticed this scene, however -- as it has turned out later -- one ad has been significantly better than the other. We realized that such spots will be a great material for studying brain reactions to advertising. Indeed, we discovered significant differences in electrical activity of the brain and the facial muscles during the exposition of these two ads. We believe EEG and EMG techniques can serve as a complimentary method to both neuroimaging and traditional techniques. They help better understand the world of consumers. In Poland this study launched a comprehensive neuromarketing Exploring Consumers Mind Project. [ABSTRACT FROM AUTHOR]

Though Neuroeconomics as a scientific field does not even exist for one decade now there is a significantly high number of articles on Neuroeconomics and its applications in Neuromarketing and Neurofinance. The presentation reports on a recent survey by the speaker and his two coauthors which tries to give a brief and systematic account of analyzed questions, applied methods, and results in relevant research fields of Neuroeconomics. [ABSTRACT FROM AUTHOR]