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The introduction of neuromarketing tools has created additional opportunities for deciphering consumer behaviour through studying neurophysiological responses to marketing incentives. The article aims to examine the effect of packaging colour on consumer behaviour when choosing cheese products. The principles of sensory marketing constitute the methodological framework of the study. It applies neurophysiological methods to investigate consumer reactions during visual examination of the packaging colour. Electroencephalogram (EEG) recordings and emotional responses identified by the Facial Action Coding System are used as empirical evidence. Vectors of emotional response were assessed using EmoDetect software. The research results show that the cheese packaging colour affects consumer choice, and its perception varies by gender and product group. According to EEG data analysis, the most intense emotional response in women was triggered by red cheese packaging, while blue packaging produced the least intense reaction. In men, it was black and white colours of boxes that induced the strongest and the weakest reaction, respectively. In women, a positive emotional response was recorded during visual examination of white and red cheese packaging, in men – of black ones. The most intense negative reactions were associated with blue and white packaging in women and men, respectively. Our study confirms that there are differences in emotional perception of the packaging colour between women and men, which should be considered by manufacturers to capture and keep consumer attention when marketing their products.

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.

The psychology of people and behavior associated with decision-making can be analyzed by examining their visual attention to products based on the introduction of neuromarketing at the intersection of neuroscience and marketing. This study aims to identify factors affecting consumers’ decision-making on travel products by investigating their preferences and areas of interest via online vacation booking sites. In this experimental study, eye-tracking was measured on 30 male participants in the age of forties, and data on their gazes in response to stimuli were extracted and compared with their choices in the questionnaire survey. The study addresses the following research question: “On what areas of customer preference can visual attention be deemed an influence?” Whether changes to the visual information about spatial products influence product preferences and decision-making was investigated. As a result of analyzing the region of interest in the eye-tracking according to the order of space preference, the preference rate for image 3 (M = 782.65) containing the outdoor space was the highest, followed by furniture and web information. Regarding the initial concentration, among the flow of time, the fastest concentration started at stimuli 2 (4.21s), but the time when concentration increased was at stimuli 3 (16.28s). Visual perception data were analyzed as a verification process for determining the time difference in the concentration of gaze movements according to personal preference. The correlation between the questionnaire survey, reflecting consumers’ conscious preferences, and the data of gaze movements, showing unconscious decision-making, was analyzed.

Neuromarketing, an emerging subject and generating diverse body of knowledge in the extant literature, this study aims to present qualitative and quantitative knowledge of the neuroscientific domain by analysing the application of various neuromarketing tools and techniques in conducting the research studies. This paper comprises a systematic review of 61 journal articles combined with bibliometric analysis of 577 peer-reviewed journal articles following the PRISMA framework, employing content analysis and keyword co-occurrence analysis. The comprehensive analysis presented a research profile illustrating chronological trends in neuromarketing research and discovered potential new domains, demonstrating explored and unexplored practical utility in neuromarketing. The results highlight the application of Functional Magnetic Resonance Imaging (fMRI), eye-tracking, and neural networks for data analysis as prospective areas in neuroscientific research. An overview of existing neuroscientific tools was presented based on the user context and research outcomes, outlining their benefits and limitations, along with ethical concerns. A theoretical framework was proposed to illustrate the neuromarketing effect on consumer behaviour, suggesting potential areas for future investigation. The findings of the study will be of interest to scholars and marketers in providing the insights on various neuro tools and techniques, and its significant role in decision-making, such comprehension may improve marketing effectiveness.

AbstractThis research investigates the ethical and privacy issues arising from using AI andML in neuromarketing, framed by rule utilitarianism. It assesses the impact of these technologies on consumerprivacy and human rights through a combination of literature review, bibliometric analysis, and empirical data fromsurveys and interviews with experts in the US and Spain. The study reveals the tensions between the efficacy ofneuromarketing techniques and the imperative to protect consumer privacy, particularly in light of the GDPR’sinfluence on global practices. It emphasizes the need for internationally consistent ethical standards and consumerdata regulations, drawing from the comparative analysis of policies in the US and EU. The outcomes include policyrecommendations to minimize ethical risks and promote the responsible progression of neuromarketing. Theserecommendations guide companies and managers toward ethical transparency and accountability. Additionally, theresearch offers a policy framework for crafting ethical neuromarketing practices that reconcile technological progresswith consumer well-being, thereby contributing to broader discussions on embedding ethics within technological innovation.

Introduction: There is a continuous consumer demand for ever superior cosmetic products. In marketing, various forms of sensory evaluation are used to measure the consumer experience and provide data with which to improve cosmetics. Nonetheless, potential downsides of existing approaches have led to the exploration of the use of neuroimaging methods, such as functional near-infrared spectroscopy (fNIRS), to provide addition information about consumers' experiences with cosmetics. The aim of the present study was to investigate the feasibility of a real-time brain-based product evaluation method which detects the incongruency between a product, in this case lipstick, and a consumer's expectations. Method: Thirty healthy, female, habitual lipstick users were asked to apply six different lipsticks varying in softness and to rate the softness of and their willingness to pay (WTP) for each lipstick. Cerebral hemodynamic responses in frontal areas were measured with fNIRS during lipstick application and analyzed using the general linear model (GLM). Incongruency scores between softness and expectation were calculated in order to understand how far removed each lipstick was from a participant's optimal softness preference. The correlation between brain activation (beta scores) during the application of each lipstick and the respective incongruency scores from each participant were acquired using semi-partial correlation analysis, controlling for the effects of WTP. Results: We revealed a significant intra-subject correlation between incongruency scores and activation in the right inferior frontal gyrus (IFG). This confirms that as the texture incongruency scores increased for the lipstick samples, activation in each individual's right IFG also increased. Conclusion: The correlation observed between incongruency perceived by participants and activation of the right IFG not only suggests that the right IFG may play an important role in detecting incongruity when there is a discrepancy between the perceived texture and the consumer's expectations but also thatmeasuring activity in the IFGmay provide a new objectivemeasurement of the consumer experience, thus contributing to the development of superior cosmetics. [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]

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Purpose: The purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences. Design/methodology/approach: The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields. Findings: Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective. Research limitations/implications: One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested. Originality/value: Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on "interpretivist neuroscience" and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions. [ABSTRACT FROM AUTHOR]

This article is an editorial introducing a special section on "Neuromarketing in predicting consumer behavior: The efficiency & effectiveness." It discusses the field of neuromarketing, which uses neuroscience, psychology, economics, and decision theory to understand consumer behavior. The editorial highlights the impact and benefits of neuromarketing, and introduces the articles included in the special section. These articles cover various topics such as the limitations of neuromarketing, emotional appeal in non-profit advertising, customer experience in coffee stores, and cross-cultural differences in online reviews. The document also includes summaries of other articles related to neuromarketing, providing concise overviews of their key findings and contributions to the field. It serves as a valuable resource for researchers and marketers interested in utilizing neuromarketing techniques. [Extracted from the article]

Neuromarketing uses brain‐computer interface technology to understand customer preferences in response to marketing stimuli. Every year, marketing professionals spend over $750 Billion (US dollars) on traditional marketing, which is usually behavioral and subjective, focusing on self‐reports acquired via questionnaires, focus groups, and depth interviews. Neuromarketing, on the other hand, promises to overcome such limitations. This work proposes a machine learning framework that incorporates multiple components (endorsement, offer, and slogan) in real advertisement to predict consumer preference from electroencephalography (EEG) signals. In addition, we also use eye‐tracking data to visualize consumer viewing patterns according to both advertisement type and preference. EEG signals are collected from 22 healthy volunteers while viewing the real ads as stimuli. After preprocessing the signals, three‐domain features are extracted (time, frequency, and time‐frequency). Then, using wrapper‐based approaches we choose best features which are later classified into strong and weak preferences using the support vector machine. The experimental results demonstrate the best performance using all the frontal channels with an accuracy of 96.97%, sensitivity of 96.30%, and specificity of 97.44%. Additionally, eye tracking data reveals that subjects substantially prefer an ad, when they first glance at the endorsement. In addition, people tend to blink their eyes less frequently while viewing ads with endorsements and strongly prefer these commercials too. Additionally, our work lays the door for deploying such a neuromarketing framework in a real‐world context by employing consumer‐grade EEG equipment. Therefore, it is evident that neuromarketing technology may assist brands and companies in accurately predicting future customer preferences. [ABSTRACT FROM AUTHOR]

Neuromarketing relies on brain-computer interface technology to understand consumer preferences for products and services. Marketers spend approximately 400 billion dollars each year on advertising and promotion in traditional marketing. Traditional marketing approaches cannot fully explain or capture consumers' real-time decision-making. On the other hand, neuromarketing promises to get around these limitations. In this study, we presented a multi-channel electroencephalography (EEG)-based deep learning approach to classify consumers' preferences. The EEG signals were recorded from 25 subjects using 14 channels. The channels were categorized according to the frontal, parietal, temporal, and occipital brain regions. The multitaper spectral analysis approach was then used to extract the feature vectors. Using the extracted feature vectors, the performances of bidirectional long-short-term memory (Bidirectional-LSTM) deep learning, support vector machine (SVM), and k-nearest neighbors (k-NN) machine learning algorithms were compared. The performance of the algorithms was analyzed using frontal, central, parietal, temporal, and occipital brain regions and all channels. Bidirectional-LSTM deep learning algorithm attained the highest accuracy among the other experiments. According to the placement of the channels in the brain regions, the highest accuracy value was 96.83% using Bidirectional-LSTM deep learning algorithm and this was achieved by using electrodes in the frontal region. The performance results analysis was found to be 0.99 recall, 0.95 precision, 0.94 specificity, and 0.97 f1-measure. As a result, this study offers proof of deep learning algorithms' effectiveness in neuromarketing applications. [ABSTRACT FROM AUTHOR]

The paper deals with the importance of ethics in neuromarketing research and examines ethical issues from the perspective of potential research participants. The goal is to analyze and statistically verify established hypotheses regarding ethical issues in neuromarketing research. The data obtained from the respondents provides insight into their attitudes towards neuromarketing research from an ethical perspective. The paper deals with the theoretical foundations of ethics and neuromarketing, analytical assessment of ethics according to the results of the questionnaire within the ethically responsible approach in neuromarketing research. The conclusion is an evaluation of ethical problems in neuromarketing research and measures to improve them. [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]

Neuromarketing is a modern tool for researching consumer reactions to advertising stimuli and identifying relevant consumer behaviour patterns. Conducting neuromarketing research using eye tracking technology allows us to obtain objective data on consumer perceptions of advertising, websites, product packaging, etc. This article is devoted to studying the structural and content environment of the marketing category and neuromarketing research on advertised materials via the eye-tracking method. The analysis of publishing activity on the topic of neuromarketing carried out with the help of Scopus tools and the VOSviewer toolkit showed a trend of increasing interest from the scientific community in the use of neurotechniques and technologies in the study of consumer behaviour since 2004. The results of the analysis of the structural and content environment have shown the growing interest of scientists in the detailed study of consumer reactions to a product, brand, site, and advertisement, with further conclusions regarding their preferences and priorities. The work revealed that in the field of neuromarketing, there are methods that can be conditionally divided into those that register activity in the brain (neurological) and those that register activity outside the brain (biometric). The characteristics of these methods make it possible to choose the most appropriate method of eye tracking for evaluating consumers' reactions to advertising posters. Pupil Labs Invisible mobile eyetracker was used as the main tool for neuromarketing research. According to the results of the two stages of the experiment, heatmaps were obtained, which are described by the key metrics of the study: fixations and points of view, heatmaps, areas of interest, and time spent. With the help of research, the most profitable designs of advertising posters for consumers were determined. The influence of different colors and their combinations on the brain activity of potential consumers was analysed. As a result, a conclusion was made regarding the optimal placement of such key elements on the poster as the logo, and the price, the colour range of the presented materials and the fonts that were used were determined. The application of the obtained results of marketing research made it possible to obtain information about how consumers perceive visual stimuli, which, in the future, will be the basis for perfecting marketing communication strategies with the target audience of consumers. [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]

Introduction: The research in consumer neuroscience has identified computational methods, particularly artificial intelligence (AI) and machine learning, as a significant frontier for advancement. Previously, we utilized functional magnetic resonance imaging (fMRI) and artificial neural networks (ANNs) to model brain processes related to brand preferences in a paradigm exempted from motor actions. In the current study, we revisit this data, introducing recent advancements in explainable artificial intelligence (xAI) to gain insights into this domain. By integrating fMRI data analysis, machine learning, and xAI, our study aims to search for functional brain networks that support brand perception and, ultimately, search for brain networks that disentangle between preferred and indifferent brands, focusing on the early processing stages. Methods: We applied independent component analysis (ICA) to overcome the expected fMRI data's high dimensionality, which raises hurdles in AI applications. We extracted pertinent features from the returned ICs. An ANN is then trained on this data, followed by pruning and retraining processes. We then apply explanation techniques, based on path-weights and Shapley values, to make the network more transparent, explainable, and interpretable, and to obtain insights into the underlying brain processes. Results: The fully connected ANN model obtained an accuracy of 54.6%, which dropped to 50.4% after pruning. However, the retraining process allowed it to surpass the fully connected network, achieving an accuracy of 55.9%. The pathweights and Shapley-based analysis concludes that, regarding brand perception, the expected initial participation of the primary visual system is followed. Other brain areas participate in early processing and discriminate between preferred and indifferent brands, such as the cuneal and the lateral occipital cortices. Discussion: The most important finding is that a split between processing brands|preferred from brands|indifferent may occur during early processing stages, still in the visual system. However, we found no evidence of a "decision pipeline" that would yield if a brand is preferred or indifferent. The results suggest the existence of a "tagging"-like process in parallel flows in the extrastriate. Network training dynamics aggregate specific processes within the hidden nodes by analyzing the model's hidden layer. This yielded that some nodes contribute to both global brand appraisal and specific brand category classification, shedding light on the neural substrates of decision-making in response to brand stimuli. [ABSTRACT FROM AUTHOR]

Electromyography (EMG), galvanic skin responses (GSR), and electrocardiogram (ECG) tools have been used to investigate emotional responses to marketing stimuli, encompassing advertisements, product packaging, and brand logos. However, despite the widespread application of EMG, GSR, and ECG tools in neuromarketing research, a comprehensive synthesis of their collective impact remains conspicuously absent. Addressing this gap is the primary goal of the present review paper, which systematically scrutinizes recent studies employing EMG, GSR, and ECG to assess emotional responses to marketing stimuli. Employing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, relevant articles were meticulously extracted from the Scopus database, spanning the years 2009 to 2022, including twenty articles for detailed analysis. The outcomes of this review underscore the unique insights offered by these tools into emotional reactions, emphasizing that their collective utilization can afford a more comprehensive understanding of these intricate processes. This propels advancements in comprehending the pivotal role of emotions in consumer behavior and serves as a guidepost for future research directions in this burgeoning field. Ultimately, this paper aims to furnish a broad understanding and detailed insights into the current trends within neuromarketing research, specifically employing EMG, GSR, and ECG tools. [ABSTRACT FROM AUTHOR]

This research analyzes how the receiver's emotional response to fear communication differs across cultural groups of origin (Europe vs. Latin America), as well as individual traits such as the level of fear of each individual, motivated by the lack of previous studies that address the receiver's reaction from a cross‐cultural perspective in this type of communication. To achieve this objective, this work was born from the conjunction of two lines of research, which are synergistic. On the one hand, we have focused on works based on the theory of the appeal to fear, which, as we have seen, discusses the different reactions that the news receiver may have to fear communication. On the other hand, studies concerning the uncertainty avoidance theory explain different emotional behaviors in the face of fear, depending on the individual's cultural biases. We analyze whether the culture of origin moderates the emotional response to this type of communication, as well as whether culture of origin also influences the relationship between the level of personal fear and the emotion felt about the fear communication. To answer these questions, we have used neuromarketing techniques to analyze the emotional response to a series of images taken from The New York Times, the most widely‐circulated English‐language general daily newspaper. We selected these images by grouping the issues that generated the most concern among the world's population in 2022. The present research results indicate a significant discovery: persons originating from Latin American cultures displayed a notably more significant emotional response to fear communication than individuals from European cultures. This underscores the major impact of cultural context on the emotional processing of fear communication. [ABSTRACT FROM AUTHOR]

The document titled "I DARE: IULM Dataset of Affective Responses" discusses the field of consumer neuroscience and neuromarketing, which use neuroscience tools to study consumer behavior. It highlights the use of neurophysiological and biometric signals to assess cognitive and emotional processes. The document provides a qualitative comparison of the I DARE dataset with other physiological-based datasets, showing that it surpasses them in terms of using static pictures, having the highest dimension, and allowing for the lowest minimum detectable effect size. The authors acknowledge some limitations of the dataset but believe it could be useful in various applications. The document also includes a list of references covering various topics related to neuromarketing, affective computing, and emotion recognition. [Extracted from the article]

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]

Since consumers' impulse buying intentions can be easily completed via mobile platforms, impulse buying of travel products has become more common. Hence, this study aimed to understand how mobile tourism applications affect travelers' impulse purchase behaviors. Utilizing the S-O-R framework and distinguishing environmental stimuli and consumer behaviors, this study proposed a conceptual model and hypotheses to investigate the relationship between usability, information effectiveness, emotional arousal, and impulsive purchase intentions in the context of mobile applications. Based on 63 responses, the experiment applied neuroscience methods and found that information effectiveness positively affected impulsive purchase intentions, while usability and emotional arousal did not have significant effects. Hence, results offer practical insights into the development of travel applications and extend the S-O-R framework with the inclusion of emotional arousal. [ABSTRACT FROM AUTHOR]

The academic discourse surrounding tourism's interdisciplinary approach has long piqued the interest of the scholarly community. More recently, attention has pivoted towards the intersection of neuroscience and neuromarketing within the realm of tourism, giving rise to the concept of "neurotourism". This emergence requires a comprehensive elucidation of the relevance of neuromarketing and neuroscience to the field of tourism, thereby addressing the imperative to bridge existing knowledge gaps. In light of this, the present paper endeavours to fulfil this objective by synthesizing global research in this domain. The study adopts an interdisciplinary approach, employing a hybrid systematic review methodology that encompasses a literature review encompassing nine key indicators and a bibliometric analysis through co-word analysis of author keywords. In total, our investigation unearthed 45 papers from Scopus, each exploring the application of neuroscience and neuromarketing theories and methods within the context of tourism. Among these, three papers delve into the concept of neurotourism. In this paper, we underscore the deep connection between neuroscience, neuroscientific methodologies, and neuromarketing within the realm of tourism research. The outcomes of this research significantly enhance our comprehension of the current state of neurotourism research, revealing both existing voids and emerging areas of interest. Furthermore, this study introduces a pioneering methodological approach, fusing Scival topic prominence and hybrid systematic review techniques into bibliometric analysis. Ultimately, our findings illuminate a notable research lacuna, presenting a fertile terrain for prospective investigations. Additionally, we deliberate on current trends and propose directions for future research within the neurotourism landscape. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to investigate the effectiveness of two types of social media videos used for destination image development: induced/commercial-oriented content and organic content (where content is made without commercial interest, such as vlogs classified as user-generated content). Design/methodology/approach: Experimental research using "Emotive EEG" (electroencephalogram) in a controlled environment was conducted with 30 participants (20 males, 10 females), age range 18 to 26. Emotive EEG recording was performed while the participants watched both types of video clips. Test results for both groups indicate that induced content is preferred over organic content. Findings: This study opens up future research avenues where neuromarketing's "Marketer Friendly" EEG equipment can be applied to the customer selection process. Originality/value: Marketing analysts can gauge the interest and response of customers on different types of social media video content for destination marketing based on the findings of this study. [ABSTRACT FROM AUTHOR]

Neuromarketing is the field of studying neural signals to comprehend consumer behavior, which can help improve marketing strategies. In the recent past, scholars have conducted research to enhance the conceptual understanding of neuromarketing by applying bibliometric analysis. However, most studies either had a myopic view or considered a few articles. As a result, existing literature fails to provide a nuanced understanding of neuromarketing. The present research addresses this lacuna using a bibliometric analysis of 383 research articles across different domains from the Scopus database. The research covers the most influential authors, articles, top journals, most prominent countries, and institutions in the neuromarketing field. Next, keyword co‐occurrence analysis reveals major themes such as decision‐making in consumers, marketing and consumer behavior, advertisement, non‐invasive techniques in advertisement effectiveness, ERP and brand extension, brand and fMRI. Finally, analyzing the six thematic areas gives valuable insights into the current research. The study also provides research areas for future researchers by identifying the gaps in the present thematic areas. [ABSTRACT FROM AUTHOR]

In this paper, there is exploration of the concept of neuromarketing as a newly developed strategy with economic potential deriving from human brain research. The central notion of the essay is that programmatic advertising can be used to better comprehend the idea of neuromarketing and its impact on consumers' decision‐making. So neuromarketing involves the scientific observation of brainwave activity, eye tracking, and skin response to determine how people's brains react to advertisements and other brand‐related communications. By studying the brain, these neuromarketing strategies can forecast how consumers will make decisions. The neuromarketing tactics' benefits and constraints are studied on a number of market input devices in the paper. The influence of various techniques of neuromarketing is studied from the available research studies and literature. In the recent years, the neuromarketing concept has been able to garner a lot of importance in its contribution to the marketing, advertising, and programmatic advertising has been immensely helped by the understanding of consumer decision making. The consumer behaviour has been able to be comprehended through neuromarketing techniques which are one of the key pillars of the purpose and running of programmatic advertising. A neuromarketing study shall be the helping hand for increasing customer base, market leadership, and converting them to loyal customers. It will help in programmatic advertising through the understanding of the advertiser with respect to the likes and wants of the customers and how consumer attention can be drawn. The consumer behaviour can be understood by the marketers in terms of how the consumers react to the advertising. [ABSTRACT FROM AUTHOR]

Political choice has huge importance, either expressed in the balloting place or in the exit poll, in bringing a political party to power and thus impacting the economy and society's welfare. Research in leadership and decision‐making suggests that the physical characteristics and traits of an individual influence the consumer's trustworthiness. Despite being a less explored research area, studying the impact of specific verbal and non‐verbal cues of a political leader through a technological lens, such as eye‐tracking has been sparsely talked about. Three sets of experiments were conducted to study voters' visual attention and reactions to gage their willingness to vote. First, an eye‐tracking tool was used to record the visual attention and regions of interest (ROI) of voters. Subsequently, a short survey was used to analyze the "willingness to vote", followed by a pilot study on their attention to non‐verbal cues from the candidate. Also, a sentiment analysis of the voters was gathered from social media platforms. The present study analyzed the non‐verbal aspects of a political leader with regard to voting intention and found that even a few of the non‐verbal cues have an influence on the willingness to vote for a candidate. The findings contribute to the literature of neuro‐politics and decision‐making by analyzing voters' experiences of two political leaders, Narendra Modi (NaMo) and Rahul Gandhi (RaGa) based on non‐verbal cues. Political parties and candidates should focus on non‐verbal cues to increase their chances of winning elections. In addition, practitioners from the industry should incorporate appropriate non‐verbal cues while designing ad campaigns, personal branding, PR campaigns, and CEO addresses. [ABSTRACT FROM AUTHOR]

In the race to forecast consumer behaviours and purchase patterns, a culmination of new ideas, theories, and research is brought forth and used. One such contemporary study on consumer behaviour is the subject of neuromarketing. An underlying theme among several key concepts in defining neuromarketing is the ability to measure consumers’ brain activities; it aims to understand the reasoning and reactions toward specific offerings. Although the field of study has garnered worldwide interest, the subject of neuromarketing is only starting to gain traction in Malaysia, with only a few existing literatures observed. This study plans to assess the readiness of companies in Malaysia to implement neuromarketing as part of their overall strategic marketing plan, as well as the comfort level of companies in deploying neuromarketing to increase the effectiveness of the companies’ performance. By applying mixed-method research, several small to medium-sized enterprises (SMEs) would be selected to explore and subsequently examine their comprehension, readiness, and implementation of neuromarketing.

Introduction: Fashion is a sector that at all times appeals to the emotions and feelings of the individual, due to its social implications. In this sense, neuromarketing becomes a very valuable tool to study the different reactions of the public when exposed to it. Different tools applied in neuromarketing reveal how consumers feel when they buy, touch or look at a fashion product with which they relate. Methodology: The present research aims to make a systematic review of publications in academic journals on fashion and neuromarketing, as an integrative tool that allows the compilation of studies on the same topic, in order to establish a state of the art. This review is carried out in the Scopus and WOS databases, in Spanish and English, between 2000 and 2023. The objective is to study the neuromarketing tools that are best suited to this sector and to analyze how they have evolved, been used and integrated over the years. Results: Twenty-three results were found that matched the search, and for each one of them the authors studied the country where the research was carried out, the year of publication, the journal where the research was published, the neuromarketing tool applied, the results obtained, and where the manuscript focuses: on the company, on the consumer, on both or on neither of them. Discussion: Twenty-three results were found, of which only 12 were valid. The main cause of exclusion was the repetition of results in the two databases consulted. In these studies, not only the response of the consumer is observed, but fundamentally the response of the company and its perception. Conclusions: It is concluded that neuromarketing and consumer neuroscience tools, although scarce in the fashion industry, provide relevant and useful information and multidisciplinary groups are proposed to increase the scientific production applied to the case study.

La decisión de compra de los consumidores es aquel impulso de adquirir bienes o servicios, este impulso en la mayoría de los casos amerita estudiar desde el ámbito psicológico y sociológico en un mercado basado en el valor para el cliente donde los consumidores buscan satisfacer sus necesidades, gustos o preferencias. El merchandising es una herramienta del marketing que permite una correlación entre el producto y el consumidor, en donde sirve para fortalecer el punto de venta y como objetivo primordial estimular las compras. La presente investigación tiene por objeto analizar el nivel de incidencia en la decisión de compra en relación con el merchandising utilizado por los supermercados del cantón Cuenca – Ecuador. En esta investigación se recopiló información por bases digitales y sitios web con aplicaciones de neuromarketing. De la misma manera se creó un instrumento aplicado mediante encuesta realizada a los consumidores, con la finalidad de obtener información para cumplir con el objetivo planteado y comprobar la hipótesis de la investigación, determinando un modelo estadístico que ratifique o rechace las hipótesis. Los resultados reflejan un coeficiente de determinación R = 0,86 y un R 2 = 0,734, implica que existe una buena correlación de la variable dependiente con las independientes. Se ha logrado percibir la incidencia en la decisión de compra de los consumidores, por medio de la aplicación de estrategias de merchandising, con ello impulsan a realizar la compra de sus productos.

Over the years, research in neuroscience-driven marketing has progressively delved into the conscious and subconscious behaviors of consumers. Existing Electroencephalography (EEG)-based studies related to consumer preferences toward products are not comprehensive. Due to non-stationarity issues of EEG, a significant variance is observed in inter-trial and inter-session EEG signals of a subject, which leads to challenges in building a universal consumer preference model across diverse subjects, sessions, and tasks. Transfer learning mitigates this challenge by utilizing data or knowledge from similar subjects, sessions, or tasks to improve the learning process for a new subject, session, or task, thereby enhancing overall model performance. Moreover, high-dimensional EEG features often lead to poor classification results. Therefore, selecting meaningful or refined features is of utmost importance for classification. Therefore, we propose a robust EEG-based neuromarketing framework combining deep transfer learning, spatial attention models, and deep neural networks. The proposed framework predicts the consumer choices (in terms of “likes” and “dislikes”) for e-commerce products. Initially, the knowledge distillation is performed from the pre-trained network to the proposed model, and the model is trained on the connectivity features of EEG. Next, the attention-based features are extracted from high-level connectivity features using the spatial attention model (Convolutional Block Attention Module: CBAM). CBAM extracts the attention feature maps along channel and spatial dimensions for adaptive feature refinement. The refined features improve the classification accuracy. Finally, the attention-based features are passed to the 2D CNN-based deep learning model to evaluate consumer choices. The proposed model achieves 95.60% classification accuracy with the experimental dataset. The proposed model achieves a significant improvement of 2.60% over the existing neuromarketing-based studies.

The fields of consumer neuroscience, neuromarketing, human behaviour, and human hormones (such as dopamine, serotonin, oxytocin, and endorphins) have been widely studied. However, it is noteworthy that despite the considerable attention directed towards these domains, the phenomenon of happiness hormones in the field of marketing and consumer behaviour remains largely unexplored within academic investigations. To fill this gap, this study conducted a comprehensive bibliometric analysis of scientific articles published on this combination (neuro*marketing OR marketing OR consumer*neuroscience OR human AND behavi*) AND (dopamine OR serotonin OR oxytocin OR endorphins OR happy AND hormo*). The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) system and VOSviewer software were used to select and analyse articles published in the Scopus database between January 2012 and December 2022. The analysis included 218 articles from various subject areas, including neuroscience, psychology, multidisciplinary studies, art and humanities, and social sciences. The results show an increasing number of publications over the years, with the United States being the leading country in terms of publication output, with 116 articles and 5920 citations. Influential authors, such as Jacob S., were identified, along with highly cited articles and keywords related to human behaviour and hormones, including "dopamine", "serotonin", "testosterone", "oxytocin", "depression", "stress", "motivation", "behaviour" and "anxiety". PLoS One was identified as the most productive journal (20 articles and 372 citations). This is the first study to provide a bibliometric analysis of the current state of research in consumer neuroscience, neuromarketing, human behaviour and human hormones, and to suggest directions for future research in the field.

Bu araştırma, 2020 yılında Selçuk Üniversitesi, Sosyal Bilimler Enstitüsü Grafik Ana Bilim Dalı programında kabul edilen “Nöropazarlama ve Ambalaj Tasarımı” adlı Yüksek Lisans tezinden yararlanılarak hazırlanmıştır. Her geçen gün gelişimini sürdürmekte olan pazarlama günümüzde de tüketiciyi etkileme konusunda yeni yaklaşımlar üretmeye devam etmektedir. Tüketiciler, karar verme ve satın alma aşamasında, ürün tercihinde özellikle anlık ya da alışkanlıkları yönünde alışveriş yapmakta ve beyinlerinin bilişsel değil duygusal süreçlerini kullanarak karar vermektedirler. Dolayısıyla isabetli ve daha etkili karar alarak en yüksek rekabet avantajına sahip olmada, nöropazarlamanın önemi ortaya çıkmaktadır. Nöropazarlama tüketicinin zihinsel süreçlerini anlamak üzere merkezi ve otonom sinir sisteminin tepkilerinin ölçülebildiği cihazlar kullanılarak verilmek istenen mesajın açık ve net bir şekilde hedefe ulaşıp ulaşmadığını kontrol edebilen bir araştırma yöntemidir. Buradan hareketle nöropazarlamanın, ambalaj tasarımı üzerine yansımalarının incelenmesi amaçlanmıştır. Hedeflenen amaç doğrultusunda pazarlama, nöropazarlama, ambalaj tasarımı ve çeşitleri araştırma kapsamını oluşturmuştur. Yapılan literatür incelemeleri neticesinde Nöropazarlama konusunda yapılan çok sayıda çalışmaya rastlanmış ancak nöropazarlama yönteminin ambalaj tasarımında kullanılması ile ilgili alan araştırmalarının yetersiz olduğu dikkat çekmiştir. Nöropazarlama yönteminin incelenmesindeki mevcut eksiklik araştırmanın önemini arttırmaktadır. Sonuç olarak elde edilen bilgilerin yasal anlamda doğru adımlar takip edilerek kullanılması halinde nöropazarlama uygulamalarının şirketlere avantaj sağlayacağı düşünülmektedir. Pazara sunulacak olan ürünlerin, ambalaj tasarımları tüketiciler üzerinde beklenilen etkiyi yaratmıyorsa o ürün piyasaya sürülmeden önce yani daha başlangıç aşamasındayken, ambalaj tasarımının değiştirilmesi hedeflenmektedir. Nöropazarlama araştırma ve uygulamalarının ilerleyen dönemlerde ambalaj tasarımı alanında kullanılan klasik yöntemlerin aksine çok daha etkili ve geçerli bir yöntem olarak kabul göreceği ve bilindik yöntemleri geride bırakacağı ön görülmektedir.

Most people struggle to articulate the reasons why a promotional email they are exposed to influences them to make a purchase. Marketing experts and companies find it beneficial to understand these reasons, even if consumers themselves cannot express them, by using neuromarketing tools, specifically the technique of eye tracking. This study analyses various types of email campaigns and their metrics and explores neuromarketing techniques to examine how email recipients view promotional emails. This study deploys eye tracking to investigate and also verify user attention, gaze, and behaviour. As a result, this approach assesses which elements of an email influence consumer purchasing decisions and which elements capture their attention the most. Furthermore, this study examines the influence of salary and the multiple-choice series of emails on consumer purchasing choices. The findings reveal that only the row that people choose to see in an email affects their purchasing decisions. Regarding promotional emails, the title and brand play a significant role, while in welcome emails, the main factor is primarily the title. Through web eye tracking, it is found that, in both promotional and welcome emails, large images captivate consumers the most. Finally, this work proposes ideas on how to improve emails for similar campaigns.

Introduction: Brand equity plays a crucial role in a brand's commercial success; however, research on the brain regions associated with brand equity has had mixed results. This study aimed to investigate key brain regions associated with the decision-making of branded and unbranded foods using quantitative neuroimaging meta-analysis and machine learning. Methods: Quantitative neuroimaging meta-analysis was performed using the activation likelihood method. Activation of the ventral medial prefrontal cortex (VMPFC) overlapped between branded and unbranded foods. The lingual and parahippocampal gyri (PHG) were activated in the case of branded foods, whereas no brain regions were characteristically activated in response to unbranded foods. We proposed a novel predictive method based on the reported foci data, referencing the multi-voxel pattern analysis (MVPA) results. This approach is referred to as the multi-coordinate pattern analysis (MCPA). We conducted the MCPA, adopting the sparse partial least squares discriminant analysis (sPLS-DA) to detect unique brain regions associated with branded and unbranded foods based on coordinate data. The sPLS-DA is an extended PLS method that enables the processing of categorical data as outcome variables. Results: We found that the lingual gyrus is a distinct brain region in branded foods. Thus, the VMPFC might be a core brain region in food categories in consumer behavior, regardless of whether they are branded foods. Moreover, the connection between the PHG and lingual gyrus might be a unique neural mechanism in branded foods. Discussion: As this mechanism engages in imaging the feature-self based on emotionally subjective contextual associative memories, brand managers should create future-oriented relevancies between brands and consumers to build valuable brands. [ABSTRACT FROM AUTHOR]

This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to select relevant articles, and bibliometric analysis was conducted to determine global trends and advancements in advertising and neuromarketing. The study selected and analyzed forty-one papers from the Web of Science (WoS) database from 2009–2020. The results indicated that Spain, particularly the Complutense University of Madrid, was the most productive country and institution, respectively, with 11 and 3 articles. The journal Frontiers in Psychology was the most prolific, with eight articles. The article "Neuromarketing: The New Science of Consumer Behavior" had the most citations (152 T.Cs). Additionally, the researchers discovered that the inferior frontal and middle temporal gyri were associated with pleasant and unpleasant emotions, respectively, while the right superior temporal and right middle frontal gyrus was connected to high and low arousal. Furthermore, the right prefrontal cortex (PFC) and left PFC were linked to withdrawal and approach behaviors. In terms of the reward system, the ventral striatum played a critical role, while the orbitofrontal cortex and ventromedial PFC were connected to perception. As far as we know, this is the first paper that focused on the global academic trends and developments of neurophysiological and physiological instruments used in advertising in the new millennium, emphasizing the significance of intrinsic and extrinsic emotional processes, endogenous and exogenous attentional processes, memory, reward, motivational attitude, and perception in advertising campaigns. [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]

Purpose: Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from their facial expressions and neuro-signals. This study explores the potential for face recognition and neuro-marketing in modern-day marketing. Design/methodology/approach: The study conducts an in-depth examination of the extant literature on neuro-marketing and facial recognition marketing. The articles for review are downloaded from the Scopus database, and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is then used to screen and choose the relevant papers. The systematic literature review method is applied to conduct the study. Findings: An extensive review of the literature reveals that the domains of neuro-marketing and face recognition marketing remain understudied. The authors' review of selected papers delivers five neuro-marketing and facial recognition marketing themes that are essential to modern marketing concepts. Practical implications: Neuro-marketing and facial recognition marketing are artificial intelligence (AI)-enabled marketing techniques that assist in gaining cognitive insights into human behavior. The findings would be of use to managers in designing marketing strategies to enhance their marketing approach and boost conversion rates. Originality/value: The uniqueness of this study lies in that it provides an updated review on neuro-marketing and face recognition marketing. [ABSTRACT FROM AUTHOR]

Emotions significantly shape decision-making, and targeted emotional elicitations represent an important factor in neuromarketing, where they impact advertising effectiveness by capturing potential customers' attention intricately associated with emotional triggers. Analyzing biometric parameters after stimulus exposure may help in understanding emotional states. This study investigates autonomic and central nervous system responses to emotional stimuli, including images, auditory cues, and their combination while recording physiological signals, namely the electrocardiogram, blood volume pulse, galvanic skin response, pupillometry, respiration, and the electroencephalogram. The primary goal of the proposed analysis is to compare emotional stimulation methods and to identify the most effective approach for distinct physiological patterns. A novel feature selection technique is applied to further optimize the separation of four emotional states. Basic machine learning approaches are used in order to discern emotions as elicited by different kinds of stimulation. Electroencephalographic signals, Galvanic skin response and cardio-respiratory coupling-derived features provided the most significant features in distinguishing the four emotional states. Further findings highlight how auditory stimuli play a crucial role in creating distinct physiological patterns that enhance classification within a four-class problem. When combining all three types of stimulation, a validation accuracy of 49% was achieved. The sound-only and the image-only phases resulted in 52% and 44% accuracy respectively, whereas the combined stimulation of images and sounds led to 51% accuracy. Isolated visual stimuli yield less distinct patterns, necessitating more signals for relatively inferior performance compared to other types of stimuli. This surprising significance arises fromlimited auditory exploration in emotional recognition literature, particularly contrasted with the pleathora of studies performed using visual stimulation. In marketing, auditory components might hold a more relevant potential to significantly influence consumer choices. [ABSTRACT FROM AUTHOR]