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Unlike traditional marketing methods, neuromarketing has shown new insights and higher prediction accuracy. This research uses the bibliometric method to analyze the objectives like the analysis and integration of the green concept of neuromarketing, recognition of the useful authors, the years of publication of documents, authoritative journals that publish articles in this field and keywords around the concept of neuromarketing. The tools presented in neuromarketing expand and improve the perception of the enthusiasts and researchers in this field, and it compares the results obtained from different approaches. From the methodological point of view, this research is qualitative and based on Iden et al.'s (2017) model, consisting of four steps of planning, selecting, extracting and implementing and combining it with setting of Silva's (2015) articles in the form of a review. A bibliometric system is implemented, and VOS viewer software was used to analyze the results. The findings are presented in two phases. In the first phase, the performance analysis, the share of the annual production of neuromarketing documents, the percentage of the production of authoritative quarterly journals of this field, the share of the output of related subject areas, the share of the countries' published articles and the share of the documents by productive authors were identified and studied. Also, knowledge maps were drawn in the second phase, and 17 clusters are found, including 109 items and 131 keywords. The theoretical contribution of this article consists of the field of green neuromarketing, which is categorized into four clusters with themes of sustainability and green consumption. The results of this study were obtained based on the framework of theory, context, method, antecedents, decisions, and outcomes. All the keywords related to neuromarketing were categorized from the analysis of the previous articles and its features were studied in the proposed model. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Abant Social Sciences / Abant Sosyal Bilimler Dergisi is the property of Journal of Abant Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Grafica: Journal of Graphic Design / Documents de Disseny Gràfic is the property of Universitat Autonoma de Barcelona and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

There is an increasing demand within consumer-neuroscience (or neuromarketing) for objective neural measures to quantify consumers’ subjective valuations and predict responses to marketing campaigns. However, the properties of EEG raise difficulties for these aims: small datasets, high dimensionality, elaborate manual feature extraction, intrinsic noise, and between-subject variations. We aimed to overcome these limitations by combining unique techniques of Deep Learning Networks (DLNs), while providing interpretable results for neuroscientific and decision-making insight. In this study, we developed a DLN to predict subjects’ willingness to pay (WTP) based on their EEG data. In each trial, 213 subjects observed a product’s image, from 72 possible products, and then reported their WTP for the product. The DLN employed EEG recordings from product observation to predict the corresponding reported WTP values. Our results showed 0.276 test root-mean-square-error and 75.09% test accuracy in predicting high vs. low WTP, surpassing other models and a manual feature extraction approach. Network visualizations provided the predictive frequencies of neural activity, their scalp distributions, and critical timepoints, shedding light on the neural mechanisms involved with evaluation. In conclusion, we show that DLNs may be the superior method to perform EEG-based predictions, to the benefit of decision-making researchers and marketing practitioners alike. [ABSTRACT FROM AUTHOR]

The aim of the study within this framework, articles published on Neuromarketing between 2013 and 2018 were examined separately in the title and topic categories on the Web of Science (WOS) site and is aimed to analyse the status of the articles in the last 5 years. Articles with desired properties are parsed and internationally published articles have been reached. Before data is thrown into the CiteSpace V program, the implementation steps you will see on the next pages have been implemented individually. Bibliometric analysis was evaluated as visual, textual and statistical analysis by filling the relevant fields according to the results of the desired analysis. According to the number of citations in the studies, the author's name, country analysis of articles, institutions where authors work, article page numbers, publication type, research area, year of publication of articles, source title, and document type were examined. [ABSTRACT FROM AUTHOR]

Copyright of Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Academic Social Science Studies is the property of Journal of Academic Social Science Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Analyzing the decision of different genders during shopping is an interesting topic in the neuromarketing industry. This study explores the EEG signal acquisition of twenty subjects in response to Color and Black-White (CL/BW) images and analysis both linear and nonlinear features in different brain regions. The Wilcoxon Rank Sum statistical test was utilized to determine the significance of features in identifying discriminative channels and frequency bands. The results show that the activation of different bands and regions are dependent on the subject’s preference and the color of stimuli which are evaluated by spectral scalp map and power spectral density analysis on the the regions. Then, random forest, support vector machine, k-nearest neighbors, and linear discriminant analysis classifiers were also employed to identify the most significant active regions of different brain lobes in both human genders. For the female group in the Like task with CL/BW stimuli images, the classification accuracy significantly increased to 96.47% by combining all frequency bands in the random forest algorithm. On the other hand, for the male group, using the gamma frequency band in the k-nearest neighbors algorithm led to a notable improvement in classification accuracy, reaching 95.32% for the Like task with CL/BW stimuli images. The study provides insights into the influence of black-white colors on marketing products and neuromarketing strategies. The research also revealed differences in the time taken for males and females to make Like and Dislike decisions, as well as the decision-making time for Like and Dislike CL/BW images. The female group took approximately 2.5 seconds to choose an image of a product, whilst the male group took 2.5-3 seconds. The study’s findings have significant implications for the field of neuromarketing, emphasizing the importance of careful stimulus selection and classifier choice for classification tasks.

The purpose of the article is to determine the degree of influence of neuromarketing tools on the consumer of the tourism product. The influence of neuromarketing on the human senses, the so-called internal factors, is analyzed. A human has five main senses: eyes (sight); tongue (taste); ears (hearing); nose (smell) and skin (touch). The most important sense organ for marketers is sight. Most advertising campaigns are aimed at that. In second place in importance is hearing. There are four main types of neuromarketing: aroma marketing, atmosphere marketing, sensory marketing, and sound design. Sensory marketing is the most effective tool for influencing the human subconscious with the help of color and images. The speed at which a person receives information through the unconscious perception is 11 million bits per second, while the productivity of conscious perception is only 40 bits per second. Therefore, the most successful tourism advertising is advertising in the specialized industry publications. It is from there that a person receives the greatest amount of information that he remembers for a long period of time. The color scheme of tourism advertising material is also of great importance. The most effective is the one that uses blue-violet, dark blue, turquoise and intense lemon in its pictures and photos. It is the color that is in the first place among all other components of the presentation of the tourist enterprise. In second place is a detailed description, followed by music. It is important to use a beautiful aroma in the premises of the tourism enterprise. The most advisable are the aromas of fresh herbs, peppermint and grapefruit, sandalwood, geraniums and cinnamon, which should be placed in the hotel rooms, toilet, lobby, elevator and corridor. Smells are directly related to memory: having felt a certain aroma, a person’s brain reproduces everything connected with the stimulus. So, neuromarketing is a very important science, the use of which will allow travel companies, large brands, destinations, hotels, etc. to attract more customers, develop their products depending on their needs and make greater profits by conducting research on consumers of their services.

Abstract Introduction The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking. Methods Search terms ‘neuromarketing’ and ‘consumer neuroscience’ identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review. Results Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour. Conclusions and implications FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses.

Since its founding, Disney has become the symbol of values such as joy, magic, entertainment, and family in our lives through loveable stories, characters, and unique experiences. Disney also has had a significant impact on youth culture with its ability to appeal to universal human experiences through its versatile character portfolio. Disney's recent tendency to reproduce their earlier success in modern adaptations (e.g., The Little Mermaid and Snow White coming in 2023) is the focus of this paper. It aims to examine the influence of Disney's representation of the mechanisms of our world on youth character development by comparing the responses given for the ‘classic’ and the ‘modern’ versions. For this reason, in addition to explicit measures (survey), an Implicit Associations Test (IAT) was used to discover those attitudes which would generally be hidden from explicit methods of analysis due to their subversive nature (e.g., deep affective content like nostalgia). The analysis revealed a significant correlation between IAT-measured implicit attitudes and explicit measures of attitudes and behaviour toward modern and classic (our target) categories. The results also indicate the significance of these scenes (especially the childhood ‘classic’ ones) as they can form strong bonds with the young audience, affecting their preferences, values, worldview, and, thus, their character development.

Abstract Neuromarketing exploits neuroimaging techniques so as to reinforce the predictive power of conventional marketing tools, like questionnaires and focus groups. Electroencephalography (EEG) is the most commonly encountered neuroimaging technique due to its non-invasiveness, low-cost, and its very recent embedding in wearable devices. The transcription of brainwave patterns to consumer attitude is supported by various signal descriptors, while the quest for profitable novel ways is still an open research question. Here, we suggest the use of sample covariance matrices as alternative descriptors, that encapsulate the coordinated neural activity from distinct brain areas, and the adoption of Riemannian geometry for their handling. We first establish the suitability of Riemannian approach for neuromarketing-related problems and then suggest a relevant decoding scheme for predicting consumers’ choices (e.g., willing to buy or not a specific product). Since the decision-making process involves the concurrent interaction of various cognitive processes and consequently of distinct brain rhythms, the proposed decoder takes the form of an ensemble classifier that builds upon a multi-view perspective, with each view dedicated to a specific frequency band. Adopting a standard machine learning procedure, and using a set of trials (training data) in conjunction with the associated behavior labels (“buy”/ “not buy”), we train a battery of classifiers accordingly. Each classifier is designed to operate in the space recovered from the inter-trial distances of SCMs and to cast a rhythm-depended decision that is eventually combined with the predictions of the rest ones. The demonstration and evaluation of the proposed approach are performed in 2 neuromarketing-related datasets of different nature. The first is employed to showcase the potential of the suggested descriptor, while the second to showcase the decoder’s superiority against popular alternatives in the field.

PURPOSE Neuromarketing measures and analyzes the unconscious response of consumer brain waves to marketing stimuli in real time. This study examined how a sensational scene (accident) in a sport game influences the sponsorship effects through electroencephalography (EEG) analysis. METHODS The current study uses an experimental method. First, as an experimental stimulus, a video of F1 racing edited in a total of 9 min and 39 s was used, and an accident scene was inserted in the middle of the video. A total of 46 people participated in the experiment, and all participants watched the F1 video, including the accident scene. Participants' brain waves were observed in two prefrontal and two occipital lobes. The relationship between scene sensation and sponsorship effect was analyzed based on alpha waves and the sponsor brand recall measured by questionnaires. RESULTS First, the accident scene of the race caused the power of alpha wave to be abruptly reduced (i.e., alpha blocking). Second, the difference between the alpha power level of the group that recalled the sponsor brand and that of the group that did not recall was statistically insignificant; hence, the hypothesis was rejected. Third, the right-brain dominance (negative emotion) in the accident scene of the race was statistically insignificant; therefore, the hypothesis was rejected. Finally, the group that recalled the sponsor brand showed a left-brain dominance (positive emotion), which was statistically significant. CONCLUSIONS This study confirmed the marketing communication and neuromarketing theories on the sponsorship effects created by stimulation, attention, and memory in a sport sponsorship setting, observing alpha blocking phenomena in a sensational scene (accidents). In addition, it was revealed that the group that watched the same accident scene relatively positively and exited remembered the sponsor brand better than the group that did not watch it. The result implied that sport fan’s personal trait (e.g., sensation seeking) to sensation in sponsorship activities affects the sponsorship effect. The results also emphasized the importance of selecting target customers of sports fans in sponsorship to maximize sponsorship effects.

Introduction. The relevance of the considered scientific problem is that souvenir products are a component of the communicative paradigm of territorial branding, and a souvenir itself acts as a visual carrier of identification of a tourist region. A regional souvenir product has the following specific features: geographical reference to the territory reflecting its peculiarities, cultural and historical traditions in manufacturing and positioning. Consumers’ perception of souvenirs plays an important role in forming impressions about the region. Despite the availability of researches on this topic, the question remains unexplored to what extent the perception of souvenir products forms the basis for their choice. At the same time, to find answers it is essential to use an integrated approach to obtaining the information of interest to us for a comprehensive objective coverage of the issues of territorial branding and the elements of its components, based on the use of both verbal and experimental methods. Thus, the purpose of this article was to study the verbal and non-verbal consumer perception of regional souvenir products to assess the possibilities of its use in the process of commodity positioning and promotion of the Republic of Crimea. Materials and Methods. To examine the visual perception of autochthonous souvenirs, an experimental study of consumer perception based on neuromarketing methods was conducted. The work was carried out on the materials of the Republic of Crimea. The research data were an array of biometric data obtained during experiments, proprietary algorithms and analysis models were applied. Results. The verbal and nonverbal consumer perceptions of souvenir products have been studied. It is shown that the most popular souvenirs are sweets, cosmetics, essential oils and wine. These products emphasize the authenticity of origin and contribute to the commodity positioning of administrative-territorial units. There is an unevenness in the development of souvenir production in the Republic of Crimea. The classification of districts has been carried out, administrative-territorial units with high and medium levels of diversification of goods have been identified, as well as depressed territories that are poorly positioned. Promising models of promotion of regional souvenir products are shown. Discussion and Conclusion. The theoretical and applied aspects of the study of the visual attractiveness asymmetry of souvenirs have been improved. The paper also presents the author’s position on the relevance of the promotion of souvenir branding in regional tourist destinations. As a result of a comprehensive neuromarketing experiment, the most attractive Crimean souvenir products from the consumers’ point of view were determined based on the assessment of the figurative identification of territories by respondents and the correlation of gender characteristics with the choice of souvenirs offered. The results of the study can be used to improve and adjust the process of cooperation between souvenir producers, tourism entities and the state, as the most interested entity in the development of tourist destinations.

In an era of increased competition between companies, the retention, as well as the acquisition of new clients constitutes one of the greatest tasks for the management of any company. In order to successfully reach target clients and influence their purchasing decisions, marketing specialists utilise various forms of communication, including mass communication, of which the primary tool is advertising. The aim of this article is to present the results of a study on the effectiveness of advertising communication conducted through the use of electroencephalography (EEG). The author argues that a company utilising this method may significantly improve its existing knowledge of clients and facilitate the creation of appropriate strategies for the future, e.g. product launch strategies. [ABSTRACT FROM AUTHOR]

Preserving customers' expectations and understanding factors affecting their purchasing decisions are crucial in designing effective marketing and advertising strategies. However, constantly and swiftly changing the customers' interests and consumption behaviors make it inevitable to utilize sophisticated tools and approaches based on advanced technologies. Among them, by measuring the customers' physiological and neural signals, studying the customers' cognitive and affective responses to marketing stimuli, neuromarketing provides deep insight into the customers' motivations, preferences, and decisions. Recently, the internet of everything (IoE) has brought many new opportunities to the industry and has attracted the attention of many researchers in recent years. The main objective of this paper is to address how the IoE would empower neuromarketing techniques. Hence, an in-depth understanding of current research issues as well as emerging trends would help meet this goal. In this paper, a comprehensive review has been done by reviewing numerous journal and conference papers from various academic databases (sciencedirect.com, IEEE Xplore, Springer, Elsevier, Wiley, ACM digital library) based on applying various filtrations on specific keywords to identify and categorize the IoE devices in the neuromarketing field. In particular, we discussed the importance and the applications of IoE gadgets and devices, especially wearable medical technologies in eight neuromarketing techniques. Finally, we described critical existing challenges and limitations in neuromarketing and IoE gadgets that researchers have dealt with in this field of research. [ABSTRACT FROM AUTHOR]

Copyright of Index.Comunicación is the property of Index.comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Index.Comunicación is the property of Index.comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Index.Comunicación is the property of Index.comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Index.Comunicación is the property of Index.comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Index.Comunicación is the property of Index.comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Index.Comunicación is the property of Index.comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Index.Comunicación is the property of Index.comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Neuro-tourism is the application of neuroscience in tourism to improve marketing methods of the tourism industry by analyzing the brain activities of tourists. Neuro-tourism provides accurate real-time data on tourists' conscious and unconscious emotions. Neuro-tourism uses the methods of neuromarketing such as brain–computer interface (BCI), eye-tracking, galvanic skin response, etc., to create tourism goods and services to improve tourist experience and satisfaction. Due to the novelty of neuro-tourism and the dearth of studies on this subject, this study offered a comprehensive analysis of the peer-reviewed journal publications in neuro-tourism research for the previous 12 years to detect trends in this field and provide insights for academics. We reviewed 52 articles indexed in the Web of Science (WoS) core collection database and examined them using our suggested classification schema. The results reveal a large growth in the number of published articles on neuro-tourism, demonstrating a rise in the relevance of this field. Additionally, the findings indicated a lack of integrating artificial intelligence techniques in neuro-tourism studies. We believe that the advancements in technology and research collaboration will facilitate exponential growth in this field. [ABSTRACT FROM AUTHOR]

The use of technological tools, in addition to traditional techniques, to understand consumer emotions and preferences for food products is very important so that product developers have better information for decision-making. This study aimed to use neurogastronomy and neuromarketing tools to study consumers' emotions and visual preferences toward native and classic potato flakes (Solanum tuberosum). Two types of fried flakes were used, classic potato and native potato, with a cost of S/ 6.60 (1.79 USD) and S/ 7.00 (1.90 USD), respectively. Eye Tracking technology and Emotion Analysis were used in the first stage using a mobile phone application. In the second stage, each participant answered a cognitive survey, using the Google form. A hundred consumers aged between 14 and 63 years were used. The survey showed that 45% of consumers indicated their intention to buy the native product rather than the classic product. The neuromarketing results mainly showed a higher proportion of neutrality, and a little lower, in negative emotions of "skepticism", "sadness" and "disgust", especially on the nutritional factor and price. These results, more than contradictory, are complementary since technological tools allow us to know more details about preferences and choices. Consumers intend to consume more native products, if they are more nutritious, more sustainable, cheaper, and benefit the local producer. [ABSTRACT FROM AUTHOR]

The fashion industry has long been known as one of the most polluting industries in the world. The urgent need to improve the current critical situation has given rise to a number of global initiatives, organisations and movements that highlight and at the same time, are involved in the sustainability of the fashion industry. As pressure from consumers and businesses is constantly growing, fast fashion brands are introducing their own sustainable fashion collections which, however, are likely to deceive consumers and, when combined with green marketing, are merely used just to reach their business goals. Environmental education as a key determinant is the way to eliminate deception and properly assess messages by consumers. The main goal of the study is, through neuromarketing research, to define the impact of the studied sample of informed and uninformed consumers from Generations Y and Z when it comes to customer loyalty to the marketing communication of fast fashion brands. [ABSTRACT FROM AUTHOR]

The study presents, discusses and analyses the brand image and the role of emotions. The text consists of two parts: neuroscience and marketing-psychological. The neuroscience section presents and discusses emotions from a medical perspective. Emotions are expressed by visceral motor changes. A special review is based on Damasio’s theory of emotions analysed in the context of neuromarketing. In the marketing-psychological part, the roles of emotions on consumer behaviour are discussed. It starts from the presentation of the brand image and the connection with the brand identity. The image starts from the roots of imagination, the theory of emotion and the psychological construct of self-image. The brand becomes the consumer’s image communicating at the symbolic level, and at the same time represents the active image of the consumer’s self-image. Given the increasing complexity of the neuromarketing doctrine, the proposed approach could be useful for improving the understanding of brand image from an interdisciplinary perspective. This study provides theoretical framework on brand image and neuromarketing. Moreover, it offers valuable insight to marketers from neuroscience and semiotics. [ABSTRACT FROM AUTHOR]