concept

consumer neuroscience

Facts (12)

Sources

Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org Frontiers 12 facts

referenceRodríguez V. J. C., Antonovica A., and Martín D. L. S. (2023) provided a review and future research agenda for consumer neuroscience regarding branding and packaging, published in the International Journal of Consumer Studies.

claimFundamental research in consumer neuroscience emphasizes theoretical contributions, whereas applied research focuses on generating actionable insights for business practice.

referencePlassmann H., Ramsøy T. Z., and Milosavljevic M. (2012) provided a critical review and outlook on the field of consumer neuroscience in the Journal of Consumer Psychology, titled 'Branding the brain'.

referenceRúa-Hidalgo I., Galmes-Cerezo M., Cristofol-Rodríguez C., and Aliagas I. (2021) used consumer neuroscience to understand the emotional impact of GIFs on Instagram, published in Behavioral Sciences.

claimLin, M. H., Cross, S. N., Jones, W. J., and Childers, T. L. (2018) applied electroencephalography (EEG) to consumer neuroscience research in the European Journal of Marketing.

perspectivePositron Emission Tomography (PET) is unlikely to be used in future consumer neuroscience and neuromarketing research because it requires participants to ingest radioactive substances.

claimLiu, Y., Zhao, R., Xiong, X., and Ren, X. (2023) performed a bibliometric analysis of consumer neuroscience research regarding sustainable consumption, published in Behavioral Sciences.

claimMcInnes, A. N. and Sung, B. (2024) reviewed the practical application of pupillometry as a consumer neuroscience technique in the International Journal of Research in Marketing.

referenceConsumer neuroscience applications are categorized into two types: fundamental applications, which aim to advance theoretical understanding through models in controlled environments, and applied applications, which address real-world business challenges using real-time data collection to inform managerial decision-making.

referenceConsumer neuroscience utilizes various neurometric and non-neurometric tools to measure constructs across different application domains, including advertisement preference, advertising previews on online social networks, advertisement effectiveness, and online advertisement.

claimResearchers have integrated theories from consumer behavior, psychology, economics, and sociology with consumer neuroscience to develop and test decision-making models.

referencePozharliev R., Rossi D., and De Angelis M. (2022a) used consumer neuroscience to study Instagram users' responses to influencer advertising, published in Psychology & Marketing.