NEUROMARKETING: NAVIGATING NEW PERSPECTIVES IN NEUROSCIENCE AND MARKETING SYNTHESIS

Year 2024, , 600 - 626, 30.11.2024

Şahap Akan , Özlem Atalık

https://doi.org/10.53092/duiibfd.1495454

Abstract

In recent years, the field of neuromarketing has attracted considerable attention from both academics and practitioners. Neuromarketing differs from other fields in terms of both the tools and methods used in market research. Therefore, there is a need for literature reviews that focus on studies conducted in this field to acquire insights into the work carried out. This study aims to fill this gap by evaluating the techniques used in neuromarketing studies within the existing literature and presenting research findings to provide researchers a framework for these investigations. Neuromarketing studies, reviewed under headings such as EEG, fMRI, and others, have been explained in detail in terms of research tools, samples, research topics, and findings. In addition, the research approaches and applications adopted in these pertinent studies have been meticulously addressed. Ultimately, this research aims to provide a more comprehensive approach to the current state of neuromarketing studies, thereby contributing to the development of this interdisciplinary field. Additionally, it highlights future research directions in terms of theory, application, and methodology.

Keywords

Neuromarketing, consumer behavior, literature review, EEG, fMRI

NÖROPAZARLAMA: SİNİRBİLİM VE PAZARLAMA SENTEZİNDE YENİ PERSPEKTİFLER

Abstract

Nöropazarlama alanı son yıllarda akademisyenlerin ve pazarlama uygulayıcılarının büyük ilgisini çekmektedir. Nöropazarlama, pazar araştırmalarında kullanılan diğer araç ve yöntemlerden farklılık göstermektedir. Dolayısıyla bu alanda yapılacak çalışmalara ilişkin olarak bir görüş elde etmek için çeşitli literatür çalışmalarına ihtiyaç duyulmaktadır. Bu çalışma, nöropazarlama çalışmalarında kullanılan teknikleri mevcut literatür bağlamında değerlendirerek ve araştırmacılara bu araştırmalar için bir çerçeve sağlayacak araştırma bulgularını sunarak bu boşluğu doldurmayı amaçlamaktadır. EEG, fMRI ve diğer yöntemler gibi başlıklar altında incelenen nöropazarlama çalışmaları, araştırma araçları, örneklem, araştırma konuları ve bulguları açısından detaylı bir şekilde açıklanmıştır. Ayrıca ilgili çalışmalarda benimsenen araştırma yaklaşımları ve uygulamaları titizlikle ele alınmıştır. Sonuç olarak bu araştırma, nöropazarlama çalışmalarının mevcut durumuna ilişkin olarak daha kapsamlı bir yaklaşım sunmayı ve böylece bu disiplinler arası alanın gelişimine katkıda bulunmayı amaçlamaktadır. Ayrıca teori, uygulama ve metodoloji açısından gelecekteki araştırma perspektiflerini de vurgulamaktadır.

Keywords

Nöropazarlama, Tüketici Davaranışları, Literatür Taraması, EEG, fMRI

References

• Agarwal, S., & Dutta, T. (2015). Neuromarketing and consumer neuroscience: current understanding and the way forward. Decision, 42(4), 457–462. https://doi.org/10.1007/s40622-015-0113-1
• Akan, Ş., & Atalık, Ö. (2024). The impact of flight attendants’ attractiveness on perceived service quality: An EEG perspective. Marketing and Management of Innovations, 15(1), 179–194. http://doi.org/10.21272/mmi.2019.3-17
• Al-Kwifi, S. O. (2016). The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products. Journal of Product and Brand Management, 25(2), 208–218.
• Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep learning for EEG-based preference classification in neuromarketing. Applied Sciences (Switzerland), 10(4), 1–23. https://doi.org/10.3390/app10041525
• Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). Neuromarketing: The popularity of the brain-imaging and physiological tools. Neuroscience Research Notes, 3(5), 13–22. https://doi.org/10.31117/NEUROSCIRN.V3I5.80
• Alsharif, A. H., Salleh, N. Z. M., Baharun, R. B. I. N., & Safaei, M. (2020). Neuromarketing approach: An overview and future research directions. Journal of Theoretical and Applied Information Technology, 98(7), 991–1001.
• Alvino, L. (2020). Picking your brains: Where and how neuroscience tools can enhance marketing research. Frontiers in Neuroscience, December. https://doi.org/10.3389/fnins.2020.577666
• Alvino, L., Lubbe, R. van der, Joosten, R. A. M., & Constantinides, E. (2019). Which wine do you prefer? An analysis on consumer behaviour and brain activity during a wine tasting experience. Asia Pacific Journal of Marketing and Logistics, 32(5), 1149–1170.
• Antoniak, M. (2020). Benefits and threats of accounting processes automation. Organization and Management, 2019(4 (187)), 9–25.
• Ariely, D., & Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284–292. https://doi.org/10.1038/nrn2795
• Avinash, T., Dikshant, L., & Seema, S. (2018). Methods of neuromarketing and implication of the frontal theta asymmetry induced due to musical stimulus as choice modeling. Procedia Computer Science, 132(Iccids), 55–67. https://doi.org/10.1016/j.procs.2018.05.059
• Bercea, M. D. (2011). Anatomy of methodologies for measuring consumer behavior in neuromarketing research. Romanian National Authority, 2008, 1–14. http://www.lcbr-online.com/index_files/proceedingsemc12/12emc023.pdf
• Berčík, J., Horská, E., Wang, R. W. Y., & Chen, Y.-C. (2016). The impact of parameters of store illumination on food shopperresponse. Appetite, 106, 101–109.
• Berns, G. S., & Moore, S. E. (2012). A neural predictor of cultural popularity. Journal of Consumer Psychology, 22(1), 154–160. https://doi.org/10.1016/j.jcps.2011.05.001
• Boksem, M. A. S., & Smidts, A. (2015). Brain responses to movie-trailers predict individual preferences for movies and their population-wide commercial success. Journal of Marketing Research, 52(4), 482–492. http://dx.doi.org/10.4018/ijqaete.2014070104
• Boshoff, C. (2012). A neurophysiological assessment of consumers’ emotional responses to service recovery behaviors: The impact of ethnic group and gender similarity. Journal of Service Research, 15(4), 401–413. https://doi.org/10.1177/1094670512453879
• Boz, H., Arslan, A., & Koc, E. (2017). Neuromarketing aspect of tourısm pricing psychology. Tourism Management Perspectives, 23, 119–128. https://doi.org/10.1016/j.tmp.2017.06.002
• Bruce, A. S., Bruce, J. M., Black, W. R., Lepping, R. J., Henry, J. M., Cherry, J. B. C., Martin, L. E., Papa, V. B., Davis, A. M., Brooks, W. M., & Savage, C. R. (2014). Branding and a child’s brain: an fMRI study of neural responses to logos. Social Cognitive and Affective Neuroscience, 9(1), 118–122.
• Bruce, A. S., Crespi, J. M., McFadden, B. R., Lusk, J. L., Cherry, J. B. C., Bruce, J. M., Savage, C. R., Brooks, W. M., & Martin, L. E. (2014). Consumers’ neural and behavioral responses tofood technologies and price. Journal of Neuroscience, Psychology, and Economics, 7(3), 164 –173.
• Camarrone, F., & Hulle, M. M. Van. (2019). Measuring brand association strength with EEG: A single-trial N400 ERP study. PLoS ONE, 14(6), 1–17.
• Chandrasekharan, J., Joseph, A., Ram, A., & Nollo, G. (2023). ETMT: A tool for eye-tracking-based trail-making test to detect cognitive impairment. Sensors, 23(15), 1–28.
• Cheng, Y., & Wang, T. (2018). Impact of country of origin and brand logo on the acceptance of luxury price based on brain evoked potential analysis. NeuroQuantology, 16(5), 659–663.
• Cherubino, P., Martinez-Levy, A. C., Caratù, M., Cartocci, G., Di Flumeri, G., Modica, E., Rossi, D., Mancini, M., & Trettel, A. (2019). Consumer behaviour through the eyes of neurophysiological measures: State-of-the-art and future trends. Computational Intelligence and Neuroscience, 2019, 1–42. https://doi.org/10.1155/2019/1976847
• Cherubino, P., Trettel, A., Cartocci, G., Rossi, D., Modica, E., Maglione, A. G., Mancini, M., Flumeri, G. di, & Babiloni, F. (2016). Neuroelectrical indexes for the study of the efficacy of TV advertising stimuli. In K. Nermend & M. Łatuszyńska (Eds.), Selected Issues in Experimental Economics (pp. 355–371). Springer.
• Chew, L. H., Teo, J., & Mountstephens, J. (2016). Aesthetic preference recognition of 3D shapes using EEG. Cognitive Neurodynamics, 10(2), 165–173. https://doi.org/10.1007/s11571-015-9363-z
• Chiang, M. C., Yen, C., & Chen, H. L. (2022). Does age matter? Using neuroscience approaches to understand consumers’ behavior towards purchasing the sustainable product online. Sustainability (Switzerland), 14(18), 11352. https://doi.org/10.3390/su141811352
• De Pascalis, V. (2004). On the Psychophysiology of Extraversion. In On the Psychobiology of Personality: Essays in Honor of Marvin Zuckerman. Woodhead Publishing Limited. https://doi.org/10.1016/B978-008044209-9/50017-8
• Deppe, M., Schwindt, W., Kugel, H., Plassmann, H., & Kenning, P. (2005). Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making. Journal of Neuroimaging, 15(2), 171–182.
• Ekman, P., & Rosenberg, E. (2005). What the face reveals. In What the Face Reveals.
• Erk, S., Spitzer, M., Wunderlich, A. P., Galley, L., & Walter, H. (2007). Cultural objects modulate reward circuitry. Neuroreport, 18(2), 141–145.
• Falk, E. B., Berkman, E. T., & Lieberman, M. D. (2012). From neural responses to population behavior: Neural focus group predicts population-level media effects. Psychological Science, 23(5), 439–445. https://doi.org/10.1177/0956797611434964
• Fehse, K., Simmank, F., Gutyrchik, E., & Sztrókay-Gaul, A. (2017). Organic or popular brands—food perception engages distinct functional pathways. An fMRI study. Cogent Psychology, 4(1), 1–11.
• Fischer, C., Chin, L., & Klitzman, R. (2010). Defining neuromarketing: practical challenges. Am J Manag Care, 15(4), e9-15. https://doi.org/10.3109/10673229.2010.496623.Defining
• Flores, C. O. G. N., Ulcuanjo, D. A., Vinueza, O. M. R., & Vinueza, D. F. F. (2022). Psychosensometric study (eye tracker) on the levels of persuasion in the women’s perfumery ındustry. Journal of Pharmaceutical Negative Results, 13(4), 562–572. https://doi.org/10.47750/pnr.2022.13.04.074
• Flumeri, G. Di, Herrero, M. T., Trettel, A., Cherubino, P., Maglione, A. G., Colosimo, A., Moneta, E., Peparaio, M., & Babiloni, F. (2016). EEG frontal asymmetry related to pleasantness of olfactory stimuli in young subjects. Proceedings of the 2015 Computational Methods in Experimental Economics (CMEE) Conference, 373–381.
• Fortunato, V. C. R., Giraldi, J. D. M. E., & De Oliveira, J. H. C. (2014). A review of studies on neuromarketing: Practical results, techniques, contributions and limitations. Journal of Management Research, 6(2), 201. https://doi.org/10.5296/jmr.v6i2.5446
• Fu, H., Ma, H., Bian, J., Wang, C., Zhoue, J., & Ma, Q. (2019). Don’t trick me: An event-related potentials investigation of how price deception decreases consumer purchase intention. Neuroscience Letters, 713, 1–6.
• García-Madariaga, J., López, M.-F. B., Burgos, I. M., & Virto, N. R. (2019). Do isolated packaging variables influence consumers’ attention andpreferences? Physiology & Behavior, 200, 96–103.
• Garczarek, U., Andrzej, B., Piotr, S., & Aneta, G. (2021). A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults. Journal of Brand Management, 0123456789. https://doi.org/10.1057/s41262-020-00221-7
• Genco, S. J., Pohlmann, A. P., & Steidl, P. (2014). Neuromarketing for dummies. Journal of Consumer Marketing. https://doi.org/10.1108/jcm-12-2013-0811
• Gómez-Carmona, D., Marín-Dueñas, P. P., Tenorio, R. C., Domínguez, C. S., Muñoz-Leiva, F., & Liébana-Cabanillas, F. J. (2022). Environmental concern as a moderator of information processing: A fMRI study. Journal of Cleaner Production, 369. https://doi.org/10.1016/j.jclepro.2022.133306
• González-Mena, G., Del-Valle-Soto, C., Corona, V., & Rodríguez, J. (2022). Neuromarketing in the digital age: The direct relation between facial expressions and website design. Applied Sciences (Switzerland), 12(16), 8186. https://doi.org/10.3390/app12168186
• Grajdieru, E. (2017). Neuromarketing and its internal marketing applications.: Sistema de descoberta para FCCN. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 10(2), 17–24.
• Hakim, A., Golan, I., Yefet, S., & Levy, D. J. (2023). DeePay: deep learning decodes EEG to predict consumer’s willingness to pay for neuromarketing. Frontiers in Human Neuroscience, 17(June), 1–20. https://doi.org/10.3389/fnhum.2023.1153413
• Hamelin, N., Moujahid, O. El, & Thaichon, P. (2017). Emotion and advertising effectiveness: A novel facial expression analysis approach. Journal of Retailing and Consumer Services, 36, 103–111. https://doi.org/10.1016/j.jretconser.2017.01.001
• Handy, T. C., Smilek, D., Geiger, L., Liu, C., & Schooler, J. W. (2010). ERP evidence for rapid hedonic evaluation of logos. J Cogn Neurosci., 22(1), 124–138.
• Hassani, A., Hekmatmanesh, A., & Nasrabadi, A. M. (2023). Gender differences in EEG responses to color and black-white ımages: Implications for neuromarketing strategies. IEEE Access, 11(August), 93739–93753. https://doi.org/10.1109/ACCESS.2023.3308810
• Hensel, D., Iorga, A., Wolter, L., & Znanewitz, J. (2017). Conducting neuromarketing studies ethically-practitioner perspectives. Cogent Psychology, 4(1), 1320858. https://doi.org/10.1080/23311908.2017.1320858
• Hernández-Méndez, J., & Muñoz-Leiva, F. (2015). What type of online advertising is most effective for eTourism 2.0? An eye tracking study based on the characteristics of tourists. Computers in Human Behavior, 20, 618–625.
• Herold, F., Wiegel, P., Scholkmann, F., & Müller, N. (2018). Applications of functional near-ınfrared spectroscopy (fNIRS) neuroimaging in exercise–cognition science: A systematic, methodology-focused review. Journal of Clinical Medicine, 7(12), 466. https://doi.org/10.3390/jcm7120466
• Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M. J., Asakawa, K., & Yana, K. (2022). Emotional responses in online social interactions: the mediating role of flow. Asia Pacific Journal of Marketing and Logistics, 15(7). https://doi.org/10.1108/APJML-02-2022-0091
• Hilderbrand, M. L. (2016). Neuromarketing : Approved by Supervising Committe.
• Hillenbrand, P., Alcauter, S., Cervantes, J., & Barrios, F. (2013). Better branding: brand names can influence consumer choice. Journal of Product & Brand Management, 22(4), 300–308.
• Hoefer, D., Handel, M., Müller, K. M., & Hammer, T. R. (2016). Electroencephalographic study showing that tactile stimulation by fabrics of different qualities elicit graded event-related potentials. Skin Research and Technology, 22(4), 470–478. https://doi.org/10.1111/srt.12288
• Hsu, L., & Chen, Y. (2020a). Music and wine tasting: an experimental neuromarketing study. British Food Journal, 122(8), 2725–2737.
• Hsu, L., & Chen, Y. J. (2020b). Neuromarketing, subliminal advertising, and hotel selection: An EEG study. Australasian Marketing Journal, 28(4), 200–208. https://doi.org/10.1016/j.ausmj.2020.04.009
• Hubert, M., Hubert, M., Florack, A., Linzmajer, M., & Kenning, P. (2013). Neural correlates of impulsive buying tendencies during perception of product packaging. Psychology & Marketing, 30(10), 861–873.
• J.Jones, W., Childers, T. L., & Jiang, Y. (2012). The shopping brain: Math anxiety modulates brain responses to buying decisions. Biological Psychology, 89(1), 201–213.
• Jai, T. (Catherine), O’Boyle, M. W., & Fang, D. (2014). Neural correlates of sensory‐enabling presentation: An fMRI study of image zooming and rotation video effects on online apparel shopping. Journal of Consumer Behaviour, 13, 342–350.
• Jin, J., Zhang, W., & Chen, M. (2017). How consumers are affected by product descriptions in online shopping: Event-related potentials evidence of the attribute framing effect. Neuroscience Research, 125, 21–28.
• Karmarkar, U. R., Shiv, B., & Knutson, B. (2019). Cost conscious? The neural and behavioral ımpact of price primacy on decision making. Journal of Marketing Research, 52(4), 467–481.
• Kenning, P., Deppe, M., & Schwindt, W. (2009). The good, the bad and the forgotten -an fMRI-study on ad liking and ad memory. Advances in Consumer Research, 36, 4–7.
• Kenning, P., & Linzmajer, M. (2011). Consumer neuroscience: An overview of an emerging discipline with implications for consumer policy. Journal Fur Verbraucherschutz Und Lebensmittelsicherheit, 6(1), 111–125. https://doi.org/10.1007/s00003-010-0652-5
• Khushaba, R. N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. E., & Townsend, C. (2013). Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Systems with Applications, 40(9), 3803–3812. https://doi.org/10.1016/j.eswa.2012.12.095
• Klinčeková, S. (2014). Neuromarketing – research and prediction of the future. The International Journal of Management Science and Business Administration, 2(2), 54–58. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.22.1006
• Knutson, B., Taylor, J., Kaufman, M., Peterson, R., & Glover, G. (2005). Distributed neural representation of expected value. Journal of Neuroscience, 25(19), 4806–4812.
• Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is “neuromarketing”? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199–204. https://doi.org/10.1016/j.ijpsycho.2006.03.007
• Levrini, G. R. D., & Santos, M. J. dos. (2021). The influence of price on purchase intentions: Comparative study between cognitive, sensory, and neurophysiological experiments. Behav. Sci., 11, 1–16.
• Lim, W. M. (2018). Demystifying neuromarketing. Journal of Business Research, 91(May), 205–220. https://doi.org/10.1016/j.jbusres.2018.05.036
• Ma, H., Mo, Z., Zhang, H., Wang, C., & Fu, H. (2018). The temptation of zero price: event-related potentials evidence of how price framing ınfluences the purchase of bundles. Frontiers in Neuroscience, 12, 1–8.
• Ma, Q., Mao, W., & Hu, L. (2022). Electrophysiological evidence for the effects of pain on the different stages of reward evaluation under a purchasing situation. Frontiers in Psychology, 13(September), 1–9. https://doi.org/10.3389/fpsyg.2022.943699
• Ma, Q., Wang, X., Shu, L., & Dai, S. (2008). P300 and categorization in brand extension. Neuroscience Letters. https://doi.org/10.1016/j.neulet.2007.11.022
• Ma, Q., Zhang, L., & Wang, M. (2019). “You Win, You Buy”—How continuous win effect influence consumers’ price perception: An ERP study. Frontiers in Neuroscience, 12, 1–12.
• Mancini, M., Cherubino, P., Martinez, A., Vozzi, A., Menicocci, S., Ferrara, S., Giorgi, A., Aricò, P., Trettel, A., & Babiloni, F. (2023). What is behind in-stream advertising on youtube? A remote neuromarketing study employing eye-tracking and facial coding techniques. Brain Sciences, 13(10). https://doi.org/10.3390/brainsci13101481
• Mansor, A. A., & Isa, S. M. (2020). Fundamentals of neuromarketing: What is it all about? Neuroscience Research Notes, 3(4), 22–28.
• Marcuta, L., Mârza, B., & Marcuta, A. (2018). The role of neuromarketing in identifying consumer preferences. A Global Perspective 25th International Economic Conference of Sibiu (IECS 2018), Iecs, 9–20. http://www.springer.com/series/11960
• Mas, J. M., Gómez, A., & Carrero, O. (2023). Emotions in fear communication: A cross-cultural neuromarketing approach. Psychology and Marketing, November. https://doi.org/10.1002/mar.21947
• Mashrur, F. R., Rahman, K. M., Miya, M. T. I., Vaidyanathan, R., Anwar, S. F., Sarker, F., & Mamun, K. A. (2022). An intelligent neuromarketing system for predicting consumers’ future choice from electroencephalography signals. Physiology and Behavior, 253. https://doi.org/10.1016/j.physbeh.2022.113847
• McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379–387. https://doi.org/10.1016/j.neuron.2004.09.019
• Medina, C. A. G., Martinez-Fiestas, I.Viedma-del-Jesús, M., & Casado-Aranda, L. A. (2020). The processing of price during purchase decision making: Are there neural differences among prosocial and non-prosocial consumers? Journal of Cleaner Production, 271(20), 1–11.
• Meyerding, S. G. H., & Mehlhose, C. M. (2020). Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS). Journal of Business Research, 107(April 2018), 172–185. https://doi.org/10.1016/j.jbusres.2018.10.052
• Morin, C. (2011). Neuromarketing: The new science of consumer behavior. Society, 48(2), 131–135. https://doi.org/10.1007/s12115-010-9408-1
• Muñoz-Leiva, F., Hernández-Méndez, J., & Gómez-Carmona, D. (2019). Measuring advertising effectiveness in Travel 2.0 websites through eye-tracking technology. Physiology and Behavior, 200, 83–95. https://doi.org/10.1016/j.physbeh.2018.03.002
• Nyoni, T., & Bonga, W. G. (2017). Neuromarketing methodologies: More brain scans or brain scams? Journal of Economics and Finance, 2(3), 30–38.
• Ohme, R., Reykowska, D., Wiener, D., & Choromanska, A. (2010). Application of frontal EEG asymmetry to advertising research. Journal of Economic Psychology, 31(5), 785–793. https://doi.org/10.1016/j.joep.2010.03.008
• Oikonomou, V. P., Georgiadis, K., Kalaganis, F., Nikolopoulos, S., & Kompatsiaris, I. (2023). A Sparse representation classification scheme for the recognition of affective and cognitive brain processes in neuromarketing. Sensors, 23(5). https://doi.org/10.3390/s23052480
• Oliveira, J. H. C. de, & Giraldi, J. de M. E. (2017). What is neuromarketing? A proposal for a broader and more accurate definition. Global Business and Management Research: An International Journal, 9(2), 19–29. http://www.google.com.br/trends
• Özkara, B. Y. (2017). Nöropazarlamada Elektriensefalografi (EEG) Kullanımı. Ekin Basım Yayın Dağıtım.
• Pelau, C., Nistoreanu, P., Lazar, L., & Badescu, R. (2022). Celebrity vs. product: A neuroscientific approach to the distractors in food advertising for sustainable marketing. Sustainability (Switzerland), 14(19). https://doi.org/10.3390/su141912768
• Plassmann, H., Kenning, P., & Ahlert, D. (2007). Why companies should make their customers happy: The neural correlates of customer loyalty. Advances in Consumer Research, 34, 735–739.
• Plassmann, H., O’Doherty, J., & Rangel, A. (2007). Orbitofrontal cortex encodes willingness to pay in everyday economic transactions. The Journal of Neuroscience, 27(37), 9984–9988.
• Plassmann, H., O’Doherty, J., Shiv, B., & Rangel, A. (2008). Marketing actions can modulate neural representations of experienced pleasantness. PNAS, 105(3), 1050–1054.
• Pozharlıev, R., Verbeke, W. J. M. I., Strıen, J. W. Van, & Bagozzi, R. P. (2015). Merely being with you ıncreases my attention to luxury products: Using EEG to understand consumers’ emotional experience with luxury branded products. Journal of Marketing Research, 52(4), 546–558.
• Qing, K., Yang, D., Huang, R., & Hong, K.-S. (2020). Cognition-based evaluation of commercial advertisement videos using functional near-infrared spectroscopy. 39th Chinese Control Conference (CCC), 2803–2808.
• Ramsøy, T. Z., Michael, N., & Michael, I. (2019). A Consumer neuroscience study of conscious and subconscious destination preference. Scientific Reports, 9(1), 1–8. https://doi.org/10.1038/s41598-019-51567-1
• Reimann, M., Castaño, R., Zaichkowsky, J., & Bechara, A. (2012). Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice. Marketing Letters Volume, 23, 745–759.
• Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431–441. https://doi.org/10.1016/j.jcps.2010.06.009
• Rúa-Hidalgo, I., Galmes-Cerezo, M., Cristofol-Rodríguez, C., & Aliagas, I. (2021). Understanding the emotional impact of gifs on instagram through consumer neuroscience. Behavioral Sciences, 11(8), 108. https://doi.org/10.3390/bs11080108
• Santos, J. P. M. dos, Martins, M., Ferreira, H. A., Ramalho, J., & Seixas, D. (2016). Neural imprints of national brands versus own-label brands. Journal of Product & Brand Management, 25(2), 184 –195.
• Savelli, E., Gregory-Smith, D., Murmura, F., & Pencarelli, T. (2022). How to communicate typical–local foods to improve food tourism attractiveness. Psychology and Marketing, 39(7), 1350–1369. https://doi.org/10.1002/mar.21668
• Schaefer, M., Berens, H., Heinze, H.-J., & Rotte, M. (2006). Neural correlates of culturally familiar brands of car manufacturers. NeuroImage, 31(2), 861–865.
• Sebastian, V. (2014). Neuromarketing and evaluation of cognitive and emotional responses of consumers to marketing stimuli. Procedia - Social and Behavioral Sciences, 127, 753–757. https://doi.org/10.1016/j.sbspro.2014.03.349
• Shang, Q., Pei, G., Jin, J., Zhang, W., Wang, Y., & Wang, X. (2018). ERP evidence for consumer evaluation of copycat brands. PLoS ONE, 13(2), 1–13.
• Singh, S. (2020). Impact of neuromarketing applications on consumers. Journal of Business and Management, 26(2), 33–52. https://doi.org/10.6347/JBM.202009_26(2).0002
• Šola, H. M., Kljusuri, J. G., & Ronˇcevi´c4. (2022). The impact of bio-label on the decision-making behavior. Front. Sustain. Food Syst., 1–15.
• Šola, H. M., Qureshi, F. H., & Khawaja, S. (2023). Eye-tracking analysis: College website visual ımpact on emotional responses reflected on subconscious preferences. International Journal of Advanced Computer Science and Applications, 14(1), 1–11. https://doi.org/10.14569/IJACSA.2023.0140101
• Solomon, P. R. (2018). Neuromarketing: Applications, challenges and promises. Biomedical Journal of Scientific & Technical Research, 12(2), 1–11. https://doi.org/10.26717/bjstr.2018.12.002230
• Somervuori, O., & Ravaja, N. (2013). Purchase behavior and psychophysiological responses to different price levels. Psychology and Marketing, 30(6), 479–489. https://doi.org/10.1002/mar.20621
• Stanton, S. J., Sinnott-Armstrong, W., & Huettel, S. A. (2017). Neuromarketing: Ethical implications of its use and potential misuse. Journal of Business Ethics, 144(4), 799–811. https://doi.org/10.1007/s10551-016-3059-0
• Sung, B., Wilson, N. J., Yun, J. H., & Lee, E. J. (2019). What can neuroscience offer marketing research? Asia Pacific Journal of Marketing and Logistics, 32(5), 1089–1111. https://doi.org/10.1108/APJML-04-2019-0227
• Touchette, B., & Lee, S. E. (2017). Measuring neural responses to apparel product attractiveness: An application of frontal asymmetry theory. Clothing and Textiles Research Journal, 35(1), 3–15. https://doi.org/10.1177/0887302X16673157
• Vecchiato, G., Astolfi, L., Fallani, F. D. V., Cincotti, F., Mattia, D., Salinari, S., Soranzo, R., & Babiloni, F. (2010). Changes in brain activity during the observation of TV commercials by using EEG, GSR and HR measurements. Brain Topography, 23(2), 165–179.
• Vecchiato, G., Toppi, J., Astolfi, L., De Vico Fallani, F., Cincotti, F., Mattia, D., Bez, F., & Babiloni, F. (2011). Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements. Medical and Biological Engineering and Computing, 49(5), 579–583. https://doi.org/10.1007/s11517-011-0747-x
• Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., Hershfield, H. E., Ishihara, M., & Winer, R. S. (2015). Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52(4), 436–452. https://doi.org/10.1509/jmr.13.0593
• Verhulst, N., De Keyser, A., Gustafsson, A., Shams, P., & Van Vaerenbergh, Y. (2019). Neuroscience in service research: an overview and discussion of its possibilities. Journal of Service Management, 30(5), 621–649. https://doi.org/10.1108/JOSM-05-2019-0135
• Wang, M., Ling, A., He, Y., Tan, Y., Zhang, L., Chang, Z., & Ma, Q. (2022). Pleasure of paying when using mobile payment: Evidence from EEG studies. Frontiers in Psychology, 13, 6568. https://doi.org/10.3389/fpsyg.2022.1004068
• Yadava, M., Kumar, P., Saini, R., Roy, P. P., & Dogra, D. P. (2017). Analysis of EEG signals and its application to neuromarketing. Multimedia Tools and Applications, 76, 19087–19111.
• Yoon, C., Gutchess, A. H., Feinberg, F., & Polk, T. A. (2006). A functional magnetic resonance imaging study of neural dissociations between brand and person judgments. Journal of Consumer Research, 33(1), 31–40.
• Yücel, N. (2016). Nöropazarlamada Yeni bir Trend Nöropazarlama ve Örnek Uygulamalar. Paradigma Akademi.
• Zamith, F., Mañas-Viniegra, L., & Núñez-Gómez, P. (2021). Cognitive perception of native advertising in the Spanish and Portuguese digital press. Digital Journalism, 0(0), 1–19. https://doi.org/10.1080/21670811.2021.1919536
• Zhu, Z., Jin, Y., Su, Y., Jia, K., Lin, C. L., & Liu, X. (2022). Bibliometric-based evaluation of the neuromarketing research trend: 2010–2021. Frontiers in Psychology, 13(August), 1–12. https://doi.org/10.3389/fpsyg.2022.872468
• Zurawicki, L. (2010). Neuromarketing Exploring the Brain of the Consumer. Springer.