Search Results - subject_exact:"Neuro-Marketing"

An analytics-driven method for building ethical customer digital twins using neuromarketing and social media data

Okyere Sefa, Ama Anomwaa; Rezaei, Mohammadreza; … - 2026

As markets become increasingly digitalised, understanding the emotional and cognitive drivers of consumer behaviour is essential for developing responsive and targeted marketing strategies. This study contributes to the development of Customer Digital Twins (CDTs) by integrating neuromarketing...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015654343

FaceReader as a neuromarketing tool to compare the olfactory preferences of customers in selected markets

Berčík, Jakub; Mravcová, Anna; Sendra Nadal, Esther; … - 2025

Purpose The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market....

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015190404

How to conduct valuable marketing research with neurophysiological tools

Bigné Alcañiz, J. Enrique; Boksem, Maarten; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015464197

Assessing the impact of point-of-sale beer brand ads through consumer neuroscience research

Lukić, Darko; Starc̆ević, Slađana; Pitić, Goran - 2025

This study employs EEG and eye-tracking to assess how brand equity, creative complexity, and spatial layout influence implicit consumer responses to point-of-sale (POS) beer advertisements. Through the theoretical lens of predictive coding and processing fluency, laboratory testing with Serbian...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015468013

The Role of neuroscience in shaping marketing narratives for rural agricultural producers : a systematic review

Shemfe, Olaitan; Mbukanma, Ifeanyi - 2025

Rural agricultural markets face unique challenges, yet neuromarketing applications in this sector are understudied. This systematic review investigates how neuroscience has been applied to shape marketing narratives for rural agricultural producers. The objectives were to catalog relevant...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015434476

Beyond exposure : the influence of user tasks and induced presence on product placement effectiveness in virtual environments

Mandolfo, Marco; Di Dalmazi, Michele; Di Paolo, Francesco; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015436065

Evaluation of the effects of organic food labels on consumer preference via neuromarketing

Uyar, Ahmet - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015439088

The role of emotions and imagery in financial decision-making : a comparative analysis of neuromarketing and self-report data

Hamelin, Nicolas; Ferm, Lars-Erik Casper; Huszár, Zsuzsa R. - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015457499

Clothing design factors, aesthetic experience, and preference : additional insights from neuromarketing in civil defense clothing

Ko, Eunju; Lee, Eun-Ju; Kim, Kyung Hoon; Oh, Neulonbit; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015442469

The synergy of neuromarketing and artificial intelligence : a comprehensive literature review in the last decade

Ahmed H. Alsharif; Wang, Junhai; Salmi Mohd Isa; Nor … - 2025

This paper conducts a systematic literature analysis on "artificial intelligence, ethical artificial intelligence, neuromarketing, consumer neuroscience, neuroethics, and neurotechnology." This study followed the systematic literature review methodology to select and extract the relevant...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015613746

Regulating the mind : neuromarketing, neural data and stakeholder trust under California's CCPA

Goncalves, Marcus; Dangelo, Debra - 2025

This study investigates how neuromarketing practices intersect with consumer privacy regulation in California, with particular attention to the 2024 Senate Bill 1223 (SB 1223), which amends the CCPA/CPRA to explicitly define "neural data." By examining corporate strategies and regulatory...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015534443

The influence of personal brand communication on consumers

Kromalcas, Saulius; Kraujalienė, Lidija; Ževžikovas, … - 2024

The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand's analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014636262

How brand familiarity influences advertising effectiveness of non-profit organizations

García-Madariaga, Jesús; Simón Sandoval, Pamela; … - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015080782

Neuromarketing and eye-tracking technologies under the European framework : towards the GDPR and beyond

Sposini, L. - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015084406

Neuromarketing algorithms' consumer privacy and ethical considerations : challenges and opportunities

Goncalves, Marcus; Huang, Yiwei; Aliagas, Irene; … - 2024

This 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...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014521261

Analysis of the residual effect using neuromarketing technology in audiovisual content entrepreneurship

Núñez-Cansado, Marian; Carrascosa Méndez, Gabriel; … - 2024

Considering the informational overwhelm of the last few years and given the rise in new entrepreneurship of communication means, the optimization of commercial communication's marketing has become one of the primary objectives of marketing strategy. The quantitative computation of the number of...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015405508

Revolutionizing consumer insights : the impact of fMRI in neuromarketing research

Ahmed H. Alsharif; Salmi Mohd Isa - 2024

This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" and "functional magnetic resonance imaging or fMRI." Utilizing the PRISMA framework and R package software, we analyzed thirty-six...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015410921

The potential of neuroscience in transforming business : a meta-analysis

Khaneja, Supriya; Arora, Tushar - 2024

Organizations that embrace innovative business strategies position themselves well for success. In this evolving technological landscape, businesses are increasingly focused on understanding consumer behaviors and preferences to tailor their products and services effectively. Notably,...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015410925

Advances in neuromarketing and improved understanding of consumer behaviour : analysing tool possibilities and research trends

Bhardwaj, Seema; Thapa, Surya Bahadur; Gandhi, Aradhana … - 2024

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...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015443754

Neuromarketing as a mechanism of communication with the consumer : the case for small business

Chygryn, Olena; Shevchenko, Kateryna; Tuliakov, Oleh - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014578119

Toward a transparent and inclusive future : a review of neuromarketing's development and ethical gaps

Luther, Valorie - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015616728

Consumer privacy and neuromarketing : ethical implications and legal frameworks in California

Goncalves, Marcus; Dangelo, Debra - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015616737

Neuromarketing : hype or hope

Razbadauskaite-Venske, Indre; Rafijevas, Saidas - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015615098

Exploring the evolving landscape of neuromarketing ethics

Singh, Kawalpreet; Kumar, Arvind - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015574388

Neuromarketing in the Age of AI

2026

"This book delves into the practical applications and real value of neuromarketing. It examines the role of artificial intelligence in this increasingly data-driven approach and how neural technologies are driving the development of effective marketing campaigns"-- Provided by publisher.

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015637175

Strategisches Management und Neuromarketing für dynamische Märkte

Fiedler, Florian - 2026 - 1. Auflage

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015667182

Demystifying neuromarketing : a bibliometric review and future research agenda

Bhandari, Arabinda - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016061021

Neuromarketing Strategies of Modern-Day Digital Marketing and Communication

Millagala, Kavindu - 2023

This research article explores the integration of neuromarketing strategies in contemporary digital marketing and communication. Neuromarketing, an interdisciplinary field that merges neuroscience with marketing, aims to understand consumer behaviour, cognitive processes, and emotional responses...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014348668

Green concept of neuromarketing based on a systematic review using the bibliometric method

Sangari, Negin; Mirzaeian Khamseh, Payvand; Sana, Shib … - 2023

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014451416

Wine label design proposals : an eye-tracking study to analyze consumers' visual attention and preferences

Barbierato, Elena; Berti, Danio; Ranfagni, Silvia; … - 2023

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014335883

The application of neuromarketing tools in communication research : a comprehensive review of trends

Casado-Aranda, Luis-Alberto; Sánchez-Fernández, Juan; … - 2023

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014338321

An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement

Zahmati, Majid; Azimzadeh, Seyed Morteza; Sotoodeh, … - 2023

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014383109

Consumer neuroscience on branding and packaging : a review and future research agenda

Cerro Rodríguez, Víctor José; Antonovica, Arta; … - 2023

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014427401

State of the art of neuromarketing and its ethical implications

2023 - 1st edition

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014420549

A bibliometric analysis of human hormones in consumer neuroscience and human behavior research : trends and insights with implications for marketing

Alsharif, Ahmed H.; Pilelienė, Lina - 2023

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015145230

Visual attention differences toward football stadium's naming rights : an eye tracking study

Lyu, Dongye; Mañas-Viniegra, Luis; Xu, Ziyuan - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015211050

Electroencephalography studies on marketing stimuli : a literature review and future research agenda

Alsharif, Ahmed H.; Salmi Mohd Isa - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015333782

A neuromarketing approach to consumer behavior on web platforms

Cenizo, Coral - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015333872

Neuromarketing's role in sustainable finance

2025

"Neuromarketing plays a significant role in sustainable finance by tapping into the emotional and cognitive factors that influence investor decisions regarding socially and environmentally responsible investments. It helps financial institutions understand how individuals respond to...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015182207

Neurosensory and neuromarketing impacts on consumer behavior

2025

"The intersection of neurosensory and neuromarketing continues to reshape our understanding of consumer behavior, exploring the impact of sensory experiences and cognitive processes on purchasing decisions. Neurosensory research examines how sensory stimuli affect brain activity and emotional...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015182217

The role of artificial intelligence in the modern approach to neuromarketing

Radojević, Ivana; Slijepčević, Milica; Šević, … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015417497

Multidisciplinary approaches to marketing

Konyalıoğlu, Fatma İrem - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015417512

Neuromarketing and the marketing mix : an integrative review and future research agenda using the TMC approach

Bansal, Sanchita; Nangia, Priya; Koles, Bernadett - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015456249

Neuro-signaling techniques in advertisement endorsements : unveiling consumer responses and behavioral trends

Adalarasu, K.; Begum, K. Ghousiya; Priyan, M. Vishnu; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015441321

From awareness to preference : the dual role of brand and eco-friendliness in shaping green choices

Najafabadiha, Amirhossein; Wang, Ying; Javanmardi, Ehsan - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015441854

Do EEG metrics derived from trailers predict the commercial success of movies? : a systematic analysis of five independent datasets

Boksem, Maarten A. S.; Diepen, Rosanne M. van; Eijlers, … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015596953

Neuroimaging in neuromarketing : research traditions and concerns on methodology, ethics, and consciousness

Pereira, Rita de Cássia de Faria; Paro, Carlos Eduardo; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015591528

Message appeals of Social Media Postings : an experimental study on non-governmental organization

Edis̨̧̜, Leyla Bezgin; Kılıç, Sabiha; Aydın, Serap - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015624809

The quantum AI era of neuromarketing

2025

The Quantum AI Era of Neuromarketing integrates quantum AI with traditional neuromarketing, enhancing predictive analytics and understanding subconscious consumer behavior. It addresses ethical considerations, ensuring responsible use of advanced technologies, and explores future trends and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015182447

Tracking unconscious response to visual stimuli to better understand a pattern of human behavior on a Facebook page

Šola, Hedda Martina; Mikac, Mirta; Rončević, Ivana - 2022

As one of the fastest growing social media networks, Facebook is used daily by 7.91 billion users. Despite its worldwide influence, the cognitive perception of this social network has not been fully understood or researched. The current study examines human behavior when viewing Facebook pages...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013166612

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