A Bite to Whet the Reward Appetite: The Influence of Sampling on Reward-Seeking Behaviors

Wadhwa, Monica; Shiv, Baba; Nowlis, Stephen M.

doi:10.1509/jmkr.45.4.403

Cited by 123 publications

(152 citation statements)

References 24 publications

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“…However, as Plassmann et al (2015) discuss, there exist now a number of studies that have successfully applied neuroscience theories to derive testable predictions about consumer behavior (e.g., Van den Bergh et al, 2008;Wadhwa et al 2008;Tuk et al 2011) without the use of ! 33!…”

Section: ! 27!mentioning

confidence: 99%

“…To reiterate an important point, Wadhwa et al (2008) were able to progress our understanding of marketing phenomena by building on previous neuroscientific evidence only (i.e., without direct use of neuroscientific methods). In view of the previously mentioned considerable challenges involved in applying these methods (and the extensive need to secure external funding), work along these lines promises to become a key pathway towards neuromarketing research for newcomers with a background in traditional marketing.…”

Section: ! 27!mentioning

confidence: 99%

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Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer

Lee

Chamberlain

Brandes

2018

EJM

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A note on versions:The version presented here may differ from the published version or, version of record, if you wish to cite this item you are advised to consult the publisher's version. Please see the 'permanent WRAP URL' above for details on accessing the published version and note that access may require a subscription. Purpose -In order to grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field's parameters. In this paper, the authors examine whether the existing body of neuromarketing literature can support such growth. Specifically, the authors attempt to replicate how a newcomer to the field of neuromarketing would go about orienting themselves to the field, and learn how to conduct excellent neuromarketing research.Design/ Methodology/ Approach -A total of 131 papers, published in the areas of 'neuromarketing' and 'consumer neuroscience' were downloaded, and then identified as conceptual or empirical in nature. A separate database was created for each type of research paper and information was recorded. For both conceptual and empirical papers the citation details, notably year of publication, journal, journal ranking and Impact factor were recorded.Papers were then descriptively analysed with regards to number of publications over the years, content, and journal quality.Findings -We find that interest in the field is growing, with a greater variety of topics and methods appearing year on year. However, we also identify some issues of concern for the field if it wishes to sustain this growth. First, the highly fragmented literature and the lack of signposting makes it very difficult for newcomers to find the relevant work and journal outlets. Second, there is a lack of high-quality, user-oriented methodological primers that a newcomer would come across. Finally, neuromarketing as it appears to a newcomer suffers from a lack of clear guidance on what defines good vs bad neuromarketing research. As a large majority of the reviewed papers have appeared in lower ranked journals, newcomers might get a biased view on the acceptable research standards in the field. ! 2!Originality/ value -The insights from our analysis inform a tentative agenda for future work which gives neuromarketing itself greater scientific purpose, and the potential to grow into a better-established field of study within marketing as a whole.

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Section: ! 27!mentioning

confidence: 99%

Section: ! 27!mentioning

confidence: 99%

Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer

Lee

Chamberlain

Brandes

2018

EJM

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“…Drawing on neuroscientific findings that humans (and other animals) pay greater attention and respond more rapidly to sensory stimuli occurring in peripersonal (i.e., close to the body) than extrapersonal space, they find support for the idea that peripersonal warning signals, compared with traditional warning signals, afford significant performance advantages. In another example, Wadhwa et al (2008) generated novel hypotheses, based on physiological theories of "reverse alliesthesia" and neuroscience research on the dopamine system, that consumption cues that are high in incentive value (such as sampling a food or brief experiences with hedonic cues) can strengthen subsequent goal pursuit of rewardseeking behaviors (defined as a representation of an internal state associated with a desirable outcome). The authors found support for their predictions, which ran counter to common views held by marketing practitioners and health experts, that sampling a food generally leads to lower subsequent consumption.…”

Section: Hypothesis Generation and Constraintsmentioning

confidence: 99%

Decision neuroscience and consumer decision making

et al. 2012

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This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations Mark Lett (2012) 23:473-485

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“…This inquiry has been partially answered by research on the relationship between product sampling and consumption motivation (Wadhwa, Shiv & Nowlis, 2008). These researchers first demonstrated that subjects who sampled chocolate in the first phase subsequently and unconsciously indulged in more soft drinks and snacks in the second phase 2 than did those subjects who had not sampled the chocolate.…”

Section: Conceptual Developmentmentioning

confidence: 99%

The Varying Influences of Positive Emotions on Consumption Motivation

Wanglee

2013

CMR

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This research investigates how subjective emotional experiences -which should be largely irrelevant to judgment and choices -impact consumers' reward-seeking behaviors. Extant theories of affective influences on consumption motivation have taken a valence-based approach, contrasting the effects of positive versus negative states of emotion. These approaches have not specified if and when distinct emotions of the same valence have different effects on motivation. This research not only demonstrates that positive emotions have a wide range of influences on motivation, but also how frequent exposure to distinct and unrelated positive emotions systematically affects reward-seeking behaviors.

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A Bite to Whet the Reward Appetite: The Influence of Sampling on Reward-Seeking Behaviors

Cited by 123 publications

References 24 publications

Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer

Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer

Decision neuroscience and consumer decision making

The Varying Influences of Positive Emotions on Consumption Motivation

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