Augmentation of Neuromarketing by Neural Technology

Ma, Qingguo; Jin, Jia; Liu, Tao; Wang, Xiaoyi

doi:10.1007/978-3-030-54564-2_18

Cited by 1 publication

(2 citation statements)

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“…In recent years, neuromarketing, an inter-disciplinary field combining neuroscience and marketing, has been developing (Lee et al, 2007 ; Ariely and Berns, 2010 ; Morin, 2011 ; Plassmann et al, 2015 ; Meyerding and Mehlhose, 2020 ; Shahriari et al, 2020 ; Ma et al, 2021 ). This field attracts a great deal of interest because it may provide a deeper understanding, compared to traditional methods, of purchasing behavior by elucidating its underlying neural basis.…”

Section: Introductionmentioning

confidence: 99%

“…While former psychological studies had presented similar results, which is to say that brand information dominates preference rating (Pronko and Bowles, 1948 ; Thumin, 1962 ; Woolfolk et al, 1983 ), the neuromarketing approach added neurophysiological evidence for the neural activity underlying common marketing approaches, such as questionnaires and behavioral experiments, cracking open the black box associated with cognitive processing. The neuromarketing approach, thereby, can elucidate the latent cognitive mechanisms of consumers' behaviors, such as feelings, emotions, values, memories, or judgments, through assessing neurophysiological responses without asking them directly (Lee et al, 2007 ; Ariely and Berns, 2010 ; Morin, 2011 ; Kopton and Kenning, 2014 ; Plassmann et al, 2015 ; Venkatraman et al, 2015 ; Ma et al, 2021 ).…”

Section: Introductionmentioning

confidence: 99%

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Assessing functional impulsivity using functional near-infrared spectroscopy

Nakazawa,

Hirabayashi,

Kawai

et al. 2023

Front. Neuroergonomics

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IntroductionIn neuromarketing, a recently developing, inter-disciplinary field combining neuroscience and marketing, neurophysiological responses have been applied to understand consumers' behaviors. While many studies have focused on explicit attitudes, few have targeted implicit aspects. To explore the possibility of measuring implicit desire for a product, we focused on functional impulsivity related to obtaining a product as a reward and devised a product-rewarded traffic light task (PRTLT). The PRTLT requires participants to take risks under time pressure in order for them to maximize rewards in the form of commercial products, with the brand of products being an independent variable. Thus, we explored the feasibility of applying a PRTLT in a neuromarketing context to implicitly differentiate between the perceived value of products and supported our data with neurophysiological evidence obtained using fNIRS to concurrently monitor cortical activation.MethodsThirty healthy students were asked to perform the PRTLT. We compared participants' functional impulsivity toward two different chocolate products that had obviously different values. Along with their behavioral responses, participants' cerebral hemodynamic responses during the PRTLT were measured using fNIRS covering the lateral prefrontal cortices and the neighboring regions. We conducted adaptive general linear model (GLM) analysis for hemodynamic responses. First, we identified the regions involved in the PRTLT. Second, we compared activation patterns between expensive and inexpensive conditions.ResultsBehavioral analysis confirmed that the expensive condition trended toward producing a higher PRTLT score than did the inexpensive condition. fNIRS neuroimaging analysis showed task-derived activation in the bilateral dorsolateral prefrontal cortex (DLPFC) and frontopolar cortex (FPC). Moreover, we found significant differences between expensive and inexpensive conditions in the cortical activations in the FPC and the left-DLPFC.ConclusionThese results imply that the two products evoked different functional impulsivity, and the hemodynamic responses reflect that. Thus, we concluded that it is possible to observe differences in demand for products using a PRTLT that evokes functional impulsivity. The current study presents a new possibility in neuromarketing research of observing differences between consumers' covert attitudes toward commercially available products, possibly providing a neural basis related to hidden needs for some products.

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