Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis

Sánchez‐Fernández, Juan; Casado‐Aranda, Luis‐Alberto; Bastidas-Manzano, Ana-Belén

doi:10.3390/su13031589

Cited by 42 publications

(50 citation statements)

References 75 publications

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“…Measurement techniques based on neuroscience are less prone to assessment errors and are more objective. They allow information to be obtained at its source (in the brain) before it is presented in the form of an opinion or judgment (e.g., surveys or interviews) [61][62][63][64]. Some of them, EEG for instance, are characterized by a very high temporal resolution, which allows for time-accurate measurements of people's reactions to the presented stimuli [43,48,65].…”

Section: Cognitive Neuroscience Methods In the Study On Advertising Messagesmentioning

confidence: 99%

Cognitive Neuroscience Methods in Enhancing Health Literacy

Piwowarski

Gadomska–Lila

Nermend

2021

IJERPH

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The aim of the article is to identify the usefulness of cognitive neuroscience methods in assessing the effectiveness of social advertising and constructing messages referring to the generally understood health promotion, which is to contribute to the development of health awareness, and hence to health literacy. The presented research has also proven useful in the field of managing the processes that improve the communication between the organization and its environment. The researchers experimentally applied cognitive neuroscience methods, mainly EEG measurements, including a metric which is one of the most frequently used to measure the reception of advertising messages, i.e., frontal asymmetry. The purpose of the study was to test cognitive responses as expressed by neural indices (memorization, interest) to the reception of an advertisement for the construction of a hospice for adults. For comparative purposes, a questionnaire survey was also conducted. The research findings have confirmed that there are significant differences in remembering the advertisement in question by different groups of recipients (women/men). They also indicate a different level of interest in the advertisement, which may result from different preferences of the recipients concerning the nature of ads. The obtained results contribute to a better understanding of how to design advertising messages concerning health, so that they increase the awareness of the recipients’ responsibility for their own health and induce specific behavior patterns aimed at supporting health-related initiatives, e.g., donating funds for building hospices or performing preventive tests. In this respect, the study findings help improve the organizations’ communication with their environment, thus enhancing their performance. The study has also confirmed the potential and innovativeness of cognitive neuroscience methods as well as their considerable possibilities for application in this field.

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Section: Cognitive Neuroscience Methods In the Study On Advertising Messagesmentioning

confidence: 99%

Cognitive Neuroscience Methods in Enhancing Health Literacy

Piwowarski

Gadomska–Lila

Nermend

2021

IJERPH

View full text Add to dashboard Cite

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“…Indeed, advertising is the branch that most benefits from neuromarketing [100] because neuromarketing is capable to record and measure the impact of advertising on the neural mechanisms of consumers and decision-making in the human brain [53,101]. Thus, neuromarketing has improved our understanding of cognitive, neuronal, and emotional processes in the brain related to advertising campaigns [59].…”

Section: Main Brain Processes and Regions Of Interest For Advertisingmentioning

confidence: 99%

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

et al. 2021

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Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to study the impact of advertising on brain regions and processes are scant and remain unclear in academic literature. In this article, we have followed a literature review methodology and a bibliometric analysis to select empirical and review papers that employed neuroimaging tools in advertising campaigns and to understand the global research trends in the neuromarketing domain. We extracted and analyzed sixty-three articles from the Web of Science database to answer our study questions. We found four common neuroimaging techniques employed in advertising research. We also found that the orbitofrontal cortex (OFC), the ventromedial prefrontal cortex, and the dorsolateral prefrontal cortex play a vital role in decision-making processes. The OFC is linked to positive valence, and the lateral OFC and left dorsal anterior insula related in negative valence. In addition, the thalamus and primary visual area associated with the bottom-up attention system, whereas the top-down attention system connected to the dorsolateral prefrontal cortex, parietal cortex, and primary visual areas. For memory, the hippocampus is responsible for generating and processing memories. We hope that this study provides valuable insights about the main brain regions and processes of interest for advertising.

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“…Obtaining clear and objective information is where neuromarketing, as a relatively new and innovative research technique, proves extremely valuable. Neuromarketing "asks" the body and brain how they feel about a particular marketing stimulus, thus, being able to complete the gaps of expressed behavior with an objective measurement of impact [47][48][49].…”

Section: Neuromarketing and Web Designmentioning

confidence: 99%

A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design

et al. 2021

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Websites are one of the most frequently used communication environments, and creating sustainable web designs should be an objective for all companies. Ensuring high usability is proving to be one of the main contributors to sustainable web design, reducing usage time, eliminating frustration and increasing satisfaction and retention. The present paper studies the usability of different website landing pages, seeking to identify the elements, structures and designs that increase usability. The study analyzed the behavior of 22 participants during their interaction with five different landing pages while they performed three tasks on the webpage and freely viewed each page for one minute. The stimuli were represented by five different banking websites, each of them presenting the task content in a different mode (text, image, symbol, graph, etc.).; the data obtained from the eye tracker (fixations location, order and duration, saccades, revisits of the same element, etc.), together with the data from the applied survey lead to interesting conclusions: the top, center and right sides of the webpage attract the most attention; the use of pictures depicting persons increase visibility; the scanpaths follow a vertical and horizontal direction; numerical data should be presented through graphs or tables. Even if a user's past experience influences their experience on a website, we show that the design of the webpage itself has a greater influence on webpage usability.

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Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis

Cited by 42 publications

References 75 publications

Cognitive Neuroscience Methods in Enhancing Health Literacy

Cognitive Neuroscience Methods in Enhancing Health Literacy

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design

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