Decoding Neural Responses to Emotion in Television Commercials: An Integrative Study of Self-Reporting and fMRI Measures

Shen, Feng; Morris, Jon D.

doi:10.2501/jar-2016-016

Cited by 44 publications

(33 citation statements)

References 31 publications

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“…Although they do not employ this term, practically all interviewees coincide in highlighting the difficulty for using neuromarketing as the sole technique in market research, putting forward the need to combine it with other traditional techniques, developing what some call “mixed designs” or “hybrid models” whose greatest usefulness would be to eliminate the subjectivity which they consider a characteristic of affirmative techniques. This conclusion is in line with the proposals of authors such as Baraybar-Fernández et al (2017) who have defended this type of combined designs or Shen and Morris (2016) suggesting that, in order to improve efficacy in advertising research, neuromarketing techniques and conventional ones should be integrated into the same design.…”

Section: Discussionsupporting

confidence: 86%

“…Faced with the advantages and restrictions which any social research technique brings up – both the more traditional ones which have been in use for decades and the newer ones – Shen and Morris (2016) suggest that to improve the efficiency of advertising research, as long as they are sufficiently proven, both should be integrated into the same design. Marketing researchers should see neuromarketing, not as a way of replacing the traditional methods and models but as something complementary which helps improve our grasp and interpretation of human behavior ( Cherubino et al, 2019 ).…”

Section: Introductionmentioning

confidence: 99%

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The Application of Neuromarketing Techniques in the Spanish Advertising Industry: Weaknesses and Opportunities for Development

2020

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Neuromarketing has aroused great interest in scientific research about consumer behavior and, consequently, in the advertising industry, which is searching for an alternative to traditional techniques for measuring efficacy. However, despite its development in the academic world, in the professional sector, its use is still very limited. The aim of this work was to find out the perception of advertising professionals as regards neuromarketing techniques for identifying its advantages and disadvantages compared to other research techniques, as well as the reasons why the use of neuromarketing is so much lower than expected in the Spanish market. The technique chosen for data gathering was the semi-structured interview, which made it possible to go into more depth with the subjects that came up. The interview, after a pre-selection of 100 professionals who matched the set criteria, was carried out individually, face-to-face, with a sample of 30 people with considerable professional experience in the field of marketing, sales communication, and market research; all of them belonged to leading companies from the sector. Once the information had been categorized into units with common themes, the results obtained were interpreted to explain how neuromarketing techniques are being used in the field of advertising. The results obtained led us to the conclusion that, even though neuromarketing provides more objective data and it is closer to what really happens to consumers when they are exposed to an advertising message, the ignorance of its true possibilities, the inability of suppliers of these techniques to transmit the value they add to research, its complexity, its high cost and time requirements explain why it has had scarce use in advertising research. The results revealed the real reasons for the rejection of neuromarketing techniques which, in turn, will make it possible to introduce both technological and formative solutions, allowing it to be incorporated into future research designs.

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Section: Discussionsupporting

confidence: 86%

Section: Introductionmentioning

confidence: 99%

The Application of Neuromarketing Techniques in the Spanish Advertising Industry: Weaknesses and Opportunities for Development

2020

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“…In fact, fMRI scanners are easily available compared to other neuroimaging tools. Several fMRI studies investigate many cognitive phenomena, such as sensory perception, attention, arousal, emotion, engagement, memory, reward and valence (McClure et al, 2004 ; Deppe et al, 2005 ; Esmaeili et al, 2011 ; Santos et al, 2012 ; Ruanguttamanun, 2014 ; Sebastian, 2014 ; Koestner et al, 2016 ; Shen and Morris, 2016 ). fMRI is a suitable tool to study consumer preferences for visual stimuli (e.g., videos, images).…”

Section: Characteristics Of Consumer Neuroscience Toolsmentioning

confidence: 99%

“…fMRI is used to test advertisement effectiveness for product images. In particular, fMRI can be used to investigate the hemodynamics response (brain activations) in brain regions responsible of these phenomena (Morris et al, 2009 ; Kühn et al, 2016 ; Shen and Morris, 2016 ; Jung et al, 2018 ; Casado-Aranda et al, 2019 ). As it has a low temporal resolution, fMRI might not always be suitable for measuring brain activity during the view of audio-visual stimuli, due to the quick changes in the scenes (Zurawicki, 2010 ).…”

Section: Main Applications In Marketingmentioning

confidence: 99%

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

et al. 2020

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The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

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“…Although previous studies have demonstrated that consumer neuroscience studies with small sample sizes can produce predictive results and significant insights (Berns and Moore, 2012;Smidts et al, 2014;Shen and Morris, 2016;Christoforou et al, 2017), the use of larger samples could broaden the generalizability of the findings.…”

Section: Limitations and Further Researchmentioning

confidence: 99%

Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment

et al. 2020

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Decoding Neural Responses to Emotion in Television Commercials: An Integrative Study of Self-Reporting and fMRI Measures

Cited by 44 publications

References 31 publications

The Application of Neuromarketing Techniques in the Spanish Advertising Industry: Weaknesses and Opportunities for Development

The Application of Neuromarketing Techniques in the Spanish Advertising Industry: Weaknesses and Opportunities for Development

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment

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