Public policies and selective visual attention: the effectiveness of awareness messages among young people about the consumption of alcoholic beverages in Brazil

Santos, Renê de Oliveira Joaquim dos; Oliveira, Jorge Henrique Caldeira de; Giraldi, Janaína de Moura Engracia; Tech, Adriano Rogério Bruno

doi:10.1186/s40552-015-0010-3

Cited by 3 publications

(2 citation statements)

References 20 publications

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“…Some studies claim that the majority of consumer neuroscience research has predominantly used fMRI to measure brain activation in response to marketing stimuli (Smidts et al, 2014;Ramsøy, 2015;Harris et al, 2018). Other studies maintain that the most widely applied consumer neuroscience tool is eye-tracking followed by galvanic skin response (16%), facial recognition (11%), heart rate variability (9%), electroencephalography (6%), and electromyography (EMG) (4%) (dos Santos et al, 2015;Boz et al, 2017). A review of 34 neuroscience studies from 2001 to 2012 finds that fewer than 25% of the studies applied EEG, while almost 70% applied fMRI (Solnais et al, 2013;Sung et al, 2019).…”

Section: Popularity Of Toolsmentioning

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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Section: Popularity Of Toolsmentioning

confidence: 99%

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

et al. 2020

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“…EEG is the most technology used in marketing practices before the release of the fMRI technique because of its less expensive and excellent temporal resolution (Alsharif et al, 2021d;Cruz et al, 2016;Lee et al, 2017;Telpaz et al, 2015). EEG is a non-invasive electrical technique, which is using electrodes placed on the consumer ' s scalp to measure the voltage changes of frequencies at scalp toward marketing stimuli in milliseconds (Cherubino et al, 2019;Davis, 2019;Eijlers et al, 2020;Kumar, 2015). According to the literature, EEG has five frequency bands such as delta (less than 4 hertz (Hz)), theta (4-7 Hz), alpha (8-15 Hz), beta (16-31 Hz), and gamma (larger than 32 Hz) (Wei et al, 2018).…”

Section: Electroencephalographymentioning

confidence: 99%

Neuromarketing: The popularity of the brain-imaging and physiological tools

2021

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In the last two decades, neuromarketing (NM) studies are snowballed because scientists and researchers are looking for understanding the mechanisms of decision-making in the consumer's brain toward marketing stimuli, for example, but not limited to advertising and brands that have not changed overnight. For this purpose, NM research is using state-of-the-art technology to gauge the responses of consumers’ minds to marketing stimuli, which is impossible by traditional marketing methods. In this paper, we have concentrated on neuromarketing tools such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking (ET). Literature indicates that EEG, fMRI, and ET enable to gauge consumers' neurometrics and biometrics responses; thereby, they provide valuable information about the physiological and mental reactions toward marketing stimuli, which can be used to improve marketing research. Neuromarketing can provide valuable information about consumer behaviour, which is impossible by traditional methods. We hope that this study provides valuable insights into neuromarketing and future directions.

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Application of Neuroscience in the Area of Sustainability: Mapping the Territory

Pagan

Teixeira

et al. 2020

Glob J Flex Syst Manag

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Public policies and selective visual attention: the effectiveness of awareness messages among young people about the consumption of alcoholic beverages in Brazil

Cited by 3 publications

References 20 publications

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

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

Neuromarketing: The popularity of the brain-imaging and physiological tools

Application of Neuroscience in the Area of Sustainability: Mapping the Territory

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