The numbing effect of mortality salience in consumer settings

Goode, Miranda; Iwasa‐Madge, Dan

doi:10.1002/mar.21201

Cited by 17 publications

(18 citation statements)

References 49 publications

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“…Despite the fact that NeuroSky EEG has only a single channel, it has been prevalently used in many neuromarketing studies (Goode and Iwasa‐Madge, 2019; Hsu and Chen, 2019) for its reliability has been confirmed by scholars such as Rogers et al (2016), Sezer et al (2015), Chen and Huang (2013), and Rebolledo-Mendez et al (2009). It has also been proven to have sufficient accuracy in collecting brainwave oscillations, and the participants may not feel as awkward when wearing it (Sun, 2014).…”

Section: Methodsmentioning

confidence: 99%

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Hsu

Chen

2020

Australasian Marketing Journal

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This study aims to understand how hotel videos embedded with a smiling face emoji as a subliminal message affect consumers’ selection of hotels, with their brain activities measured and collected while they watched the videos. Data was collected from sixteen participants who completed two rounds of experiments. A chi-square test of homogeneity, paired sample t-test, and Bayes factor were performed to address the two proposed research questions. The results of this study reveal that participants’ selection of hotels would be significantly affected by the subliminal stimuli of a smiling face emoji. Meanwhile, neuroscientific data identifies significant differences between participants’ two (theta and beta) out of five bands of brainwaves while they were viewing hotel videos with and without the subliminal message. Suggestions for future studies and practical operations are also discussed.

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Section: Methodsmentioning

confidence: 99%

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Hsu

Chen

2020

Australasian Marketing Journal

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“…Although one might assume factors that make time appear more fleeting would enhance savoring by promoting a sense of temporal scarcity, such effects are not necessarily as straightforward as they seem. For example, mortality salience may either make one more attuned to emotionally pleasant stimuli ( DeWall and Baumeister, 2007 ) or produce a numbing effect on emotional reactions to positive stimuli ( Goode and Iwasa-Madge, 2019 ). Likewise, focusing on the imminent ending of a positive life experience may either increase enjoyment and appreciation of the time one has left ( Kurtz, 2008 ) or produce greater sadness and worrying through anticipatory nostalgia ( Batcho and Shikh, 2016 ).…”

Section: Promising Directions For Future Theory and Researchmentioning

confidence: 99%

Current Progress and Future Directions for Theory and Research on Savoring

Bryant

2021

Front. Psychol.

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As research on savoring has increased dramatically since publication of the book Savoring: A New Model of Positive Experience (Bryant and Veroff, 2007), savoring has gradually become a core concept in positive psychology. I begin by reviewing the evolution of this concept, the development of instruments for assessing savoring ability and savoring strategies, and the wide range of applications of savoring in the psychosocial and health sciences. I then consider important directions for future theory and research. To advance our understanding of how naturalistic savoring unfolds over time, future work should integrate the perceptual judgments involved in not only the later stages of attending to and regulating positive experience (where past research has concentrated), but also the initial stages of searching for and noticing positive stimuli. Whereas most research has investigated reactive savoring, which occurs spontaneously in response to positive events or feelings, future work is also needed on proactive savoring, which begins with the deliberate act of seeking out or creating positive stimuli. To advance the measurement of savoring-related constructs, I recommend future work move beyond retrospective self-report methods toward the assessment of savoring as it occurs in real-time. The development of new methods of measuring meta-awareness and the regulation of attentional focus are crucial to advancing our understanding of savoring processes. I review recent research on the neurobiological correlates of savoring and suggest future directions in which to expand such work. I highlight the need for research aimed at unraveling the developmental processes through which savoring skills and deficits evolve and the role that savoring impairments play in the etiology and maintenance of psychopathology. Research is also needed to learn more about what enhances savoring, and to disentangle how people regulate the intensity versus duration of positive emotions. Finally, I encourage future researchers to integrate the study of anticipation, savoring the moment, and reminiscence within individuals across time.

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“…Furthermore, EEG is considered the optimal modality for recording human brainwave activity (Lokannavar et al, 2015). Neurosky Mindwave, a non-invasive instrument attached to the forehead and ear (referring to the Fp1 and A1 positions in the international 10-20 system), was used to collect brainwave data; Neurosky Mindwave has been previously used in marketing research (Goode and Iwasa-Madge, 2019) and its reliability has been confirmed by scholars such as Rogers et al (2016). The EEG equipment used in this experiment can retrieve and record δ, θ, α, β and γ brainwave activity simultaneously.…”

Section: Measurements and Instrumentationmentioning

confidence: 99%

Music and wine tasting: an experimental neuromarketing study

Hsu

Chen

2019

BFJ

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Purpose Music has a priming effect on product selection. The purpose of this paper is to extend the current understanding on this issue using an experimental design incorporating behavioural and brainwave data. Design/methodology/approach An experiment with 40 participants was conducted to explore how and why wine tasting preferences would be primed by different genres of musical stimuli. Electroencephalographic measurement was adopted to measure participant brainwave activity in two experiments, each involving two rounds of wine tasting, and the treatment was administered between the two rounds. Findings Significant associations between the musical stimulus genre and participant change in wine selection were found, and the musical stimuli resulted in different brainwave activities because participant β and γ wave activities significantly differed in the first and second wine tasting rounds. Correlational analyses indicated that α, β and γ wave activities generated by the musical stimuli were significantly but negatively correlated with α wave activity. α wave activity in the musical stimulus phases was significantly negatively correlated with β wave activity in the second round of wine tasting, and the other associations were significant and positive. Originality/value This study highlighted the priming effect of musical stimuli in wine tasting. Empirical evidence derived from experimental research was analysed with behavioural and brainwave data. This study’s original contribution is that it explored wine tasting preferences from a neuromarketing perspective. The results of this study can provide empirical evidence on how to effectively use music in marketing strategies.

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The numbing effect of mortality salience in consumer settings

Cited by 17 publications

References 49 publications

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Current Progress and Future Directions for Theory and Research on Savoring

Music and wine tasting: an experimental neuromarketing study

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