This is your brain on neuromarketing: reflections on a decade of research

Lee, Nick; Brandes, Leif; Chamberlain, Laura; Senior, Carl

doi:10.1080/0267257x.2017.1327249

Cited by 61 publications

(38 citation statements)

References 53 publications

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“…Indeed, in contrast to a study on the brain basis of WTP using fMRI (Plassmann et al, 2007 ), our approach demonstrates the added value of EEG as an imaging modality for assessing consumer preference and choice. In addition to the insights gained from this on the basic mechanisms of consumer choice, our results also answers calls for neuroimaging measures that assess and predict of consumer response and choice (Butler, 2008 ; Garcia and Saad, 2008 ; Murphy et al, 2008 ; Senior and Lee, 2008 ; Wilson et al, 2008 ; Ariely and Berns, 2010 ; Fisher et al, 2010 ; Lee et al, 2017 ). Indeed, great strides are currently made in the application of neuroimaging tools and neuroscience insights in understanding, measuring and affecting consumer choice.…”

Section: Discussionsupporting

confidence: 65%

“…Recent calls for an improved understanding of the basic mental mechanisms underlying WTP calculations have proposed to include neurobiological explorations of how the brain calculates values and instigates choice behavior. Still, in spite of the rapidly expanding research fields of neuroeconomics (Rolls, 2000 ; Camerer et al, 2005 , 2016 ; Kenning and Plassmann, 2005 ; Rustichini, 2005 ; Kable and Glimcher, 2009 ; Wilhelms and Reyna, 2014 ; Levy and Glimcher, 2016 ), neuromarketing or consumer neuroscience (Ariely and Berns, 2010 ; Fisher et al, 2010 ; Plassmann et al, 2012 , 2015 ; Smidts et al, 2014 ; Ramsøy, 2015 ; Hsu, 2017 ; Lee et al, 2017 ). In these multidisciplinary efforts, any exact understanding of the neural or psychological mechanisms underlying WTP calculations is still woefully lacking (Plassmann et al, 2012 ).…”

Section: Introductionmentioning

confidence: 99%

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Frontal Brain Asymmetry and Willingness to Pay

et al. 2018

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Consumers frequently make decisions about how much they are willing to pay (WTP) for specific products and services, but little is known about the neural mechanisms underlying such calculations. In this study, we were interested in testing whether specific brain activation—the asymmetry in engagement of the prefrontal cortex—would be related to consumer choice. Subjects saw products and subsequently decided how much they were willing to pay for each product, while undergoing neuroimaging using electroencephalography. Our results demonstrate that prefrontal asymmetry in the gamma frequency band, and a trend in the beta frequency band that was recorded during product viewing was significantly related to subsequent WTP responses. Frontal asymmetry in the alpha band was not related to WTP decisions. Besides suggesting separate neuropsychological mechanisms of consumer choice, we find that one specific measure—the prefrontal gamma asymmetry—was most strongly related to WTP responses, and was most coupled to the actual decision phase. These findings are discussed in light of the psychology of WTP calculations, and in relation to the recent emergence of consumer neuroscience and neuromarketing.

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Section: Discussionsupporting

confidence: 65%

Section: Introductionmentioning

confidence: 99%

Frontal Brain Asymmetry and Willingness to Pay

et al. 2018

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“…Whereas measuring this type of brain activity and inferring a specific psychological process from this measurement is simple and straightforward, it is also problematic because it involves reverse inference (Poldrack, 2006;Lee et al, 2017). The fact that inducing high arousal leads to observing alpha suppression (forward inference), does not warrant the reverse inference that observing alpha suppression in a particular instance must mean that arousal is high.…”

Section: Introductionmentioning

confidence: 99%

Measuring Neural Arousal for Advertisements and Its Relationship With Advertising Success

2020

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Abundant research has established the important role of ad-evoked feelings on consumers' reaction to advertising. However, measurement of feelings through explicit self-report is not without its limitations. The current study adds to previous work by showing a sophisticated way of first estimating how arousal is represented in the brain via an independent task (using EEG), and thereafter using this representation to measure arousal in response to advertisements. We then estimate the relationship between the identified process (arousal) and external measures of ad effectiveness (as measured by notability and attitude toward the ad). The results show that the neural measure of arousal is positively associated with notability of ads in the population at large, but may be negatively associated with attitude toward these ads. The implications for the application of EEG in ad testing and for understanding the relationship between arousal and effective advertising are discussed.

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“…This kind of reasoning is called reverse inference. Though reverse inference is extremely prevalent in cognitive neuroscience and neuromarketing, its validity has been regarded by some researchers as limited (e.g., Lee et al, 2017 ). Yet some researchers asserted that reverse inference was not intrinsically weak when applied with caution (e.g., Hutzler, 2014 ).…”

Section: Discussionmentioning

confidence: 99%

The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles

Zhang

et al. 2018

Front. Neurosci.

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Studies have revealed that consumers are susceptible to price framing effect, a common cognitive bias, due to their limited capacity in processing information. The effect of price framing in a bundling context and its neural correlates, however, remain not clearly characterized. The present study applied the event-related potentials (ERPs) approach to investigate the role of price framing in information processing and purchase decision making in a bundling context. Three price frames were created with practically identical total prices (with a maximum difference of ¥0.1, which was about equal to 0.016 US dollars) for a bundle with two components, a focal product and a tie-in product. In normal price condition (NP), both the focal and tie-in products were offered at a normal discounted price; in zero price condition (ZP), the tie-in product was offered free while the total price of the bundle remained the same as NP; whereas in low price condition (LP), the tie-in product was offered at a low token price (¥0.1), and the focal product shared the same price as the focal product of ZP. The behavioral results showed a higher purchase rate and a shorter reaction time for ZP in contrast to NP. Neurophysiologically, enlarged LPP amplitude was elicited by ZP relative to NP, suggesting that ZP triggered a stronger positive affect that could motivate decision to buy. Thus, this study provides both behavioral and neural evidence for how different price framing information is processed and ultimately gives rise to price framing effect in purchase decision making.

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This is your brain on neuromarketing: reflections on a decade of research

Cited by 61 publications

References 53 publications

Frontal Brain Asymmetry and Willingness to Pay

Frontal Brain Asymmetry and Willingness to Pay

Measuring Neural Arousal for Advertisements and Its Relationship With Advertising Success

The Temptation of Zero Price: Event-Related Potentials Evidence of How Price Framing Influences the Purchase of Bundles

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