A comparative analysis of the conceptual perception of neuromarketing
Vol 8, Issue 10, 2024
VIEWS - 1162 (Abstract)
Abstract
Researchers need to seek the opinions of individuals about what they think related to neuromarketing and its applications. This study is intended to reveal the conceptual perception of neuromarketing. In this context, a comparative analysis was designed for university students studying in social sciences and health sciences due to the interdisciplinary nature of neuromarketing. Thus, it was investigated in which areas the conceptual perception of neuromarketing was higher and how it was perceived at the same time. Survey method was used to collect data. The relevant literature was scanned to determine the questions in the survey, and previous studies in this field were taken into account. Accordingly, the survey consists of two parts. In the first part, there are 6 questions to determine the demographic characteristics of the participants. In the second part, 14 questions were included to determine the conceptual perception of neuromarketing. The questions to the participants were evaluated with a 5-point Likert scale (from 1 = disagree strongly to 5 = agree strongly). It was concluded that there were 499 valid surveys (n = 499). As a result, it was seen that participants in social sciences and health sciences differed significantly in the conceptual perception of neuromarketing (p = 0.000). It was found that the perception level of social sciences is higher than health sciences.
Keywords
Full Text:
PDFReferences
- Alsharif, A. H., & Mohd Isa, S. (2024). Revolutionizing consumer insights: the impact of fMRI in neuromarketing research. Future Business Journal, 10(1), 79. https://doi.org/10.1186/s43093-024-00371-z
- Ang, C. L., Davies, M., & Finlay, P. N. (2000). Measures to assess the impact of İnformation technology on quality management. International Journal of Quality and Reliability Management, 17(1), 42-66. https://doi.org/10.1108/02656710010300135
- Ariely, D., & Berns, G.S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nat Rev Neurosci, 11, 284-292. https://doi.org/10.1038/nrn2795
- Arlauskaité, E., & Sferle, A. (2013). Ethical issues in Neuromarketing. Master Thesis, Lund University School of Economics and Management International Marketing and Brand Management program. Lund University Publications, p. 56.
- Arora, H., & Jain, P. (2020). Neuromarketing: A tool to understand consumer psychology. Psychology and Education, 57(9), 3754-3762.
- Babiloni, F. (2012). Consumer neuroscience-a new area of study for biomedical engineers. IEEE PULSE, 21-23. https://doi.org/10.1109/MPUL.2012.2189166
- Barry, A., Born, G., & Weszkalnys, G., (2008). Logics of interdisciplinarity. Economy and Society, 37, 20-49. https://doi.org/10.1080/03085140701760841
- Beck, D. M. (2010). The Appeal of the Brain in the Popular Press. Perspectives on Psychological Science, 5(6), 762–766. https://doi.org/10.1177/1745691610388779
- Bercea, M. D. (2013). Quantitative versus qualitative in neuromarketing research. MPRA Munich Personal RePEc Archive, 44134(3), 2.
- Bergmann, M., Brohmann, B., Hoffmann, E., et al. (2005). Quality criteria of transdisciplinary research: A guide for the for-mative evaluation of research projects. Institute for Social-Ecological Research (ISOE), Frankfurt am Main.
- Braeutigam, S. (2005). Neuroeconomics—From neural systems to economic behaviour. Brain Research Bulletin, 67(5), 355–360. https://doi.org/10.1016/j.brainresbull.2005.06.009
- Bronowski, J. (1978). The Origins of Knowledge and Imagination. Yale University Press: New Haven and London.
- Butler, M. J. R. (2008). Neuromarketing and the perception of knowledge. Journal of Consumer Behaviour, 7(4–5), 415–419. Portico. https://doi.org/10.1002/cb.260
- Canepa, G.A. (2016). What you need to know about machine learning. Birmingham: Packt Publishing.
- Djamasbi, S., Siegel, M., & Tullis, T. (2010). Generation Y, web design, and eye tracking. International Journal of Human-Computer Studies, 68(5), 307–323. https://doi.org/10.1016/j.ijhcs.2009.12.006
- Dinu, G., Tanase, A. C., Dinu, L., & Tanase, F. (2010). The new techniques for handling consumer behaviour. In: Proceedings of the International DAAAM Symposium.
- Du Plessis, E. (2011). The branded mind: What neuroscience really tells us about the puzzle of the brain and the brand. Kogan Page.
- Egrie, J., & Bietsch, S. (2014). Marketing Research Ethics: How Consumers Feel about Neuromarketing, Annual Conference Proceedings Marketing Educators’ Teaching Challenges (MEA) and Career Opportunities. Academic Press, 208-215.
- Epton, S.R., Payne, R.L., & Pearson, A.W. (1983). Managing Interdisciplinary Research. John Wiley & Sons, New York.
- Eser, Z., Isin, F. B., & Tolon, M. (2011). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Journal of Marketing Management, 27(7–8), 854–868. https://doi.org/10.1080/02672571003719070
- Fisher, C. E., Chin, L., & Klitzman, R. (2010). Defining Neuromarketing: Practices and Professional Challenges. Harvard Review of Psychiatry, 18(4), 230–237. https://doi.org/10.3109/10673229.2010.496623
- Fugate, D. L. (2007). Neuromarketing: a layman’s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), 385–394. https://doi.org/10.1108/07363760710834807
- Garcia, J. R., & Saad, G. (2008). Evolutionary neuromarketing: darwinizing the neuroimaging paradigm for consumer behavior. Journal of Consumer Behaviour, 7(4–5), 397–414. Portico. https://doi.org/10.1002/cb.259
- Gentry, L. (2007). Marketing and eye-tracking machines: research opportunities for an affordable tool. Journal of International Management Studies, 60-65.
- Goldberg, L. R. (1993). The structure of phenotypic personality traits. American Psychologist, 48(1), 26-34. https://doi.org/10.1037/0003-066X.48.1.26
- Goswami, U. (2006). Neuroscience and education: from research to practice? Nature Reviews Neuroscience, 7(5), 406–413. https://doi.org/10.1038/nrn1907
- Green, S., & Holbert, N. (2012). Gifts of the neuro-magi: Science and speculation in the age of neuromarketing. Marketing Research, 24(1), 10-14.
- Javor, A., Koller, M., Lee, N., et al. (2013). Neuromarketing and consumer neuroscience: Contributions to neurology. BMC Neurology, 13(1), 1-12. http://dx.doi.org/10.1186/1471-2377-13-13
- Hall, D. A. (2020). Neuromarketing and the effective dental practicewebsite. Available online: https://www.dentaleconomics.com/practice/marketing/article/14185508/neuromarketing-and-the-effective-dental-practice-website (accessed on 2 May 2024).
- Hazeldine, S. (2013). Neuro sell. Kogan Page Limited.
- Harris, J. M., Ciorciari, J., & Gountas, J. (2019). Consumer Neuroscience and Digital/Social Media Health/Social Cause Advertisement Effectiveness. Behavioral Sciences, 9(4), 42. https://doi.org/10.3390/bs9040042
- Hirsh-Pasek, K., Golinkoff, R.M., Berk, L. E.,& Singer, D. G. (2009). A mandate for playful leaning in preschool. Oxford University Press. https://doi.org/10.1093/acprof:oso/9780195382716.001.0001
- Howard, J.A., & Sheth, J.N. (1969). The theory of buyer behavior. Wiley, New York.
- Hsu, M. (2017). Neuromarketing: Inside the Mind of the Consumer. California Management Review, 59(4), 5–22. https://doi.org/10.1177/0008125617720208
- Hsu, L., & Chen, Y.-J. (2020). Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study. Australasian Marketing Journal, 28(4), 200–208. https://doi.org/10.1016/j.ausmj.2020.04.009
- Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7(4-5), 263-271. doi:10.1002/cb.251 https://doi.org/10.1002/cb.251
- Huettel, S.A., Song, A.W., & McCarthy, G. (2009). Functional magnetic resonance imaging, 2nd edition. Sinauer, Sunderland International Journal of Advertising.
- Ismajli, A., Ziberi, B., & Metushi, A. (2022). The impact of neuromarketing on consumer behaviour. Corporate Governance and Organizational Behavior Review, 6(2), 95–103. Portico. https://doi.org/10.22495/cgobrv6i2p9
- Kalkova, N., Yarosh, O. B., Mitina, E. A., & Velgosh, N. Z. (2023). Neuromarketing Research On Consumers’ Visual Perception of Cryptomarking a Product Package. ABAC Journal, 43(1), 69-84.
- Karmarkar, U. (2011). Note on neuromarketing. Harvard business school marketing unit case.
- Kelly, J. S. (1979). Subliminal Embeds in Print Advertising: A Challenge to Advertisng Ethics. Journal of Advertising, 8(3), 20–24. https://doi.org/10.1080/00913367.1979.10673284
- Kenning, P., Plassmann, H., & Ahlert, D. (2007). Applications of functional magnetic resonance imaging for market research. Qualitative Market Research: An International Journal, 10(2), 135–152. https://doi.org/10.1108/13522750710740817
- Kenning, P., & Linzmajer, M. (2010). Consumer neuroscience: an overview of an emerging discipline with implications for consumer policy. Journal Für Verbraucherschutz Und Lebensmittelsicherheit, 6(1), 111–125. https://doi.org/10.1007/s00003-010-0652-5
- Klein, J.T., (2010). The taxonomy of interdisciplinarity. In: Frodeman, R., Klein, J.T.,Mitcham, C. (editors), Oxford Handbook of Interdisciplinarity. Oxford UniversityPress.
- Kumar, H., & Singh, P. (2015). Neuromarketing: An emerging tool of market research. International Journal of Engineering and Management Research, 5(6), 530-535.
- Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199–204. https://doi.org/10.1016/j.ijpsycho.2006.03.007
- Lindell, A. K., & Kidd, E. (2011). Why Right‐Brain Teaching is Half‐Witted: A Critique of the Misapplication of Neuroscience to Education. Mind, Brain, and Education, 5(3), 121–127. Portico. https://doi.org/10.1111/j.1751-228x.2011.01120.x
- Luna-Nevarez, C. (2021). Neuromarketing, Ethics, and Regulation: An Exploratory Analysis of Consumer Opinions and Sentiment on Blogs and Social Media. Journal of Consumer Policy, 44(4), 559–583. https://doi.org/10.1007/s10603-021-09496-y
- Malyi, V., Timanyuk, I., & Rogulia, O. (2015). Pharmaceutical marketing on a subconscious level. Harvard Review of Psychiatry, Stanford University Press, 16(2), 125-130.
- Maughan, L., Gutnikov, S., & Stevens, R. (2007). Like more, look more. Look more, like more: The evidence from eye-tracking. Journal of Brand Management, 14(4), 335–342. https://doi.org/10.1057/palgrave.bm.2550074
- Mnushko, Z.M., Pestun I.V., Timanyuk I.V., et al. (2016). Management and marketing in pharmacy. Dialog Publishing Center, Kharkiv.
- Mohri, M., Rostamizadeh, A., & Talwalkar, A. (2012). Foundations of Machine Learning. London: MIT Press.
- Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48(2), 131–135. https://doi.org/10.1007/s12115-010-9408-1
- M. Mostafa, M. (2014). Functional neuroimaging applications in marketing: some methodological and statistical considerations. Qualitative Market Research: An International Journal, 17(4), 343–372. https://doi.org/10.1108/qmr-06-2011-0003
- Möser, A., Hoefkens, C., Van Camp, J., et al. (2009). Simplified nutrient labelling: consumers’ perceptions in Germany and Belgium. Journal Für Verbraucherschutz Und Lebensmittelsicherheit, 5(2), 169–180. https://doi.org/10.1007/s00003-009-0531-0
- Mukherji, A., & Mukherji, J. (1998). Structuring organizations for the future: analyzing and managing change. Management Decision, 36(4), 265–273. https://doi.org/10.1108/00251749810211054
- Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of neuromarketing. Journal of Consumer Behaviour: An International Research Review, 7(4‐5), 293-302. https://doi.org/10.1002/cb.252
- Ohme, R., & Matukin, M. (2012). A small frog that makes a big difference: Brain wave testing of TV advertisements. IEEE Pulse, 3(3), 28-33. http://dx.doi.org/10.1109/MPUL.2012.2189169
- Oliveira, J. H. C. D., Giraldi, J. de M. E., Jabbour, C. J. C., et al. (2015). Improving business innovation and research through the application of neuromarketing with ethics: a framework. International Journal of Business Innovation and Research, 9(1), 52. https://doi.org/10.1504/ijbir.2015.065953
- Bercea Olteanu, M. D. (2015). Neuroethics and Responsibility in Conducting Neuromarketing Research. Neuroethics, 8(2), 191–202. https://doi.org/10.1007/s12152-014-9227-y
- Orzán, G., Zara, I. A., & Purcarea, V. L. (2012). Neuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research. Journal of Medicine and Life, 5(4), 428-432.
- Page, G. (2012). Scientific Realism: What ‘Neuromarketing’ can and can’t Tell us about Consumers. International Journal of Market Research, 54(2), 287–290. https://doi.org/10.2501/ijmr-54-2-287-290
- Palmer, D., & Hedberg, T. (2012). The Ethics of Marketing to Vulnerable Populations. Journal of Business Ethics, 116(2), 403–413. https://doi.org/10.1007/s10551-012-1476-2
- Penz, E., & Hogg, M. K. (2011). The role of mixed emotions in consumer behaviour. European Journal of Marketing, 45(1/2), 104–132. https://doi.org/10.1108/03090561111095612
- Perrachione, T. K., & Perrachione, J. R. (2008). Brains and brands: Developing mutually informative research in neuroscience and marketing. Journal of Consumer Behaviour, 7(4-5), 303-318. http://dx.doi.org/10.1002/cb.253
- Plassmann, H., Ambler, T., Braeutigam, S., et al. (2007). What can advertisers learn from neuroscience? International Journal of Advertising, 26(2), 151–175. https://doi.org/10.1080/10803548.2007.11073005
- Pohl, C., & Hirsch Hadorn, G. (2007). Principles for Designing Transdisciplinary Research. Oekom. https://doi.org/10.14512/9783962388638
- Rhoten, D., O’Connor, E., & Hackett, E. J. (2009). The Act of Collaborative Creation and the Art of Integrative Creativity: Originality, Disciplinarity and Interdisciplinarity. Thesis Eleven, 96(1), 83–108. https://doi.org/10.1177/0725513608099121
- Riedl, R., Banker, R. D., Benbasat, I., et al. (2010). On the Foundations of NeuroIS: Reflections on the Gmunden Retreat 2009. Communications of the Association for Information Systems. https://doi.org/10.17705/1cais.02715
- Senior, C., & Lee, N. (2008). Editorial: A manifesto for neuromarketing science. Journal of Consumer Behaviour, 7(4-5), 263-271. http://dx.doi.org/10.1002/cb.250
- Senior, C., & Lee, N. (2013). The state of the art in organizational cognitive neuroscience: The therapeutic gap and possible implications for clinical practice. Frontiers in Human Neuroscience, 7, 808. https://doi.org/10.3389/fnhum.2013.00808
- Singer, T. & Fehr, E. (2005). The neuroeconomics of mind reading and empathy. Am Econ Rev, 95,340-345. https://doi.org/10.1257/000282805774670103
- Smith, K. (2008). Brain makes decisions before you even know it. Nature.
- Ulman, Y. I., Cakar, T., & Yildiz, G. (2015). Ethical issues in neuromarketing: “I consume, therefore I am!”. Science and Engineering Ethics, 21(5), 1271-1284. https://doi.org/10.1007/s11948-014-9581-5
- Unguryan, L. M. (2014). Analysis of the use of pharmacy neuromarketing. Available online: https://cyberleninka.ru/article/n/analiz-primeneniya-aptechnogo-neyromarketinga (accessed on 2 June 2024).
- Van Praet, D. (2014). Unconscious branding: How neuroscience can empower (and inspire) marketing. St. Martin’s Press; 115-145.
- Vecchiato, G., Kong, W., Maglione, A., & Wei, D. (2012). Understanding the impact of tv commercials: Electrical neuroimaging. IEEE Pulse, 3(3), 42-47. http://dx.doi.org/10.1109/MPUL.2012.2189171
- Ventola C.L. (2011). Direct-to-consumer pharmaceutical advertising: therapeutic or toxic? A peer-reviewed journal for formulary management, 36(10), 669-684.
- Zurawicki, L. (2010). Neuromarketing. Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-540-77829-5
- Weisberg, D. S., Keil, F. C., Goodstein, J., et al. (2008). The Seductive Allure of Neuroscience Explanations. Journal of Cognitive Neuroscience, 20(3), 470–477. https://doi.org/10.1162/jocn.2008.20040
- Weinstein, S., Drozdenko, R., & Weinstein, C. (1984). Brain wave analysis in advertising research. Validation from basic research & independent replications. Psychology & Marketing, 1(3–4), 83–95. Portico. https://doi.org/10.1002/mar.4220010309
DOI: https://doi.org/10.24294/jipd.v8i10.8239
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 A. Selcuk Koyluoglu
License URL: https://creativecommons.org/licenses/by/4.0/
This site is licensed under a Creative Commons Attribution 4.0 International License.