What can neuroscience offer marketing research?

2019 ◽  
Vol 32 (5) ◽  
pp. 1089-1111 ◽  
Author(s):  
Billy Sung ◽  
Nicholas J. Wilson ◽  
Jin Ho Yun ◽  
Eun Ju LEE
Keyword(s):  
Big Data Analytics ◽  
Marketing Research ◽  
Test Methods ◽  
Self Report ◽  
Future Research ◽  
Content Type ◽  
Neural Representations ◽  
Post Test ◽  
Practical Implications ◽  
Integrate Data

Purpose Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These technologies collect and integrate data on consumers’ brains for big data analytics. The purpose of this paper is to identify new opportunities and challenges for neuromarketing as an applied neuroscience. Design/methodology/approach The authors discuss conceptual and methodological contributions of neuromarketing based on studies that have employed neural approaches in market-related investigations, explaining the various tools and designs of neuromarketing research. The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing. Findings The authors summarize the contributions of neuromarketing and discuss synergistic findings that neuromarketing has the potential to yield. Research limitations/implications The authors ask: do consumers’ self-reported choices and their neural representations tell different stories?; what are the effects of subtle and peripheral marketing stimuli?; and can neuromarketing help to reveal the underlying causal mechanisms for perceptual and learning processes, such as motivation and emotions? Practical implications The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing. Originality/value To the best of the authors’ knowledge, no current review has identified avenues for future research in neuromarketing and the emerging challenges that researchers may face. The current paper aims to update readers on what neuroscience and other psychophysiological measures have achieved, as well as what these tools have to offer in the field of marketing. The authors also aim to foster greater application of neuroscientific methods, beyond the more biased/post-test methods such as self-report studies, which currently exist in consumer research.

scholarly journals Islamic marketing as macromarketing

2014 ◽  
Vol 5 (1) ◽  
pp. 2-19 ◽  
Author(s):  
Djavlonbek Kadirov
Keyword(s):  
Design Methodology ◽  
Marketing Research ◽  
Future Research ◽  
Content Type ◽  
Present Discussion ◽  
Domain Specific ◽  
Means And Ends ◽  
Practical Implications ◽  
Separate Discipline ◽  
Field Of Inquiry

Purpose – The purpose of the article is to propose and develop a distinct perspective in Islamic marketing research through fusing the Islamic paradigm and the macromarketing theory. Design/methodology/approach – This is a conceptual article that is based on intellectualising and reflecting on differences in understanding what marketing is and what role it plays in society. Findings – The article reveals some commonality of purpose between the macromarketing discipline and Islamic macromarketing, while the latter field of inquiry offers a unique outlook to a number of domain-specific issues. Research limitations/implications – The characterisation of Islamic macromarketing will open new avenues for future research and will make researchers more theoretically sensitive to ontological and epistemological assumptions that underlie marketing investigations. The limitation of the present discussion is that Islamic macromarketing may not have yet emerged as a separate discipline. Additionally, research on genuinely macromarketing issues in Islamic contexts is very sparse. Practical implications – Muslim practitioners and managers are to realise that the means and ends of marketing are better understood if viewed from a broader perspective of marketing's impact and consequences on society. By adopting the Islamic macromarketing perspective, public, societal institutions, business stakeholders, and managers will find a better platform to cooperate on maximising the realisation of hasanah (excellence) for all. Originality/value – This article contributes to the discipline by introducing and characterising a potentially new field of marketing inquiry.

Entrepreneurial selling in context

2019 ◽  
Vol 21 (2) ◽  
pp. 103-125
Author(s):  
Linden Dalecki
Keyword(s):  
Design Methodology ◽  
Early Stage ◽  
Marketing Research ◽  
Future Research ◽  
Entrepreneurial Success ◽  
Content Type ◽  
Customer Feedback ◽  
The Core ◽  
Four Quadrant ◽  
Practical Implications

Purpose The purpose of this study is to provide a general review of the existing academic and practitioner literatures, pertaining to entrepreneurial selling with a view to articulate major entrepreneurial selling practices, patterns and principles that lead to entrepreneurial success and to propose two four-quadrant matrices. Design/methodology/approach The paper explores commonalities and distinctions in the entrepreneurial selling concepts articulated by Deutsch and Wortmann and Onyemah and Rivera-Pesquera – and relevant writings by Blank as well as Sarasvathy – are explored and analyzed. Findings It was found that the early stage entrepreneurial selling activities of founders – as a means of gleaning prospective customer feedback for product prototyping – form the core of contemporary entrepreneurial selling conceptualizations. Two provisional four-quadrant entrepreneurial selling matrices are proposed corresponding to the literature reviewed. Research limitations/implications It is hoped that the two four-quadrant matrices might serve as a springboard for future researchers interested in exploring entrepreneurial selling. The notion of preliminary selling as a valuable form of marketing research is also worthy of future research. Practical implications Given the extent to which the perspectives of entrepreneurship practitioners, clinical professors and consultants are cited and explored, manifold aspects of entrepreneurial selling are put forth. The various approaches to preliminary selling that are explored are of especially high value to practitioners. Originality/value This is the first paper to fully explore the commonalities and distinctions across the entrepreneurial selling conceptualizations developed by Deutsch and Wortmann, as well as by Onyemah and Rivera-Pesquera, and the first to propose a conceptual framework focused specifically on entrepreneurial selling.

When is an offender not a criminal? Instrumentality distinguishes self-reported offending of criminals

2014 ◽  
Vol 4 (2) ◽  
pp. 116-128 ◽  
Author(s):  
Donna Youngs ◽  
David Canter
Keyword(s):  
Design Methodology ◽  
Self Report ◽  
Future Research ◽  
Content Type ◽  
Psychological Dimension ◽  
Distinct Subset ◽  
Two Samples ◽  
Illegal Acts ◽  
Illegal Activities ◽  
Practical Implications

Purpose – Although most aetiological theories of crime assume that offenders are a distinct subset of the population, there is evidence that many illegal acts are committed by people who have no convictions and are therefore not regarded as criminals. The question consequently arises as to whether there are aspects of illegal actions that set convicted offenders apart. The paper aims to discuss these issues. Design/methodology/approach – To answer this, a 45-item self-report questionnaire was administered to two samples (males 15-29 years): 185 prisoners and 80 young men without convictions. Findings – The results draw attention to a distinguishing psychological dimension of instrumentality operating across the range of offence forms. Convicted offenders are more likely to commit crimes for direct gratification with intent when compared with the sorts of illegal activities that non-convicted respondents report they have done. Research limitations/implications – Careful matching of convicted criminals and those without convictions is extremely difficult. Future research that explores other non-criminal samples would therefore be of value. Practical implications – Interventions with people who commit crimes need to carefully distinguish between those who are determined criminals and those whose activities are more likely to be part of an opportunistic culture. Originality/value – The results challenge conceptualisation of criminals and criminality as something always distinct from those without convictions. It thus has implications for what theories of crime should seek to explain. The significance of instrumentality also give further force to the legal emphasis on men's area.

Back to the future: historical nostalgia and the potentials for Islamic marketing research

2018 ◽  
Vol 9 (3) ◽  
pp. 673-682 ◽  
Author(s):  
Noha M. El-Bassiouny ◽  
Nada Zahran
Keyword(s):  
Marketing Research ◽  
Future Research ◽  
Extensive Literature ◽  
Islamic Philosophy ◽  
Content Type ◽  
Islamic History ◽  
Life And Death ◽  
History Of ◽  
Future Research Directions ◽  
Practical Implications

Purpose The purpose of this paper is to draw Islamic marketing researchers’ attention to the potentials that historical nostalgia has for Islamic marketing research. Design/methodology/approach The paper is conceptual in its approach, drawing on extensive literature review on the origins of nostalgia in general and historical nostalgia in specific. The paper also draws on the Holy Qur’an and Islamic marketing research. Findings The paper shows that the Islamic philosophy for life and death establishes continuity between the history of the believers in the mundane life and their accountability and, hence, prosperity in the transcendent afterlife (the hereafter). This has connotations for Islamic marketing research. Future research directions are, therefore, stipulated. Research limitations/implications The research has implications for Islamic marketing research that draws on Islamic history and civilization. Practical implications The research has practical implications toward Islamic marketing researchers who draw on Islamic history, culture and civilization in designing marketing appeals. Originality/value The paper is the first to draw attention to the potential overlap between historical nostalgia, and therefore nostalgia proneness and Islamic marketing research domains.

Leader inclusiveness, psychological diversity climate, and helping behaviors

2016 ◽  
Vol 31 (1) ◽  
pp. 216-234 ◽  
Author(s):  
Amy E Randel ◽  
Michelle A. Dean ◽  
Karen Holcombe Ehrhart ◽  
Beth Chung ◽  
Lynn Shore
Keyword(s):  
Positive Impact ◽  
Work Group ◽  
Past Research ◽  
Self Report ◽  
Future Research ◽  
Diversity Climate ◽  
Content Type ◽  
Diversity And Inclusion ◽  
Helping Behaviors ◽  
Practical Implications

Purpose – The purpose of this paper is to examine how psychological diversity climate and leader inclusiveness relate to an employee’s self-reported propensity to engage in helping behaviors toward the leader or work group. The authors also tested whether these elements operate differently for women and racioethnic minorities. Design/methodology/approach – A sample of 534 respondents completed electronic surveys. Hypotheses were tested with hierarchical multiple regression. Findings – Results indicate a positive relationship between leader inclusiveness and leader-directed and work group-directed helping behaviors, particularly when accompanied by a positive psychological diversity climate. These relationships were stronger for racioethnic minorities and women relative to racioethnic majority members and men for leader-directed helping. Research limitations/implications – Data were self-report. Future research should incorporate data from other sources and additional outcomes. Practical/implications – Leaders who act inclusively can obtain measurable benefits with respect to employee helping by reinforcing a diversity climate. Social/implications – Leaders should act in ways that demonstrate that they are inclusive; coupled with a positive diversity climate, this may encourage all members to engage in helping behaviors, which may have a positive impact on society at large. Originality/value – The authors addressed the call in past research for sending consistent signals across the organization regarding the value of diversity and inclusion.

Egyptian women supervisory empowerment behaviors on well-being outcomes

2019 ◽  
Vol 34 (5) ◽  
pp. 350-365
Author(s):  
Ghada El-Kot ◽  
Ronald J. Burke ◽  
Lisa M. Fiksenbaum
Keyword(s):  
Well Being ◽  
Professional Women ◽  
Self Report ◽  
Work Outcomes ◽  
Future Research ◽  
Content Type ◽  
Practical Applications ◽  
Personal Empowerment ◽  
Egyptian Women ◽  
Practical Implications

Purpose This paper aims to examine the relationship of perceived supervisor empowerment behaviors and feelings of personal empowerment with important work and well-being outcomes in a sample of Egyptian women managers and professionals. Design/methodology/approach Data were collected from 155 managerial and professional women using anonymously completed questionnaires. Respondents were relatively young; had university educations; had the short job and organizational tenures; held various levels of management jobs; and worked in a range of functions. All measures used here had been used and validated previously by other researchers. Findings Work outcomes included job satisfaction, career satisfaction, work engagement, work-family and family-work conflict, emotional exhaustion/burnout, life satisfaction and intent to quit. Both perceived levels of supervisory/leader empowerment behaviors and self-reported feelings of empowerment had significant relationships with the majority of work and well-being outcomes. Research limitations/implications Data were collected using self-report questionnaires with the small risk of response set and common method biases. Second, all data were collected at one point in time making it challenging to address issues of causality. Third, all respondents came from the two largest cities in Egypt, Cairo and Alexandria; thus, the extent to which our findings would generalize to managerial and professional women and men is indeterminate. Fourth, it was not possible to determine the representativeness of our sample as well. Practical implications Practical implications of these findings along with future research directions are offered. Practical applications include training supervisors on empowerment behaviors, and training all employees on the benefits of personal empowerment and efficacy and ways to increase them. Social implications A number of ways to increase levels of empowerment of both front-line employees and managers have been identified. These include increasing employee participation in decision-making, delegating authority and control to these employees, creating more challenging work roles through job redesign, leaders sharing more information and leaders providing more coaching and mentoring to their staff. At the micro level, increasing levels of employee self-efficacy through training and more effective use of their work experiences will increase personal empowerment and improve work outcomes. Originality/value Relatively little research has been undertaken on women in management and human resource management in Egypt.

Customers’ emotions in real time: measuring affective responses to service and relationship quality at the reception desk

2018 ◽  
Vol 12 (2) ◽  
pp. 173-184 ◽  
Author(s):  
Christian Nordhorn ◽  
Anna Scuttari ◽  
Harald Pechlaner
Keyword(s):  
Relationship Quality ◽  
Real Time ◽  
Service Recovery ◽  
Emotional Responses ◽  
Marketing Research ◽  
Muscular Activity ◽  
Service Design ◽  
Future Research ◽  
Content Type ◽  
Practical Implications

Purpose The purpose of this paper is to explore customers’ emotions during a host–guest interaction at the reception desk of a hotel. Guests’ emotional responses are analyzed in real time to understand their link to behavior and levels of service and relationship quality. Design/methodology/approach To achieve this aim, 225 random customers experience six different types of interactions (scenarios) at a staged reception desk, representing a high/low service or relationship quality. The emotions provoked within guests are (video) recorded and analyzed with the help of SHORETM, a facial recognition software that processes four basic emotions derived from human muscular activity and calculates average emotional scores per scenario. Findings Results reveal that customers respond more positively to service than to relationship quality. Informal approaches to interacting with guests are mixed; they can both excite or irritate customers. As with existing evidence in service marketing research, the results found out through this study demonstrate that a good service recovery process seems to immediately generate more satisfied customers than do constant high-quality standards. Research limitations/Implications The main limitations are related to the semi-staged nature of social interactions, which might cause distortions in measuring emotions and limitations in the comparability of cases. Practical Implications Practical implications are directed to service designers and managers in hospitality to improve service design and ensure effective service recoveries. Originality/value This paper introduces a novel approach for assessing host–guest interactions in tourism based on a real-time emotional assessment of service and relationship quality in hospitality. Technologically advanced observation techniques enable in-depth analyses of actions and emotional responses between hosts and guests across time. New insights concerning service design and service recovery management are gained for practitioners and for future research.

scholarly journals Advantages and potential challenges of data management in e-maintenance

2019 ◽  
Vol 25 (3) ◽  
pp. 378-396 ◽  
Author(s):  
Arian Razmi-Farooji ◽  
Hanna Kropsu-Vehkaperä ◽  
Janne Härkönen ◽  
Harri Haapasalo
Keyword(s):  
Data Management ◽  
Design Methodology ◽  
Management Practices ◽  
Future Research ◽  
Conceptual Approach ◽  
Content Type ◽  
Different Types ◽  
Maintenance Systems ◽  
Industry Leader ◽  
Practical Implications

Purpose The purpose of this paper is twofold: first, to understand data management challenges in e-maintenance systems from a holistically viewpoint through summarizing the earlier scattered research in the field, and second, to present a conceptual approach for addressing these challenges in practice. Design/methodology/approach The study is realized as a combination of a literature review and by the means of analyzing the practices on an industry leader in manufacturing and maintenance services. Findings This research provides a general understanding over data management challenges in e-maintenance and summarizes their associated proposed solutions. In addition, this paper lists and exemplifies different types and sources of data which can be collected in e-maintenance, across different organizational levels. Analyzing the data management practices of an e-maintenance industry leader provides a conceptual approach to address identified challenges in practice. Research limitations/implications Since this paper is based on studying the practices of a single company, it might be limited to generalize the results. Future research topics can focus on each of mentioned data management challenges and also validate the applicability of presented model in other companies and industries. Practical implications Understanding the e-maintenance-related challenges helps maintenance managers and other involved stakeholders in e-maintenance systems to better solve the challenges. Originality/value The so-far literature on e-maintenance has been studied with narrow focus to data and data management in e-maintenance appears as one of the less studied topics in the literature. This research paper contributes to e-maintenance by highlighting the deficiencies of the discussion surrounding the perspectives of data management in e-maintenance by studying all common data management challenges and listing different types of data which need to be acquired in e-maintenance systems.

Dave Snowden on KM and big data/analytics: interview with David J. Pauleen

2017 ◽  
Vol 21 (1) ◽  
pp. 12-17 ◽  
Author(s):  
David J. Pauleen
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Theory And Practice ◽  
Content Type ◽  
Face To Face ◽  
The Relationship ◽  
A Company ◽  
Practical Implications ◽  
Scientific Officer

Purpose Dave Snowden has been an important voice in knowledge management over the years. As the founder and chief scientific officer of Cognitive Edge, a company focused on the development of the theory and practice of social complexity, he offers informative views on the relationship between big data/analytics and KM. Design/methodology/approach A face-to-face interview was held with Dave Snowden in May 2015 in Auckland, New Zealand. Findings According to Snowden, analytics in the form of algorithms are imperfect and can only to a small extent capture the reasoning and analytical capabilities of people. For this reason, while big data/analytics can be useful, they are limited and must be used in conjunction with human knowledge and reasoning. Practical implications Snowden offers his views on big data/analytics and how they can be used effectively in real world situations in combination with human reasoning and input, for example in fields from resource management to individual health care. Originality/value Snowden is an innovative thinker. He combines knowledge and experience from many fields and offers original views and understanding of big data/analytics, knowledge and management.

Internet marketing research in hospitality and tourism: a review and journal preferences

2015 ◽  
Vol 27 (7) ◽  
pp. 1556-1572 ◽  
Author(s):  
Xi Yu Leung ◽  
Lan Xue ◽  
Billy Bai
Keyword(s):  
Literature Review ◽  
Correspondence Analysis ◽  
Marketing Research ◽  
Internet Marketing ◽  
Future Research ◽  
Research Topics ◽  
Content Type ◽  
Customer Perspective ◽  
Hospitality And Tourism ◽  
Hospitality Managers

Purpose – The purpose of this study is to provide a progress review of published Internet marketing research within the top eight hospitality and tourism journals and to provide suggestions on future research directions. Design/methodology/approach – The study collected 331 Internet marketing-related articles published in the top eight hospitality and tourism journals during the period of 1996-2013. Using content analysis, the study analyzed and discussed research topics, research methods and industry sectors of selected articles. The study period was broken into three sub-periods and used correspondence analysis (CA) to examine the significant changes of topical areas over time. A follow-up CA was conducted to compare the topical and methodological preferences of the selected eight journals. Findings – In all, 5-category and 27-subcategory classifications of research topics were identified in the study. The two-dimensional perceptual map indicates that Internet marketing research in the hospitality and tourism fields experienced introduction, growth and maturity stages. The research focus changed from business perspective to customer perspective and then to both business and customer perspectives. The eight top hospitality and tourism journals were grouped into four journal sets that share similar article characteristics and preferences. Research limitations/implications – Due to the sample size, the classifications and trends generated in this study may not be generalized to all Internet marketing research in hospitality and tourism disciplines. The process of identifying topic and method categories might be biased, especially in identifying new topics. Future research may apply CA method in literature review studies on other research topics. Practical implications – The study analyzed published research in Internet marketing in the hospitality and tourism fields and provided topical and methodological recommendations to academia for future research. This study may also give hospitality managers new insights into Internet marketing applications in the industry. Originality/value – This study is one of the few attempts to provide a comprehensive review of Internet marketing research in the hospitality and tourism fields. This study uses CA in literature review study, opening up a new way to easily analyze and visually display the literature trends. This study also creatively compared the publication preferences among eight top-tier hospitality and tourism journals using correspondence analysis.

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