Applying EEG in consumer neuroscience

2018 ◽  
Vol 52 (1/2) ◽  
pp. 66-91 ◽  
Author(s):  
Meng-Hsien (Jenny) Lin ◽  
Samantha N.N. Cross ◽  
William J. Jones ◽  
Terry L. Childers
Keyword(s):  
Cognitive Processes ◽  
Design Methodology ◽  
Relevant Literature ◽  
Marketing Research ◽  
Event Related Potential ◽  
Content Type ◽  
Consumer Neuroscience ◽  
Neuroscience Research ◽  
Electroencephalogram Eeg ◽  
Practical Implications

Purpose This paper aims to review past papers focused on understanding consumer-related topics in marketing and related interdisciplinary fields to demonstrate the applications of electroencephalogram (EEG) in consumer neuroscience. Design/methodology/approach In addition to the review of papers using EEG to study consumer cognitive processes, the authors also discuss relevant decisions and considerations in conducting event-related potential (ERP) studies. Further, a framework proposed by Plassmann et al. (2015) was used to discuss the applications of EEG in marketing research from papers reviewed. Findings This paper successfully used Plassmann et al.’s (2015) framework to discuss five applications of neuroscience to marketing research. A review of growing EEG studies in the field of marketing and other interdisciplinary fields reveals the advantages and potential of using EEG in combination with other methods. This calls for more research using such methods. Research limitations/implications A technical overview of ERP-related terminology provides researchers with a background for understanding and reviewing ERP studies. A discussion of method-related considerations and decisions provides marketing researchers with an introduction to the method and refers readers to relevant literature. Practical implications The marketing industry has been quick to adopt cutting edge technology, including EEG, to understand and predict consumer behavior for the purpose of improving marketing practices. This paper connects the academic and practitioner spheres by presenting past and potential EEG research that can be translatable to the marketing industry. Originality/value The authors review past literature on the use of EEG to study consumer-related topics in marketing and interdisciplinary fields, to demonstrate its advantages over-traditional methods in studying consumer-relevant behaviors. To foster increasing use of EEG in consumer neuroscience research, the authors further provide technical and marketing-specific considerations for both academic and market researchers. This paper is one of the first to review past EEG papers and provide methodological background insights for marketing researchers.

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.

Innovation capability: a systematic literature review

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andrea Mendoza-Silva
Keyword(s):  
Design Methodology ◽  
Web Of Science ◽  
Relevant Literature ◽  
Extensive Literature ◽  
Innovation Capability ◽  
Firm Level ◽  
Content Type ◽  
Design And Implementation ◽  
Antecedents And Consequences ◽  
Practical Implications

PurposeInnovation is considered an important stage in the process of competitiveness of companies. While there is an extensive literature in the management and innovation field that shows the characteristics that enhance a firm's ability to innovate, there is still no consensus on its determinants and nature. This study aims to advance the understanding of innovation capability (IC) by conducting a systematic review of relevant literature at the firm level.Design/methodology/approachThe study reviews the literature by applying the categorization and contextualization of qualitative strategies. The study gathered 137 peer-reviewed papers from Scopus and Web of Science databases.FindingsThe papers were analysed and synthesized into an integrated framework that links IC with its internal and external determinants, and its consequences. In doing this, this study proposes directions for future investigations that might enlighten a better understanding of IC.Practical implicationsThe study provides elements that can be useful during the design and implementation of innovative initiatives in a firm.Originality/valueThe paper jointly examines in the same model the nature, antecedents and consequences of IC. In the same vein, the framework provides the little-researched links between those themes in the IC literature.

E-recruitment and training comprehensiveness: untapped antecedents of employer branding

2019 ◽  
Vol 51 (2) ◽  
pp. 125-136 ◽  
Author(s):  
Sovanjeet Mishra ◽  
S. Pavan Kumar
Keyword(s):  
Design Methodology ◽  
Relevant Literature ◽  
Organisational Development ◽  
Training Process ◽  
Employer Branding ◽  
Conceptual Foundation ◽  
Content Type ◽  
And Training ◽  
Practical Implications ◽  
Modelling Approach

PurposeThe purpose of this paper is to highlight e-recruitment and training comprehensiveness as the untapped antecedents of employer branding (EB) in the relevant literature, which might enhance the employer’s knowledge and lead to organisational development.Design/methodology/approachThis study adopts an exploratory conceptual modelling approach based on the extant literature from 1964 to 2017 using the databases of Emerald, EBSCO, Scopus, Proquest, JSTOR and search engines such as Google Scholar to ensure the reliability of the literature.FindingsThis paper suggests that e-recruitment and training comprehensiveness might be the untapped antecedents of EB as compared to traditional recruitment and training process explored in earlier studies.Research limitations/implicationsThe viewpoint can be further refined through academic conceptualisation and empirical validation.Practical implicationsThis paper lays a conceptual foundation in the emerging area of EB. Ideas expressed herein can be approached by academicians.Originality/valuePast studies have not explored e-recruitment and training comprehensiveness as the antecedents of EB. This work provides knowledge that candidly contributes to the conceptualisation of e-recruitment and training comprehensiveness. Further, this research has the potential to help academicians to understand the antecedents of EB leading to organisational development.

Causality in Islamic marketing research

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Djavlonbek Kadirov ◽  
Ibraheem Bahiss ◽  
Ahmet Bardakcı
Keyword(s):  
Design Methodology ◽  
Marketing Research ◽  
Modern Science ◽  
Theory Building ◽  
Complex Issue ◽  
Content Type ◽  
Research Perspective ◽  
The Past ◽  
Conceptual Paper ◽  
Practical Implications

Purpose Highlighting the need for a profound move towards desecularisation of Islamic scholarship, this conceptual paper aims to clarify the concept of causality from the Islamic marketing research perspective and extends a number of suggestions for improving theory building and hypothesis development in the field. Design/methodology/approach The approach taken is largely conceptual. In addition, this study collates the stated hypotheses in the articles published in this journal in the past five years and analyses the structure of causal statements to uncover key tendencies. Findings The review of historical and current views on causality indicates that most commentators agree that assuming the existence of the necessary connection between cause and effect is misleading. The Islamic traditions based on occasionalism and modern science agree that causal statements reflect, at best, probabilistic assumptions. Research limitations/implications This paper offers a number of insights and recommendations for theory building and hypothesis development in Islamic marketing. By following the occasionalism perspective and the notion of Sunnah of Allah, researchers will be able to build methodologically coherent and genuine Islamic marketing knowledge. Practical implications Correctly stated and tested hypotheses can be used by public policymakers to enforce effective consumer and market policies. Originality/value This paper tackles a complex issue of causality in Islamic marketing research which has not hitherto been discussed well in the literature. This research is also a unique step towards developing pioneering avenues within the domain of Islamic marketing research methodology.

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.

Thinking orientation and preference for research methodology

2016 ◽  
Vol 33 (6) ◽  
pp. 437-446 ◽  
Author(s):  
Feisal Murshed ◽  
Yinlong Zhang
Keyword(s):  
Research Methodology ◽  
Design Methodology ◽  
Laboratory Experiments ◽  
Qualitative Methodology ◽  
Marketing Research ◽  
Cross Cultural ◽  
The Other ◽  
Content Type ◽  
Holistic Thinking ◽  
Practical Implications

Purpose This research aims to investigate how preference for marketing research methodology (quantitative vs qualitative) is contingent on the thinking orientation (analytic vs holistic) of the researchers. Design/methodology/approach Thinking orientation was measured and then manipulated in laboratory experiments. Cross-cultural evidence was sought by comparing Western and East Asian participants. Findings Results demonstrate that researchers with an analytic (holistic) thinking orientation tend to perceive quantitative (qualitative) methodology more favorably. Further, the need to offer reasons in support of the choice strengthened the effect of thinking orientation. Practical implications Understanding researchers’ preferences for one research methodology over the other has broad relevance for external constituents, as it involves a great deal of managerial commitment in terms of time and money and can affect the results of the research. Originality/value This is the first study to investigate factors that underlie researchers’ choice regarding research methodology, and it also extends the literature on analytic versus holistic thinking orientation in the marketing field.

What cliff is your business headed for? Are you listening and are the right people talking?

2016 ◽  
Vol 30 (3) ◽  
pp. 3-5
Author(s):  
Paul Ballman
Keyword(s):  
Design Methodology ◽  
Relevant Literature ◽  
Lessons Learned ◽  
Content Type ◽  
The Right ◽  
Solution Focused ◽  
Practical Implications ◽  
Emissions Testing

Purpose This paper addresses one particular type of cliff edge – “Unknown Knowns” that organizations are often headed for and suggests ways in which it can be avoided. Design/methodology/approach The paper reports lessons learned through the author’s experience and draws on relevant literature. Findings Apparently unforeseen cliffs are actually well known about, deep in the organization, well ahead of time and either nobody is talking or nobody is listening. Practical Implications People need to change their cultures to ensure that the “Cassandras” (people who can be seen as “negative” and problem rather than solution focused) are genuinely listened to. Originality/value New scandals break every month. At the time of writing, the latest is Volkswagen (VW) emissions testing, itself a classic example of an unknown-known cliff.

scholarly journals Knowledge sharing is knowledge transfer: a misconception in the literature

2016 ◽  
Vol 20 (4) ◽  
pp. 653-670 ◽  
Author(s):  
Gangeswari Tangaraja ◽  
Roziah Mohd Rasdi ◽  
Bahaman Abu Samah ◽  
Maimunah Ismail
Keyword(s):  
Knowledge Management ◽  
Knowledge Transfer ◽  
Literature Review ◽  
Knowledge Sharing ◽  
Design Methodology ◽  
Relevant Literature ◽  
Extensive Literature ◽  
Content Type ◽  
Extensive Literature Review ◽  
Practical Implications

Purpose The paper aims to clearly differentiate knowledge sharing (KS) and knowledge transfer (KT) besides exemplifying their interconnections to minimize the current confusions in the knowledge management (KM) literature. Design/methodology/approach An extensive literature review method was used to analyse relevant literature on both KS and KT to clearly delineate their differences and their interconnections. Findings The paper found that KS is a subset of KT (using personalization strategy), whereas KT as a whole is a broader concept, if compared with KS. However, KS is not one of the immediate processes involved in KT (using codification strategy). The processes involved in KS and KT differ according to the strategy used (in KT) and perspective chosen (in KS). Other findings include KS (unidirectional) as reflective concept (viewed so far), whereas KS (bidirectional), KT (personalization) and KT (codification) as formative concepts. Research limitations/implications The findings of this paper were based on the review of selected relevant articles only. Practical Implications The paper will minimize the current confusions in the KM literature and will assist future researches on both KS and KT to ensure what these concepts entail to avoid construct underrepresentation. Originality/value As compared to previous attempts, the present paper has shown the interconnections between KS and KT, as well as the differences based on the two perspectives of KS (unidirectional/bidirectional) and the two strategies of KT (personalization/codification), and such effort is new in the literature.

Beyond a single organization: challenges and opportunities in doing field level ethnography

2014 ◽  
Vol 3 (1) ◽  
pp. 96-113 ◽  
Author(s):  
Tammar B. Zilber
Keyword(s):  
Design Methodology ◽  
Open Systems ◽  
Relevant Literature ◽  
Field Work ◽  
Content Type ◽  
Road Map ◽  
Field Level ◽  
Challenges And Opportunities ◽  
Ethnographic Field Work ◽  
Practical Implications

Purpose – The purpose of this paper is to offer a road map for carrying out field-level ethnography, focussing on the inter-organizational space collectively constructed and shared by communities of organizations. Design/methodology/approach – The argument is developed through a critical and integrated review of relevant literature. Findings – Field-level ethnographic work requires researchers to define the field they are exploring, locate their specific research site within it, capture the field through ethnographic practices that take into account the unique characteristics of this local field as a social phenomenon, and deploy various conceptualizations of inter-organizational spheres in order to enrich their analysis and interpretations. Practical implications – This paper offers practical insights for practitioners of field-level ethnography. Originality/value – As organizations are open-systems that reside and take part in much broader, inter-organizational spaces, the author makes a case for going beyond the more common practice of carrying out ethnographic field work in a single organization, to doing field-level ethnography. The paper discusses various theorizations of the inter-organizational sphere, suggest how to carry field-level ethnography in practice, and note its peculiar challenges.

Conjunctionitis: a call for clarity in construct definitions

2020 ◽  
Vol 54 (5) ◽  
pp. 1147-1159
Author(s):  
Kevin E. Voss ◽  
Alex R. Zablah ◽  
Yu-Shan (Sandy) Huang ◽  
Goutam Chakraborty
Keyword(s):  
Consumer Research ◽  
Design Methodology ◽  
Academic Research ◽  
Marketing Research ◽  
Content Type ◽  
Step Process ◽  
Significant Percentage ◽  
Construct Definition ◽  
Academic Fields ◽  
Practical Implications

Purpose This study aims to determine the extent to which the use of coordinating conjunctions enhances or impairs definitional clarity. Design/methodology/approach In two studies, a sample of 736 construct definitions from the Journal of Marketing, Journal of Marketing Research and Journal of Consumer Research over a 30-year period was judged for ambiguity and vagueness by both academic and lay judges. Findings The authors demonstrate that constructing definitions using both “and” and “or” increases the ambiguity and vagueness of the construct’s meaning. The most frequently used conjunction is “and” which appeared in 42 per cent of the definitions. A significant percentage (26 per cent) contain the conjunction “or.” Research limitations/implications A framework for understanding alternative interpretations of “and” or “or” is developed. Five recommendations are proposed for evaluating the use of “and” and “or” in construct definitions. Theorists in all academic fields should not use both “and” and “or” in the same construct definition. Practical implications A five-step process is proposed for evaluating the use of “and” and “or” in construct definitions. Theorists should not use both “and” and “or” in the same construct definition. Originality/value This is the first exploration of how specific wording patterns used in construct definitions in academic research affect the clarity of the definition.

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