scholarly journals Is EEG Suitable for Marketing Research? A Systematic Review

2020 ◽  
Vol 14 ◽  
Author(s):  
Andrea Bazzani ◽  
Silvio Ravaioli ◽  
Leopoldo Trieste ◽  
Ugo Faraguna ◽  
Giuseppe Turchetti
Keyword(s):  
Systematic Review ◽  
Low Cost ◽  
Marketing Research ◽  
Future Research ◽  
High Temporal Resolution ◽  
The Past ◽  
Research Areas ◽  
Consumer Neuroscience ◽  
Neuroscience Research ◽  
Managerial Implications

Background: In the past decade, marketing studies have greatly benefited from the adoption of neuroscience techniques to explore conscious and unconscious drivers of consumer behavior. Electroencephalography (EEG) is one of the most frequently applied neuroscientific techniques for marketing studies, thanks to its low cost and high temporal resolution.Objective: We present an overview of EEG applications in consumer neuroscience. The aim of this review is to facilitate future research and to highlight reliable approaches for deriving research and managerial implications.Method: We conducted a systematic review by querying five databases for the titles of articles published up to June 2020 with the terms [EEG] AND [neuromarketing] OR [consumer neuroscience].Results: We screened 264 abstracts and analyzed 113 articles, classified based on research topics (e.g., product characteristics, pricing, advertising attention and memorization, rational, and emotional messages) and characteristics of the experimental design (tasks, stimuli, participants, additional techniques).Conclusions: This review highlights the main applications of EEG to consumer neuroscience research and suggests several ways EEG technique can complement traditional experimental paradigms. Further research areas, including consumer profiling and social consumer neuroscience, have not been sufficiently explored yet and would benefit from EEG techniques to address unanswered questions.

scholarly journals Effectiveness of VR Head Mounted Displays in Professional Training: A Systematic Review

2021 ◽  
Author(s):  
Sathiya kumar Renganayagalu ◽  
Steven C. Mallam ◽  
Salman Nazir
Keyword(s):  
Systematic Review ◽  
Cognitive Skills ◽  
Professional Training ◽  
Good Alternative ◽  
Future Research ◽  
Psychomotor Skills ◽  
Head Mounted Display ◽  
The Past ◽  
Research Areas ◽  
Consumer Access

AbstractOver the past decade, virtual reality (VR) has re-emerged as a popular technology trend. This is mainly due to the recent investments from technology companies that are improving VR systems while increasing consumer access and interest. Amongst many applications of VR, one area that is particularly promising is for pedagogy. The immersive, experiential learning offered by VR provides new training and learning opportunities driven by the latest versions of affordable, highly immersive and easy to use head mounted display (HMD) systems. VR has been tested as a tool for training across diverse settings with varying levels of success in the past. However, there is a lack of recent review studies that investigates the effectiveness, advantages, limitations, and feasibility of using VR HMDs in training. This review aims to investigate the extent to which VR applications are useful in training, specifically for professional skill and safety training contexts. In this paper, we present the results from a systematic review of the effectiveness of VR-based simulation training from the past 30 years. As a secondary aim, the methodological trends of application and practical challenges of implementing VR in training curriculum were also assessed. The results suggest that there is generally high acceptance amongst trainees for VR-based training regardless of the technology limitations, usability challenges and cybersickness. There is evidence that VR is useful for training cognitive skills, such as spatial memory, learning and remembering procedures and psychomotor skills. VR is also found to be a good alternative where on the job training is either impossible or unsafe to implement. However, many training effectiveness studies reviewed lack experimental robustness due to limited study participants and questionable assessment methods. These results map out the current known strengths and weaknesses of VR HMDs and provide insight into required future research areas as the new era of VR HMD’s evolve.

scholarly journals Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

2020 ◽  
Vol 14 ◽  
Author(s):  
Letizia Alvino ◽  
Luigi Pavone ◽  
Abhishta Abhishta ◽  
Henry Robben
Keyword(s):  
Consumer Behavior ◽  
Consumer Preferences ◽  
Brain Activity ◽  
Marketing Research ◽  
Future Research ◽  
Product Experience ◽  
Consumer Neuroscience ◽  
Neuroscience Research ◽  
Neuronal Processes ◽  
Emotional Aspects

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

scholarly journals Cybersickness in current-generation virtual reality head-mounted displays: systematic review and outlook

2021 ◽  
Author(s):  
Polona Caserman ◽  
Augusto Garcia-Agundez ◽  
Alvar Gámez Zerban ◽  
Stefan Göbel
Keyword(s):  
Systematic Review ◽  
Virtual Reality ◽  
Meta Analysis ◽  
Subjective Evaluation ◽  
Future Research ◽  
Current Generation ◽  
Research Areas ◽  
Head Mounted Displays ◽  
Skin Response ◽  
Golden Standard

AbstractCybersickness (CS) is a term used to refer to symptoms, such as nausea, headache, and dizziness that users experience during or after virtual reality immersion. Initially discovered in flight simulators, commercial virtual reality (VR) head-mounted displays (HMD) of the current generation also seem to cause CS, albeit in a different manner and severity. The goal of this work is to summarize recent literature on CS with modern HMDs, to determine the specificities and profile of immersive VR-caused CS, and to provide an outlook for future research areas. A systematic review was performed on the databases IEEE Xplore, PubMed, ACM, and Scopus from 2013 to 2019 and 49 publications were selected. A summarized text states how different VR HMDs impact CS, how the nature of movement in VR HMDs contributes to CS, and how we can use biosensors to detect CS. The results of the meta-analysis show that although current-generation VR HMDs cause significantly less CS ($$p<0.001$$ p < 0.001 ), some symptoms remain as intense. Further results show that the nature of movement and, in particular, sensory mismatch as well as perceived motion have been the leading cause of CS. We suggest an outlook on future research, including the use of galvanic skin response to evaluate CS in combination with the golden standard (Simulator Sickness Questionnaire, SSQ) as well as an update on the subjective evaluation scores of the SSQ.

scholarly journals The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

2016 ◽  
Vol 9 (7) ◽  
pp. 135 ◽  
Author(s):  
Andrea Boccardi ◽  
Cristiano Ciappei ◽  
Lamberto Zollo ◽  
Maria Carmen Laudano
Keyword(s):  
Marketing Research ◽  
Fashion Industry ◽  
Consumer Experience ◽  
Brand Authenticity ◽  
The Past ◽  
Fashion Brand ◽  
Managerial Implications ◽  
Different Levels ◽  
Brand Heritage

<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative –  and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>

Teacher Leadership

2015 ◽  
pp. 257-282 ◽  
Author(s):  
Servet Özdemir ◽  
Ali Çağatay Kılınç
Keyword(s):  
School Improvement ◽  
Teacher Leadership ◽  
School Context ◽  
Important Variable ◽  
Future Research ◽  
Leadership Roles ◽  
The Past ◽  
Research Areas ◽  
Factors Influencing ◽  
The Relationship

This chapter focuses on teacher leadership, an important variable in the classroom and school improvement literature. The concept of teacher leadership has attracted increased attention in the past two decades. Teachers are assuming more responsibility for leadership roles and functions within schools. Despite the considerable amount of scholarly effort and time spent on investigating the teacher leadership concept, less is known about how it flourishes in the school context and how it relates to classroom and school improvement. Therefore, this chapter tries to shed some light on the teacher leadership concept and discusses its meaning, teacher leadership roles, factors influencing teacher leadership, the relationship between teacher leadership and classroom and school improvement, and future research areas on teacher leadership. Offering a framework for teacher leadership, this chapter is expected to contribute well to the guidance of further research on teacher leadership.

A Review of Antecedents of Online Repurchase Behavior in Indian E-Commerce Paradigm Shift

2021 ◽  
pp. 1578-1597
Author(s):  
Syed Habeeb ◽  
K. Francis Sudhakar
Keyword(s):  
Systematic Review ◽  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Marketing Research ◽  
Journal Articles ◽  
Exclusion Criteria ◽  
Repurchase Intentions ◽  
Online Consumer Behavior ◽  
Research Areas ◽  
Online Consumer

The purpose of this chapter is to highlight research areas of customer satisfaction and repurchase intentions and their antecedents in the Indian e-commerce industry. To retain, attract, and satisfy customers, e-retailers need to understand how and why online customers evaluate a web store. The relevant areas of consumer behavior and marketing research were derived to explain the possible gaps to study with respect to e-commerce in India. To do so, a systematic review of online consumer behavior literature is conducted. Following inclusion and exclusion criteria, a total of 109 journal articles are analyzed. The major finding of the chapter was that there is very less amount of research considering the areas of customer satisfaction, trust, loyalty along with repurchase behavior of the online customer in specific to the Indian context. Therefore, it is a need of the hour to extend the study to know the repurchase behavior of the online consumer in present time.

Peculiarities of corporate social responsibility development in the monotowns in post-communist countries

2016 ◽  
Vol 12 (3) ◽  
pp. 463-483 ◽  
Author(s):  
Inna Blam ◽  
Katarína Vitálišová ◽  
Kamila Borseková ◽  
Mariusz Sokolowicz
Keyword(s):  
Corporate Social Responsibility ◽  
Social Policy ◽  
Social Responsibility ◽  
Social Issues ◽  
Future Research ◽  
Content Type ◽  
The Past ◽  
Research Areas ◽  
The Social ◽  
Corporate Social

Purpose The paper aims to analyze actual issues of the corporate social responsibility (CSR) practices in monofunctional towns in Russia, Slovakia and Poland. The process of social investment restructuring is obviously under way in these countries. However, there can be identified a few examples where the dominant employer with the long tradition (from the soviet period, even longer) has initiated and directly influenced by the social policy the local and regional development. The paper analyzes their development during the past decades, with the special emphasis on social issues. It identifies its strengths and weaknesses and defines future research areas. Design/methodology/approach The first part of the paper defines the CSR with focus on the social sphere and relationships between local dominant employer, local government and community. Refer to the theory, the paper adopts a case study methodology to explore the specifics of CSR with a focus on monotowns, especially the role of local dominant employer and its relationship with local government and community in three selected post-communist nations – Russia, Slovakia and Poland. The research uses also the secondary data (the strategic documents, statistical data) and own observation during the study visits to the selected cities. The authors analyze the town’s development during the past decades, with the special emphasis on the social issues. Findings It is shown that maintenance and development of essential living conditions in many monofunctional towns depends upon the direct participation of large dominating companies. The paper argues that there is a principal difference between the current social policy conducted by these dominant local employers and the policy that was conducted in the past. What is more, most of the engagement of large in the social affairs in monotowns refers to the CSR concept. The paper summarizes the common features and differences in functioning monotowns in selected states, from the perspective of social responsible behaviors of dominant companies, suggests the practical implications and identifies future research areas. Originality/value The paper maps the specific kind of social responsibility interconnected with the issue of local and regional development – monotowns in Russia, Poland and Slovakia – in the countries with common political and social history. It brings in the form of case studies the detailed overview of the selected examples from Russia, Ukraine and Poland dealing with the CSR. Based on the collected data, it summarizes the advantages and disadvantage of these towns and opens the new research areas.

A literature review of customer behaviour patterns on e-commerce websites using an eye tracker

2020 ◽  
Vol 20 (1) ◽  
pp. 73-91
Author(s):  
Arash Kamangar
Keyword(s):  
Literature Review ◽  
Systematic Literature Review ◽  
Marketing Research ◽  
Research Literature ◽  
Review Article ◽  
Future Research ◽  
Eye Tracker ◽  
Journal Articles ◽  
Consumer Neuroscience ◽  
Practical Implications

The purpose of this paper is to provide a systematic literature review of 26 papers in which an eye tracker has been used to analyse how e-commerce websites can impact customers' behaviour. Most journal articles included in the literature on consumer neuroscience only provide a summary of the actual functions of neuroscience techniques. There are no reviews of studies that focus on the use of an eye tracker on e-commerce websites in either the consumer neuroscience or marketing research literature. The findings show that websites affect customers differently according to variables such as age, gender, nationality, etc., so there is a need to make changes in how the website is designed, depending on the types of users and audiences of the websites. This review article discusses limitations and suggestions for future research as well as detailing the theoretical and practical implications for neuromarketing.

A Paradigmatic and Methodological Examination of Market Orientation Research

2018 ◽  
Vol 18 (3) ◽  
pp. 368-401
Author(s):  
Ateeque Shaikh ◽  
Pratik Modi ◽  
Vanita Yadav ◽  
Prashant Kumar
Keyword(s):  
Market Orientation ◽  
Operations Research ◽  
Past Research ◽  
Research Field ◽  
Future Research ◽  
The Past ◽  
The North ◽  
Research Areas ◽  
Research Designs ◽  
Compare And Contrast

Research on market orientation has evolved for more than two decades, and is now ripe for reflection on its paradigmatic and methodological moorings. We review market orientation research to understand research paradigms adopted in the studies using an operations research paradigm framework, and compare and contrast methodologies and research designs used in the literature. This study used the citation pearl-growing method to identify and review 137 studies on market orientation. The study finds a dominance of the positivist paradigm in the extant research, particularly in the North American journals. There have only been a few interpretive studies on market orientation in the past two decades. This study makes a case for methodological pluralism in the research on market orientation. The findings will benefit academia and practitioners in understanding the past research trends and identify potential future research areas. The review adds value to the literature in terms of presenting an overview of market orientation research, where the research field stands today, and where it is heading in the future.

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