Measuring Consumer Behavior Using Neuroscience Methods in Marketing

Author(s):  
Cynthia A. Bulley ◽  
Veronica Adu Brobbey ◽  
Esther O. Duodu

Neuromarketing is providing the leverage for marketers to delve into consumers' subconscious minds to determine behavior. Marketers, economists, and other consumer-related disciplines are looking to science to accurately determine consumer behavior. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation. Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.

2018 ◽  
pp. 317-336
Author(s):  
Cynthia A. Bulley ◽  
Veronica Adu-Brobbey ◽  
Esther O. Duodu

Consumer behaviour studies have taken a new turn. Marketers, economists and other consumer related disciplines are looking to science to accurately determine consumer behaviour. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation (Lewis & Bridger, 2005; Rossiter et al., 2001). Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.


Author(s):  
Cynthia A. Bulley ◽  
Veronica Adu-Brobbey ◽  
Esther O. Duodu

Consumer behaviour studies have taken a new turn. Marketers, economists and other consumer related disciplines are looking to science to accurately determine consumer behaviour. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation (Lewis & Bridger, 2005; Rossiter et al., 2001). Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.


1965 ◽  
Vol 29 (4) ◽  
pp. 46-50 ◽  
Author(s):  
Jon G. Udell

• Are attitudes predictive of consumer behavior? • What potential role does attitude measurement play in the marketing research program of a company? • Does the Thurstone technique offer management a reliable tool for research and decision-making? • What is the public's attitude or response to a promotional device such as trading stamps? An extensive research project regarding trading stamps provides insight into the answers to these and other questions. Over 400 pretest and 1,400 test interviews in three states produced the information on which this article is based.


2021 ◽  
Vol 11 (13) ◽  
pp. 5851
Author(s):  
Buket Şengül ◽  
Hamid Mostofi

When considering the sharp growth rate of the use of e-micromobility vehicles, such as e-scooters and e-bikes, it is necessary to investigate whether these emerging modes of transport play a sustainable role in cities in terms of their energy efficiency, emissions, and their relationship with other modes of mobility, such as public transport. This paper aims to provide a comprehensive overview of the impacts of e-micromobility through a systematic review of relevant studies in the field of e-scooters and e-bikes. We followed the steps of PRISMA to conduct a systematic literature review, including identification, screening, eligibility and inclusion steps. One hundred forty-six studies were reviewed and compiled, and 29 of these studies were selected for the focus of this review and their research data were synthesized. The impacts of e-micromobilities were categorized into four categories—travel behaviors, energy consumption, environmental impacts, and safety and related regulations. The category of travel behaviors includes the analysis of the purposes of travel, modal shift from different modes of transport to e-micromobility vehicles, average travel time, and distance. In this review, the findings of relevant studies in different cities around world are compared to each other and synthesized to give an insight into the role of e-micromobility in the present and in the future of urban transportation.


2020 ◽  
Vol 6 (2) ◽  
pp. 191-220
Author(s):  
Lisa Börjesson ◽  
Olle Sköld ◽  
Isto Huvila

Abstract Digitalisation of research data and massive efforts to make it findable, accessible, interoperable, and reusable has revealed that in addition to an eventual lack of description of the data itself (metadata), data reuse is often obstructed by the lack of information about the datamaking and interpretation (i.e. paradata). In search of the extent and composition of categories for describing processes, this article reviews a selection of standards and recommendations frequently referred to as useful for documenting archaeological visualisations. It provides insight into 1) how current standards can be employed to document provenance and processing history (i.e. paradata), and 2) what aspects of the processing history can be made transparent using current standards and which aspects are pushed back or hidden. The findings show that processes are often either completely absent or only partially addressed in the standards. However, instead of criticising standards for bias and omissions as if a perfect description of everything would be attainable, the findings point to the need for a comprehensive consideration of the space a standard is operating in (e.g. national heritage administration or international harmonisation of data). When a standard is used in a specific space it makes particular processes, methods, or tools transparent. Given these premises, if the standard helps to document what needs to be documented (e.g. paradata), and if it provides a type of transparency required in a certain space, it is reasonable to deem the standard good enough for that purpose.


2016 ◽  
Vol 12 (1) ◽  
pp. 43-57 ◽  
Author(s):  
Javad Khazaei Pool ◽  
Ali Dehghan ◽  
Hadi Balouei Jamkhaneh ◽  
Akbar Jaberi ◽  
Maryam Sharifkhani

The purpose of the current study was to examine the effect of electronic service quality on fan satisfaction and fan loyalty in the online environment. Selection of three hundred and fifty-six fans of a famous sports club was through random sampling using the club's website. AMOS used structural equation modeling for data analysis. Results provided strong support on the effect of electronic service quality (E-S-QUAL) on fan satisfaction and fan loyalty toward the website of their favorable football teams. Business enterprises have well researched e-service quality and loyalty. However, limited research exists in the sports context. This paper provides valuable insight into the measurement of e-service quality and fan loyalty in the sport and offers a foundation for future marketing research.


Author(s):  
Emma V. Ekeyeva ◽  
◽  
Nikolay V. Ekeyev ◽  

Introduction. With reference to works by Russian ethnographers and collected field materials, the paper presents the first insight into specific features of Altaian traditional clothes and changes the latter undergo in the modern period. Goals. The work primarily seeks to reveal transformations of Altaian national garments in the late 20th – early 21st centuries. Materials. The study examines data from field expeditions to Ust-Kansky, Shebalinsky and other districts of the Altai Republic in 2017-2019. The research data collection methods included those of questionnaires and interviews among local communities of the mentioned districts of the region. Results. The paper highlights various aspects of men’s and women’s clothes represented mainly by outer garments, such as sheepskin coats, e.g., nekey ton (a sheepskin coat a with long thick fur), akar ton (a coat sheepskin with short thick fur), kyptu ton (a coat with fabric-trimmed upper elements), tortok ton (a short sheepskin coat), and also sleeveless jackets (kögÿspek) and national gowns (chekpen). The work describes caps worn both by men and women (tÿlkÿ bychkak börÿk, talbañ börÿk, kish börÿk, bolchok börÿk), shoes made of fur (skin) from animals’ lower legs (bychkak ödÿk) or leather ones (katu/ köm ödÿk, charyk ödÿk, shiri ödÿk) usually decorated with upright pointed toes. Special attention is paid to women’s wedding and festal clothes, namely: dresses with wide sleeves and long cuffs that were to completely cover hands, the former decorated with buttons, beads, and ornaments to be worn under a full-length silk sleeveless jacket. The research explains differences between the classical and contemporary conventionalized chegedek full-length sleeveless jackets worn by women over a special dress during wedding ceremonies. Chegedek communicates a symbolic message that a girl acquires the new status of a married woman. Some attention is given to men’s undergarments, such as regular shirts (chamcha) mostly worn untucked with woolen trousers (shtan). Conclusions. The Altaian clothes have underwent certain changes but some centuries-old traditions survive till nowadays, e.g., women’s dresses are distinguished by special sleeves (ushtuktar) and ‘wings’ (kanattar). However, it is noteworthy that the tradition of selecting colors for garments with due regard of age and sex is lost, and layout of decorative elements has also changed. The loss of ethnic features in national clothes results from the wide use of commercial cloths and services of tailor shops.


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