A Neuromarketing Perspective for Assessing the Role and Impact of Typefaces on Consumer Purchase Decision

2020 ◽  
pp. 208-228
Author(s):  
Nihal Toros Ntapiapis ◽  
Çağla Özkardeşler
Keyword(s):  
Consumer Behavior ◽  
Literature Review ◽  
Human Cognition ◽  
Purchase Decision ◽  
Consumer Behaviors ◽  
Brain Functions ◽  
New Methods ◽  
Consumer Neuroscience ◽  
And Behavior ◽  
The Brain

Given increasing knowledge about how consumers communicate with texts, our understanding of how brain processes information remains relatively limited. Besides that, in today's world, advancing neuroscience-related technology and developments have changed the understanding of consumer behavior. In this regard, in the 1990s, consumer neuroscience and neuromarketing concepts were revealed. This new concept has brought a multi-disciplinary approach and new perceptions of human cognition and behavior. For measuring consumer behaviors through a new alternative method, research has started combining traditional marketing researches with these new methods. This chapter explores how typeface knowledge from the brain functions using neuroscience technology and the importance neurosciences methodologies have for readability research. Moreover, this chapter will evaluate how typefaces affect the purchase decision of the consumers and offer an integrative literature review.

CURRENT AND TRADITIONAL VIEWS ON THE BRAIN WORKS

2018 ◽  
Vol 16 (2) ◽  
pp. 201-212
Author(s):  
Bożydar L.J. Kaczmarek ◽  
Katarzyna Markiewicz
Keyword(s):  
Brain Imaging ◽  
Imaging Techniques ◽  
Brain Disorders ◽  
New Techniques ◽  
Brain Functioning ◽  
Brain Functions ◽  
New Methods ◽  
New Ideas ◽  
Theoretical Considerations ◽  
The Brain

The present paper argues that the development of a new methodology in studying the brain has resulted in a change of our views on the way it works, has seen the emergence of new ideas, and a considerable modification of traditionally accepted theories. The most significant are neuroplasticity, negative activity network (NAT), the nature of aphasic disorders, and the approach to the localization of brain functions. New brain imaging techniques have confirmed also the ability to change the neuronal circuits by mental force. Moreover, new techniques have brought about a rise in new methods for both the diagnosis and rehabilitation of individuals with various brain disorders. Most valuable in this respect has proved to be neurofeedback. We have concentrated on the most important contributions of Prof. Pąchalska in the implementation and development of these new ideas on brain functioning. We also emphasize the fact that her theoretical considerations are firmly based upon her extensive (forty years) work with brain damaged patients.

What is a Sequence? The Neural Mechanisms of Perceptual, Motor, and Task Sequences Across Species and Their Interaction with Addiction

2019 ◽  
Author(s):  
Theresa M. Desrochers ◽  
Theresa H. McKim
Keyword(s):  
Discrete Series ◽  
Human Cognition ◽  
Neural Systems ◽  
Brain Functions ◽  
Sequential Control ◽  
Specific Order ◽  
Multiple Levels ◽  
Muscle Activations ◽  
The Brain ◽  
Task Sequences

Sequences permeate daily life. They can be defined as a discrete series of items or states that occur in a specific order with a beginning and end. The brain supports the perception and execution of sequences. Perceptual sequences involve tracking regularities in incoming stimuli, such as the series of sounds that make up a word in language. Executed sequences range from the series of muscle activations used by a frog to catch a fly to a chess master mapping her next moves. How the brain controls sequences must therefore scale to multiple levels of control. Investigating how the brain functions to accomplish this task spans from the study of individual cells in the brain to human cognition. Understanding the neural systems that underlie sequential control is necessary to approach the mechanistic underpinnings of complex conditions such as addiction, which may be rooted in difficult-to-extinguish sequential behaviors. Current research focuses on studies in both animal and human models and spans the levels of complexity of sequential control and the brain systems that support it.

scholarly journals Ultradian rhythmicity of plasma cortisol is necessary for normal emotional and cognitive responses in man

2018 ◽  
Vol 115 (17) ◽  
pp. E4091-E4100 ◽  
Author(s):  
K. Kalafatakis ◽  
G. M. Russell ◽  
C. J. Harmer ◽  
M. R. Munafo ◽  
N. Marchant ◽  
...  
Keyword(s):  
Replacement Therapy ◽  
Memory Performance ◽  
Synaptic Activity ◽  
Human Cognition ◽  
Cognitive Responses ◽  
Hormone Pulses ◽  
And Behavior ◽  
Ultradian Rhythmicity ◽  
The Brain

Glucocorticoids (GCs) are secreted in an ultradian, pulsatile pattern that emerges from delays in the feedforward-feedback interaction between the anterior pituitary and adrenal glands. Dynamic oscillations of GCs are critical for normal cognitive and metabolic function in the rat and have been shown to modulate the pattern of GC-sensitive gene expression, modify synaptic activity, and maintain stress responsiveness. In man, current cortisol replacement therapy does not reproduce physiological hormone pulses and is associated with psychopathological symptoms, especially apathy and attenuated motivation in engaging with daily activities. In this work, we tested the hypothesis that the pattern of GC dynamics in the brain is of crucial importance for regulating cognitive and behavioral processes. We provide evidence that exactly the same dose of cortisol administered in different patterns alters the neural processing underlying the response to emotional stimulation, the accuracy in recognition and attentional bias toward/away from emotional faces, the quality of sleep, and the working memory performance of healthy male volunteers. These data indicate that the pattern of the GC rhythm differentially impacts human cognition and behavior under physiological, nonstressful conditions and has major implications for the improvement of cortisol replacement therapy.

scholarly journals The Influence of Marketing Ethics and Consumer Ethics on Consumer Behaviour and Decisions Before and During COVID-19 Pandemic: A Literacy Study

2021 ◽  
pp. 74-80
Author(s):  
Sahri Prayitno ◽  
Setyo Riyanto ◽  
Luthfita Ayu Diarta
Keyword(s):  
Consumer Behavior ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Customer Loyalty ◽  
Consumer Behaviour ◽  
Consumer Ethics ◽  
Marketing Ethics ◽  
Product Choices ◽  
And Behavior ◽  
A Company

One of the focuses of marketing in a company is how to achieve customer loyalty. That is reflected in how companies maintain brands, consumers, and product-consumer relationships. In some cases, companies focus solely on profit, resulting in the company losing its reputation. There is an opinion that consumers demand ethics and responsibility from companies to stakeholders, in this case, consumers. Consumers in this position can provide feedback regarding the company's marketing ethics. During the COVID-19 Pandemic, consumers are also more vigilant and careful in choosing products. So, with the COVID-19 Pandemic conditions like this, it is necessary to study whether consumer ethics in determining product choices and behavior towards products will be affected and whether a company's marketing ethics also influence product determination and consumer behavior towards products. This article aims to examine whether marketing ethics and consumer ethics influence consumer behavior and decisions to buy a product or interact further with the product, especially in the current era of the COVID 19 Pandemic. And the method used for this article is a systematic literature review. From this research, it is concluded that marketing and consumer ethics have a role in influencing consumers to choose to buy products and the responses given after making a purchase or through transaction experience with a company. And consumer behavior and decisions are very dependent on how ethical the company is in marketing its products both before and during the COVID-19 Pandemic

scholarly journals Sustainability Labels on Olive Oil: A Review on Consumer Attitudes and Behavior

2021 ◽  
Vol 13 (21) ◽  
pp. 12310
Author(s):  
Yamna Erraach ◽  
Fatma Jaafer ◽  
Ivana Radić ◽  
Mechthild Donner
Keyword(s):  
Consumer Behavior ◽  
Literature Review ◽  
Olive Oil ◽  
Consumer Attitudes ◽  
Specific Production ◽  
Market Incentives ◽  
Positive Attitudes ◽  
And Behavior ◽  
Attitudes And Behavior ◽  
Production Conditions

Product labeling is a way to inform consumers and increase their awareness about sustainability attributes of products. It guarantees the use of specific production conditions, promotes market incentives and highlights environmental, social and/or ethical product attributes. This study provides a literature review of sustainability labels on olive oil including consumer attitudes and behavior towards this product. Results show that consumers have positive attitudes towards olive oil carrying sustainability labels and are willing to pay more for olive oil carrying those labels. However, the major drivers of this behavior are far from being related to sustainability. This insight jeopardizes the main objective of those labels and suggests more clarifications about the information delivered by them. More in-depth investigations are needed about the drivers of consumer behavior towards olive oil carrying sustainability labels.

Information Processing in the Mammalian Olfactory System

2005 ◽  
Vol 85 (1) ◽  
pp. 281-317 ◽  
Author(s):  
Pierre-Marie Lledo ◽  
Gilles Gheusi ◽  
Jean-Didier Vincent
Keyword(s):  
Olfactory System ◽  
Cellular Level ◽  
Adult Brain ◽  
Organizational Strategies ◽  
Cellular Mechanisms ◽  
Brain Functions ◽  
Olfactory Systems ◽  
And Behavior ◽  
High Degree ◽  
The Brain

Recently, modern neuroscience has made considerable progress in understanding how the brain perceives, discriminates, and recognizes odorant molecules. This growing knowledge took over when the sense of smell was no longer considered only as a matter for poetry or the perfume industry. Over the last decades, chemical senses captured the attention of scientists who started to investigate the different stages of olfactory pathways. Distinct fields such as genetic, biochemistry, cellular biology, neurophysiology, and behavior have contributed to provide a picture of how odor information is processed in the olfactory system as it moves from the periphery to higher areas of the brain. So far, the combination of these approaches has been most effective at the cellular level, but there are already signs, and even greater hope, that the same is gradually happening at the systems level. This review summarizes the current ideas concerning the cellular mechanisms and organizational strategies used by the olfactory system to process olfactory information. We present findings that exemplified the high degree of olfactory plasticity, with special emphasis on the first central relay of the olfactory system. Recent observations supporting the necessity of such plasticity for adult brain functions are also discussed. Due to space constraints, this review focuses mainly on the olfactory systems of vertebrates, and primarily those of mammals.

Epigenetic Neuropharmacology: Drugs Affecting the Epigenome in the Brain

2021 ◽  
Vol 61 (1) ◽  
pp. 181-201 ◽  
Author(s):  
Miklos Toth
Keyword(s):  
Clinical Utility ◽  
Drugs Of Abuse ◽  
Abuse Potential ◽  
Brain Functions ◽  
Epigenetic Effect ◽  
Epigenetic Effects ◽  
Drug Classes ◽  
Main Effect ◽  
And Behavior ◽  
The Brain

This review explores how different classes of drugs, including those with therapeutic and abuse potential, alter brain functions and behavior via the epigenome. Epigenetics, in its simplest interpretation, is the study of the regulation of a genes’ transcriptional potential. The epigenome is established during development but is malleable throughout life by a wide variety of drugs, with both clinical utility and abuse potential. An epigenetic effect can be central to the drug's therapeutic or abuse potential, or it can be independent from the main effect but nevertheless produce beneficial or adverse side effects. Here, I discuss the various epigenetic effects of main pharmacological drug classes, including antidepressants, antiepileptics, and drugs of abuse.

scholarly journals Metabolic Imaging of Human Cognition: An fMRI/1H-MRS Study of Brain Lactate Response to Silent Word Generation

2003 ◽  
Vol 23 (8) ◽  
pp. 942-948 ◽  
Author(s):  
Anna S Urrila ◽  
Antti Hakkarainen ◽  
Sami Heikkinen ◽  
Kim Vuori ◽  
Dag Stenberg ◽  
...  
Keyword(s):  
Lactate Level ◽  
Human Cognition ◽  
Metabolic Imaging ◽  
Temporary Increase ◽  
Resonance Spectroscopy ◽  
Word Generation ◽  
Brain Functions ◽  
Lactate Levels ◽  
The Brain ◽  
Brain Lactate

Proton magnetic resonance spectroscopy (1H-MRS) allows in vivo assessment of the metabolism related to human brain functions. Visual, auditory, tactile, and motor stimuli induce a temporary increase in the brain lactate level, which may act as a rapid source of energy for the activated neurons. The authors studied the metabolism of the frontal lobes during cognitive stimulation and measured local lactate levels with standard 1H-MRS, after localizing the activated area by functional MRI. Lactate levels were monitored while the subjects either silently listed numbers (baseline) or performed a silent word-generation task (stimulus-activation). The cognitive stimulus-activation produced a 50% increase in the brain lactate level in the left inferior frontal gyrus. The results show that metabolic imaging of neuronal activity related to cognition is possible using 1H-MRS.

Inconsistencies Between the Criterion and Tests for Brain Death

2018 ◽  
Vol 35 (8) ◽  
pp. 772-780 ◽  
Author(s):  
Anne L. Dalle Ave ◽  
James L. Bernat
Keyword(s):  
Blood Flow ◽  
Literature Review ◽  
Brain Death ◽  
Case Reports ◽  
Whole Brain ◽  
Brain Functions ◽  
Ancillary Test ◽  
The Brain ◽  
Irreversible Cessation

The whole-brain criterion of death provides that a person who has irreversibly lost all clinical functions of the brain is dead. Bedside brain death (BD) tests permit physicians to determine BD by showing that the whole-brain criterion of death has been fulfilled. In a nonsystematic literature review, we identified and analyzed case reports of a mismatch between the whole-brain criterion of death and bedside BD tests. We found examples of patients diagnosed as BD who showed (1) neurologic signs compatible with retained brain functions, (2) neurologic signs of uncertain origin, and (3) an inconsistency between standard BD tests and ancillary tests for BD. Two actions can resolve the mismatch between the whole-brain criterion of death and BD tests: (1) loosen the whole-brain criterion of death by requiring only the irreversible cessation of relevant brain functions and (2) tighten BD tests by requiring an ancillary test proving the cessation of intracranial blood flow. Because no one knows the precise brain functions whose loss is necessary to fulfill the whole-brain criterion of death, we advocate tightening BD tests by requiring the absence of intracranial blood flow.

Confronting the grey zone after severe brain injury

2019 ◽  
Vol 3 (6) ◽  
pp. 707-711 ◽  
Author(s):  
Andrew Peterson ◽  
Adrian M. Owen
Keyword(s):  
Brain Injury ◽  
Ethical Issues ◽  
Vegetative State ◽  
Clinical Care ◽  
Grey Zone ◽  
Severe Brain Injury ◽  
New Methods ◽  
Legal Decision Making ◽  
Technological Developments ◽  
The Brain

In recent years, rapid technological developments in the field of neuroimaging have provided several new methods for revealing thoughts, actions and intentions based solely on the pattern of activity that is observed in the brain. In specialized centres, these methods are now being employed routinely to assess residual cognition, detect consciousness and even communicate with some behaviorally non-responsive patients who clinically appear to be comatose or in a vegetative state. In this article, we consider some of the ethical issues raised by these developments and the profound implications they have for clinical care, diagnosis, prognosis and medical-legal decision-making after severe brain injury.

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