IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v107y2020icp172-185.html
   My bibliography  Save this article

Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS)

Author

Listed:
  • Meyerding, Stephan G.H.
  • Mehlhose, Clara M.

Abstract

Whether neuromarketing methods can add value to marketing research depends on their cost-utility ratio and their ability to offer hidden information that cannot be obtained using other marketing research methods. Due to the limitations of functional magnetic resonance imaging (fMRI) for real-world situations and its high costs, the aim of this study was to examine the feasibility of a mobile functional near-infrared spectroscopy (fNIRS) system. Two experiments dealing with brands and labels are used to discuss how and if neuromarketing can enrich marketing research and to what extent existing limitations and challenges can be overcome.

Suggested Citation

  • Meyerding, Stephan G.H. & Mehlhose, Clara M., 2020. "Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS)," Journal of Business Research, Elsevier, vol. 107(C), pages 172-185.
    • Handle: RePEc:eee:jbrese:v:107:y:2020:i:c:p:172-185
    DOI: 10.1016/j.jbusres.2018.10.052
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296318305344
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2018.10.052?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dr. Peter Kenning & Hilke Plassmann, 2004. "NeuroEconomics," Experimental 0412005, University Library of Munich, Germany.
    2. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
    3. Martin Reimann & Raquel Castaño & Judith Zaichkowsky & Antoine Bechara, 2012. "Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice," Marketing Letters, Springer, vol. 23(3), pages 745-759, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Javier de la Ballina & Silvia Cachero, 2023. "Teaching Marketing Research at the University Level—From Academic and Professional Perspectives," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    2. Guanfei Zhang & Mei Li & Jin Li & Min Tan & Huie Li & Yiping Zhong, 2022. "Green Product Types Modulate Green Consumption in the Gain and Loss Framings: An Event-Related Potential Study," IJERPH, MDPI, vol. 19(17), pages 1-17, August.
    3. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
    4. Moein Abdolmohamad Sagha & Nader Seyyedamiri & Pantea Foroudi & Morteza Akbari, 2022. "The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    5. Trompeta, Maria-Angeliki & Karantinou, Kalipso & Koritos, Christos & Bijmolt, Tammo H.A., 2022. "A meta-analysis of the effects of music in tourism and hospitality settings," Journal of Business Research, Elsevier, vol. 138(C), pages 130-145.
    6. Clara Mehlhose & Antje Risius, 2021. "Assessing Label Frames and Emotional Primes in the Context of Animal Rearing—Response of an Explorative fNIRS Study," Sustainability, MDPI, vol. 13(9), pages 1-11, May.
    7. Huang, Jianping & Zhao, Ping & Wan, Xiaoang, 2021. "From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study," Journal of Business Research, Elsevier, vol. 123(C), pages 604-612.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yibei Pu & Norzaidahwati Zaidin & Yaodong Zhu, 2023. "How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    2. Georges Bresson & Cheng Hsiao, 2011. "A functional connectivity approach for modeling cross-sectional dependence with an application to the estimation of hedonic housing prices in Paris," AStA Advances in Statistical Analysis, Springer;German Statistical Society, vol. 95(4), pages 501-529, December.
    3. Martin Binder, 2009. "Some Considerations Regarding the Problem of Multidimensional Utility," Jena Economics Research Papers 2009-099, Friedrich-Schiller-University Jena.
    4. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
    5. Rubén Ortuño & José M. Sánchez & Diego Álvarez & Miguel López & Fernando León, 2020. "Neurometrics applied to banknote and security features design," Occasional Papers 2008, Banco de España.
    6. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    7. Ryan Webb & Paul W. Glimcher & Kenway Louie, 2021. "The Normalization of Consumer Valuations: Context-Dependent Preferences from Neurobiological Constraints," Management Science, INFORMS, vol. 67(1), pages 93-125, January.
    8. Ana C. Martinez-Levy & Dario Rossi & Giulia Cartocci & Marco Mancini & Gianluca Flumeri & Arianna Trettel & Fabio Babiloni & Patrizia Cherubino, 2022. "Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 53-75, March.
    9. Bach, Norbert & Sterner, Madlen, 2011. "Implikationen neuroökonomischer Erkenntnisse für das Employer Branding [Implications of neuroeconomic findings for Employer Branding]," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 5, number 52011.
    10. Satish Kumar & Weng Marc Lim & Nitesh Pandey & J. Christopher Westland, 2021. "20 years of Electronic Commerce Research," Electronic Commerce Research, Springer, vol. 21(1), pages 1-40, March.
    11. Daria Plotkina & Landisoa Rabeson, 2022. "The role of transactionality of mobile branded apps in brand experience and its impact on loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 470-483, September.
    12. Reimann, Martin & Bechara, Antoine, 2010. "The somatic marker framework as a neurological theory of decision-making: Review, conceptual comparisons, and future neuroeconomics research," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 767-776, October.
    13. Ahmed H. Alsharif & Nor Zafir Md Salleh & Mazilah Abdullah & Ahmad Khraiwish & Azmirul Ashaari, 2023. "Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda," SAGE Open, , vol. 13(1), pages 21582440231, February.
    14. Bhardwaj, Shikha & Rana, Gunjan A & Behl, Abhishek & Gallego de Caceres, Santiago Juan, 2023. "Exploring the boundaries of Neuromarketing through systematic investigation," Journal of Business Research, Elsevier, vol. 154(C).
    15. Lori Verstegen Ryan, 2017. "Sex Differences Through a Neuroscience Lens: Implications for Business Ethics," Journal of Business Ethics, Springer, vol. 144(4), pages 771-782, September.
    16. Solnais, Céline & Andreu-Perez, Javier & Sánchez-Fernández, Juan & Andréu-Abela, Jaime, 2013. "The contribution of neuroscience to consumer research: A conceptual framework and empirical review," Journal of Economic Psychology, Elsevier, vol. 36(C), pages 68-81.
    17. H. Kenny Nienhusser & Toko Oshio, 2017. "High School Students’ Accuracy in Estimating the Cost of College: A Proposed Methodological Approach and Differences Among Racial/Ethnic Groups and College Financial-Related Factors," Research in Higher Education, Springer;Association for Institutional Research, vol. 58(7), pages 723-745, November.
    18. Antonio Mileti & Gianluigi Guido & Maria Irene Prete, 2014. "L?applicazione delle nanotecnologie al neuromarketing: rassegna e proposizioni," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(1), pages 17-35.
    19. Popli, Manish & Ahsan, Faisal M. & Mukherjee, Debmalya, 2022. "Upper echelons and firm internationalization: A critical review and future directions," Journal of Business Research, Elsevier, vol. 152(C), pages 505-521.
    20. Saaty, Thomas L. & Shih, Hsu-Shih, 2009. "Structures in decision making: On the subjective geometry of hierarchies and networks," European Journal of Operational Research, Elsevier, vol. 199(3), pages 867-872, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:107:y:2020:i:c:p:172-185. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.