Neuromarketing and Marketing Communications An Integrated Approach to Understanding Consumer Behavior

Ahmed, R. R., Štreimikienė, D., Channar, Z. A., Soomro, H. A., Štreimikis, J., & Kyriakopoulos, G. L. (2022). The neuromarketing concept in artificial neural networks: a case of forecasting and simulation from the advertising industry. Sustainability, 14(14), 8546.

https://doi.org/10.3390/su14148546

Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep learning for eeg-based preference classification in neuromarketing. Applied Sciences, 10(4), 1525. https://doi.org/10.3390/app10041525

Alvino, L., Lubbe, R. H. J. v. d., & Constantinides, E. (2018). Investigating individual preferences and brain activity in a wine tasting experience: a neuromarketing approach. Global Fashion Management Conference, 2018, 559-564. https://doi.org/10.15444/gmc2018.05.03.04

Alvino, L., Pavone, L., Abhishta, A., & Robben, H. S. (2020). Picking your brains: where and how neuroscience tools can enhance marketing research. Frontiers in Neuroscience, 14. https://doi.org/10.3389/fnins.2020.577666

Alsharif, A., Salleh, N., Abdullah, M., Khraiwish, A., & Ashaari, A. (2023). Neuromarketing tools used in the marketing mix: a systematic literature and future research agenda. Sage Open, 13(1), 215824402311565. https://doi.org/10.1177/21582440231156563

Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284-292. DOI: 10.1038/nrn2795

Bansal, S. and Gupta, M. (2022). Towards using artificial intelligence in neuromarketing., 16-23. https://doi.org/10.4018/978-1-6684-5897-6.ch002

Bazzani, A., Ravaioli, S., Trieste, L., Faraguna, U., & Turchetti, G. (2020). Is eeg suitable for marketing research? a systematic review. Frontiers in Neuroscience, 14. https://doi.org/10.3389/fnins.2020.594566

Bočková, K., Škrabánková, J., & Hanák, M. (2021). Theory and practice of neuromarketing: analyzing human behavior in relation to markets. Emerging Science Journal, 5(1), 44-56. https://doi.org/10.28991/esj-2021-01256

Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790. https://doi.org/10.1108/01409171211255948

Cárdenas, G. G. (2019). Neuromarketing as an effective tool for education in sales and advertising. Revista Latina de Comunicación Social, 74, 1173-1189. DOI: 10.4185/RLCS-2019-1377en

Casado-Aranda, L., Sánchez-Fernández, J., Bigné, E., & Smidts, A. (2023). The application of neuromarketing tools in communication research: a comprehensive review of trends. Psychology and Marketing, 40(9), 1737-1756. https://doi.org/10.1002/mar.21832

Chen, F., Sukpasjaroen, K., & Chankoson, T. (2022). Influence of light and color of advertising photography on consumers’ purchase intention. Innovative Marketing, 18(4), 215-231. https://doi.org/10.21511/im.18(4).2022.18

Clark, K. (2020). Consumer neuroscience. Advances in Marketing, Customer Relationship Management, and E-Services, 185-207. https://doi.org/10.4018/978-1-7998-3126-6.ch010

Clithero, J. (2023). Reconsidering the path for neural and physiological methods in consumer psychology. Journal of Consumer Psychology, 34(1), 196-213. Drabjerdi,

Drabjerdi, J., Arabi, M., & Haghighikhah, M. (2016). Identifying the effective factors on brand equity from consumers perspective using aaker model: a case of tehran dairy products. International Journal of Business and Management, 11(4), 265.

https://doi.org/10.5539/ijbm.v11n4p265

Fill, C. (2005). Marketing communications: engagements, strategies and practice. Pearson Education.

Hansen, T. (2005). Perspectives on consumer decision making: an integrated approach. Journal of Consumer Behaviour, 4(6), 420-437. https://doi.org/10.1002/cb.33

Haro, A., Waspodo, A. A., & Lestari, F. A. (2020). Marketing Strategy of Local Products through Social Media in Segara Jaya Village. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 4(2), 161-170. DOI: 10.21009/JPMM.004.2.01

Harris, J., Ciorciari, J., & Gountas, J. (2018). Consumer neuroscience for marketing researchers. Journal of Consumer Behaviour, 17(3), 239-252. https://doi.org/10.1002/cb.1710

Hubert, M. and Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7(4-5), 272-292. https://doi.org/10.1002/cb.251

Jain, N. (2022). Understanding the art and science of new-age advertising: A neuromarketing perspective. The Business and Management Review. https://doi.org/10.24052/bmr/v13nu03/art-05.

Johnson, R. L., Nambiar, D., & Suman, G. (2021). Using eye‐movements to assess underlying factors in online purchasing behaviors. International Journal of Consumer Studies, 46(4), 1365-1380. https://doi.org/10.1111/ijcs.12762

Karmarkar, U., & Yoon, C. (2016). Consumer Neuroscience: Advances in Understanding Consumer Psychology. Current opinion in psychology, 10, 160-165. https://doi.org/10.1016/J.COPSYC.2016.01.010.

Kidwell, B., Hardesty, D. M., & Childers, T. L. (2008). Consumer emotional intelligence: conceptualization, measurement, and the prediction of consumer decision making. Journal of Consumer Research, 35(1), 154-166. https://doi.org/10.1086/524417

Kitchen, P. J. (2017). Integrated marketing communications. Evolution, current status, future developments. European Journal of Marketing, 51(3).

Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147-156. DOI:https://doi.org/10.1016/j.neuron.2006.11.010

Krasnova, M., & Nefedova, K. (2020). The relevance of using neuromarketing tools in testing commercials of regional companies. Regional Economics: Theory and Practice. https://doi.org/10.24891/re.18.6.1197.

Leeuwis, N., Bommel, T. v., & Alimardani, M. (2022). A framework for application of consumer neuroscience in pro-environmental behavior change interventions. Frontiers in Human Neuroscience, 16. https://doi.org/10.3389/fnhum.2022.886600

Lim, W. M. (2018). Demystifying neuromarketing. Journal of business research, 91, 205-220. https://doi.org/10.1016/j.jbusres.2018.05.036

Lin, C., Tuan, H., & Chiu, Y. (2010). Medial frontal activity in brand-loyal consumers: a behavior and near-infrared ray study. Journal of Neuroscience, Psychology, and Economics, 3(2), 59-73. https://doi.org/10.1037/a0015461

Liu, Y., Zhao, R., Xiong, X., & Ren, X. (2023). A bibliometric analysis of consumer neuroscience towards sustainable consumption. Behavioral Sciences, 13(4), 298. https://doi.org/10.3390/bs13040298

Lock, C. A. and Kaner, E. (2000). Use of marketing to disseminate brief alcohol intervention to general practitioners: promoting health care interventions to health promoters. Journal of Evaluation in Clinical Practice, 6(4), 345-357. https://doi.org/10.1046/j.1365-2753.2000.00268.x

Lukić, D. (2021). Methods and techniques of neuromarketing research. Marketing, 52(3), 185-196. https://doi.org/10.5937/mkng2103185l

Luna, D., & Gupta, S.F. (2001). An integrative framework for cross‐cultural consumer behavior. International Marketing Review, 18, 45-69.

Lye, K. D. and Santoso, R. (2021). Digital marketing of serpong urbantown apartments to increase brand awareness and customer satisfaction. Journal of Applied Management and Business (JAMB), 2(2), 84-89. https://doi.org/10.37802/jamb.v2i2.204

Mansor, A. and Isa, S. (2020). Fundamentals of neuromarketing: what is it all about?. Neuroscience Research Notes, 3(4), 22-28. https://doi.org/10.31117/neuroscirn.v3i4.58

Mauri, M., Rancati, G., Gaggioli, A., & Riva, G. (2021). Applying implicit association test techniques and facial expression analyses in the comparative evaluation of website user experience. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.674159

Mileti, A., Guido, G., & Prete, M. I. (2016). Nanomarketing: a new frontier for neuromarketing. Psychology &Amp; Marketing, 33(8), 664-674. https://doi.org/10.1002/mar.20907

Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135. https://doi.org/10.1007/s12115-010-9408-1

Moya, I., García‐Madariaga, J., & López, M. (2020). What can neuromarketing tell us about food packaging? Foods, 9(12), 1856. https://doi.org/10.3390/foods9121856

Murphy, E., Illes, J., & Reiner, P. (2008). Neuroethics of neuromarketing. Journal of Consumer Behaviour, 7(4-5), 293-302. https://doi.org/10.1002/cb.252

Nilashi, M., Yadegaridehkordi, E., Samad, S., Mardani, A., Ahani, A., Aljojo, N. and Tajuddin, T. (2020). Decision to adopt neuromarketing techniques for sustainable product marketing: a fuzzy decision-making approach. Symmetry, 12(2), 305.

https://doi.org/10.3390/sym12020305

Oputa, E. A., Fakhrorazi, A., & Islam, R. (2019). The influence of semiotic advertising efficacy on gen-y purchase intent: a study of reputable major brands of smart phone. Humanities &Amp; Social Sciences Reviews, 7(1), 249-255. https://doi.org/10.18510/hssr.2019.7129

Plassmann, H., Kenning, P., Deppe, M., Kugel, H., & Schwindt, W. (2008). How choice ambiguity modulates activity in brain areas representing brand preference: evidence from consumer neuroscience. Journal of Consumer Behaviour, 7(4-5), 360-367. https://doi.org/10.1002/cb.257

Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22(1), 18-36. DOI: 10.1016/j.jcps.2011.11.010

Rossolatos, G. (2012). Applying structuralist semiotics to brand image research. Public Journal of Semiotics, 4(1), 25-82. https://doi.org/10.37693/pjos.2012.4.8838

Rvacheva, I. (2023). Prospects For Applying The Potential Of Neuromarketing. Ekonomika Upravlenie: Problemy, Resheniya. https://doi.org/10.36871/ek.up.p.r.2023.05.01.018.

Shaw, S. and Bagozzi, R. (2017). The neuropsychology of consumer behavior and marketing. Consumer Psychology Review, 1(1), 22-40. https://doi.org/10.1002/arcp.1006

Sinyaeva, I. (2020). The Importance Of Marketing Communications In The Development Of Innovative Business. Economic Systems, 13, 34-39. https://doi.org/10.29030/2309-2076-2020-13-1-34-39.

Smidts, A., Hsu, M., Sanfey, A., Boksem, M., Ebstein, R., Huettel, S., Kable, J., Karmarkar, U., Kitayama, S., Knutson, B., Liberzon, I., Lohrenz, T., Stallen, M., & Yoon, C. (2014). Advancing consumer neuroscience. Marketing Letters, 25, 257-267. https://doi.org/10.1007/S11002-014-9306-1.

Sproles, G. B. and Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making styles. Journal of Consumer Affairs, 20(2), 267-279. https://doi.org/10.1111/j.1745-6606.1986.tb00382.

Teare, R., Mazanec, J. A., Crawford-Welch, S., & Calver, S. (2015). Consumer decision making. The Why of the Buy, 286-303. https://doi.org/10.5040/9781501304293.ch-012

Vences, N., Díaz-Campo, J., & Rosales, D. (2020). Neuromarketing as an Emotional Connection Tool Between Organizations and Audiences in Social Networks. A Theoretical Review. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.01787.

Yoon, C., Gonzalez, R., Bechara, A., Berns, G., Dagher, A., Dubé, L., Huettel, S., Kable, J., Liberzon, I., Plassmann, H., Smidts, A., & Spence, C. (2012). Decision neuroscience and consumer decision making. Marketing Letters, 23, 473 - 485. https://doi.org/10.1007/s11002-012-9188-z.

Zhang, Y., Thaichon, P., & Shao, W. (2022). Neuroscientific research methods and techniques in consumer research. Australasian Marketing Journal (Amj), 31(3), 211-227. https://doi.org/10.1177/14413582221085321