Attentional and emotional brain response to message framing in context of green marketing

A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques

Neuromarketing is an emerging research field that aims to understand consumers' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.

The relationship between charitable giving and emotional facial expressions: Results from affective computing

This study investigated the relationship between emotional states (valence, arousal, and six basic emotions) and donation size in pet charities, and it compared the effectiveness of affective computing and emotion self-report methods in assessing attractiveness. Using FaceReader software and self-report, we measured the emotional states of participants (N = 45) during the donation task. The results showed that sadness, happiness, and anger were significantly related to donation size. Sadness and anger increased donations, whereas happiness decreased them. Arousal was not significantly correlated with the willingness to donate. These results are supported by both methods, whereas the self-reported data regarding the association of surprise, fear, and disgust with donation size are inconclusive. Thus, unpleasant emotions increase donation size, and combining affective computing with self-reported data improves the prediction of the effectiveness of a charity appeal. This study contributes to the understanding of the relationship between emotions and charitable behavior toward pet charities and evaluates the effectiveness of marketing mix elements using affective computing. The limitations include the laboratory setting for this experiment and the lack of measurement of prolonged and repeated exposure to unpleasant charity appeals.

Tourist behaviour: The role of digital marketing and social media

Social media and its applications are a part of daily life in Turkey and the rest of the world. In 2022, about 80.7 % of Turkey's population (69.9 million people) spent an average of 8 h daily using the Internet, providing a significant opportunity to encourage and influence tourists' purchase intentions through social media. This study aims to determine the effects of digital marketing and social media on tourist behaviours in Turkey. This study proposes a comprehensive model for the antecedents of tourists' behavioural intentions in their destination selection that can be found in the tourist destination online content (TDOC). The quality and user-friendly accessibility of the online information provides essential clues that influence tourists' behavioural intentions (intention to visit the destination and eWOM). Tourists' level of satisfaction with their first destination visits and the digital marketing interaction channels through which they share their experiences may positively affect their repeat visits/other tourists' behavioural intentions. Therefore, this study investigates the mediator effect of satisfaction and digital marketing interactions on the behavioural intentions of tourists of Eastern origin during their destination selection. Data was collected from 264 structured questionnaires and analyzed using partial least squares structural equation (PLS-SEM) modelling. Findings show that tourists' TDOC perceptions directly affect their behavioural intentions and that tourist satisfaction has a mediator role in the relationship between tourists' TDOC perceptions and behavioural intentions. Also, the results show that satisfaction and digital marketing interactions are important determinants of the intention to visit a tourist destination and eWOM intentions. Understanding tourists' perspectives on destination choice is crucial for policy makers, businesses and marketers as it will help formulate appropriate strategies to increase destination visits. In this respect, it is recommended to develop strategies to encourage tourists to share their experiences and satisfaction levels through digital marketing channels by improving the quality of products and services. Finally, the population of this study is limited to Turkey, and future research can extend this study to countries with different cultures and make new contributions to the related literature.

Dynamics of social influence on consumption choices: A social network representation

In this work, through employing Friedkin Johnsen's model, we provide a valuable tool for understanding the complex dynamics of social influence and informational inducements in shaping consumption behaviour and highlight the need for governments, businesses, and individuals to address environmental concerns proactively. People mostly derive anticipation utility from consuming commodities through online shopping. Results suggest that in an information-loving society, people tend to follow the opinion of their groups, which can lead to inefficient choices. On the other hand, in a completely information-averse society, people tend to make inconsistent choices, leading to a lack of consensus. However, in a responsible society, individuals prioritise their own opinions and preferences while still taking into account the information and opinions of others. This results in a slow convergence of opinions, which can lead to responsible consumption and decision-making. People should be encouraged to form their own opinions based on their own experiences and preferences while still considering the information and opinions of others. It can lead to a more efficient and responsible society. Individuals with high self-confidence and self-control are more likely to resist peer pressure and make decisions that align with their values and goals. So, it is essential to consider the context and nature of the social influence when evaluating its impact on people's decision-making. Consumers are not the only players who can shape the world's future. Consumers, governments, corporations, and the media all have important roles to play, and their efforts must be coordinated and complementary to create a more sustainable future.

Green Product Types Modulate Green Consumption in the Gain and Loss Framings: An Event-Related Potential Study

People show a separation of intention and behavior in green consumption, and promoting actual green purchase behavior is more important than purchase intention. This study adopted a conflicting environmental decision paradigm to investigate behavioral and neural processes during actual green consumption decision-making involving different types of green products and message framing, according to construal level theory. Participants were instructed to make green consumption decisions involving green products with different psychological distances (self-interested green products vs. other-interested green products) under gain (e.g., buying green products brings positive results) or loss framing (e.g., not buying green products brings negative effects) while electroencephalograms were recorded. The behavioral results demonstrated that participants tended to purchase green products under loss framing more than under gain framing. The event-related potential results showed that under gain framing, decision-making for self-interested green products was associated with larger P3 than decision-making for other-interested green products. While under loss framing, decision-making for other-interested green products has a larger P260 than for self-interested green products. These findings suggest that under gain framing, self-interested green products elicit more cognitive resources than other-interested green products, while under loss framing, other-interested green products elicit stronger negative emotions than self-interested green products. The research has managerial implications for promoting consumers' actual purchase behavior.