Bibliometric-Based Evaluation of the Neuromarketing Research Trend: 2010–2021

The influence of television content on advertisement: a neurophysiological study

Emotional and cognitive reactions to the media context prove impactful on advertising effectiveness. However, research on the topic remains lacking and with a profusion of mixed results regarding the role of the context in enhancing or detracting communication effectiveness. This study explores the media context-advertising relationship, by investigating the influence of television content on advertisement in light of media psychophysiology and grounding on the Halo effect theory. Consumers' responses to different television content and advertisements are assessed. Specifically, consumers' arousal, pleasure, attention, and memorization are measured through brain analysis, heart rate, and skin conductance detection. Self-reported methods complement such analysis, by exploring the values associated with the television content and the advertised brands. Results show that television content influences consumer responses to the advertisement and the values associated with the brands, confirming the existence of a halo effect. Responses differ among television content typologies.

A study of cross-border E-commerce research trends: Based on knowledge mapping and literature analysis

As a result of the trend toward economic globalization, the vigorous development of cross-border e-commerce has attracted many scholars to study this field, involving many related fields, such as consumer behavior, advertising, information systems, and supply chain management. Throughout the existing literature, it can be found that most of the research focuses on certain influencing factors of the development of cross-border e-commerce, and there is no systematic and macro- overview of the development trend of research in this field in recent years, nor the integration and analysis of keywords. Given that the research in the field of cross-border e-commerce is fragmented to a large extent, to effectively explore the research trend in this field, we must understand the current situation of cross-border e-commerce. Systematic bibliometric analysis can solve this problem by providing publishing trends and information on various topics. Therefore, based on the scientific database web, this study collected 198 references related to cross-border e-commerce from 2016 to 2021, briefly introduced the current situation and development trend of cross-border e-commerce, visually analyzed and refined the journals, authors, research institutions, countries, publication years, keywords, citations of academic publications in this field, and other key information, and summarized the development trend and path of CEBC in the existing research. It is helpful for researchers to solve the current research gap, understand the future research direction in this field, and help academia establish a strict knowledge system.

How does price variance among purchase channels affect consumers’ cognitive process when shopping online?

The rise of a flourishing online shopping market has expanded the range of purchase channels available to consumers. Meanwhile, the competition among channels has become increasingly fierce. In this study, the changes in cognitive processes caused by price variance among channels were investigated using event-related potentials. Several daily necessities with low or high price variance between a self-operated business channel and third-party seller channels were chosen as the study objects from a well-known electronic business platform. Thirty participants’ electroencephalograms were collected while they faced higher or lower price variance during the experiment. The results showed that small price variances between the two channels tended to intensify component N2, while big price variances tended to diminish component P3. These results suggest that N2 may reflect consumers’ identification process for price variance and inhibition of a planned response, while P3 may reflect the activation of attention caused by task difficulty due to price variance. These findings indicate that the changes in ERP components N2 and P3 may act as cognitive indices that measure customers’ identification and attention distribution when considering product price variances among online purchase channels.