Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

Planet earth calling: unveiling the brain's response to awe and driving eco-friendly consumption

Eco-friendly consumption is important for solving climate crisis and moving humanity toward a better future. However, few consumers are willing to pay premiums for eco-friendly products. We investigated the psychological and neural factors that can increase eco-friendly consumption. We propose an experience of awe, in which the individual self is temporarily attenuated as the importance of beings other than oneself increases. Behavioral (Study 1) and functional magnetic resonance imaging (fMRI; Study 2) experiments were conducted to explore the awe mechanisms through which climate crisis messages lead to eco-friendly consumption. In Study 1, we found participants felt awe when exposed to climate crisis messages, and their choice of eco-friendly consumption increased. In Study 2, we found that when individuals were exposed to messages depicting the climate crisis (as opposed to a control stimulus), their brains exhibited a lower level of activation in the self-awareness processing and a higher level of activation in external attention processing areas. These results suggest that the awe experience plays an important role in promoting eco-friendly consumption. Marketing must evolve from satisfying basic individual needs to a high level for the well-being of humanity, the planet, and the biosphere. This study sheds light on our understanding of human perceptions of the climate crisis and suggests an effective communication strategy to increase individuals' eco-friendly actions.

Exploring global trends and future directions in advertising research: A focus on consumer behavior

This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to select relevant articles, and bibliometric analysis was conducted to determine global trends and advancements in advertising and neuromarketing. The study selected and analyzed forty-one papers from the Web of Science (WoS) database from 2009-2020. The results indicated that Spain, particularly the Complutense University of Madrid, was the most productive country and institution, respectively, with 11 and 3 articles. The journal Frontiers in Psychology was the most prolific, with eight articles. The article "Neuromarketing: The New Science of Consumer Behavior" had the most citations (152 T.Cs). Additionally, the researchers discovered that the inferior frontal and middle temporal gyri were associated with pleasant and unpleasant emotions, respectively, while the right superior temporal and right middle frontal gyrus was connected to high and low arousal. Furthermore, the right prefrontal cortex (PFC) and left PFC were linked to withdrawal and approach behaviors. In terms of the reward system, the ventral striatum played a critical role, while the orbitofrontal cortex and ventromedial PFC were connected to perception. As far as we know, this is the first paper that focused on the global academic trends and developments of neurophysiological and physiological instruments used in advertising in the new millennium, emphasizing the significance of intrinsic and extrinsic emotional processes, endogenous and exogenous attentional processes, memory, reward, motivational attitude, and perception in advertising campaigns.

A Bibliometric Analysis of Consumer Neuroscience towards Sustainable Consumption

Consumer neuroscience is a new paradigm for studying consumer behavior, focusing on neuroscientific tools to explore the underlying neural processes and behavioral implications of consumption. Based on the bibliometric analysis tools, this paper provides a review of progress in research on consumer neuroscience during 2000–2021. In this paper, we identify research hotspots and frontiers in the field through a statistical analysis of bibliometric indicators, including the number of publications, countries, institutions, and keywords. Aiming at facilitating carbon neutrality via sustainable consumption, this paper discusses the prospects of applying neuroscience to sustainable consumption. The results show 364 publications in the field during 2000–2021, showing a rapid upward trend, indicating that consumer neuroscience research is gaining ground. The majority of these consumer neuroscience studies chose to use electroencephalogram tools, accounting for 63.8% of the total publications; the cutting-edge research mainly involved event-related potential (ERP) studies of various marketing stimuli interventions, functional magnetic resonance imaging (fMRI)-based studies of consumer decision-making and emotion-specific brain regions, and machine-learning-based studies of consumer decision-making optimization models.

Research trends, developments, and future perspectives in brand attitude: A bibliometric analysis utilizing the Scopus database (1944-2021)

Brand attitude has been the primary concern for corporation sustainability for a long. Studies have focused on various attributes concerning brand attitude comprising of many research articles. This study focuses on bibliometric analysis of brand attitude examining 1497 documents published for the years 1944-2021. The purpose of this study is to examine historic research trends, developments, and future conduits based on co-authorship and co-occurrence analysis using VOSviewer. The study highlights the most prolific articles containing the most productive authors and their affiliations, keywords, and influential journals, along with future research trends. The result shows that the number of publications follows a very slow trail until 2008, mildly until 2012, following which the cumulative growth in publication increased manifold. Further, results show that researchers from the United States, South Korea, and Taiwan extended many efforts to the global knowledge of literature leading other countries. The emerging hotspot keywords analysis suggests that brand avoidance, subtle, brand betrayal, consumer ethnocentrism, environmental sustainability and policy, brand activism, brand authenticity, consumer brand engagement, and brand competence are the key areas that attract researchers' attention policymakers as future research boulevards. In the case of consumers' brand attitudes, there is a scarcity of studies that investigated the consumers' implicit and explicit brand attitudes.

The Impact of COVID-19 on Motivation, Involvement, and Behavior of Cyclists in Taiwan

Coronavirus disease (COVID-19) has spread all over the world and has impacted tourism globally, with countries taking various measures such as travel restrictions, border closures, lockdowns, or quarantines to contain the virus. Tourists' motivation has also been affected by COVID-19, but so far, the literature has not yet discussed their concern over COVID-19 as well as the relationships among their motivation, involvement, and behavior intention. Therefore, this study fills the gap in the literature by taking cycling tourism as an example to understand the involvement of tourists concerning COVID-19 and presents the depth and breadth of its effects upon tourism. Due to the challenge of face-to-face, on-site investigation, we employ an online survey for data collection, use exploratory factor analysis to extract the main factors of motivation, involvement, and behavior intention, and set up a structural equation model to examine the relationships among the three factors. The results show that COVID-19 has positively and significantly affected motivation and involvement. Motivation positively and significantly affects involvement, and involvement affects motivation and behavior intention. The main finding herein is that motivation does not affect behavior, but involvement does mediate between the motivation and behavior of cyclists during COVID-19. Therefore, people may perceive the risk of health and wellbeing through such involvement.

Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda

In the past decade, neurophysiological and physiological tools have been used to explore consumer behaviour toward advertising. The studies into brain processes (e.g., emotions, motivation, reward, attention, perception, and memory) toward advertising are scant, and remain unclear in the academic literature. To fill the gap in the literature, this study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to extract relevant articles. It extracted and analysed 76 empirical articles from the Web of Science (WoS) database from 2009-2020. The findings revealed that the inferior frontal gyrus was associated with pleasure, while the middle temporal gyrus correlated with displeasure of advertising. Meanwhile, the right superior-temporal is related to high arousal and the right middle-frontal-gyrus is linked to low arousal toward advertisement campaigns. The right prefrontal-cortex (PFC) is correlated with withdrawal behaviour, and the left PFC is linked to approach behaviour. For the reward system, the ventral striatum has a main role in the reward system. It has also been found that perception is connected to the orbitofrontal cortex (OFC) and ventromedial (Vm) PFC. The study's findings provide a profound overview of the importance of brain processes such as emotional processes, reward, motivation, cognitive processes, and perception in advertising campaigns such as commercial, social initiative, and public health.

The Value of Semantics in Food and Wine Labeling: Research on Italian Wine Consumers

Semantics studies have been experiencing an ever-growing utilization and application in packaging, product labeling and, more broadly, in marketing strategies. Considering the food and wine sector, existing research on semantics application in labeling confirms its worth in influencing consumers’ perception of products. In this sense, it is a fundamental tool for managers to communicate the value of their brands. Nevertheless, further studies are still needed to understand how the visual aspects of the packaging generate the desired meanings among consumers, especially in Italy. The paper intends to fill this gap by applying a semiotic approach to study Italian wine consumers. Specifically, a close-ended questionnaire, with a free word association segment focused on the values perceived by consumers when looking at four digitally crafted wine bottle front labels, was utilized. Although the results show some discrepancies from current studies, this paper points out that the existing literature on the topic seems comprehensively applicable to Italian consumers. However, given the exploratory nature of the study, it would be necessary to extend the number of respondents to further validate the results obtained.

Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume

The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere. How smell affects customer behaviour and purchasing decisions is addressed by a relatively young scientific field, one of the existing kinds of sensory marketing—aroma marketing, otherwise called aromachology. Smell has mainly a subconscious influence; therefore, its examination is appropriate to be carried out using consumer neuroscience tools. This paper examined the perception of the shopping atmosphere in Slovak grocery shops and comprehensive interdisciplinary research on the impact of selected aromatic compounds on the cognitive and affective processes of the consumer, as well as the evaluation of the effectiveness of their implementation in food retail establishments. At the end of the paper, we recommend the possibilities of effective selection and the implementation of aromatisation of different premises, by which the retailer can achieve not only a more positive perception of the shopping atmosphere, but also an increase in retail turnover in individual sales sections.

Deep Learning-Assisted Smart Process Planning, Robotic Wireless Sensor Networks, and Geospatial Big Data Management Algorithms in the Internet of Manufacturing Things

The purpose of our systematic review is to examine the recently published literature on the Internet of Manufacturing Things (IoMT), and integrate the insights it configures on deep learning-assisted smart process planning, robotic wireless sensor networks, and geospatial big data management algorithms by employing Preferred Reporting Items for Systematic Reviews and Meta-analysis (PRISMA) guidelines. Throughout October 2021 and January 2022, a quantitative literature review of aggregators such as ProQuest, Scopus, and the Web of Science was carried out, with search terms including “deep learning-assisted smart process planning + IoMT”, “robotic wireless sensor networks + IoMT”, and “geospatial big data management algorithms + IoMT”. As the analyzed research was published between 2018 and 2022, only 346 sources satisfied the eligibility criteria. A Shiny app was leveraged for the PRISMA flow diagram to comprise evidence-based collected and handled data. Major difficulties and challenges comprised identification of robust correlations among the inspected topics, but focusing on the most recent and relevant sources and deploying screening and quality assessment tools such as the Appraisal Tool for Cross-Sectional Studies, Dedoose, Distiller SR, the Mixed Method Appraisal Tool, and the Systematic Review Data Repository we integrated the core outcomes related to the IoMT. Future research should investigate dynamic scheduling and production execution systems advanced by deep learning-assisted smart process planning, data-driven decision making, and robotic wireless sensor networks.