جستجوی مقالات مرتبط با کلیدواژه « بازاریابی عصبی » در نشریات گروه « مدیریت »

In this study, the relationship between memorable TV advertisement and consumers’ audiovisual emotions has been investigated using neuromarketing approach. Considering research objective, it’s an applied study and regarding method it’s an experimental study. The statistical population of the study includes audience of TV commercials and the statistical sample includes 4 male and 5 female in the range of 22 to 55 years old which selected using purposive sampling method. In data gathering phase, customers’ brain reactions were recorded using electroencephalogram applying OpenBCI processing software with a sampling rate of 512, in the range of 7-13 HZ and 30 frames per second using FP1. After elimination of the artifacts and calculation of the data average of these in the Excel software, TV commercials were divided into three selected and normal messages. Analyzing the research data using SPSS software indicated that, there is a significant correlation between the emotions and feelings while watching the selected commercial and the remembered words, sounds and images. Furthermore, there isn’t any significant relation between the emotions and feelings while watching the lower rank commercial and the remembered words, sounds and images.

The present study aimed to investigate the changes in brain wave power of runners in response to different brands of non-alcoholic beer using the electroencephalography method from the perspective of neuromarketing. This research is applied in terms of purpose and has been done experimentally. For this purpose, the brain wave activity of 14 volunteers in the forehead, forehead, and recessive regions was recorded and analyzed by electroencephalography. Dependent t-tests and analysis of variance were used to analyze the data. The findings showed that there was no significant difference in theta, alpha, and beta waves of individuals after using the Jojo and Istak brands and also in theta waves after using the Alis, Delster, and Heyday brands (sig>0.05). However, there was a significant difference in alpha and beta waves in individuals using Alis, Delster, and Heyday (sig<0.05).

Neuromarketing with the aim of explaining the role of hidden parameters in a person's subconscious that can lead to purchase decisions will help to improve the advertising and sales approaches of companies and organizations. Due to the fact that fast-moving supermarket products create a high turnover for industry owners, it is especially important to pay attention to the elements of neuromarketing among a huge number of products of the same category. In this research, a conceptual model with dimensions including the role of immediate emotions and emotions stimuli, product visual stimuli, product content stimuli, contrastability and self-centeredness is presented and evaluated. This research is qualitative and peer-reviewed, and it was carried out with the help of defining a questionnaire with 6 dimensions and 30 items, which quantifies the data with the help of a 5-parameter Likert scale. The statistical population of the research consisted of 280 people in the age, occupational, educational, and both gender and work history categories to lead the entire statistical population of supermarket goods consumers. The results of the test showed the effectiveness of the proposed model by proving the dimensions of the emotional visual stimuli and contrast and self-centeredness of the customer, while the effect of stimulating attention to the beginning and end of the presented content was not verified correctly. The results of the evaluations with a significant coefficient and a reliable correlation showed the relationship between the recruitment of the young generation in the age group of 40-20 years and master's and bachelor's degrees as the most effective group of neuromarketing variables.

Understanding how consumers make decisions is one of the topics of interest for researchers, marketers, and industry managers. In the present study, the electroencephalogram (EEG) signals of 25 participants were used while viewing 14 different products. First, the EEG signals were pre-processed and then the high-order spectrum (HOS) features as the sum of the size of the Bispectrum, the sum of the square size of the Bispectrums, the sum of the size of the Bicoherences, and the sum of the square size of the Bicoherences in each of the 10 frequency ranges as well as the whole frequency range and features of Heinich test such as Chi-square value (CSV), probability of false alarm (Pfa), and Lambda were extracted to investigate the relationship between product liking and dislike. A total of 48 features were calculated for each EEG channel. By calculating them in 14 channels, 672 features were obtained for each sample. The superior traits were selected using a genetic algorithm (GA) and the nearest neighbor method in the wrapper model. The traits were classified using multi-layer perceptron neural network (MLP) and support vector machine (SVM). In the feature selection stage, 206 features were obtained. The results of the study showed that the proposed model with the help of SVM with Gaussian kernel can reach an average accuracy of 73.24% on all users. The proposed method, thus, seems to have a satisfactory performance in identifying the likes and dislikes of the product and could be useful in the neuro-marketing application.

Neuromarketing is a creative interdisciplinary field which is rapidly growing in consumer cognition studies around the world. This study was done with the aim of analyzing the driving and inhibiting factors of neuromarketing in advertising and reducing the theoretical gap in this field. The research approach was qualitative with the content analysis method. The study population included the experts and specialists in the field of marketing and neuroscience, who had the relevant education, expertise, and experience. Also, the judgmental and snowball sampling method was applied. Data gathering was continued through semi-structured interviews until the theoretical saturation of the data (14 experts) was achieved. The validity of the interviews was confirmed by using triangulation, while asking questions in several ways and using several interviewers. To make sure the reliability, the method of recoding and calculating the percentage of agreement within the subject was utilized. The results showed that the driving factors of neuromarketing in advertising with 20 concepts and 88 codes included the 3 categories of business-related drivers (8 concepts), drivers of marketers and advertising agencies (8 concepts), and consumer-related drivers (4 concepts). Also, the inhibiting factors of neuromarketing in advertising with 22 concepts and 114 codes included the 3 categories of business-related inhibitors (7 concepts), inhibitors of marketers and advertising agencies (9 concepts), and consumer-related inhibitors (6 concepts).

Nowadays, a large amount of the budget paid by manufacturers is spent on product advertising. Recently, researchers have come up with solutions that allow manufacturers to directly analyze consumers' reactions to their products by analyzing brain signals. This technique is called "neuromarketing". The purpose of the present study was to compare the brain response of consumers to breakfast chocolate in the face of taste and brand. In this study through electroencephalographic equipment in 14 brain regions at the time of tasting breakfast chocolate by 35 subjects in three stages without brand awareness, brand awareness and false brands with correct brands and in each stage there were three brands. Sampling was performed on all frequency bands. The results showed that there was a significant difference between brain activity in regions AF3 and AF4 while tasting chocolate without brand awareness and tasting chocolate with brand awareness. As a result, both taste and brand influence brain activity, but the brand influence was much greater than where the taste of the two brands shifted, leading to erroneous beliefs by the subject.

Considering the importance of local products branding in international competition, this research aims to investigate whether activity of the brain regions related to decision making and judgment (Fp1, Fp2 regions) has stronger relationship with introducing the brand of a local tea or with its taste. To this aim, the brain waves of alpha and beta, for 10 people in three conditions of awareness taste of unfamiliar tea brand, unawareness taste of favorite tea brand and awareness taste of the favorite tea brand were examined. According to the results, there is a significant relationship between brain activity in Fp1 region when tasting favorable tea with brand awareness and unawareness. There is also a significant relationship between brain activities in Fp1 and Fp2 regions when tasting unfamiliar tea brand and favorite tea with awareness of brand. The results indicate that both taste and brand of favorite tea affect brain activity, but the brand, more than taste, increases the brain's activity in the regions of decision making and judgment.

This research aims to investigate the presence of research outputs in the field of neuromarketing in social media.Research

The current study is a descriptive study that has been done using scientometric and altmetric indicators. The research population includes 482 research articles, review, editorial material, letters to editor and book chapters that have been published in the field of neuromarketing during different years, and indexed in the Web of Science. Research data were extracted from the Web of Science and Altmetric Explorer databases and then analyzed using Excel and SPSS software.

The highest rate of mentions to scientific research in the field of neuromarketing occurred on Twitter, patents, and Facebook, and the average altmetric score of these publication was 7.35. Also, these publications have been marked and read 23204 times in Mendeley. In addition, the results of running a series of correlation tests revealed statistically significant and positive associations among the number of citations, number of mentions on Twitter, Facebook, and the number of the reader in Mendeley. In other words, the most cited outputs on Twitter, Facebook, and Mendeley have also been more present and mentions.

Altmetrics indicators can be used along with traditional citation indicators to study the effectiveness of research outputs in the field of neuromarketing. Therefore, the familiarity of researchers in this field with alternative metrics and the importance of social media presence in increasing the visibility of scientific products is mandatory.

The term neural marketing began to take shape in the late 1990s. It is a discipline that combines knowledge from different disciplines such as neuroscience, psychology, marketing and sociology. Neuromarketing is the knowledge of processing information and decisions made by humans and examining how businesses relate to the brain in detail in a scientific journal. It's significant with marketing. ”The nature of neural marketing is to better understand and understand the consumer's way of thinking, feelings, suggestions or their preferred value. Neural marketing finds its application in various fields such as innovation, product modification, pricing strategy, link building and others. The goal of neural marketing is to better understand and read the needs, motivations or values of the customer. This is a kind of prediction of consumer behavior and their response to certain stimuli. Thus, neural marketing has emerged as a new field of marketing that deals with the subconscious reaction of consumers to marketing materials such as brands, products and product lines.

The current research is conducted to investigate the effect of different lights on reaction of customers of unpackaged fresh food (fruit) using neuromarketing method. Considering research objective, it’s an applied study and regarding method it's experimental , because the control and manipulation of variables took place in the laboratory environment. The statistical population of the study includes food customers (fruit) of Rasht city which 10 out of them were selected as statistical sample using purposive sampling method. In data gathering phase, customers’ brain reactions were recorded using electroencephalogram applying OpenBCI processing software with a sampling rate of 512, in the range of 7-13 HZ and 13-30 HZ by two F3 and F4 electrodes, while for each one, 4 steps of 4-second frequency recording were performed. The results of testing hypotheses using Wilcoxon and Kruskal Wallis nonparametric tests in SPSS software showed that according to the values of F3’ alpha and beta (Positive emotions) and F4’ alpha and beta (negative emotions), there are no differences among green, yellow, and red colors in the choice of food. In comparison of average of F3’ alpha and beta and F4’alpha and beta, there were significant difference in each light and the left hemisphere of the brain more involved. So, positive and logical emotions are dominant.

The aim of this study was to investigate the effect of enamel plate on the frequency variation of theta, alpha and beta brain waves, with emphasis on gender factor as a demographic variable, to answer to following question: How is a cultural luxury item like a enamel plate changing in the comparison between males and females, considering bioelectric activity of the cerebral cortex is affected by the color element. This study is an applied research with semi-experimental design.Electroencephalography was recorded in two regions of F3 and F4 in a commercial video of an enamel plate in four colors, blue, yellow, green and red; and in two groups of males and females. The data was recorded using Biofeedback System 2000 of the Sheffield Corporation during the commercial video demonstration. EEG data were processed using MATLAB software 2018 and statistical comparison was performed using SPSS software version 20 using multivariate analysis of variance analysis. Results showed that the color factor had no significant effect on the power of theta, alpha and beta band frequency. In contrast, the effect of gender was significant and the brain electroencephalography pattern of the participants without color was different in both males and females. The normalized electroencephalographic power of women in all colors was higher than mens’. Therefore, in a cultural luxury product, color cannot have a different effect on the electroencephalogram pattern of the frontal lobe of ​​women and men, but the female cortex is more active than men when processing different colors.

The purpose of the present study was to analyze brain waves to evaluate the effectiveness of Nike brand advertising on athletes' decision to buy. The purpose of this study is to apply a quasi-experimental one-way blind method. The statistical population of the study consisted of male and female undergraduate, postgraduate and postgraduate students with sporting experience and membership in the sports teams of Mohaghegh Ardabili University in the academic year of 1997-96 (N = 80): Forty of them were selected as the statistical sample in the second half of the year 1396 through restricted probability sampling (all right-handed, in the age range of 18-25 years). The brain waves of the testers were converted to numbers using Brain Mapping software. SPSS software was used for data analysis. Paired t-test, independent t-test, repeated measures ANOVA and LSD test were used to test the hypotheses. Statistical findings showed a significant difference between the effect of advertising on the purchase decision of men and women athletes (P = 0.007). The findings also clearly show the difference in brain wave frequency activity (alpha, beta, delta, and theta) before, during, and after viewing advertising among athletes in all four groups. Based on the findings of this study, marketers can understand how the human brain functions in consumer buying behavior to reach their goals, and can tailor their ads to their audience.

The purpose of this research was to investigate the effect of music tempo on the feeling of pleasure in female customers during online shopping, which was performed using an electroencephalogram device and measuring the customers’ brain function and unconscious mind. This research was practical in the terms of purpose and exploratory in nature. Electroencephalogram (EEG) is a device for recording brain signals that is used usually in medicine and nowadays is very useful in marketing too. After noise elimination, the outputs of this device were compared together by means of paired samples t-test using SPSS software between 10 selected female student participants from 26 to 35 years old from Tehran. The results of the research showed that the pleasure between the state of shopping with no music had almost no difference with the pleasure in the state of shopping with low-tempo music, and the pleasure in the state of shopping with no music was more than the pleasure in the state of shopping with high-tempo music.

Neuroscience is one of the most important methods in analyzing and understanding the consumer purchasing decision process. This study investigated purchase decisions, including two parts of attention and intention to purchase based on price indices and the presence of model using the survey method and the questionnaire tool and quasi-experimental design with an eye-tracking device. For this purpose, a sample consisting of 35 individuals was chosen nonrandom and targeted from the buyers of the LC WAIKIKI brand. Analyzing the data obtained from the questionnaire and tracking the eye movements of participants when buying women's clothing online showed that different levels of price and the presence of a mannequin or model influenced the attention and intention of the individuals. The results showed that significant relationship between price points (different price levels) with 77% on intention and 64% on attention, discounted price compared to competitors with 96% on intention and 75% on attention, price reduction and special tariffs with 62% on intention and with 84% on attention, and finally the presence of mannequin or model with 45% on intention and 52% on attention. Also, the analysis from the survey section showed that concerning the effect of price stimulus and the presence of the model or mannequin, it had a positive impact on individuals’ attention and intention to buy. The results of this study can be used in pricing strategies and as well as advertising marketing strategies, especially advertising in online purchases.

This study investigated the effects of dairy product packaging necklace on customer attention. In order to measure the customer attention, the gazing fixation count on the figure of each product was taken into account. The products that were assessed in this study were Pegah with and without a necklace, Vivan, Sarbona, Asayessh and Dahati brands. There were two designs of picture compositions one of each was displayed randomly. Composition A comprised all brands and Pegah with a necklace while composition B comprised all brands and Pegah without a necklace. In this experimental study, 30 of the students and staff members of Shahid Beheshti University were selected by convenience sampling. Then, each participant was asked to complete a task chosen randomly from two designated ones about choosing a dairy product for a) a restaurant or b) a health clinic. The fixation count was measured by eye tracking SMI RED 250, and the yielded data were analyzed by SPSS software. The results of the analysis showed that there was a significant difference between gazing fixation counts on the figures of different brands in composition A with the highest count for Pegah. However, there was no significant difference between the gazing fixation count on the figures of Pegah brand with and without a necklace. The results show that there is a minor visual attention to the necklace of the product.

In the current study, an eye tracking device was applied in assessing the attraction rate of Pegah (in two modes: with and without a necklace), Vivan, Sarbona, Asayessh and Dahati camel dough brands. In this study, 30 students and staff from the Shahid Beheshti University participated in the experiment. Participants were randomly selected to perform one of the "restaurant or health clinic" tasks. The results indicate that in the Diet and Health Clinic task, visual attention was mostly focused on Pegah brand (with necklace) among the 5 different brands. Same results hold for Vivan brand in the Restaurant task. As to without applying the necklace, in Diet and Health Clinic task, visual attention was focus on Pegah and Dahati brands. Same results hold for Sarbona and Dahati brands in the Restaurant task. The coefficients of logistic regression model indicate a significant relationship between the duration of fixation and the final selection of products.

Today, more than ever, people spend much of their personal and social life in virtual space. A website is a channel of communication with its stakeholders and audiences. In the marketing literature, there is a great emphasis on the first confrontation with the customers, hence designing a website is known as a significant competitive factor. Neuro marketing Theory that is based on the brain’s function in the field of marketing has been developed in website designing field and has created Neuro Web Design Theory. During literature review analyses the authors discuss the requirement of using this Theory in websites design, especially in shopping websites. The research was based on 60 case studies of shopping websites (collected from Alexa website) in the world and applying correlation test between websites rank and their compliance with Neuro Web Design requirements. The results proved the research hypothesis that there is a significant correlation between Neuro Web Design requirements and websites rank. But results rejected the Hypothesis that there is a significant correlation between Neuro Web Design requirements and the time Spent on the website. Hypotheses of the existence of a significant difference between websites with different Business Models were confirmed.

The aim of study is investigate the effectiveness of sports brand advertising on electroencephalographic changes and purchasing decision among athletes (interested and uninterested) and non-athletes (interested and uninterested) in neuromarketing. In this study are discussed “Adidas sports brand advertising” as independent variable in this study, “Brainwave activity” and “purchasing decision” as the dependent variable. This research is applied in terms of purpose and is single blind. The general model for the study, composed the six main elements. The first step was the selection of subjects and sampling with the informed consent form to participate in the research project which includes the demographic information and information about the history of the disease. Part II included the researcher made questionnaire on attitudes toward the your brand favorite before seeing ads which includes 26 questions of 4 components: (the amount of consumer attention to ads, the advertising tools, operating practices, advertising and broadcast advertising time). The next step was record the brain waves of people by using the tool ProComp 2 before viewing the ad. The third stage was record the brain waves of people by using the tool ProComp 2 while viewing the ads. The fifth stage, was recorded their brainwave activity after watching the ad. The final phase was questionnaire researcher made of the effects of advertising on purchasing decision consists of 26 questions of 4 components: (the amount of consumer attention to ads, the advertising tools, operating practices, advertising and broadcast advertising time). The study population consisted of all University of Tabriz students, including athletes and non-athletes were interested and interested in the Adidas brand. The statistical sample were approximately 40 students (10 sportsmen interested, 10 non-athletic people interested, 10 athletes uninterested and 10 athletes uninterested, all right-handed, in the age category 35-20 years and no history of illness and surgery in the head) Athletes were of the students who were active at least in category of two. Information became to the quantitative data using the BioGraph Infiniti software and 16spss. Data analysis was performed using descriptive and inferential statistics. Kolmogorov – Smirnov Test was used for study normality of data distribution, and was used Paired t test, analysis of variance with repeated measures and the approach of Wilks Lambda to test the hypothesis. Results showed differences in the impact of advertising on the decision to buy in interested and uninterested groups. That is, advertising had an impact on the decision to buy in interested persons (athletes and nonathletes). The results showed different frequencies of brain activity before, during and after viewing the advertising in people interested and uninterested. This results consistent with findings of other research.