Special Issue on
“Neuromarketing in Predicting Consumer Behaviour: The Efficiency& Effectiveness”
Guest Editors:
Dr. Nripendra Singh, Professor, Clarion University of Pennsylvania, USA; [email protected]
Dr. Surabhi Singh, Associate Professor, IMS Ghaziabad, India; [email protected]
Dr. Nagaraj Samala, Associate Professor, Woxsen University, India; [email protected]
Deadline for Submission to Journal of Consumer Behaviour is August 1, 2022. Submissions will be accepted from June 1, 2022 to August 1, 2022. Please be sure to note your manuscript is for the “Neuromarketing in Predicting Consumer Behaviour” special issue when submitting.
Neuromarketing in Predicting Consumer Behavior:
“Consumer Neuroscience” (Smidts et al. 2014) or “Neuromarketing” is an extremely promising and effective research area that seeks to understand consumer behavior through the lens of neuroscience, psychology, economics, and decision theory (Hsu & Chen, 2020). Neuromarketing plays a trivial role in consumer decision-making's conceptual and theoretical development (Spence, 2019). Neuromarketing research examines various brain areas and experience marketing stimuli to find and report the relationship between customer behavior and the neuro system. Neuromarketing is defined as “the application of scientific methods to analyze and understand human behaviour in relation to markets and marketing exchanges (Lee, Broderick, & Chamberlain, 2007, p. 200)”. With the knowledge of human brain anatomy and knowing the functions of brain areas, it is possible to model neuronal activity underlying specific social behaviors. The study indicates that the insights for the advertisement improvement are necessary for influencing the Consumer. The engagement of customers in online retailing is essential (Bowden, Conduit, Hollebeek, Luoma-aho, & Solem, 2018). The gaze points dictate the importance of using the specific portion of the product shelves to improve the customers' participation.
The study examines the impact of Neuromarketing applications on consumers (Singh, 2020). The market size of Neuromarketing is estimated to grow at 15.6% from 2020 - 2024. Eye-tracking technology is the major trend and is meant to gain a significant market share owing to an increase in the implementation of eye-tracking by media, entertainment, and advertising companies (Marketwatch, 2020).
Zurawicki (2010) divides the types of tools used in Neuromarketing research into the ones that record metabolic activity, the ones that record electrical activity in the brain, and those that do not record electrical activity in the brain. The benefits of Neuromarketing include an increase in ROI of marketing, increase scale and speed of buy-in, and apply new marketing insight (Senior & Lee, 2008). Though there is a need and use of various neuromarketing research techniques applied for better explanation of consumer behaviour, at the same time these strengths and weakness of these tools have to be evaluated (Harris, Ciorciari, & Gountas, 2018). According to Butler (2008) “different stakeholders, marketing researchers and practitioners, perceive the development and application of neuromarketing knowledge in different ways. Having different perceptions of knowledge is not a new issue, but finding new interconnections between those perceptions is beneficial to knowledge creation and diffusion.”
The special issue aims to invite scholars for high-quality research focusing on the challenges of using Neuromarketing for effective consumer behaviour and their opportunities with the marketer. The objective is to explore the best practices to overcome the complexities of consumer behaviour. The special issue covers themes and topics related to all possible businesses impacted by Neuromarketing. The issue will consider theoretical and empirical research, qualitative and quantitative, perspective, viewpoints, case studies, and review papers.
Topic Coverage:
The topics must be based on a special issue but may include the following: • Neurogastronomy • Neuromarketing –challenges and opportunities
2
• Future Trends of Neuromarketing • Neuromarketing Applications • Eye testing tool applications • Predictive Neuromarketing • Consumer behavior transitions with Neuromarketing • Real Cases of neuromarketing
Submission:
All manuscripts submitted must not have been published, accepted for publication, or currently under consideration elsewhere.
The submitted papers must be checked for similarity, and the quality of the article must be excellent. The article must be original, and the use of the latest modeling techniques is essential. All papers will pass through a rigorous review process.
Manuscripts should be submitted in accordance with the JCB author guidelines online at:https://onlinelibrary.wiley.com/page/journal/14791838/homepage/forauthors.html
All submissions should be made via the ScholarOne online submission system(https://mc.manuscriptcentral.com/cb) and should be made to the special issue which is identified on the submission site.
If you have any queries concerning this particular issue, please email: [email protected],or [email protected], or [email protected]
References:
• Ariely, D. &Berns, G. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284-292. • Bowden, J. L. H., Conduit, J., Hollebeek, L. D., Luoma-aho, V., & Solem, B. A. A. (2018). The role of social capital in shaping consumer engagement within online brand communities. The Handbook of Communication Engagement, John Wiley & Sons Inc., New York, 491-504. • Butler, M.J. (2008), Neuromarketing and the perception of knowledge. Journal of Consumer Behaviour, 7: 415-419. https://doi.org/10.1002/cb.260
3
• Duchowski, A.T. (2007). Eye tracking methodology: Theory and Practice (Vol. 373). Springer. • Harris, J. M., Ciorciari, J., & Gountas, J. (2018). Consumer neuroscience for marketing researchers. Journal of Consumer Behaviour, 17(3), 239-252. • https://www.marketwatch.com/press-release/neuro-marketing-technologies-market-2020- 2027-growth-trends-and-forecast-2020-07-03 • Hsu, L., & Chen, Y.-J. (2020). Neuromarketing, subliminal advertising, and hotel selection: An EEG study. Australasian Marketing Journal (AMJ), 28(4), 200-208. doi: https://doi.org/10.1016/j.ausmj.2020.04.009 • L. Zurawicki, Neuromarketing: Exploring the Brain of the Consumer, Springer Science & Business Media, Berlin, Germany, 2010. • Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199-204. • Senior, C. and Lee, N. (2008), A manifesto for neuromarketing science. Journal of Consumer Behaviour, 7: 263-271. https://doi.org/10.1002/cb.250 (Senior & Lee, 2008) • Singh, S. (2020). Impact of Neuromarketing applications on consumers, Journal of Business and Management, 26(2), September, 33-52. • Smidts, A., Hsu, M., Sanfey, A.G. et al. (2014), Advancing consumer neuroscience. Marketing Letters. 25, 257–267. https://doi.org/10.1007/s11002-014-9306-1 • Spence, C. (2019). Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research. Organizational Research Methods, 22(1), 275–298. https://doi.org/10.1177/1094428116672003
About the Guest Editors:
Dr.Nripendra Singh, Professor, Clarion University of Pennsylvania, USA
Dr. Surabhi Singh is an Associate Professor, IMS Ghaziabad, India. Her academic interest areas include Digital Marketing, Consumer Behaviour, Marketing Research, CRM, B2B Marketing, Marketing Analytics, and Neuromarketing. Her authored researches and cases in Marketing have won her accolades at various National and International Forums.
Dr. Nagaraj Samala is an Associate Professor of Marketing at Woxsen University, India. His main areas of interest are consumer behaviour and psychology, customer engagement & experience, applications of neuroscience in understanding consumer behaviour. His work has been published in journals including Journal of Retailing & Consumer Services, Journal of Fashion Marketing & Management, Young Consumers.
4