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Syvolovska, Olena, Tetiana Neskuba, Olena Aleksandrova y Olena Mkrtychyan. "Implementation of innovative marketing technologies for higher efficiency of the marketing communication complex". SHS Web of Conferences 67 (2019): 04013. http://dx.doi.org/10.1051/shsconf/20196704013.
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The authors analyzed the basic trends in development of marketing communications in Ukraine and defined efficient innovating marketing methods, one of which is neuromarketing. The article generalizes experience in implementing neuromarketing techniques in Ukraine and all over the world, systematizes methods, technologies and tools of neuromarketing and defines the areas of usage for business activity in Ukraine. Besides, the article analyzes faults, advantages and prospects of neuromarketing development, classifies target audiences in terms of their response to neuromarketing methods and techniques. It also touches a need to implement on-line neuromarketing tools.
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Sung, Billy, Nicholas J. Wilson, Jin Ho Yun y Eun Ju LEE. "What can neuroscience offer marketing research?" Asia Pacific Journal of Marketing and Logistics 32, n.º 5 (29 de agosto de 2019): 1089–111. http://dx.doi.org/10.1108/apjml-04-2019-0227.
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Purpose Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These technologies collect and integrate data on consumers’ brains for big data analytics. The purpose of this paper is to identify new opportunities and challenges for neuromarketing as an applied neuroscience. Design/methodology/approach The authors discuss conceptual and methodological contributions of neuromarketing based on studies that have employed neural approaches in market-related investigations, explaining the various tools and designs of neuromarketing research. The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing. Findings The authors summarize the contributions of neuromarketing and discuss synergistic findings that neuromarketing has the potential to yield. Research limitations/implications The authors ask: do consumers’ self-reported choices and their neural representations tell different stories?; what are the effects of subtle and peripheral marketing stimuli?; and can neuromarketing help to reveal the underlying causal mechanisms for perceptual and learning processes, such as motivation and emotions? Practical implications The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing. Originality/value To the best of the authors’ knowledge, no current review has identified avenues for future research in neuromarketing and the emerging challenges that researchers may face. The current paper aims to update readers on what neuroscience and other psychophysiological measures have achieved, as well as what these tools have to offer in the field of marketing. The authors also aim to foster greater application of neuroscientific methods, beyond the more biased/post-test methods such as self-report studies, which currently exist in consumer research.
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Iloka, Benneth Chiemelie y Grace Ifeoma Anukwe. "Review of eye-tracking: A neuromarketing technique". Neuroscience Research Notes 3, n.º 4 (31 de diciembre de 2020): 29–34. http://dx.doi.org/10.31117/neuroscirn.v3i4.61.
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Following technological advancements, the marketing world has witnessed a tremendous introduction of technologies that aid decision making. The essence is that through the adoption of such technologies, the marketers will make more informed decisions. Neuromarketing is a new marketing field that has witnessed increased penetration of technologies. As a field, it is centred on understanding the human brain's functionality when exposed to marketing activities. This article reviews eye-tracking as a neuromarketing tool. The review represents ideas from different scholars concerning the topic, concisely condensed to form the views held in this article. Findings from the review show that eye-tracking is one of the most commonly adopted neuromarketing tools because it is easier to access and implement with other tools. On the same note, some limitations come with this tool. The review concluded by stating that the best results with eye-tracking are obtained when combined with other tools to overcome these limitations and produce more informed data for better decisions and customer service.
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SHULHA, Olha. "NEUROMARKETING IN THE SYSTEM OF ENTERPRISE MARKETING INNOVATION". HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, n.º 6 Part 2 (diciembre de 2021): 256–60. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-42.
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The technologies of neuromarketing research and the results of practical use of psychology to study consumer behavior are considered. The directions and problems of neuromarketing use are determined. The expediency of using the results of consumer behavior research with the help of neuromarketing tools is substantiated. The subject of neuromarketing is the study of unconscious sensorimotor, cognitive and emotional reactions of a person to certain external stimuli (combinations of colors, sounds, smells, etc.). For their registration special equipment is used – electroencephalographs, magnetic resonance imaging, pupil monitoring systems, etc. Marketers focus on such spontaneous reactions of the body as heart rate, respiration, pupil movement, sweating. The main methods of neuromarketing research are instrumental and socio-psychological. Instrumental methods such as electroencephalography, magnetoencephalography and others are used to measure changes in the nervous and metabolic activity of consumers brains. The most common socio-psychological methods are the concept of ZMET, as well as the concept of kansei-engineering. Proper use of tools to influence consumers through visual, audio and aroma channels allows companies to increase sales, create and maintain customer loyalty.
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Sadchenko, Olena V. "Convergence of Neuromarketing Technologies in Modern Conditions of Economic Development". Mechanism of an Economic Regulation 2021, n.º 3 (2021): 97–107. http://dx.doi.org/10.21272/mer.2021.93.09.
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During periods of socio-economic, innovative-ecological and political transformations, the social system may not perform its functions, which will lead to a disruption of the sustainable of public life. The economy of transformation is a part of the societal system that contributes to the change of the client himself and his needs and demands. These processes are manifested in ignoring generally recognized economic and environmental values, political, ideological, cultural and moral. The development of technologies in the past was usually determined over long periods by some one discovery or progress in one area, today with the development of digitalization, the universal introduction of information technologies in various spheres of life: services, production and economic activities, education, culture, etc. etc., there is a convergence of economics, management and marketing in a short time frame. This phenomenon is caused by the rapid development of information and communication technologies, microelectronics, microbiology, simulations, nanomanipulations, “strong” artificial intelligence in most countries of the world. We believe that the convergence of information technology, biotechnology, nanotechnology and cognitive science is especially significant. And in such modern convergent conditions, neuromarketing technologies are rapidly developing at a new level. The development and application of neuromarketing technologies deserve study so that there is no further ethical "shock" and coercion to buy at an unconscious level. Such technologies were used earlier in various fields of economic activity, in psychology and in solving other issues. Neuromarketing technologies are changing ideas about the environment: nature, man, mind. It is difficult to describe the results of such transformation processes, where all aspects of human life are subject to change.
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Brenninkmeijer, Jonna, Tanja Schneider y Steve Woolgar. "Witness and Silence in Neuromarketing: Managing the Gap between Science and Its Application". Science, Technology, & Human Values 45, n.º 1 (14 de febrero de 2019): 62–86. http://dx.doi.org/10.1177/0162243919829222.
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Over the past decades commercial and academic market(ing) researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ (brain) responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies (STS). Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application.
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Plakhin, Andrey, Igor Semenets, Ekaterina Ogorodnikova y Maria Khudanina. "New directions in the development of neuromarketing and behavioral economics". MATEC Web of Conferences 184 (2018): 04023. http://dx.doi.org/10.1051/matecconf/201818404023.
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The article substantiates the relevance of neuromarketing studies based on an understanding of the basic functional mechanisms of the consumer's nervous system. Such studies include high-precision hardware testing of unconscious human responses to audio-visual or any other stimulus. Neuromarketing is considered as a symbiosis of separate disciplines: psychology and psychophysiology, traditional marketing and economics, neurobiology, econometrics, etc. In the work comparison with traditional marketing researches on such parameters as: objectivity of an estimation of results received during researches is made; also effectiveness of application in practices was investigated; sample for the study is selected; cost of research and interpretation of results are determined. The foreign experience of using neuromarketing technologies and behavioural economics on the example of such organizations as Singapore Airlines, Nike, Starbucks, automotive companies, universities, etc. was studied. Comparison with the Russian level of development of innovative marketing is made. Recommendations are given on the introduction of neuromarketing in the Russian automotive industry using the example of AvtoVAZ. The efficiency and value of carrying out neuromarketing research in the enterprise and the possible economic effect are calculated. The main tasks of modern higher education are marked and innovations in the learning process are proposed.
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Yanchuk, Tetiana y Olga Fedchenko. "USE OF NEUROMARKETING TOOLS DURING THE PANDEMIC". Three Seas Economic Journal 3, n.º 2 (29 de abril de 2022): 120–26. http://dx.doi.org/10.30525/2661-5150/2022-2-16.
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This work determines the current state of research and its results in the field of neuromarketing and artificial intelligence, the attitude and awareness of society to the concepts, results, advantages and disadvantages. It also proposes to form a system of principles for the security of society and opportunities to anticipate and prevent various catastrophic situations. The subject of research is the theoretical, methodological, and practical features of the use of neuromarketing tools during a pandemic. Methodology. Methods such as observation (to collect primary data), questionnaires (to determine the impact of various neuromarketing tools during a pandemic), analysis and synthesis (to substantiate practical recommendations), and graphics (for visual display) were used to solve the tasks set in the paper. Results. The article describes the basic concepts that formed the basis of neuromarketing research. In the paper the main stages of neuromarketing time-tracking are highlighted and described. The article is about the issues related to the special neuromarketing tools that marketers use to obtain relevant results in the course of research. Also, the main reasons for the use of specialized tools were revealed and the indicators, which the researchers will analyze in the formation of conclusions and recommendations for the customers, were determined. An example of the practical application of neuromarketing for the business is proposed. It is established that a well-developed brand, which is effectively used in the activities of a enterprise, can become its special intangible asset. Moreover, it can be the basis for expanding a loyal target audience and a tool to help the company survive the crisis. People want to experience emotions together with the company, to feel unity with its idea. Practical implications. Neuromarketing technologies in the pandemic are gaining popularity and are increasingly being used as a powerful tool to influence the behavior of the target audience. The result neuromarketing reflects the highest stage of development of research and development, the right choice, which makes invisible and gives a sense of interrelation of all parts of the investigated system. Value/originality. It has been proved that neuromarketing is an effective tool for carrying out activities during the pandemic. Practical aspects of the introduction of neuromarketing techniques into the work of enterprises during the pandemic have been proposed.
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Krasnova, M. V. y K. A. Nefedova. "The relevance of using neuromarketing tools in testing commercials of regional companies". Regional Economics: Theory and Practice 18, n.º 6 (16 de junio de 2020): 1197–212. http://dx.doi.org/10.24891/re.18.6.1197.
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Subject. This article discusses the marketing communication tools based on the application of neuromarketing technology that help brands create products that meet the needs of customers as much as possible. Objectives. The article aims to define consumers' perception of dynamic advertising information content in the food category. Methods. For the study, we used a comparative analysis, synthesis, dialectical methods, as well as a systems approach to data assessment, and marketing questionnaires. Results. The article describes the basic methods and technologies used in neuromarketing, which help evaluate such unconscious reactions as a level of attention and emotional investment, activation of memory. The article also presents the results of an empirical study of respondents' perception of nowaday commercials. Conclusions. The use of traditional marketing methods does not always yield the expected results. The use of neuromarketing tools has certain prospects in measuring the conscious and unconscious response of consumers during the product development and promotion phases.
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Jorge, Camila, Débora de Jesus Rezende Barcelos y Maria Cecília Máximo Teodoro. "DO PANÓPTICO AO NEUROMARKETING". Revista Direitos Culturais 16, n.º 40 (23 de diciembre de 2021): 25–44. http://dx.doi.org/10.20912/rdc.v16i40.414.
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Ainda no século XVIII Jeremy Bentham idealizou a figura do panóptico como um mecanismo de alto controle e persuasão sobre os indivíduos. Geralmente aplicado em prisões, manicômios, escolas e, até mesmo nas fábricas, o panóptico consistia na construção de um local em forma de circunferência com uma torre de vigilância no centro para que os sujeitos enquanto objeto de controle e inspeção permanecessem constantemente sob as vistas do inspetor. Porém, na pós-modernidade, marcada por uma intensa revolução tecnológica e pela crise dos confinamentos, torna-se possível uma vigilância ainda mais profunda, capaz de ultrapassar os estritos limites espaciais de monitoramento e adentrar na própria psiquê e no cotidiano dos indivíduos, permitindo o seu controle em tempo integral. O modelo de panóptico Benthamiano é então aperfeiçoado e essa nova vigilância passa a ser exercida pelo panóptico digital, com a internet e o smartphone substituindo os espaços de confinamento sob a aparência de uma liberdade e uma comunicação ilimitadas. Nesse contexto, com a evolução do capitalismo diversas empresas têm migrado para plataformas e instituído negócios altamente lucrativos a partir do simples desenvolvimento de aplicativos. Uma dessas empresas é a Uber Technologies Inc. No discurso da Uber, os trabalhadores envolvidos já não são chamados de empregados, mas de “parceiros” que apenas se utilizam do aplicativo da empresa para intermediar seus serviços. Mas será que esse discurso procede? O presente ensaio tem enquanto problema averiguar se a empresa Uber não se utiliza do mecanismo do panóptico digital como forma de exercer controle, influência e vigilância sobre seus trabalhadores, porém, de uma forma mais discreta, mascarando o poder diretivo a medida em que transfere a vigilância física para a vigilância algorítmica. Em outras palavras, busca-se analisar se o elemento fático jurídico da subordinação na relação de emprego não estaria presente no modelo de organização da Uber a partir de uma vigilância panóptica. Para além, partindo da hipótese pela existência de um controle digital e, portanto, pela existência de vínculo, objetiva-se, em um segundo plano, averiguar se, e como, a empresa Uber consegue manipular esses trabalhadores e convencê-los a submeter-se e a manter-se em uma relação de trabalho completamente precarizante, partindo de uma análise do neuromarketing como instrumento de manipulação e captura da subjetividade. Acredita-se, que estas questões precisam ser analisadas e discutidas com cautela, sendo dotadas da maior relevância social e jurídica, a fim de que se evite a exploração sob a aparência de liberdade.
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SADCHENKO, O. V., L. M. ZALUBINSKA y M. A. KIRILINA. "NEUROMARKETING IS A TOOL FOR INCREASING THE EFFICIENCY OF EXPERIENCE ECONOMY". Economic innovations 22, n.º 4(77) (20 de diciembre de 2020): 139–49. http://dx.doi.org/10.31520/ei.2020.22.4(77).139-149.
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Topicality. The use of modern marketing technologies, namely neuromarketing tools, in the field of the economy of experience in the context of sustainable development is relevant. Currently, all the methods of marketing research used are inextricably linked with market research, they are based on the formulation of questions - polls, interviews and their effectiveness is high. But in order to fully use marketing tools, it is necessary to obtain information about the subjective feelings of consumers. The classical model of consumer decision-making assumes that consumers act in a certain logical and thoughtful way, but there are many problems with correctly identifying marketing moves using different emotions experienced under the influence of any stimulus. Neuromarketing allows us to understand human nature and use it in solving market problems of the economy. Self-knowledge allows us to break free, to move away from stereotypes and the typical, standard view of the world around us, which does not allow certain biological conditions formed by human nature. The most important element is to explain what neuromarketing is - the use of neurology (psychology) to understand and analyze human behavior in market conditions. Marketers have the ability to connect directly with their audience and this starts with the appearance of the marketing assets. This is because your audience's brain responds positively to aesthetically pleasing stimuli. This includes email, print ads, web pages, social media posts, digital ads and more. Impression marketing is a type of human activity that complements and increases the value of the market in a highly competitive and saturated market, where its principles are the only possible way to ensure profitability and plus additional profitability of production, growth and development of the enterprise. Market orientation determines the main directions of economic activity and evaluates its results by the amount of final income. Therefore, in the economy of experience, neuromarketing is one of the tools to improve the efficiency of the economy. Aim and tasks. The purpose of the article is to determine in modern conditions the effectiveness of innovative marketing economics of experience, taking into account the use of tools and immersive technologies in all types of economic activity, emphasizing the environmental component. Research results. There is a need to expand marketing research with much more reliable and useful knowledge that allows you to make more effective business decisions. In this situation, you should use neuromarketing, which is the relationship between medical knowledge, management technology and marketing. Neuromarketing - a set of methods for studying customer behavior, influence on it and emotional and behavioral responses to this influence, which uses developments in the fields of marketing, cognitive psychology and neurophysiology. Neuromarketing is a modern and quite effective method of promoting goods (services) on the market as a result of consumer manipulation. It involves the use of methods of neurology, which allow to determine the characteristics of consumer behavior in response to various marketing incentives. The purpose of neuromarketing research as one of the tools to increase the efficiency of the experience economy in terms of sustainable development is to obtain objective information about personal consumer preferences without resorting to subjective data obtained by traditional marketing tools. Conclusion. The neuromarketing approach is based on studies of the psychology of consumer behavior, on the basis of which it can be concluded that all cognitive activity, including thinking and human emotions are based on the subconscious. In this case, the main task of marketers is to develop effective approaches that will manipulate the human subconscious, and hence consumer behavior in the market. The use of neuromarketing tools in the economics of experience is effective in terms of increasing sales and better understanding of the consumer, his tastes, preferences, but from an economic point of view is not always justified due to the high cost of these methods. Therefore, not every company can afford to conduct neuromarketing research. Such approaches are used mainly by large successful companies that can afford it. Although in today's market competition, the use of neuromarketing methods can provide significant advantages over competing companies. Each company seeks to attract as many consumers as possible, increase their loyalty, keep them for a long time, thereby increasing their sales and, consequently, profits.
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Cherubino, Patrizia, Ana C. Martinez-Levy, Myriam Caratù, Giulia Cartocci, Gianluca Di Flumeri, Enrica Modica, Dario Rossi, Marco Mancini y Arianna Trettel. "Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends". Computational Intelligence and Neuroscience 2019 (18 de septiembre de 2019): 1–41. http://dx.doi.org/10.1155/2019/1976847.
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The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the specific mental states of interest (used in most of the neuromarketing research). Such indexes have been supported by adequate validations from the scientific community and are largely employed in neuromarketing research. This review will also discuss a series of papers that present different neuromarketing applications, such us in-store choices and retail, services, pricing, brand perception, web usability, neuropolitics, evaluation of the food and wine taste, and aesthetic perception of artworks. Furthermore, this work will face the ethical issues arisen on the use of these tools for the evaluation of the human behaviour during decision-making tasks. In conclusion, the main challenges that neuromarketing is going to face, as well as future directions and possible scenarios that could be derived by the use of neuroscience in the marketing field, will be identified and discussed.
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Saher, L. y V. Lazorenko. "INNOVATIVE METHODS OF PROMOTION OF RETAIL TRADE ENTERPRISES". Vìsnik Sumsʹkogo deržavnogo unìversitetu, n.º 2 (2019): 95–103. http://dx.doi.org/10.21272/1817-9215.2019.2-12.
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The high level of competition in retail makes the market participants constantly seek new tools to fight for the consumer and his means. One such tool is promotion. At the same time, the use of outdated technologies can not guarantee success. Accordingly, there is a need to find new tools for promoting retail businesses. The article determines that the modern promotion measures considered by scientists are unsystematic, there is no approach to the choice of promotion tools by retail enterprises of different types. It has been researched that the most promising are the directions of trading by such innovative methods: neuromarketing, innovative activity, event-events and introduction of social marketing. The approach to choosing effective ways of competitiveness depending on the type of retail networks is formed. Yes, audio marketing has advantages and ease of use when compared to aromarketing. The most relevant innovative tools that can be applied to all types of networks are the availability of Wi-Fi and electronic price tags, at the expense of relatively low cost and constant effect. Neuromarketing is effective only under continuous use. Innovative activity at the enterprise is introduced gradually due to high costs. The proposed activities are permanent, so the amount of costs is further reduced and customer comfort increases. Event activities have many tools and have a greater impact on customer mood and loyalty. However, a large number of event events can adversely affect the image of the retail network. Keywords: promotion, innovative methods, retail, efficiency, neuromarketing, innovative technologies, event events, social marketing.
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Krasnova, M. V. y K. A. Nefedova. "FORMATION OF CONSUMER PREFERENCES USING NEUROMARKETING TOOLS". Scientific Review: Theory and Practice 10, n.º 9 (30 de septiembre de 2020): 2062–73. http://dx.doi.org/10.35679/2226-0226-2020-10-9-2062-2073.
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In this article, we say that marketing and advertising professionals have been aware of the limitations in traditional market research methods for decades, but only in recent years has science allowed the development of a more effective mechanism by which consumers’ thoughts can be deciphered and this is neuromarketing. Building an effective and successful communication policy through the use of a variety of technologies and promotion methods is one of the primary tasks of the effective functioning and development of the company in the market, as well as increasing its competitiveness. For this, in parallel with measurements of electroencephalography, magnetic resonance imaging, brain scanners, galvanic skin response, an eye-tracking device is used, which allows one to accurately identify a stimulus that provides information about the consumer’s response to various commercial messages. Eye-tracking technology is that the respondent is shown a visual stimulus (static or dynamic), while a special device records the trajectory and metrics of the pupil movement. The respondent’s pupil is illuminated with infrared rays, while the trajectory of its movement is continuously recorded by several high-precision infrared cameras. The coordinates of the movement of the pupil are recorded in the database, subsequently the data is analyzed and qualitative and quantitative reports are drawn up. This tool is used to analyze and understand the reaction of people to products and promotions, which allows you to increase the effectiveness of product promotion to make them more effective. The purpose of this article is to show the role that eye-tracking plays in the correct understanding of consumer needs, words and emotions. The main advantage of eye-tracking is the impartiality of the tested respondents, since the equipment used in this technology records the natural reactions of a person (by studying the movement and reaction of the pupil), which cannot be imitated. The main tool for applying the technology is the eye-tracker device, which recognizes and records pupil positions and eye movements.
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Peyravi, Bahman, Julija Nekrošienė y Liudmila Lobanova. "REVOLUTIONISED TECHNOLOGIES FOR MARKETING: THEORETICAL REVIEW WITH FOCUS ON ARTIFICIAL INTELLIGENCE". Business: Theory and Practice 21, n.º 2 (8 de diciembre de 2020): 827–34. http://dx.doi.org/10.3846/btp.2020.12313.
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Information technology and its implications have shown significant developments in the last decades. The internet revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the backbone of personalisation, marketing automation, neuromarketing, viral marketing, voice recognition, and conversion optimisation, and thus, Artificial Intelligence (AI) has risen as the phenomenon in marketing activities. Theoretical analysis of relevant researches on AI tools and future trends, presentation of conceptual framework and methodology design, and presentation of the research findings are the objectives of the research. This study has potential limitations such as the data collection process and access to the relevant literature. AI for marketing has already become a significant part of today’s competitive world, which utilising the marketing opportunities to obtain business goals and create breakthrough using AI. Hence, this paper aims to illustrate the theoretical review on the nexus between AI and marketing, which would lead to understanding the future scope of AI and its penetration in marketing activities.
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Martyniuk, Olena y Tetiana Poplavska. "NEUROMARKETING IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT PHILOSOPHY". Three Seas Economic Journal 2, n.º 3 (30 de septiembre de 2021): 61–67. http://dx.doi.org/10.30525/2661-5150/2021-3-9.
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This document aims to conduct a literature review in order to identify evolution and research trends in the area of neuromarketing end marketing ethics. The fact of deep systemic crisis of the modern civilization has been discussed by politicians, scientists and philosophers for at least last fifty years. Since then, more than forty of them have been published, that was base for the scientific thought development towards the formation of the concept of sustainable development of mankind. Self-healing changes are extremely slow, despite the enormous efforts of scientists, politicians and public figures. This is partly caused by the fact that in modern politics and economics the neuroscience achievements are used widely but these achievements are applied for narrowly selfish purposes that contradict the main goals and objectives of the concept of sustainable development. Therefore, it is relevant to turn to the analysis of a relatively new direction in modern economic science – neuromarketing, which is gaining the more influence in the society and is actively developing in use. As the world history experience shows, the most important prerequisite for the new civilization formation is a radical transformation of the spiritual (value-semantic) sphere of life. In turn, such transformation is unthinkable without the philosophical project of reconstruction and neoholism, the fundamental value of which is the eidos of harmony, can become such a project. In the modern world dominates the ideology of consumption, the products of which are the presence of fashion, wastefulness, profit orientation in decision making, etc. Consumption is the act of receiving goods or services. Overconsumption (or irrational consumption) that dominates in the world and is imposed by the entire marketing system is the phenomenon of receiving goods and services more than need – to a greater extent than a person needs. This is a dead end, because of which the entire system is going through a deep crisis. Some scientists believe that the way out of the crisis is possible through the interaction of science and economics, or rather neurosciences and economics, which leads to overconsumption of goods and services, which means the growth of incomes of large and medium-sized capital. Others see the way out in the new thinking development, a new philosophical paradigm, which must be introduced into the mass consciousness by means of education, thereby raising the level of consciousness and expanding the potential of a person. The most famous firms that have used neuromarketing techniques to achieve their goals are Coca-Cola, General Motors, Google Mars, Nestle and many other corporations. It is important to mention that the neuromarketing cost is increasing every year, for example, in 2015 the United States spent $25 billion on neuromarketing research. At the present stage, there are three main research methods in neuromarketing: electrical activity of the brain (EEG), oculography (eye movement, eye tracking) and analysis of facial expressions and non-verbal gestures. For example, in the evaluation process of the TV commercials effectiveness, specialists monitor the eyes and determine the speed of pupil movement. Analyzing the above, it can be argued that neuromarketing in the modern world is one of the leading and promising technologies for the society influencing. It is possible that its potential has not yet been fully formed and studied, but these studies are the highly paid item of expenditure in the large corporations.
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Vecchiato, Giovanni, Laura Astolfi, Fabrizio De Vico Fallani, Jlenia Toppi, Fabio Aloise, Francesco Bez, Daming Wei et al. "On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research". Computational Intelligence and Neuroscience 2011 (2011): 1–12. http://dx.doi.org/10.1155/2011/643489.
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Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research. In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies. By presenting data gathered through MEG and high resolution EEG we will show which kind of information it is possible to gather with these methodologies while the persons are watching marketing relevant stimuli. Such information will be related to the memorization and pleasantness related to such stimuli. We noted that temporal and frequency patterns of brain signals are able to provide possible descriptors conveying information about the cognitive and emotional processes in subjects observing commercial advertisements. These information could be unobtainable through common tools used in standard marketing research. We also show an example of how an EEG methodology could be used to analyze cultural differences between fruition of video commercials of carbonated beverages in Western and Eastern countries.
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Lobodenko, Lidiya, Liudmila Shesterkina, Anna Cheredniakova, Olga Perevozova y Olga Kharitonova. "Perception of environmental information materials by youth audiences: Results of a neuromarketing study". World of Media. Journal of Russian Media and Journalism Studies, n.º 3 (1 de septiembre de 2022): 5–44. http://dx.doi.org/10.30547/worldofmedia.3.2022.1.
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The paper presents the results of using eye-tracking technologies to study news materials on environmental topics collected as stimulus material and classified according to their impact on audience perception. The empirical material of the study came from news websites covering environmental issues. For objectivity, we compared two regional media resources – 74.ru (Chelyabinsk) and Aktobe Times2. We present our analysis of participants’ response to the studied materials and the degree of their influence on the participants’ emotional state and behavioral reactions. The paper also supplements the data obtained from content analysis in previous studies and expands the understanding of this issue. The chosen quantitative and qualitative approach to content research allowed us to determine the semantic and stylistic features of constructing ecotexts, determine their connotative characteristics, and classify them by groups, topics, and categories. The paper also contains survey data contributing to a deeper study of the stated problem and focusing on a detailed study of the audience’s behavioral responses. The survey data allowed us to confirm the expressed hypotheses and highlight the active areas of interest of the youth readership. Alongside the presented conclusions and points of discussion, we expressed the main assumptions highlighting the features of the formation of environmental texts in the news media.
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Kotliar, Svitlana y Tatiana Diabelko. "Media Communication: Technologies of Application in Screen Discourse". Bulletin of Kyiv National University of Culture and Arts. Series in Audiovisual Art and Production 5, n.º 2 (22 de diciembre de 2022): 140–48. http://dx.doi.org/10.31866/2617-2674.5.2.2022.269501.
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The purpose of the research is to analyze the communicative relationship of screen culture with the viewer, to determine the forms and means of media influence on the audience, to rethink the concept of “media manipulation” and to outline the importance of non-verbal semiotics on television. The research methodology is carried out by analyzing and synthesizing the activities of modern mass media based on: the empirical method, which is manifested in observing and comparing the general trends in the development of media communication processes; the method of theoretical substantiation of the screen arts work, in particular, television, in the context of the manifestation of special forms and means of communicative influence on the viewer; a systematic approach that allows analyzing, specifying, clarifying and generalizing all stages of the technology of using communication in the media. The scientific novelty is due to the identification of strategies and tactics for the use of various manifestations of verbal and non-verbal communicative influence by analyzing specific examples of television programs. The manifestations of wordless communication on television are analyzed in detail, the dialectic of the visual-verbal image on the screen is explained, and modern technologies of manipulation in the screen discourse are formed. Conclusions. In the course of the research, we have studied in detail the technologies of media communication and determined the dependence of typical forms of communication on audience targeting. With the help of deciphering the methods and means of communicative influence, the concept of media manipulation has been explained, and the importance of using NLP and neuromarketing technologies in the domestic media market has been proved. Specific tools of non-verbal semiotics have been revealed in the example of domestic political talk shows and their hosts.
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Kaklauskas, Arturas, Domnica Dzitac, Jurate Sliogeriene, Natalija Lepkova y Ingrida Vetloviene. "VINERS Method for the Multiple Criteria Analysis and Neuromarketing of Best Places to Live". INTERNATIONAL JOURNAL OF COMPUTERS COMMUNICATIONS & CONTROL 14, n.º 5 (17 de noviembre de 2019): 629. http://dx.doi.org/10.15837/ijccc.2019.5.3674.
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The best and worst places to live have been analysed in the world for many years and multiple criteria analysis has been used for that purpose. The quality of housing and its environment, pollution, green places, public spaces, physical movement and health, crime rates and individual safety, the wellbeing of youngsters, unemployment, job value, economic scarcity, governance, circadian rhythm, weekly rhythm and other factors are the focus of such analyses that aim to determine levels of positive emotions and happiness in built environment. Questionnaires are the most common tool for such analyses, where inhabitants are asked to rank their happiness experience as a whole in built environment. Many studies demonstrate that happy people are effective in multiple areas of their life including job efficiency, salary, health, human relations, etc. The innovative aspect of this research stems from the fact that biometric technologies (affective attitudes, emotional and physiological states) and the VINERS method developed by the authors are used to determine the best places to live and to serve neuro ads of homes for sale. To do this, rational segments of homebuyers are determined according to their demographic profiles (age, gender, education, marital status, families with children, main source of income), consumer psychographics and behaviour (happy, sad and angry along with valence and heart rate) and then select a rational video ad for such rational segment. The aim of our research is to develop the VINERS Method for the Multiple Criteria Analysis and Neuromarketing of Best Places to Live (VINERS method) by combining the Somatic Marker Hypothesis, biometrics, neuromarketing and COPRAS method. This article presents a case study to demonstrate the VINERS method put to practice.
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Sirotko, I., A. Volobuev y P. Romanchuk. "Genetics and Epigenetics of Alzheimer’s Disease: new Cognitive Technologies and Neurocommunication". Bulletin of Science and Practice 7, n.º 2 (15 de febrero de 2021): 89–111. http://dx.doi.org/10.33619/2414-2948/63/09.
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The 21st century Homo sapiens evolves and improves using new nano, bio, information and cognitive technologies that provide and focus on cognitive and creative processes. 21st century brain H. sapiens combines internal and external layered information into a single algorithm for structuring, routing, storing, and retrieving information in the present and future time period. 4P and 5P medicine, 5G medical services, next-generation sequencing and pharmacogenetics are new modern foundations of personalized medicine. The next-generation information and communication infrastructure of 5G for clients (patients) from the medical sphere is an intelligent border-cloud platform with an integrated cloud network architecture. Next-generation mobile technologies are being introduced in a modern hospital: from higher communication speeds to smart computing and additional reality. 5G medical services are a revolution in the medical industry. Neuromarketing and neurobytes, neuroimaging of consciousness and brain-machine interfaces, biorobots and biochips interact with the “external and internal hippocampus”. The result of human activity in a market economy and a new society is intellectual property. The heterogeneous nature of dementia (Alzheimer’s disease, Peak, frontal-temporal degeneration) and the various pathophysiological features of specific dementia highlight the need to develop separate algorithms based on current biomarkers specific to these diseases. Modern prognosis of Alzheimer’s disease is achieved by structural neuroimaging, cognitive testing, and biological indicators (genotype APOE-ε4) based, both on orders, standards, and clinical recommendations, as well as on the quantitative assessment of brain structures using neurointerfaces. The functioning of integrated neural systems through integration and analysis of dynamic hybrid multimodal neural EEG and fMRI information, combined with neuropsychological testing, will enable the geriatric clinician to manage healthy aging of H. sapiens.
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Bulgakova, S., I. Sirotko y P. Romanchuk. "Osteoporosis: 5G Technologies and 5P Medicine, Economic and Medico-Social Paradigms". Bulletin of Science and Practice 7, n.º 2 (15 de febrero de 2021): 163–78. http://dx.doi.org/10.33619/2414-2948/63/14.
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Currently, three main problems have been updated in gerontology and geriatrics: the first “early” is osteoporosis, the second “late” is Alzheimer’s disease, and the third “doubled” (comorbid, combined) is the presence of two diseases: Alzheimer’s disease and osteoporosis. The bone, in addition to mechanical and protective function, serves as a custodian of bone marrow cells and an organ for regulating the homeostasis of calcium ions. In the circadian gerontological period, osteoblasts, osteoclasts and osteocytes are determined by their respective functions of bone formation and bone resorption, and in the clinical-geriatric period of bone aging, bones and bone cells will change. 5P medicine and 5G medical services, new generation sequencing and pharmacogenetics are new modern foundations (paradigms) of personalized medicine — a key basis for understanding the common mechanisms of the pathogenesis of osteoporosis and Alzheimer’s disease. The presence of multiple chronic conditions in gerontology and geriatrics requires the use and clinical application of information and communication infrastructure 5G the next generation, neuromarketing and neurobial, neuroimaging consciousness and brain-machine interfaces, biorobots and biochips. 5P medicine and functioning of integrated neural systems through integration and analysis of dynamic hybrid multimodal neural EEG and fMRI information, combined with neuropsychological testing, will allow the geriatrician to manage (prevent and predict), not only healthy aging of Homo sapiens, but also timely diagnosis of osteoporosis and Alzheimer’s disease, treatment start time, definition. Early age (from 40–45 years) diagnosis, treatment and prevention of osteoporosis using tools (technologies) 5P medicine and 5G medical services, will manage the medical, socio-economic problem of our time. Early age diagnosis, treatment and prevention of osteoporosis using tools (technologies) 5P medicine and 5G medical services, allows you to manage a “silent epidemic” (“hidden epidemic”) of the 21st century with the help of non-medicamentous treatments — three multi-paradigm platforms: healthy lifestyle, physical activity, functional nutrition (balanced, healthy, natural). The key to the success of osteoporosis treatment is in a new 5P medicine based on a deep individualized approach and motivation to prevent diseases.
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Jianfei, Yang. "NEUROTECHNOLOGIES: EVALUATION OF DEVELOPMENT PROSPECTS IN CHINA". Bulletin of Udmurt University. Series Economics and Law 29, n.º 5 (25 de septiembre de 2019): 621–29. http://dx.doi.org/10.35634/2412-9593-2019-29-5-621-629.
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The article analyzes the current state and development trends of neurotechnologies in China's marketing. In particular, the following issues are raised: the role of emotions in the decision-making process on the purchase by the Chinese people, the degree of rationality of these decisions, the public awareness of China about neurotechnologies, its attitude to the use of neurotechnologies in marketing by Chinese firms for commercial purposes, etc. The results of the study showed that the role of emotions in the decision-making process on the purchase by Chinese consumers is underestimated. The functioning mechanism of the developed marketing stimuli is not well received by Chinese consumers, which limits the effectiveness of the applied neurotechnologies while improving marketing stimuli. Awareness of neurotechnologies and neuromarketing among Chinese residents is still low, but their attitude to the use of these technologies for commercial purposes is quite positive. Statistical analysis shows that a positive attitude may be related to the degree of awareness of neurotechnologies. The author developed recommendations to overcome the problems that impede the development of neurotechnologies in China's marketing.
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Neomániová, Katarína, Jakub Berčík y Elena Horská. "Dissonance of Selected Neuroscience Techniques at Detection of Emotions in Advertising Spots". Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 66, n.º 4 (2018): 969–77. http://dx.doi.org/10.11118/actaun201866040969.
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In addition to advanced brain imaging techniques and growing interest in the study of consumer reactions with influence of marketing stimuli a new interdisciplinary study has developed on a borderland of neuroscience, economic and psychological studies – neuromarketing. Despite a certain form of insecurity whether the brain imaging technologies provide useful information for control of marketing, more and more marketers identify with their application in conventional market research. The main aim of this contribution is to clarify the influence of a selected advertising spot on the final emotional state of consumers by researching a brain activity of respondents and activity of somatic nervous system, specifically the face expressions. Cortical brain activity was detected by 16channel wireless electroencephalograph by Epoc and changes of mimic muscles were monitored by a biometric device the Facereader by Noldus. The subject of the research is the dissonance of the selected neuroscience techniques with influence of chosen advertising emotional appeals like fear, disgust and sadness. In the end of our contribution, the way of using the neuroscience technology and psychology for detection of consumer emotional involvement of consumers is explained.
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Medvedeva, Lyudmila y Alexander Vakarev. "Stratagem: Spillover Effect of Applying Innovations in Medium-Sized Industrialized Cities". Vestnik Volgogradskogo gosudarstvennogo universiteta. Ekonomika, n.º 3 (diciembre de 2020): 5–16. http://dx.doi.org/10.15688/ek.jvolsu.2020.3.1.
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The spatial development of cities in the crisis period associated with the COVID-19 pandemic requires a new toolkit for developing stratagems. The converged platform has a significant number of models of cities of the future, including green and smart ones, created by the initiative of authorities or corporations. Russia has some experience in the development of such cities as well. The article presents materials that reveal the main areas of implementing smart technologies in cities (Smart Energy, Smart Water, Smart Buildings, Smart Transportation, Smart Government), approaches to assessing the actions of local authorities on implementing the IQ Cities Project. On the example of the city of Volzhsky, Volgograd Region, which is part of the group of medium-sized industrialized cities, a mechanism for developing a stratagem is shown – the spillover effect from the introduction of innovations into the citys economy. The use of an information and reference system (ISSMSE), which simulates spillover effects in different areas of urban and regional economy, is justified. It is explained why the prevailing ideas of people about cities of the future do not coincide with projects being implemented and that tools of neuromarketing and crowdsourcing are able to bring these two components of the process closer together. Todays social life focuses the attention of residents on the process of mass consumption, displacing all other semantic patterns from consciousness. The aim of the study was to substantiate the formation of a stratagem of the spillover effect of introducing innovations into the economy of medium-sized industrialized cities with a target vector for the introduction of smart technologies.
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Myronov, Yuriy B. y Mariana I. Myronova. "Theoretical and Methodological Approaches to Tourism Enterprise Business Processes Efficiency Evaluation". Scientific Bulletin of Mukachevo State University Series “Economics” 7, n.º 2 (28 de diciembre de 2020): 22–30. http://dx.doi.org/10.52566/msu-econ.7(2).2020.22-30.
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The relevance of the research is stipulated by the necessity for an adequate evaluation of the tourism enterprises’ efficiency and individual business processes at these enterprises in the context of the ever-growing influence of the tourism industry on the economic and social spheres of society. The aim of the research is to build a conceptual model for evaluating the efficiency of business processes of tourist enterprises. The methodological basis of the research is based on methods of abstraction, analogies, analysis and synthesis; normative and positive approaches to the study of economic processes; process and system approaches; modelling method. The article considers theoretical and methodological approaches to assessing the efficiency of tourism enterprise processes in modern conditions of tourism services market development. The main concepts of business processes were defined, the goal and criteria for evaluating their efficiency were formulated. The main factors affecting the efficiency of tourism enterprises business processes were described. The main groups of indicators for evaluating the tourism enterprise business processes efficiency were proposed. Such a system of indicators helps to comprehensively monitor the situation at a tourism enterprise, since it takes into account all key areas of activity of an enterprise and identifies priority business processes that require changes. The specifics of assessing the level the efficiency of tourism enterprises business processes depend on a number of variable factors and therefore the main trends in the development of a tourist enterprise and the relationship of its economic indicators are usually studied. Approaches to the procedure for evaluating the efficiency of business processes, as well as to the formation of a system of indicators for evaluating the specified efficiency at a tourism enterprise were studied. The main principles of forming a system for evaluating tourism enterprises business processes efficiency are defined. A number of technologies for evaluating the efficiency of business processes were described. A model for evaluating the efficiency of business processes in tourism is presented. It is noted that the main and determining role in evaluating the activities of a tourism enterprise is played by performance targets. Based on the identified features of tourism activities, problems that may arise in the process of evaluating the efficiency of business processes were considered and effective ways to eliminate them were proposed. The prospects for further scientific researches in this direction are substantiated, which are to study the improvement of the tourism companies efficiency through the introduction of innovative technologies (neuromarketing, virtual and augmented reality, as well as “green” technologies)
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Pyatin, V., O. Maslova, N. Romanchuk, S. Bulgakova y A. Volobuev. "Hemostasis and Cognitive Brain: 5P-Medicine and Chronotherapy of Arterial Hypertension". Bulletin of Science and Practice 7, n.º 5 (15 de mayo de 2021): 127–83. http://dx.doi.org/10.33619/2414-2948/66/16.
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Neurophysiological and cardioneurological polyfunctional studies of the brain-heart system in the rehabilitation of neurological patients using high medical technologies will help answer many questions related to the optimization of patient management in combined cerebral and cardiac pathology in the recovery period. Late chronotype and later sleep patterns are associated with greater morbidity, including higher rates of metabolic dysfunction and cardiovascular disease (CVD). Numerous studies have been adjusted for age, sex, ethnicity, smoking, body mass index, sleep duration, socioeconomic status, and comorbidities. Age groups, especially being a defined evening type, were significantly associated with a higher prevalence of all comorbidities. The results suggest increased mortality in evening types and increased levels of cardiometabolic risk factors in these groups. The risk of mortality in evening types may be due to behavioral, psychological, and physiological risk factors, many of which may be associated with chronic inconsistencies between internal physiological timelines and external working and social activities. Multilevel and interneural interactions are a leading factor in the formation of higher mental functions and self-development of the personality. Circadian homeostasis regulates and synchronizes the functions of adult stem cells and their changes during aging, as well as modulates their external and internal mechanisms. The circadian clock synchronizes cellular physiology with daily environmental changes and can both positively and negatively affect physiological processes. Circadian onset of CVD often shows a change in the time of day and is associated with the molecular clock system. Acute myocardial infarction or ventricular arrhythmia (ventricular tachycardia) occurs mainly early in the morning. Numerous biochemical and physiological parameters show a circadian rhythm that may explain daily variations in cardiovascular events. These include fluctuations in blood pressure, autonomic nervous system and renin-angiotensin axis activity, blood clotting cascade, vascular tone and intracellular metabolism of cardiomyocytes. New insights into the molecular and cellular pathways by which cardiovascular events occur in a daily oscillatory pattern will help create a new therapeutic approach to CVD treatment. Research continues on the updated modern problem of circadian brain and heart neurocommunications during the period of electromagnetic and information load/overload, the influence of new genetics and epigenetics, changes in hemostasis and homeostasis, the formation of new immunity and microbiota, in conjunction with modern neurobite and neuromarketing, with 5P Medicine and 5G technologies of neurocommunication.
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Yadgarov, Y. S., V. A. Sidorov y E. V. Sobolev. "Credit and banking Component of the Market Economy Phenomenon: Methdological Approach Transformation to the Development of Digitalization and Capital Fictivization". Finance: Theory and Practice 23, n.º 5 (24 de octubre de 2019): 115–25. http://dx.doi.org/10.26794/2587-5671-2019-23-5-115-125.
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The article is based on the results of the 7th International Scientific and Practical Conference on Economics “The Market Economy Phenomenon: From the Origins into Our Days” held from March 27 to March 31, 2019 in the cities of Sochi and Sukhumi. The theoretical approaches of domestic and foreign researchers to understanding the market economy phenomenon, the specifics of its financial and credit sphere functioning in the context of the digital economy were generalized. The problems of the monetary economy in terms of the sanction confrontation were outlined. The authors analyzed and evaluated the processes and the phenomena observed in the post-Soviet economic space related to the transplantation of market economy mechanisms into the system of social reproductive relations, including its financial component based on their digitalization. The dialectic approach, system analysis, methods of economic and statistical and interdisciplinary analytical tools were used. The article revealed the key components of the market economy phenomenon appearing in the post-Soviet economic space and having a direct impact on the social reproduction results. The relationship was shown between the transformation of the evolutionary and methodological content of the money economy, its institutional and behavioral paradigm, the digitalization of the financial segment of the economic space with the scale of innovation, the penetration of cognitive psychology and neurophysiology into financial and credit relations, and their technological re-equipment. The results of the influence of instability factors on the budget and monetary sphere were presented. The authors described complex interdependencies of the processes and phenomena within the framework of the market economy phenomenon appearing in the post-Soviet economic space. The triune structure of the modern market doctrine was disclosed including psychological and behavioral, institutional and functional and reproduction and product aspects. The authors showed the transformational dynamics of the financial and credit sphere of modern society. Its specific features are: the increasingly important role of innovation, outsourcing, revising pricing methods, digitalization of business processes, penetration into managing neuromarketing technologies, and virtualization of the financial sector of the economy.
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Romanchuk, N. "Human Brain and Nature: Current Cognitive Health and Longevity Regulators". Bulletin of Science and Practice 7, n.º 6 (15 de junio de 2021): 146–90. http://dx.doi.org/10.33619/2414-2948/67/21.
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Cognitive health and longevity is becoming one of the greatest problems of quality life of Homo sapiens in the 21st century. The achievement of author's research is the establishment of many genetic and epigenetic factors of cognitive decline and neurodegenerative diseases. New regulation of the fundamental mechanisms of cognitive health and longevity promotes early diagnosis, treatment and prevention of cognitive deficits and cognitive disorders. The system of nature – society – is human: a holistic, dynamic, wave, open, steadily non-equilibrium system, with the isolation not only of internal ties, but also of external ones — with the space environment. Modern science views man, humanity and the biosphere as a single system, with growing demographic, food and medical problems. Human brains are biological, biophysical, neurophysiological and medico-social paradigms of information exchange. Modern communications are multilevel, multi-paradigm and interdisciplinary models of information exchange. The introduction of copyright developments in the last decade has made it possible to form a system of algorithms and tools for managing neuroplasticity. The new competencies of psychoneuroimmunoendocrinology and psychoneuroimmunology play a strategic role in interdisciplinary science and interdisciplinary planning and decision-making. The introduction of multi-vector neurotechnologies of artificial intelligence and the principles of digital healthcare contribute to the development of modern neurobial and neuromarketing. It has been investigated that circadian stress causes dysregulation of “H. sapiens brain software”, followed by disruption of the “cognitive” and “visceral” brains. The circadian rhythms of the body are programmed by the circadian gene system. Circadian clock and circadian system — are a biophysical and biochemical regulator of immune defense. The circadian synchronization system is an evolutionary software product of the “biocomputer” for the survival and preparation of the body for the expected cyclic challenges, of various epigenetic orientations. Chronotherapeutic and psychochronobiological groups and population categories allow to block the transition of cognitive impairment into cognitive disorders. Modern artificial intelligence technologies are capable of much, including predicting cognitive impairment and cognitive disorders, with the help of combined and hybrid neuroimaging, sequencing of a new generation, etc., in order to begin the timely and effective rehabilitation of brain H. sapiens.
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Bulgakova, S., N. Romanchuk y O. Pomazanova. "Psychoneuroimmunoendocrinology and Immune Homeostasis: Gut-brain Axis, Obesity and Cognitive Function". Bulletin of Science and Practice 6, n.º 12 (15 de diciembre de 2020): 124–54. http://dx.doi.org/10.33619/2414-2948/61/15.
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The new competencies of psychoneuroimmunoendocrinology and psychoneuroimmunology play a strategic role in interdisciplinary science and interdisciplinary planning and decision-making. The introduction of multi-vector neurotechnologies of artificial intelligence and the principles of digital health care will contribute to the development of modern neuroscience and neuromarketing. The availability of innovative technologies, such as next-generation sequencing and correlated bioinformatics tools, allows deeper investigation of the cross-network relationships between the microbiota and human immune responses. Immune homeostasis is the balance between immunological tolerance and inflammatory immune responses — a key feature in the outcome of health or disease. A healthy microbiota is the qualitative and quantitative ratio of diverse microbes of individual organs and systems, maintaining the biochemical, metabolic and immune equilibrium of the macroorganism necessary to preserve human health. Functional foods, healthy biomicrobiota, healthy lifestyle and controlled protective environmental effects, artificial intelligence and electromagnetic information load/overload are responsible for the work of the human immune system and its ability to respond to pandemic attacks in a timely manner. Obesity continues to be one of the main problems of modern health care due to its high prevalence and polymorbidity. In addition to cardiometabolic diseases, lesions of the musculoskeletal system, obese individuals show impaired cognitive functions, have a high risk of developing depression and anxiety. The gut microbiota mediates between environmental influences (food, lifestyle) and the physiology of the host, and its change may partially explain the cross-link between the above pathologies. It is known that Western eating patterns are the main cause of the obesity epidemic, which also contributes to dysbiotic drift of the gut microbiota, which in turn contributes to the development of complications associated with obesity. Experimental studies in animal models and, to a lesser extent in humans, show that microbiota is associated with obesity and may contribute to the endocrine, neurochemical and development of systemic inflammation underlying obesity itself and related diseases. Nevertheless, a number of questions remain at present. Modeling the microbiota-gut-brain axis, provides the brain with information from the gut not only through the nervous system but also through a continuous stream of microbial, endocrine, metabolic and immune messages. The communication network provides important keys to understanding how obesity and diabetes can affect the brain by provoking neuropsychiatric diseases. The literature review is devoted to the analysis of data on the relationship of the gut-brain axis, obesity and cognitive functions, immune homeostasis and new competencies: psychoneuroimmunology and psychoneuroimmunoendocrinology.
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Pyatin, V., A. Kolsanov, N. Romanchuk, D. Romanov, Davydkin, A. Volobuev, I. Sirotko y S. Bulgakova. "Bioinformatics and Artificial Intelligence: Gerontological and Geriatric Components Medical and Social Support for Active Healthy Longevity". Bulletin of Science and Practice 6, n.º 12 (15 de diciembre de 2020): 155–75. http://dx.doi.org/10.33619/2414-2948/61/16.
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The “cognitive reserve” construct is a set of variables, including intelligence, education, and mental stimulation, that presumably allows the brain to adapt to underlying pathologies, supporting cognitive function despite underlying neural changes. Brain Homo Sapiens also points to resistance to neuropathological damage and can be defined as the ability to optimize or maximize performance through an effective set of neural networks and/or alternative cognitive strategies. Learning in childhood, the level of education and activities for adults — all this independently contributes to the formation of a cognitive reserve. The introduction of biocomputer nanoplatforms and modules consisting of small molecules, polymers, nucleic acids or proteins/peptides, nanoplatforms are programmed to detect and process external stimuli, such as magnetic fields or light, or internal stimuli, such as nucleic acids, enzymes or pH, using three different mechanisms: system assembly, system disassembly or system transformation. Current biocomputer nanoplatforms are invaluable for many applications, including medical diagnostics, biomedical imaging, environmental monitoring, and delivery of therapeutic drugs to target cell populations. The future implementation of systems biology and systems neurophysiology paradigms based on complex analysis of large and deep heterogeneous data sources will be crucial to achieve a deeper understanding of the pathophysiology of Alzheimer’s disease, using current brain-computer and artificial intelligence interface technologies, in order to increase information that can be extracted from preclinical and clinical indicators. Integration of different sources of information will allow researchers to obtain a new holistic picture of the pathophysiological process of the disease, which will cover from molecular changes to cognitive manifestations. The new competencies of psychoneuroimmunoendocrinology and psychoneuroimmunology play a strategic role in interdisciplinary science and interdisciplinary planning and decision-making. The introduction of multi-vector neurotechnologies of artificial intelligence and the principles of digital health care will contribute to the development of modern neuroscience and neuromarketing. Medical and social support for active healthy longevity is possible when synchronizing information systems of medical organizations and social institutions, introducing a single neurophysiological circuit and modern neurointerfaces, a combined and hybrid cluster in the diagnosis, treatment, prevention and rehabilitation of cognitive disorders and cognitive disorders. A key factor in medical and social support is the participation of interdisciplinary business employees and data processing specialists (their support, monitoring), as well as the availability of sufficient staff literacy in data management.
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Kalaganis, Fotis P., Kostas Georgiadis, Vangelis P. Oikonomou, Nikos A. Laskaris, Spiros Nikolopoulos y Ioannis Kompatsiaris. "Unlocking the Subconscious Consumer Bias: A Survey on the Past, Present, and Future of Hybrid EEG Schemes in Neuromarketing". Frontiers in Neuroergonomics 2 (17 de mayo de 2021). http://dx.doi.org/10.3389/fnrgo.2021.672982.
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Fueled by early success stories, the neuromarketing domain advanced rapidly during the last 10 years. As exciting new techniques were being adapted from medical research to the commercial domain, many neuroscientists and marketing practitioners have taken the chance to exploit them so as to uncover the answers of the most important marketing questions. Among the available neuroimaging technologies, electroencephalography (EEG) stands out as the less invasive and most affordable method. While not equally precise as other neuroimaging technologies in terms of spatial resolution, it can capture brain activity almost at the speed of cognition. Hence, EEG constitutes a favorable candidate for recording and subsequently decoding the consumers' brain activity. However, despite its wide use in neuromarketing, it cannot provide the complete picture alone. In order to overcome the limitations imposed by a single monitoring method, researchers focus on more holistic approaches. The exploitation of hybrid EEG schemes (e.g., combining EEG with eye-tracking, electrodermal activity, heart rate, and/or other) is ever growing and will hopefully allow neuromarketing to uncover consumers' behavior. Our survey revolves around last-decade hybrid neuromarketing schemes that involve EEG as the dominant modality. Beyond covering the relevant literature and state-of-the-art findings, we also provide future directions on the field, present the limitations that accompany each of the commonly employed monitoring methods and briefly discuss the omni-present ethical scepticizm related to neuromarketing.
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Kulyniak, Ihor, Ivan Zhygalo y Svitlana Koval. "INFLUENCE ON CONSUMER DECISION-MAKING IN THE TOURIST SERVICES MARKET BY USING NEUROMARKETING TECHNOLOGIES". International scientific journal "Internauka". Series: "Economic Sciences", n.º 2(58) (2018). http://dx.doi.org/10.25313/2520-2294-2022-2-7892.
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The constant renewal and growth of the number of tourism destinations and types of tourist services, changing consumer preferences, increasing competition in the market force us to turn to innovative marketing technologies, as traditional ones lose their effectiveness. Given the fact that tourists often choose a travel package with a unique set of services, as an important aspect of travel for people are emotions, impressions, and unique feelings, the study chose psychological methods, techniques, technologies, and tools of neuromarketing (neural marketing) to involve consumers in the market of tourist services by influencing their behavior. In particular, the article focuses on theoretical and applied aspects of the use of neuromarketing technologies to influence consumer decision-making in the travel services market through the impact on visual, auditory, olfactory, gustatory, and tactile sensory systems. It was found that marketers, in particular in the field of tourism, most often use visual and auditory methods of influence, but now is becoming increasingly popular aroma marketing and marketing of taste, which affects the sense of smell and taste buds. All these methods affect the associative memory of a person and this further helps to create a permanent customer base and attract new consumers. Attention is paid to highlighting the specifics of the influence of color or a certain combination of colors on the human subconscious. A set of tools and technologies of neuromarketing are used in tourism to attract attention, change the mood of the tourist, and evoke the right emotions, including such as illustrations, music, flavor, taste, the atmosphere of restaurants, tastings, and others. Based on the study of the peculiarities of the use of neuromarketing (sensory marketing) technologies in tourism, the authors identified several benefits that help attract new customers and encourage them to make purchases.
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Aliyah, Kisti Nur. "Etika Bisnis Islam dalam Implementasi Teknologi Neuromarketing pada Strategi Pemasaran". JES (Jurnal Ekonomi Syariah) 5, n.º 2 (21 de septiembre de 2020). http://dx.doi.org/10.30736/jesa.v5i2.89.
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Over time, marketing activities are also developing very rapidly. The latest theory that currently carried out by the concept of neuromarketing biometrics, which can influence consumer psychology, so consumers are interested in buying the products, goods, or services offered. Brain imaging techniques are used in biometrics neuromarketing research using fMRI, EEG, eye tracking, and others. The purpose of this research is to find and describe the urgency of using neuromarketing biometrics technology in marketing strategies. Biometric neuromarketing implementation analyzes marketing strategies and also analyze perspective of basic principles of Islamic business ethics towards using technology and biometrics neuromarketing implementation. This research is a type of qualitative research with a library research approach. Data obtained from journals that discuss the use of these technologies, then analyzed using interactive analysis techniques. The results show that neuromarketing biometrics is a useful technology in helping marketers determine marketing strategies because by using this technology, marketers get valuable internal data in the unconscious consumer brain. But in its implementation, there are deviations from the basic principles of Islamic business ethics, including the use of psychological discounts, sense of urgency, and fraud in advertising. While in the use of technology, three things that are highlighted, including the issue of conquering the mind and using it in advertising interests, the problem of violating the free will of consumers, and the problem of violating federal guidelines using human subjects. It hopes that future researchers will be a focus on the study of Islamic business ethics on the use of neuromarketing biometrics technology. Keywords: neuromarketing; Islamic business ethics
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Reikin, Vitalii S., Serhii YA Voitovych, Tetiana I. Danyliuk, Kateryna YU Dedeliuk y Iryna F. Lorvi. "Neuromarketing as interdisciplinary area: Theoretical and methodological analysis". Studies of Applied Economics 39, n.º 6 (20 de julio de 2021). http://dx.doi.org/10.25115/eea.v39i6.5164.
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Modern neuromarketing is a synthesis of behavioral economics theoretical and methodological foundations in close connection with the tools of neurophysiology which are successfully used in the practice of sensory marketing. At the same time, the basic methodological principle of neuromarketing is limited rationality in the context of behavioral and informational uncertainty. Purpose of publication – сarrying out theoretical and methodological analysis of neuromarketing as a complex interdisciplinary and innovative area; disclosure of methodological principles and theoretical provisions of behavioral economics in the context of their applications in touch marketing. Such methods as analysis, comparison, generalization, systemic and logical ones were used in the research. It is argued that consumer decision-making in choice situations is influenced by emotions based on subconscious perception. It is proved that visual, sound and aromarketing are the main “nudging” factors of R. Thaler’s theory in the context of neuromarketing. For the first time in the scientific discourse, the elements of the sensory component of neuromarketing are considered as stimulating factors for the implicit “nudging” of R. Thaler's behavioral economics theory. The theoretical and methodological foundations of neuromarketing research, which based on more realistic postulates of limited rationality, influence of emotions and information incompleteness in contrast to “homo economicus” neoclassical paradigm are improved. It is shown that a necessary condition for further successful development of neuromarketing is a combined interaction of psychology behavioral direction, neurophysiological technologies and empirical experience of marketers due to possible achievement of synergistic effect. The results of experimental studies, based on the empirical experience of a number of well-known scientists using neurophysiological methods, have proved the verification of the basic theoretical and methodological positions and individual effects of behavioral economics, which are actively used by Ukrainian marketers and marketers of other countries.
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Mashrur, Fazla Rabbi, Khandoker Mahmudur Rahman, Mohammad Tohidul Islam Miya, Ravi Vaidyanathan, Syed Ferhat Anwar, Farhana Sarker y Khondaker A. Mamun. "BCI-Based Consumers' Choice Prediction From EEG Signals: An Intelligent Neuromarketing Framework". Frontiers in Human Neuroscience 16 (26 de mayo de 2022). http://dx.doi.org/10.3389/fnhum.2022.861270.
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Neuromarketing relies on Brain Computer Interface (BCI) technology to gain insight into how customers react to marketing stimuli. Marketers spend about $750 billion annually on traditional marketing camping. They use traditional marketing research procedures such as Personal Depth Interviews, Surveys, Focused Group Discussions, and so on, which are frequently criticized for failing to extract true consumer preferences. On the other hand, Neuromarketing promises to overcome such constraints. This work proposes a machine learning framework for predicting consumers' purchase intention (PI) and affective attitude (AA) from analyzing EEG signals. In this work, EEG signals are collected from 20 healthy participants while administering three advertising stimuli settings: product, endorsement, and promotion. After preprocessing, features are extracted in three domains (time, frequency, and time-frequency). Then, after selecting features using wrapper-based methods Recursive Feature Elimination, Support Vector Machine is used for categorizing positive and negative (AA and PI). The experimental results show that proposed framework achieves an accuracy of 84 and 87.00% for PI and AA ensuring the simulation of real-life results. In addition, AA and PI signals show N200 and N400 components when people tend to take decision after visualizing static advertisement. Moreover, negative AA signals shows more dispersion than positive AA signals. Furthermore, this work paves the way for implementing such a neuromarketing framework using consumer-grade EEG devices in a real-life setting. Therefore, it is evident that BCI-based neuromarketing technology can help brands and businesses effectively predict future consumer preferences. Hence, EEG-based neuromarketing technologies can assist brands and enterprizes in accurately forecasting future consumer preferences.
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Schneider, Tanja, Jonna Brenninkmeijer y Steve Woolgar. "Enacting the ‘consuming’ brain: An ethnographic study of accountability redistributions in neuromarketing practices". Sociological Review, 16 de mayo de 2022, 003802612210922. http://dx.doi.org/10.1177/00380261221092200.
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The figure of the brain has continued to rise in prominence for at least 30 years. This development continues to raise important questions: in particular, to what extent and in what ways does the brain supplant the person as the presumed origin of human behaviour? Whereas it has previously been discussed in general terms, here we address this question through an ethnographic study of the experimental articulation of the brain in neuromarketing research. Drawing on analytical themes from science and technology studies, we argue that it is crucial to investigate the enactment of the brain in situated practice and to understand the effects on prevailing accountability relations. We analyse the enactment of the ‘consuming’ brain in neuromarketing experiments and in experts’ communication of experimental results. We show how the consuming brain emerges from reconfigured sets of socio-material relations (between e.g. consumers, brains, brain scanning operators, consultants) and how this entails a redistribution of accountability relations. This results in an ontological respecification of the consumer, who is no longer deemed accountable for his/her actions. Instead spokespersons on behalf of the brain – neuromarketing technologies and experts – assume accountability for revealing why consumers buy what they buy. We conclude that the putative shift from person to brain is in fact characterised by a redistribution of accountability relations in neuromarketing practices. We call for further studies of accountability redistributions in practice, so as better to situate novel explanations of human behaviour.
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Gonchigjav, Boldbaatar. "Results of neuromarketing study of visual attention and emotions of buyers in retail store environment". Proceedings of the Mongolian Academy of Sciences, 8 de mayo de 2020, 52–64. http://dx.doi.org/10.5564/pmas.v60i1.1337.
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Retail trade involves constant changes and trends due to influence of marketing promotions on traders themselves and their customers as well. This is an internal environment of a retail store, which is a part of factors that define customer’s buying decision. In general, more than 80% of buyers make a buying decision on the spot or the last place where buyers normally can change their mind to make a purchase. A customer’s final decision to make a purchase is affected not only by the cost of the item but also the means of marketing promotion and visual aspect of goods. Therefore, it is necessary to constantly collect factual information based on customers’ feedback on effectiveness and efficiency of these marketing promotions in real-store environment. Recent trends of marketing research development demand a wide use of research methods in conducting in-store research based on new technologies besides the traditional ones. Optimal use of new methods of neuromarketing gives more opportunity to develop efficient marketing strategy and to provoke customers’ interest and emotions as well. Techniques to stimulate customer’s interest and emotions can help increase their motivation to make a purchase followed by increase in s store’s sales and profit. In this study we have used a methodology based in neuromarketing technology to identify factors affecting customer’s visual attention and emotions in a grocery store. The study was conducted in real environment of a retail grocery store using a mobile eye camera (Eye tracker), mobile electroencephalograph (EEG), face reading technology (FA) and internal position system. The objective of the study is to identify customers’ reaction, emotions and feedback using selected neuromarketing methods in a store. At the end of the research, we have identified how neuromarketing techniques can be applied in better understanding customer behavior at a point of sale.
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Martinez-Levy, Ana C., Dario Rossi, Giulia Cartocci, Marco Mancini, Gianluca Di Flumeri, Arianna Trettel, Fabio Babiloni y Patrizia Cherubino. "Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research". International Review on Public and Nonprofit Marketing, 2 de junio de 2021. http://dx.doi.org/10.1007/s12208-021-00289-0.
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AbstractAdvertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to increase the effectiveness whilst having the possibility to verify the results by measuring the benefits in terms of calls from contributors. The purpose of this research is to empirically prove the impact in calls thanks to changes in the message framing strategy in non-profit advertising suggested and measured by neuromarketing techniques. Particularly we measured the cerebral activity through an electroencephalogram to obtain an Approach-Withdrawal Index (AW); the heart rate and galvanic skin response through different sensors in the palm of one hand, to obtain an Emotional Index (EI), and finally, eye fixations through an eye tracker device to obtain the visual attention on key visual areas of the ads. After these indicators’ recordings on a sample of subjects, some suggestions to modify the advertising were made to create a more effective campaign. The results compared, those elicited by the first version of the spot (LVE) and those by the second version (HVE), confirmed that (1) the number of sellable and legacy calls increased with the message framing strategy modified in the second spot (HVE), (2) a lower cognitive and emotional reactions have been obtained in the final section of HVE, (3) the visual attention on the key information of the phone number to call, in the final call to action frames(CTA), was higher in HVE than in the first version of the spot (LVE), (4) the cognitive approach increased during the same CTA frames in HVE.
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Akbarialiabad, Hossein, Bahar Bastani, Mohammad Hossein Taghrir, Shahram Paydar, Nasrollah Ghahramani y Manasi Kumar. "Threats to Global Mental Health From Unregulated Digital Phenotyping and Neuromarketing: Recommendations for COVID-19 Era and Beyond". Frontiers in Psychiatry 12 (14 de septiembre de 2021). http://dx.doi.org/10.3389/fpsyt.2021.713987.
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The new era of digitalized knowledge and information technology (IT) has improved efficiency in all medical fields, and digital health solutions are becoming the norm. There has also been an upsurge in utilizing digital solutions during the COVID-19 pandemic to address the unmet mental healthcare needs, especially for those unable to afford in-person office-based therapy sessions or those living in remote rural areas with limited access to mental healthcare providers. Despite these benefits, there are significant concerns regarding the widespread use of such technologies in the healthcare system. A few of those concerns are a potential breach in the patients' privacy, confidentiality, and the agency of patients being at risk of getting used for marketing or data harnessing purposes. Digital phenotyping aims to detect and categorize an individual's behavior, activities, interests, and psychological features to properly customize future communications or mental care for that individual. Neuromarketing seeks to investigate an individual's neuronal response(s) (cortical and subcortical autonomic) characteristics and uses this data to direct the person into purchasing merchandise of interest, or shaping individual's opinion in consumer, social or political decision making, etc. This commentary's primary concern is the intersection of these two concepts that would be an inevitable threat, more so, in the post-COVID era when disparities would be exaggerated globally. We also addressed the potential “dark web” applications in this intersection, worsening the crisis. We intend to raise attention toward this new threat, as the impacts might be more damming in low-income settings or/with vulnerable populations. Legal, health ethics, and government regulatory processes looking at broader impacts of digital marketing need to be in place.
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Morganti, Pierfrancesco, Gianluca Morganti, Adnan Memic, Maria Beatrice Coltelli y Hong-Duo Chen. "Withdrawal Notice: Beauty and Wellness Turn Towards a Green Economy". Current Cosmetic Science 01 (20 de mayo de 2021). http://dx.doi.org/10.2174/2666779701666210520103136.
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: Beauty and wellness remain for both women and men an important target also because global attractiveness is considered a cue indicating the ability to maintain beauty and wellness. Consequently neuromarketing has occurred as an innovative mean to interact with consumer's trend, actually looking for high-quality and natural cosmetics and food. By the biometric studies, in fact, it seems possible to verify the consumers’ willingness to buy the right products they are looking for. On the other hand, customers are requesting cosmeceuticals and nutraceuticals acting positively on the superficial appearance of face and body, seem to be able to boost the immune system also, limiting the stress conditions. This general disease is induced by the actual way of living on a planet invaded by a great quantity of waste released from human’s activities. The consequent pollution alters the ecological balance of the body, influencing negatively the life of animals and plants also. Thus, the induced stress, further increased by the COVID-19 spread, could change the human brain' neural conditions. Consequently, in humans the production of both neurons' stem cells and cortisol could decrease, while in plants, the patterns of growth could affect the leaf cuticle and stomatal conductance. Thus brain, under psychosocial stress, actively demands energy from the body, eliciting a marked increase in eating by a major carbohydrate intake which sacrifices the requirements of other organs. In any way, pollution has wide-ranging adverse health and social effects, further worsened by an increased worldwide aged population who, requiring more food and goods, increases the waste production. What the proposed solution? To change the way of consuming and producing, it is necessary to optimize the material resource, minimizing waste that should be recycled and reused by a green economy approach. So doing, it could be possible to realize a new industrial Renaissance reducing consumption of water, energy and natural raw materials. Thus the necessity to use sustainable technologies and materials for maintaining human wellbeing in an environment in which the species' biodiversity could be assured. At this purpose, chitin nanofibrils(CN), nano-lignin (NL) and their derived compounds have been proposed to make nanoparticles (NPs) by the use of water as solvent. These NPs, loaded with different active ingredients, may be embedded into innovative natural or man-made polymers and used to make biodegradable carriers in the form of non-woven tissues and films. Depending on the polymers and on the actives loaded into the fibers, these new vehicles may be used to produce smart cosmeceuticals, nutraceuticals or advanced medications. It is interesting to underline that all these innovative NPs and tissue/films can be produced by natural polymers and ingredients, obtained from waste materials and produced by sustainable technologies at low consumption of water and energy, according to the new green economy.