NEUROMARKETING ITS SIGNIFICANCE IN THE MARKETING WORLD

http://dx.doi.org/10.31703/gssr.2023(VIII-II).34      10.31703/gssr.2023(VIII-II).34      Published : Jun 2
Authored by : Shabana Akbar , Neelam Akbar , Maira Yousuf

34 Pages : 376-389

References

  • deola, O., Evans, O., Edeh, J. N., & Adisa, I. (2022). The Future of Marketing: Artificial Intelligence, Virtual Reality, and Neuromarketing. In Springer eBooks (pp. 253– 280). https://doi.org/10.1007/978-3- 030-88678-3_12
  • Akbar, N., & Ahmad, S. (2022). The Moderating Effect of Price Sensitivity on the Relationship between Consumer's Environmental Knowledge and Green Purchase Intentions. Journal of Managerial Sciences, 16(3), 110-125. https://journals.qurtuba.edu.pk/ojs/in dex.php/jms/article/view/519
  • Akbar, N., Mordhah, N., & Rafiq, I. (2021). Examining The Moderating Role Of Gender And Also Investigating The Influence Of Marketing Strategies On Online Consumer Buying Behavior. Webology, 18(1), 895-912. https://www.webology.org/data- cms/articles/20220407112637amwebo logy%2018%20(1)%20- %2075%20ppdf.pdf
  • Akbar, N., Rafiq, I., Uddin, Z., & Bilal, M. (2021). Observing the role of online marketing strategies with consumer buying behaviour in the presence of Attitude as a mediator. ILMA Journal of Social Sciences and Economics, 2, 124- 139. http://ijsse.ilmauniversity.edu.pk/arc/ Vol2/pdf/v2/3.pdf
  • Fauzi, A. A., & Riyanto, E. (2022). Neuromarketing: The Philosophy and Culture of Consumerism in Indonesia. Malaysian Journal of Social Sciences and Humanities (MJSSH), 7(1), 325–334. https://doi.org/10.47405/mjssh.v7i1.1 237
  • Alam Kazmi, S. H., Aqil, M., & Raza, M. (2019). Horizons of neuromarketing in consumer behavior. European Online Journal of Natural and Social Sciences: Proceedings, 8(3 (s)), 99-107.
  • Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep Learning for EEG-Based Preference Classification in Neuromarketing. Applied Sciences, 10(4), 1525. https://doi.org/10.3390/app100 41525
  • Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). Neuromarketing: Marketing research in the new millennium. Neuroscience Research Notes, 4(3), 27– 35. https://doi.org/10.31117/neuroscirn.v 4i3.79
  • Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021a). Neuromarketing: The popularity of the brain-imaging and physiological tools. Neuroscience Research Notes, 3(5), 13–22. https://doi.org/10.31117/neuroscirn.v 3i5.80
  • Alsharif, A. H., Salleh, N. Z. M., Baharun, R., Abuhassna, H., & Alsharif, Y. H. (2022). Neuromarketing in Malaysia: Challenges, limitations, and solutions. In 2022 International Conference on Decision Aid Sciences and Applications (DASA). https://doi.org/10.1109/dasa54658.2 022.9765010
  • Alsharif, A. H., Salleh, N. Z. M., E, A. R. H., Khraiwish, A., Putit, L., & Arif, L. S. M. (2023). Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers. Sustainability, 15(5), 4603. https://doi.org/10.3390/su1505 4603
  • Amin, C. R., Hasin, M. F., Leon, T. S., Aurko, A. B., Tamanna, T., Rahman, A., & Parvez, M. K. (2020). Consumer Behavior Analysis using EEG Signals for Neuromarketing Application. https://doi.org/10.1109/s sci47803.2020.9308358
  • Avendaño Castro, W. R., Luna Pereira, H. O., & Rueda Vera, G. (2021). Visual neuromarketing strategies in two shopping malls in the city of Cúcuta, Colombia. Cuadernos de Administración (Universidad del Valle), 37(71), 123- 150
  • Balconi, M., & Sansone, M. (2021). Neuroscience and Consumer Behavior: Where to Now? Frontiers in Psychology, 12. https://doi.org/10.338 9/fpsyg.2021.705850
  • González, M. B., Baraybar-Fernández, A., & Fernández, M. R. (2020). The Application of Neuromarketing Techniques in the Spanish Advertising Industry: Weaknesses and Opportunities for Development. Frontiers in Psychology, 11. https://doi.org/10.338 9/fpsyg.2020.02175
  • Bansal, A., Bansal, R., Bansal, A., Kumar, M., & Kumar, P. S. (2022). Normative Concerns in Neuromarketing. In IGI Global eBooks (pp. 234– 243). https://doi.org/10.4018/978-1- 6684-5897-6.ch020
  • Biswas, A., Mashrur, F. R., Rahman, K. M., Miya, M. T. I., Sarker, F., & Mamun, K. a. A. (2022). An Overview of Neuromarketing Research in Developing Countries: Prospects and Challenges. https://doi.org/10.1145/3 542954.3542977
  • Bočková, K. H., Å krabánková, J., & Hanák, M. (2021). Theory and Practice of Neuromarketing: Analyzing Human Behavior in Relation to Markets. Emerging Science Journal, 5(1), 44– 56. https://doi.org/10.28991/esj- 2021-01256
  • Boz, H., & Koç, E. (2022). Using Neuromarketing Tools in Hospitality and Tourism Research. In Emerald Publishing Limited eBooks (pp. 87–109). https://doi.org/10.1108/978-1- 80117-550-020221005
  • Caratù, M., Patrizia, C., & Alberto, M. (2018). Application of Neuro-Marketing techniques to the wine tasting experience., 290–298. https://research.unipg.it/handle/1139 1/1447683
  • Cardoso, L., Chen, M., Araújo, A. S., De Almeida, G. G. F., Dias, F., & Moutinho, L. (2022). Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics. Behavioral Sciences, 12(2), 55. https://doi.org/10.3390/bs12020055
  • Casado-Aranda, L., Sánchez-Fernández, J., & Bastidas-Manzano, A. (2022). EHS Hotels: Neuroimaging or Self-Reports When Evaluating Tourism Advertising and Websites? In (pp. 255– 275). https://doi.org/10.1007/978- 981-16-4671-3_15
  • Casado-Aranda, L., Sánchez-Fernández, J., & Viedma-Del-Jesús, M. I. (2022). Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study. Journal of Interactive Marketing, 57(2), 296– 322. https://doi.org/10.1177/1094996 8221087259
  • Cherubino, P., Martinez-Levy, A. C., Caratù, M., Cartocci, G., Di Flumeri, G., Modica, E., Rossi, D., Mancini, M., & Trettel, A. (2019). Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends. Computational Intelligence and Neuroscience, 2019, 1– 41. https://doi.org/10.1155/2019/197 6847
  • Constantinescu, M., Orindaru, A., Pachitanu, A., Rosca, L., Caescu, S., & Orzan, M. (2019). Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth. Sustainability, 11(24), 7094. https://doi.org/10.3390/su1124 7094
  • Duque-Hurtado, P. L., Samboni-Rodriguez, V., Castro-Garcia, M., Restrepo, L. a. M., & Restrepo, I. a. M. (2020). Neuromarketing: Its current status and research perspectives. Estudios Gerenciales, 36(157) 525– 539. https://doi.org/10.18046/j.estger .2020.157.3890
  • Gill, R., & Singh, J. (2020). A study of neuromarketing techniques for proposing cost effective information driven framework for decision making. Materials Today: Proceedings, 49, 2969– 2981. https://doi.org/10.1016/j.matpr .2020.08.730
  • Goga, E., Orzan, M., Grejdan, E. F., Gradinescu, I., Radulian, A., & Orzan, A. (2022). ROMANIAN CONSUMERS’ PERCEPTIONS TOWARDS HUMANOID ROBOTS INVOLVED IN VARIOUS FIELDS – STUDY IMPLYING A NEUROMARKETING TOOL (EYE TRACKING). In INTED proceedings. International Academy of Technology, Education and Development. https://doi.org/10.2112 5/inted.2022.2685
  • Goker, N., & Dursun, M. (2019). A fuzzy scenario-based approach to analyzing neuromarketing technology evaluation factors. Soft Computing, 23(23), 12295-12304. https://doi.org/10.1007/s00500-019- 03770-5
  • Golnar-Nik, P., Farashi, S., & Safari, M. (2019). The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study. Physiology & Behavior, 207, 90– 98. https://doi.org/10.1016/j.physbeh. 2019.04.025
  • Goncalves, M., Luther, V., & Hayes, S. (2022). Neuromarketing’s socioeconomic status and racial discrimination, and lack of transparency. Journal of International Business and Management, 5(12), 01- 18. https://doi.org/10.37227/aricon- jibm-2022-11-6734
  • Gurgu, E., Gurgu, I., & Tonis, R. (2020). Neuromarketing for a better understanding of consumer needs and emotions. Independent Journal of Management & Production, 11(1), 208 . https://doi.org/10.14807/ijmp.v1 1i1.993
  • Halkiopoulos, C., Antonopoulou, H., Gkintoni, E., & Aroutzidis, A. S. (2022). Neuromarketing as an Indicator of Cognitive Consumer Behavior in Decision-Making Process of Tourism destination—An Overview. In Springer eBooks (pp. 679– 697). https://doi.org/10.1007/978-3- 030-92491-1_41
  • Headset, U. E. (2022). Towards Multimodal Neuroimaging. Worcester Polytechnic Institute,
  • Hemais, M. W., & Oliveira, L. (2023). Is consumerism only what Philip Kotler says it is? A decolonial analysis on failures, hierarchies, and exclusions. Journal of Marketing Management, 1– 26. https://doi.org/10.1080/0267257x .2023.2211592
  • Hsu, L., & Chen, Y. (2020b). Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study. Australasian Marketing Journal (Amj), 28(4), 200– 208. https://doi.org/10.1016/j.ausmj. 2020.04.009
  • Varón, D. J., Tur-Viñes, V., Rabasa, A., & Polotskaya, K. (2020). An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy. Social Sciences, 9(9), 162. https://doi.org/10.3390/socsci90 90162
  • Kaheh, S., Ramirez, M. S., Wong, J. W. C., & George, K. (2021). Neuromarketing using EEG Signals and Eye-tracking. In 2021 IEEE International Conference on Electronics, Computing and Communication Technologies (CONECCT). https://doi.org/10.1109/ conecct52877.2021.9622539
  • Khurana, V., Gahalawat, M., Kumar, P., Roy, P. P., Dogra, D. P., Scheme, E., & Soleymani, M. (2021). A Survey on Neuromarketing Using EEG Signals. IEEE Transactions on Cognitive and Developmental Systems, 13(4), 732– 749. https://doi.org/10.1109/tcds.202 1.3065200
  • Kong, L., He, Q., Li, Q., Schreiber, R., Kaitin, K. I., & Shao, L. (2023). Rapid progress in neuroimaging technologies fuels central nervous system translational medicine. Drug Discovery Today, 103485.
  • Kusumaningrum, A. P., Windyarti, I., & Pradini, G. (2023). Analysis of Service Quality, Price, And Promotion on Consumer Satisfaction at The Cake Shop Bolu Enak Pengasinan Depok. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 3(2), 148-155.
  • Levallois, C., Smidts, A., & Wouters, P. (2021). The emergence of neuromarketing investigated through online public communications (2002– 2008). Business History, 63(3), 443– 466. https://doi.org/10.1080/0007679 1.2019.1579194
  • Mansor, A. A., & Isa, S. M. (2020). Fundamentals of neuromarketing: What is it all about? Neuroscience Research Notes, 3(4), 22–28. https://doi.org/10.31117/neurosci rn.v3i4.58
  • Mansor, A. A., & Isa, S. M. (2018). The Impact of Eye Tracking on Neuromarketing for Genuine Value- Added Applications. Global Business and Management Research: An International Journal, 10(1), 1- 11. https://www.questia.com/library/j ournal/1G1-562706484/the-impact-of- eye-tracking-on-neuromarketing-for- genuine
  • Martinez-Levy, A. C., Rossi, D., Cartocci, G., Mancini, M., Di Flumeri, G., Trettel, A., Babiloni, F., & Cherubino, P. (2021). Message framing, non-conscious perception and effectiveness in non- profit advertising. Contribution by neuromarketing research. International Review on Public and Nonprofit Marketing, 19(1), 53– 75. https://doi.org/10.1007/s12208- 021-00289-0
  • Mashrur, F. R., Rahman, K. M., Miya, M. T. I., Vaidyanathan, R., Anwar, S. M., Sarker, F., & Mamun, K. a. A. (2022). An intelligent neuromarketing system for predicting consumers’ future choice from electroencephalography signals. Physiology & Behavior, 253, 113847. https://doi.org/10.1016/j.physbeh.202 2.113847
  • Mehlhose, C. (2022). Applying Mobile Consumer Neuroscience for Food Marketing - the Special Case of fNIRS. https://doi.org/10.53846/goedi ss-9289
  • Merkley, T. L. (2023). Introduction to the Special Section of Neuropsychology Review: Advanced Neuroimaging Findings in Mild Traumatic Brain Injury. Neuropsychology Review, 33(1), 1-4.
  • Morin, C., & Renvoisé, P. (2018). The persuasion code: How neuromarketing can help you persuade anyone, anywhere, anytime: John Wiley & Sons.
  • Moya, I., García-Madariaga, J., & Blasco, M. A. (2020). What Can Neuromarketing Tell Us about Food Packaging? Foods, 9(12), 1856. https://doi.org/10.3390/foods9 121856
  • Naim, A. (2023). Application of Neuro- Marketing for Developing Products and Services. Web of Technology: Multidimensional Research Journal, 1(1), 1-11.
  • Nazarova, R., & Lazizovich, T. K. (2019). NEUROMARKETING − A TOOL FOR INFLUENCING CONSUMER BEHAVIOR. International Journal of Innovative Technologies in Economy, 5(25), 11– 14. https://doi.org/10.31435/rsglobal _ijite/30092019/6664
  • Nilashi, M., Samad, S., Ahmadi, N., Ahani, A., Abumalloh, R. A., Asadi, S., . . . Yadegaridehkordi, E. (2020). Neuromarketing: a review of research and implications for marketing. Journal of Soft Computing and Decision Support Systems, 7(2), 23-31
  • Oikonomou, V. P., Georgiadis, K., Kalaganis, F., Nikolopoulos, S., & Kompatsiaris, I. (2023). A Sparse Representation Classification Scheme for the Recognition of Affective and Cognitive Brain Processes in Neuromarketing. Sensors, 23(5), 2480. https://doi.org/10.3390/s23052 480
  • Rawnaque, F. S., Rahman, K. M., Anwar, S. M., Vaidyanathan, R., Chau, T., Sarker, F., & Mamun, K. a. A. (2020). Technological advancements and opportunities in Neuromarketing: a systematic review. Brain Informatics, 7(1), 1- 19. https://doi.org/10.1186/s40708- 020-00109-x
  • Royo-Vela, M., & Varga, Á. J. (2022). Unveiling Neuromarketing and Its Research Methodology. Encyclopedia, 2(2), 729– 751. https://doi.org/10.3390/encyclop edia2020051
  • Russo, V., Bilucaglia, M., Circi, R., Bellati, M., Valesi, R., Laureanti, R., Licitra, G., & Zito, M. (2022). The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach. Foods, 11(15), 2349. https://doi.org/10.3390/foods1 1152349
  • Shukla, S. (2019). Neuromarketing: a change in marketing tools and techniques. International Journal of Business Forecasting and Marketing Intelligence, 5(3), 267. https://doi.org/10.1504/ijbfmi.2 019.104044
  • Siddique, J., Shamim, A., Nawaz, M., & Abid, M. F. (2023). The hope and hype of neuromarketing: a bibliometric analysis. Journal of Contemporary Marketing Science, 6(1), 1-21. https://doi.org/10.1108/jcmars-07- 2022-0018
  • Spence, C. (2019). On the Ethics of Neuromarketing and Sensory Marketing. In Advances in neuroethics (pp. 9–29). Springer International Publishing. https://doi.org/10.1007/9 78-3-030-27177-0_3
  • Tirandazi, P., Bamakan, S. M. H., & Toghroljerdi, A. (2022). A review of studies on internet of everything as an enabler of neuromarketing methods and techniques. The Journal of Supercomputing, 79(7), 7835– 7876. https://doi.org/10.1007/s11227 -022-04988-1
  • Watanuki, S., & Akama, H. (2022). Neural substrates of brand equity: applying a quantitative meta-analytical method for neuroimage studies. Heliyon, 8(6), e09702. https://doi.org/10.1016/j.heli yon.2022.e09702
  • Weiner, M. W., Veitch, D. P., Miller, M. J., Aisen, P. S., Albala, B., Beckett, L. A., Green, R. C., Harvey, D. J., Jack, C. R., Jagust, W. J., Landau, S. M., Morris, J. C., Nosheny, R. L., Okonkwo, O. C., Perrin, R. J., Petersen, R. C., Rivera- Mindt, M., Saykin, A. J., Shaw, L. M., . . . Trojanowski, J. Q. (2022). Increasing participant diversity in AD research: Plans for digital screening, blood testing, and a community‐engaged approach in the Alzheimer’s Disease Neuroimaging Initiative 4 https://doi.org/10.1002/alz.1279 7
  • YÃœCEL, A., & ŞİMÅžEK, A. Ä°. (2019). Measuring Consumer Brand Perceptions in Terms of Neuromarketing by Using The EEG Method: An Experimental Study on The Automotive Industry. Avrasya Sosyal ve Ekonomi AraÅŸtırmaları Dergisi, 6(1), 121-133. https://dergipark.org.tr/tr/pub/asead/ issue/42912/506625
  • Zaltman, G., & Kosslyn, S. M. (2000). Neuroimaging as a marketing tool. In: Google Patents
  • deola, O., Evans, O., Edeh, J. N., & Adisa, I. (2022). The Future of Marketing: Artificial Intelligence, Virtual Reality, and Neuromarketing. In Springer eBooks (pp. 253– 280). https://doi.org/10.1007/978-3- 030-88678-3_12
  • Akbar, N., & Ahmad, S. (2022). The Moderating Effect of Price Sensitivity on the Relationship between Consumer's Environmental Knowledge and Green Purchase Intentions. Journal of Managerial Sciences, 16(3), 110-125. https://journals.qurtuba.edu.pk/ojs/in dex.php/jms/article/view/519
  • Akbar, N., Mordhah, N., & Rafiq, I. (2021). Examining The Moderating Role Of Gender And Also Investigating The Influence Of Marketing Strategies On Online Consumer Buying Behavior. Webology, 18(1), 895-912. https://www.webology.org/data- cms/articles/20220407112637amwebo logy%2018%20(1)%20- %2075%20ppdf.pdf
  • Akbar, N., Rafiq, I., Uddin, Z., & Bilal, M. (2021). Observing the role of online marketing strategies with consumer buying behaviour in the presence of Attitude as a mediator. ILMA Journal of Social Sciences and Economics, 2, 124- 139. http://ijsse.ilmauniversity.edu.pk/arc/ Vol2/pdf/v2/3.pdf
  • Fauzi, A. A., & Riyanto, E. (2022). Neuromarketing: The Philosophy and Culture of Consumerism in Indonesia. Malaysian Journal of Social Sciences and Humanities (MJSSH), 7(1), 325–334. https://doi.org/10.47405/mjssh.v7i1.1 237
  • Alam Kazmi, S. H., Aqil, M., & Raza, M. (2019). Horizons of neuromarketing in consumer behavior. European Online Journal of Natural and Social Sciences: Proceedings, 8(3 (s)), 99-107.
  • Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep Learning for EEG-Based Preference Classification in Neuromarketing. Applied Sciences, 10(4), 1525. https://doi.org/10.3390/app100 41525
  • Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). Neuromarketing: Marketing research in the new millennium. Neuroscience Research Notes, 4(3), 27– 35. https://doi.org/10.31117/neuroscirn.v 4i3.79
  • Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021a). Neuromarketing: The popularity of the brain-imaging and physiological tools. Neuroscience Research Notes, 3(5), 13–22. https://doi.org/10.31117/neuroscirn.v 3i5.80
  • Alsharif, A. H., Salleh, N. Z. M., Baharun, R., Abuhassna, H., & Alsharif, Y. H. (2022). Neuromarketing in Malaysia: Challenges, limitations, and solutions. In 2022 International Conference on Decision Aid Sciences and Applications (DASA). https://doi.org/10.1109/dasa54658.2 022.9765010
  • Alsharif, A. H., Salleh, N. Z. M., E, A. R. H., Khraiwish, A., Putit, L., & Arif, L. S. M. (2023). Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers. Sustainability, 15(5), 4603. https://doi.org/10.3390/su1505 4603
  • Amin, C. R., Hasin, M. F., Leon, T. S., Aurko, A. B., Tamanna, T., Rahman, A., & Parvez, M. K. (2020). Consumer Behavior Analysis using EEG Signals for Neuromarketing Application. https://doi.org/10.1109/s sci47803.2020.9308358
  • Avendaño Castro, W. R., Luna Pereira, H. O., & Rueda Vera, G. (2021). Visual neuromarketing strategies in two shopping malls in the city of Cúcuta, Colombia. Cuadernos de Administración (Universidad del Valle), 37(71), 123- 150
  • Balconi, M., & Sansone, M. (2021). Neuroscience and Consumer Behavior: Where to Now? Frontiers in Psychology, 12. https://doi.org/10.338 9/fpsyg.2021.705850
  • González, M. B., Baraybar-Fernández, A., & Fernández, M. R. (2020). The Application of Neuromarketing Techniques in the Spanish Advertising Industry: Weaknesses and Opportunities for Development. Frontiers in Psychology, 11. https://doi.org/10.338 9/fpsyg.2020.02175
  • Bansal, A., Bansal, R., Bansal, A., Kumar, M., & Kumar, P. S. (2022). Normative Concerns in Neuromarketing. In IGI Global eBooks (pp. 234– 243). https://doi.org/10.4018/978-1- 6684-5897-6.ch020
  • Biswas, A., Mashrur, F. R., Rahman, K. M., Miya, M. T. I., Sarker, F., & Mamun, K. a. A. (2022). An Overview of Neuromarketing Research in Developing Countries: Prospects and Challenges. https://doi.org/10.1145/3 542954.3542977
  • Bočková, K. H., Å krabánková, J., & Hanák, M. (2021). Theory and Practice of Neuromarketing: Analyzing Human Behavior in Relation to Markets. Emerging Science Journal, 5(1), 44– 56. https://doi.org/10.28991/esj- 2021-01256
  • Boz, H., & Koç, E. (2022). Using Neuromarketing Tools in Hospitality and Tourism Research. In Emerald Publishing Limited eBooks (pp. 87–109). https://doi.org/10.1108/978-1- 80117-550-020221005
  • Caratù, M., Patrizia, C., & Alberto, M. (2018). Application of Neuro-Marketing techniques to the wine tasting experience., 290–298. https://research.unipg.it/handle/1139 1/1447683
  • Cardoso, L., Chen, M., Araújo, A. S., De Almeida, G. G. F., Dias, F., & Moutinho, L. (2022). Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics. Behavioral Sciences, 12(2), 55. https://doi.org/10.3390/bs12020055
  • Casado-Aranda, L., Sánchez-Fernández, J., & Bastidas-Manzano, A. (2022). EHS Hotels: Neuroimaging or Self-Reports When Evaluating Tourism Advertising and Websites? In (pp. 255– 275). https://doi.org/10.1007/978- 981-16-4671-3_15
  • Casado-Aranda, L., Sánchez-Fernández, J., & Viedma-Del-Jesús, M. I. (2022). Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study. Journal of Interactive Marketing, 57(2), 296– 322. https://doi.org/10.1177/1094996 8221087259
  • Cherubino, P., Martinez-Levy, A. C., Caratù, M., Cartocci, G., Di Flumeri, G., Modica, E., Rossi, D., Mancini, M., & Trettel, A. (2019). Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends. Computational Intelligence and Neuroscience, 2019, 1– 41. https://doi.org/10.1155/2019/197 6847
  • Constantinescu, M., Orindaru, A., Pachitanu, A., Rosca, L., Caescu, S., & Orzan, M. (2019). Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth. Sustainability, 11(24), 7094. https://doi.org/10.3390/su1124 7094
  • Duque-Hurtado, P. L., Samboni-Rodriguez, V., Castro-Garcia, M., Restrepo, L. a. M., & Restrepo, I. a. M. (2020). Neuromarketing: Its current status and research perspectives. Estudios Gerenciales, 36(157) 525– 539. https://doi.org/10.18046/j.estger .2020.157.3890
  • Gill, R., & Singh, J. (2020). A study of neuromarketing techniques for proposing cost effective information driven framework for decision making. Materials Today: Proceedings, 49, 2969– 2981. https://doi.org/10.1016/j.matpr .2020.08.730
  • Goga, E., Orzan, M., Grejdan, E. F., Gradinescu, I., Radulian, A., & Orzan, A. (2022). ROMANIAN CONSUMERS’ PERCEPTIONS TOWARDS HUMANOID ROBOTS INVOLVED IN VARIOUS FIELDS – STUDY IMPLYING A NEUROMARKETING TOOL (EYE TRACKING). In INTED proceedings. International Academy of Technology, Education and Development. https://doi.org/10.2112 5/inted.2022.2685
  • Goker, N., & Dursun, M. (2019). A fuzzy scenario-based approach to analyzing neuromarketing technology evaluation factors. Soft Computing, 23(23), 12295-12304. https://doi.org/10.1007/s00500-019- 03770-5
  • Golnar-Nik, P., Farashi, S., & Safari, M. (2019). The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study. Physiology & Behavior, 207, 90– 98. https://doi.org/10.1016/j.physbeh. 2019.04.025
  • Goncalves, M., Luther, V., & Hayes, S. (2022). Neuromarketing’s socioeconomic status and racial discrimination, and lack of transparency. Journal of International Business and Management, 5(12), 01- 18. https://doi.org/10.37227/aricon- jibm-2022-11-6734
  • Gurgu, E., Gurgu, I., & Tonis, R. (2020). Neuromarketing for a better understanding of consumer needs and emotions. Independent Journal of Management & Production, 11(1), 208 . https://doi.org/10.14807/ijmp.v1 1i1.993
  • Halkiopoulos, C., Antonopoulou, H., Gkintoni, E., & Aroutzidis, A. S. (2022). Neuromarketing as an Indicator of Cognitive Consumer Behavior in Decision-Making Process of Tourism destination—An Overview. In Springer eBooks (pp. 679– 697). https://doi.org/10.1007/978-3- 030-92491-1_41
  • Headset, U. E. (2022). Towards Multimodal Neuroimaging. Worcester Polytechnic Institute,
  • Hemais, M. W., & Oliveira, L. (2023). Is consumerism only what Philip Kotler says it is? A decolonial analysis on failures, hierarchies, and exclusions. Journal of Marketing Management, 1– 26. https://doi.org/10.1080/0267257x .2023.2211592
  • Hsu, L., & Chen, Y. (2020b). Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study. Australasian Marketing Journal (Amj), 28(4), 200– 208. https://doi.org/10.1016/j.ausmj. 2020.04.009
  • Varón, D. J., Tur-Viñes, V., Rabasa, A., & Polotskaya, K. (2020). An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy. Social Sciences, 9(9), 162. https://doi.org/10.3390/socsci90 90162
  • Kaheh, S., Ramirez, M. S., Wong, J. W. C., & George, K. (2021). Neuromarketing using EEG Signals and Eye-tracking. In 2021 IEEE International Conference on Electronics, Computing and Communication Technologies (CONECCT). https://doi.org/10.1109/ conecct52877.2021.9622539
  • Khurana, V., Gahalawat, M., Kumar, P., Roy, P. P., Dogra, D. P., Scheme, E., & Soleymani, M. (2021). A Survey on Neuromarketing Using EEG Signals. IEEE Transactions on Cognitive and Developmental Systems, 13(4), 732– 749. https://doi.org/10.1109/tcds.202 1.3065200
  • Kong, L., He, Q., Li, Q., Schreiber, R., Kaitin, K. I., & Shao, L. (2023). Rapid progress in neuroimaging technologies fuels central nervous system translational medicine. Drug Discovery Today, 103485.
  • Kusumaningrum, A. P., Windyarti, I., & Pradini, G. (2023). Analysis of Service Quality, Price, And Promotion on Consumer Satisfaction at The Cake Shop Bolu Enak Pengasinan Depok. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 3(2), 148-155.
  • Levallois, C., Smidts, A., & Wouters, P. (2021). The emergence of neuromarketing investigated through online public communications (2002– 2008). Business History, 63(3), 443– 466. https://doi.org/10.1080/0007679 1.2019.1579194
  • Mansor, A. A., & Isa, S. M. (2020). Fundamentals of neuromarketing: What is it all about? Neuroscience Research Notes, 3(4), 22–28. https://doi.org/10.31117/neurosci rn.v3i4.58
  • Mansor, A. A., & Isa, S. M. (2018). The Impact of Eye Tracking on Neuromarketing for Genuine Value- Added Applications. Global Business and Management Research: An International Journal, 10(1), 1- 11. https://www.questia.com/library/j ournal/1G1-562706484/the-impact-of- eye-tracking-on-neuromarketing-for- genuine
  • Martinez-Levy, A. C., Rossi, D., Cartocci, G., Mancini, M., Di Flumeri, G., Trettel, A., Babiloni, F., & Cherubino, P. (2021). Message framing, non-conscious perception and effectiveness in non- profit advertising. Contribution by neuromarketing research. International Review on Public and Nonprofit Marketing, 19(1), 53– 75. https://doi.org/10.1007/s12208- 021-00289-0
  • Mashrur, F. R., Rahman, K. M., Miya, M. T. I., Vaidyanathan, R., Anwar, S. M., Sarker, F., & Mamun, K. a. A. (2022). An intelligent neuromarketing system for predicting consumers’ future choice from electroencephalography signals. Physiology & Behavior, 253, 113847. https://doi.org/10.1016/j.physbeh.202 2.113847
  • Mehlhose, C. (2022). Applying Mobile Consumer Neuroscience for Food Marketing - the Special Case of fNIRS. https://doi.org/10.53846/goedi ss-9289
  • Merkley, T. L. (2023). Introduction to the Special Section of Neuropsychology Review: Advanced Neuroimaging Findings in Mild Traumatic Brain Injury. Neuropsychology Review, 33(1), 1-4.
  • Morin, C., & Renvoisé, P. (2018). The persuasion code: How neuromarketing can help you persuade anyone, anywhere, anytime: John Wiley & Sons.
  • Moya, I., García-Madariaga, J., & Blasco, M. A. (2020). What Can Neuromarketing Tell Us about Food Packaging? Foods, 9(12), 1856. https://doi.org/10.3390/foods9 121856
  • Naim, A. (2023). Application of Neuro- Marketing for Developing Products and Services. Web of Technology: Multidimensional Research Journal, 1(1), 1-11.
  • Nazarova, R., & Lazizovich, T. K. (2019). NEUROMARKETING − A TOOL FOR INFLUENCING CONSUMER BEHAVIOR. International Journal of Innovative Technologies in Economy, 5(25), 11– 14. https://doi.org/10.31435/rsglobal _ijite/30092019/6664
  • Nilashi, M., Samad, S., Ahmadi, N., Ahani, A., Abumalloh, R. A., Asadi, S., . . . Yadegaridehkordi, E. (2020). Neuromarketing: a review of research and implications for marketing. Journal of Soft Computing and Decision Support Systems, 7(2), 23-31
  • Oikonomou, V. P., Georgiadis, K., Kalaganis, F., Nikolopoulos, S., & Kompatsiaris, I. (2023). A Sparse Representation Classification Scheme for the Recognition of Affective and Cognitive Brain Processes in Neuromarketing. Sensors, 23(5), 2480. https://doi.org/10.3390/s23052 480
  • Rawnaque, F. S., Rahman, K. M., Anwar, S. M., Vaidyanathan, R., Chau, T., Sarker, F., & Mamun, K. a. A. (2020). Technological advancements and opportunities in Neuromarketing: a systematic review. Brain Informatics, 7(1), 1- 19. https://doi.org/10.1186/s40708- 020-00109-x
  • Royo-Vela, M., & Varga, Á. J. (2022). Unveiling Neuromarketing and Its Research Methodology. Encyclopedia, 2(2), 729– 751. https://doi.org/10.3390/encyclop edia2020051
  • Russo, V., Bilucaglia, M., Circi, R., Bellati, M., Valesi, R., Laureanti, R., Licitra, G., & Zito, M. (2022). The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach. Foods, 11(15), 2349. https://doi.org/10.3390/foods1 1152349
  • Shukla, S. (2019). Neuromarketing: a change in marketing tools and techniques. International Journal of Business Forecasting and Marketing Intelligence, 5(3), 267. https://doi.org/10.1504/ijbfmi.2 019.104044
  • Siddique, J., Shamim, A., Nawaz, M., & Abid, M. F. (2023). The hope and hype of neuromarketing: a bibliometric analysis. Journal of Contemporary Marketing Science, 6(1), 1-21. https://doi.org/10.1108/jcmars-07- 2022-0018
  • Spence, C. (2019). On the Ethics of Neuromarketing and Sensory Marketing. In Advances in neuroethics (pp. 9–29). Springer International Publishing. https://doi.org/10.1007/9 78-3-030-27177-0_3
  • Tirandazi, P., Bamakan, S. M. H., & Toghroljerdi, A. (2022). A review of studies on internet of everything as an enabler of neuromarketing methods and techniques. The Journal of Supercomputing, 79(7), 7835– 7876. https://doi.org/10.1007/s11227 -022-04988-1
  • Watanuki, S., & Akama, H. (2022). Neural substrates of brand equity: applying a quantitative meta-analytical method for neuroimage studies. Heliyon, 8(6), e09702. https://doi.org/10.1016/j.heli yon.2022.e09702
  • Weiner, M. W., Veitch, D. P., Miller, M. J., Aisen, P. S., Albala, B., Beckett, L. A., Green, R. C., Harvey, D. J., Jack, C. R., Jagust, W. J., Landau, S. M., Morris, J. C., Nosheny, R. L., Okonkwo, O. C., Perrin, R. J., Petersen, R. C., Rivera- Mindt, M., Saykin, A. J., Shaw, L. M., . . . Trojanowski, J. Q. (2022). Increasing participant diversity in AD research: Plans for digital screening, blood testing, and a community‐engaged approach in the Alzheimer’s Disease Neuroimaging Initiative 4 https://doi.org/10.1002/alz.1279 7
  • YÃœCEL, A., & ŞİMÅžEK, A. Ä°. (2019). Measuring Consumer Brand Perceptions in Terms of Neuromarketing by Using The EEG Method: An Experimental Study on The Automotive Industry. Avrasya Sosyal ve Ekonomi AraÅŸtırmaları Dergisi, 6(1), 121-133. https://dergipark.org.tr/tr/pub/asead/ issue/42912/506625
  • Zaltman, G., & Kosslyn, S. M. (2000). Neuroimaging as a marketing tool. In: Google Patents

Cite this article

    CHICAGO : Akbar, Shabana, Neelam Akbar, and Maira Yousuf. 2023. "Neuromarketing; Its Significance in the Marketing World." Global Social Sciences Review, VIII (II): 376-389 doi: 10.31703/gssr.2023(VIII-II).34
    HARVARD : AKBAR, S., AKBAR, N. & YOUSUF, M. 2023. Neuromarketing; Its Significance in the Marketing World. Global Social Sciences Review, VIII, 376-389.
    MHRA : Akbar, Shabana, Neelam Akbar, and Maira Yousuf. 2023. "Neuromarketing; Its Significance in the Marketing World." Global Social Sciences Review, VIII: 376-389
    MLA : Akbar, Shabana, Neelam Akbar, and Maira Yousuf. "Neuromarketing; Its Significance in the Marketing World." Global Social Sciences Review, VIII.II (2023): 376-389 Print.
    OXFORD : Akbar, Shabana, Akbar, Neelam, and Yousuf, Maira (2023), "Neuromarketing; Its Significance in the Marketing World", Global Social Sciences Review, VIII (II), 376-389