Although neuromarketing research has developed, the current studies lack to provide
comprehensive insights into neuromarketing and marketing mix. Therefore, this study has …

The new technological advances achieved during the last decade allowed the scientific
community to investigate and employ neurophysiological measures not only for research …

Over the last decade, passive brain–computer interface (BCI) algorithms and biosignal
acquisition technologies have experienced a significant growth that has allowed the real …

Neuromarketing (NM) uses neuroscience tools, for example, but not limited to functional
magnetic resonance imaging (fMRI) and electroencephalography (EEG) to study, explore …

The advance of neuroscience allowed neuromarketing to use neuroimaging tools, whether
for marketing purposes or to study people's daily behaviour. As the main contribution, this …

This paper aims to explore academicians' perceptions and perspectives regarding the
limitations, challenges, and potential solutions of neuromarketing implementations in the …

In this research, we reviewed existing studies which used neuromarketing techniques in
various fields of research. The results revealed that most attempts in neuromarketing have …

The evaluation of advertising, products, and packaging is traditionally performed through
methods based on self-reports and focus groups, but these approaches often appear poorly …

Purpose This paper aims to present a study using encephalography (EEG) to investigate
consumer responses to narrative videos in energy efficiency social marketing. The purpose …

Despite the growing popularity of neuroscientific methods to elicit more objective information
compared to the traditional research methods, there is little research on the impact of social …