Consumer neuroscience for marketing researchers

Joanne M. Harris; Joseph Ciorciari; John Gountas

doi:10.1002/cb.1710

journal article Mar 01, 2018

Consumer neuroscience for marketing researchers

Joanne M. Harris Joseph Ciorciari

John Gountas

Journal of Consumer Behaviour Vol. 17 No. 3 pp. 239-252 · Wiley

View at Publisher Save 10.1002/cb.1710

Abstract

AbstractPurposeFor many consumer neuromarketing researchers, the use of functional magnetic resonance imaging has been the most preferred neuroscience technique. However, electroencephalography, eye tracking, and implicit measurements are becoming increasingly popular market research methods due to rapid technological improvements and reduced costs.DesignThis article is an overview of the most commonly used consumer neuroscience techniques in marketing research.FindingsMany peer‐reviewed journal articles in the consumer neuroscience literature usually provide only a brief summary of the actual functions of each neuroscience technique used in their research. Throughout the consumer neuroscience and marketing research literature, there is a lack of comprehensive evaluation of the relative merits of all neuroscience research tools. There is no rigorous analysis of the relative appropriateness of all the neuroscience, physiological, and biometric research tools currently used in consumer neuroscience market research.Originality/valueThis is the first paper that provides a comprehensive review of all relevant neuroscience techniques with a proper explanation of their functions and utility for different types of research. Each individual neuromarketing research tools' strengths and weaknesses are analysed for particular types of marketing research questions and highlights some of the key research papers and authors for interested researchers to follow up.

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Details

Published: Mar 01, 2018
Vol/Issue: 17(3)
Pages: 239-252
License: View

Authors

J

Joanne M. Harris

Centre for Mental Health Swinburne University of Technology Melbourne Victoria Australia

J

Joseph Ciorciari

Centre for Mental Health Swinburne University of Technology Melbourne Victoria Australia

J

John Gountas

Murdoch University Perth Western Australia Australia

Cite This Article

Joanne M. Harris, Joseph Ciorciari, John Gountas (2018). Consumer neuroscience for marketing researchers. Journal of Consumer Behaviour, 17(3), 239-252. https://doi.org/10.1002/cb.1710

Consumer neuroscience for marketing researchers

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