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dc.contributor.authorZhang, Yunen
dc.contributor.authorThaichon, Park
dc.contributor.authorShao, Wei
dc.date.accessioned2022-05-10T01:24:57Z
dc.date.available2022-05-10T01:24:57Z
dc.date.issued2022
dc.identifier.issn1441-3582
dc.identifier.doi10.1177/14413582221085321
dc.identifier.urihttp://hdl.handle.net/10072/414420
dc.description.abstractThe application of neurophysiological techniques to marketing and consumer research has seen tremendous growth in recent years. To provide a comprehensive overview of neuroscientific methods, the authors first review extant conceptual and empirical studies on neuromarketing and consumer neuroscience, based on these the rationale, features, and applications of neuroscientific techniques are systematically summarized. Next, the authors discuss how neurophysiological methods were applied to the research on customers’ cognition, emotion, and behavioral responses to marketing stimuli, and illustrate how neuromarketing studies extend the knowledge boundary and contribute to marketing theories and practices. The limitations of current neuromarketing tools, studies, and methodology are concluded as well, and future directions are presented accordingly. This paper contributes to the literature by offering a clear research insight into the application of neurophysiological methods. By articulating principles, methods, contributions, and directions of neuromarketing, this paper may benefit the development of neuroscientific tools being a more well-established and commonly used marketing research approach and offers a guide to scholars who are dedicated to consumer neuroscience research.
dc.description.peerreviewedYes
dc.languageEnglish
dc.publisherSage Publications Ltd
dc.relation.ispartofjournalAustralasian Marketing Journal
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchPsychology
dc.subject.fieldofresearchSocial psychology
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode52
dc.subject.fieldofresearchcode520505
dc.subject.keywordsSocial Sciences
dc.subject.keywordsBusiness & Economics
dc.subject.keywordsneuromarketing
dc.subject.keywordsneuroscience
dc.titleNeuroscientific Research Methods and Techniques in Consumer Research
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationZhang, Y; Thaichon, P; Shao, W, Neuroscientific Research Methods and Techniques in Consumer Research, Australasian Marketing Journal, 2022
dc.date.updated2022-05-10T01:12:07Z
gro.description.notepublicThis publication has been entered in Griffith Research Online as an advanced online version.
gro.hasfulltextNo Full Text
gro.griffith.authorShao, Wei D.


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