List of Articles Neuromarketing

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  1 - Designing a neural marketing model with a consumer behavior approach in the banking industry
  Maryam Khezri yazdan shirmohammadi Mirarab Beigi Alireza
  Purpose By combining psychology and marketing, researchers invented a new method called neuromarketing, in which indirect and sustainable influence on the customer's mind is emphasized. The aim of the current research is to design a suitable neuromarketing model with a More

  Purpose By combining psychology and marketing, researchers invented a new method called neuromarketing, in which indirect and sustainable influence on the customer's mind is emphasized. The aim of the current research is to design a suitable neuromarketing model with a consumer behavior approach in the banking industry. Method: The current research is practical in terms of the nature of the research; The manner and method of research, qualitative; research approach, inductive; The ruling paradigm of research is interpretive; The research strategy, foundational data theory and source of data collection include the study of theoretical foundations and interviews. The statistical population of the research consists of 2 groups, managers of public and private banks, academic faculty professors in the field of management and marketing of public and independent universities, who, using the non-probability purposeful snowball sampling method, the opinions of 20 of them during semi-structured interviews until reaching The theoretical saturation limit was collected. Acceptability, transferability and verifiability were used to estimate validity and internal consistency method (Cronbach's alpha coefficient = 0.91) was used to measure reliability. The method of data analysis was done by performing three stages of coding including open, central and selective coding. Findings: The research findings showed that 245 final codes were extracted from the open coding stage. In the central coding stage, there are 6 sub-categories and 62 codes in causal conditions, 5 sub-categories and 41 codes in contextual conditions; Intervening factors number of 6 subcategories and 35 codes; Strategies, 9 subcategories and 58 codes, and outcomes, 10 subcategories and 63 codes were identified. Conclusion: In this research, the neuromarketing model has been designed with the approach of consumer behavior in the banking industry, which is expected to be used by bank managers. Manuscript profile
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  2 - The Study of Electroencephalography in Neuromarketing Research, Consumer Behavior and Performance Method: A Systematic Analysis
  Samira Nazari Ghazvini Younos Vakil Alroaia Rohizat Baharon
  10.30495/jsm.2023.1983505.1805
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  3 - Brain response to taste in faced brands of nutrition products
  mona danehvash mahdi fadaei danial saer samiei
  Nowadays, a large amount of the budget paid by manufacturers is spent on product advertising. Recently, researchers have come up with solutions that allow manufacturers to directly analyze consumers' reactions to their products by analyzing brain signals. This technique More

  Nowadays, a large amount of the budget paid by manufacturers is spent on product advertising. Recently, researchers have come up with solutions that allow manufacturers to directly analyze consumers' reactions to their products by analyzing brain signals. This technique is called "neuromarketing". The purpose of the present study was to compare the brain response of consumers to breakfast chocolate in the face of taste and brand. In this study through electroencephalographic equipment in 14 brain regions at the time of tasting breakfast chocolate by 35 subjects in three stages without brand awareness, brand awareness and false brands with correct brands and in each stage there were three brands. Sampling was performed on all frequency bands. The results showed that there was a significant difference between brain activity in regions AF3 and AF4 while tasting chocolate without brand awareness and tasting chocolate with brand awareness. As a result, both taste and brand influence brain activity, but the brand influence was much greater than where the taste of the two brands shifted, leading to erroneous beliefs by the subject. Manuscript profile
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  4 - Providing of customer attraction model in digital marketing based on visual stimuli with a classical Grounded Theory (GT) Approach
  Bahman Narouei Hossein Hakimpour Mehdi Mehdi Mahmoodzadeh Vashan Mohammad Mohammadi
  Consumers' desire to check products is one of the challenges facing leading companies in digital marketing that they are trying to solve. Visual features in the presentation of products are the most apparent leverage in this direction. Therefore, this qualitative study More

  Consumers' desire to check products is one of the challenges facing leading companies in digital marketing that they are trying to solve. Visual features in the presentation of products are the most apparent leverage in this direction. Therefore, this qualitative study was conducted to determine which components and factors most effectively attract customers in digital marketing through visual stimuli.methodology: A Glaserian or Emergent approach methodology in grounded theory was employed to achieve the objectives. Data collected from 14 experts, concepts, and components in the interview were extracted until theoretical saturation was reached. A purposeful sampling method was used to select these experts.findings: Using MAXQDA software to analyze the fundamental and theoretical coding process, 465 open codes, 53 sub-components, and 15 principal components were identified in 6 categories. Based on the concepts conclusion: extracted from this study, the final model was developed around the central phenomenon of visual stimuli in digital marketing. According to the classical approach, these six cases are known as Glazer's 6 Cs. This study aimed to identify novel angles on how visual stimuli can be used in digital marketing. Moreover, it introduced a model of customer attraction based on visual stimuli in digital marketing. He has also filled in some gaps regarding the subject. Manuscript profile
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  5 - Analysis of neuromarketing and its effect on the activity of brain waves of sports goods customers
  Abas Nghizadeh Baghi فرزاد نوبخت نسرین عزیزیان کهن Akbar مهدوی Alireza Esfandiyari
  The present study reviews the analysis of neuromarketing and its effect on the brainwave activity of sports goods customers. The research method of this article is done in the form of a review. Information gathering tools include the use of studies (searching documents More

  The present study reviews the analysis of neuromarketing and its effect on the brainwave activity of sports goods customers. The research method of this article is done in the form of a review. Information gathering tools include the use of studies (searching documents and articles). To search for articles in Persian and Latin, articles from 2014 to 2024 were used, which were collected by searching Scopus, Sid, Jcr, Google Scholar, and Science Direct databases. Also, the keywords of neuromarketing, brain activities in sports marketing, and sporting goods customers were used to extract articles. 52 articles were obtained from keyword search and after considering the entry and exit criteria, 23 article titles were obtained. The findings of the research showed that neuromarketing leads to an increase in the activity of the brain waves of customers, as well as helps to promote the brand and create a deeper relationship with customers. Therefore, it can be concluded that neuromarketing analysis in the sporting goods industry not only helps to improve the customer experience, but can also help to improve their brain activities and ultimately help the growth and development of this industry. Manuscript profile