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Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS)

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  • Meyerding, Stephan G.H.
  • Mehlhose, Clara M.

Abstract

Whether neuromarketing methods can add value to marketing research depends on their cost-utility ratio and their ability to offer hidden information that cannot be obtained using other marketing research methods. Due to the limitations of functional magnetic resonance imaging (fMRI) for real-world situations and its high costs, the aim of this study was to examine the feasibility of a mobile functional near-infrared spectroscopy (fNIRS) system. Two experiments dealing with brands and labels are used to discuss how and if neuromarketing can enrich marketing research and to what extent existing limitations and challenges can be overcome.

Suggested Citation

  • Meyerding, Stephan G.H. & Mehlhose, Clara M., 2020. "Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS)," Journal of Business Research, Elsevier, vol. 107(C), pages 172-185.
    • Handle: RePEc:eee:jbrese:v:107:y:2020:i:c:p:172-185
    DOI: 10.1016/j.jbusres.2018.10.052
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    References listed on IDEAS

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    1. Dr. Peter Kenning & Hilke Plassmann, 2004. "NeuroEconomics," Experimental 0412005, University Library of Munich, Germany.
    2. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
    3. Martin Reimann & Raquel Castaño & Judith Zaichkowsky & Antoine Bechara, 2012. "Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice," Marketing Letters, Springer, vol. 23(3), pages 745-759, September.
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    3. Clara Mehlhose & Antje Risius, 2021. "Assessing Label Frames and Emotional Primes in the Context of Animal Rearing—Response of an Explorative fNIRS Study," Sustainability, MDPI, vol. 13(9), pages 1-11, May.
    4. Huang, Jianping & Zhao, Ping & Wan, Xiaoang, 2021. "From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study," Journal of Business Research, Elsevier, vol. 123(C), pages 604-612.
    5. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
    6. Javier de la Ballina & Silvia Cachero, 2023. "Teaching Marketing Research at the University Level—From Academic and Professional Perspectives," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    7. Guanfei Zhang & Mei Li & Jin Li & Min Tan & Huie Li & Yiping Zhong, 2022. "Green Product Types Modulate Green Consumption in the Gain and Loss Framings: An Event-Related Potential Study," IJERPH, MDPI, vol. 19(17), pages 1-17, August.

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