IDEAS home Printed from https://ideas.repec.org/a/zag/market/v33y2021i2p185-203.html
   My bibliography  Save this article

Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives

Author

Listed:
  • Maja Vujičić

    (University of Rijeka, Faculty of Economics and Business)

  • Bruno Grbac

    (University of Rijeka)

  • Vladimir Mozetič

    (University of Rijeka, Faculty of Medicine)

Abstract

Purpose – The purpose of this research is to determine the way functional magnetic resonance imaging (fMRI), as a research tool in neuromarketing, is used and to analyze important elements of conducting such research, as well as defining all relevant terms regarding neuromarketing and consumer neuroscience. Design/Methodology/Approach – The research study focused on conducting an fMRI experiment, using the observation method, survey, and interview methods. Findings and implications – By analyzing all steps in the fMRI experiment procedure and determining how to conduct fMRI research, obstacles in this kind of research were identified to establish what needs to be overcome for proceeding with further studies. Limitations – Numerous limitations included lack of adequate equipment and software, huge administrative barriers, and finding experts capable of conducting this kind of research. Originality – This research study combined the topics of sensory marketing, neuromarketing, and social marketing. Furthermore, it contributes to clearing the path for this kind of research approach in the future, representing a new trend that is here to stay.

Suggested Citation

  • Maja Vujičić & Bruno Grbac & Vladimir Mozetič, 2021. "Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(2), pages 185-203.
    • Handle: RePEc:zag:market:v:33:y:2021:i:2:p:185-203
    DOI: 10.22598/mt/2021.33.2.185
    as

    Download full text from publisher

    File URL: https://doi.org/10.22598/mt/2021.33.2.185
    Download Restriction: None
    File URL: https://libkey.io/10.22598/mt/2021.33.2.185?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mateja Kos Koklič, 2019. "Effect of Specialty Store Environment on Consumer’s Emotional States: The Moderating Role of Price Consciousness," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(1), pages 7-22.
    2. Colin F. Camerer & George Loewenstein & Drazen Prelec, 2004. "Neuroeconomics: Why Economics Needs Brains," Scandinavian Journal of Economics, Wiley Blackwell, vol. 106(3), pages 555-579, October.
    3. Drazen Prelec & George Loewenstein, 1998. "The Red and the Black: Mental Accounting of Savings and Debt," Marketing Science, INFORMS, vol. 17(1), pages 4-28.
    4. Bechara, Antoine & Damasio, Antonio R., 2005. "The somatic marker hypothesis: A neural theory of economic decision," Games and Economic Behavior, Elsevier, vol. 52(2), pages 336-372, August.
    5. Koc, Erdogan & Boz, Hakan, 2014. "Psychoneurobiochemistry of tourism marketing," Tourism Management, Elsevier, vol. 44(C), pages 140-148.
    6. Vieira, Valter Afonso, 2013. "Stimuli–organism-response framework: A meta-analytic review in the store environment," Journal of Business Research, Elsevier, vol. 66(9), pages 1420-1426.
    7. Gountas, John & Gountas, Sandra & Ciorciari, Joseph & Sharma, Piyush, 2019. "Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages," Journal of Business Research, Elsevier, vol. 105(C), pages 121-135.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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).
    2. Creed, Bernard & Ning Shen, Kathy & Ashill, Nick & Wu, Tianshi, 2021. "Retail shopping at airports: Making travellers buy again," Journal of Business Research, Elsevier, vol. 137(C), pages 293-307.
    3. Daniel Serra, 2019. "Neuroeconomics and modern neuroscience," CEE-M Working Papers halshs-02160907, CEE-M, Universtiy of Montpellier, CNRS, INRA, Montpellier SupAgro.
    4. Hain, Cornelia & Lehmann-Waffenschmidt, Marco & Kenning, Peter, 2007. "Neuroökonomie und Neuromarketing: Neurale Korrelate strategischer Entscheidungen," Dresden Discussion Paper Series in Economics 04/07, Technische Universität Dresden, Faculty of Business and Economics, Department of Economics.
    5. Žaneta Piligrimienė & Andželika Žukauskaitė & Hubert Korzilius & Jūratė Banytė & Aistė Dovalienė, 2020. "Internal and External Determinants of Consumer Engagement in Sustainable Consumption," Sustainability, MDPI, vol. 12(4), pages 1-20, February.
    6. Beugré, Constant D., 2009. "Exploring the neural basis of fairness: A model of neuro-organizational justice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 110(2), pages 129-139, November.
    7. Khan, Jashim & Belk, Russell W. & Craig-Lees, Margaret, 2015. "Measuring consumer perceptions of payment mode," Journal of Economic Psychology, Elsevier, vol. 47(C), pages 34-49.
    8. Gerhard Raab & Christian Elger & Michael Neuner & Bernd Weber, 2011. "A Neurological Study of Compulsive Buying Behaviour," Journal of Consumer Policy, Springer, vol. 34(4), pages 401-413, December.
    9. Daniel Serra, 2021. "Decision-making: from neuroscience to neuroeconomics—an overview," Theory and Decision, Springer, vol. 91(1), pages 1-80, July.
    10. Constant D. Beugré, 2010. "Brain and Human Behavior in Organizations: A Field of Neuro-Organizational Behavior," Chapters, in: Angela A. Stanton & Mellani Day & Isabell M. Welpe (ed.), Neuroeconomics and the Firm, chapter 15, Edward Elgar Publishing.
    11. Trompeta, Maria-Angeliki & Karantinou, Kalipso & Koritos, Christos & Bijmolt, Tammo H.A., 2022. "A meta-analysis of the effects of music in tourism and hospitality settings," Journal of Business Research, Elsevier, vol. 138(C), pages 130-145.
    12. Batrancea Larissa-Margareta & Nichita Ramona-Anca, 2012. "A Neuroeconomic Approach Of Tax Behavior," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 649-654, July.
    13. Angela A. Stanton & Mellani Day & Isabell M. Welpe (ed.), 2010. "Neuroeconomics and the Firm," Books, Edward Elgar Publishing, number 13502.
    14. Lester, Bijou Yang, 2011. "An exploratory analysis of composite choices: Weighing rationality versus irrationality," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 40(6), pages 949-958.
    15. Saintives, Camille, 2020. "Guilt online vs. offline: What are its consequences on consumer behavior?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    16. Johannes Abeler & Felix Marklein, 2017. "Fungibility, Labels, and Consumption," Journal of the European Economic Association, European Economic Association, vol. 15(1), pages 99-127.
    17. Dow Alexander & Dow Sheila C., 2011. "Animal Spirits Revisited," Capitalism and Society, De Gruyter, vol. 6(2), pages 1-25, December.
    18. Shinhye Kim & Alberto Sa Vinhas & U.N. Umesh, 2022. "Prepayment and future cross-buying: an exploratory analysis," Marketing Letters, Springer, vol. 33(3), pages 415-439, September.
    19. Yizhao Jiang, 2022. "The Influence of Payment Method: Do Consumers Pay More with Mobile Payment?," Papers 2210.14631, arXiv.org.
    20. Da Silva, Sergio, 2009. "Does Macroeconomics Need Microeconomic Foundations?," Economics - The Open-Access, Open-Assessment E-Journal (2007-2020), Kiel Institute for the World Economy (IfW Kiel), vol. 3, pages 1-11.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:33:y:2021:i:2:p:185-203. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.