Emerging research frontiers in consumer neuroscience

Abstract

In this special issue of the Brazilian Journal of Marketing (ReMark), titled "Applications of neuroscience in the field of marketing", we explore the growing intersection between neuroscience and marketing (ReMark Special Issue 2022). Consumer Neuroscience, often referred to as Neuromarketing, emerges as an innovative direction of interdisciplinary research (Shigaki, Gonçalves, & Santos, 2017; Berčík, et al., 2016). This subfield seeks to understand the underlying neurobiological mechanisms of decision-making and consumer behavior.

This special edition includes eight articles that delve deeply into the topic. Bizarrias et al., (2023) investigate the bias of global brand preference through a conscious-unconscious approach. Oyman (2023) examines the use of celebrities in television advertisements with EEG in Turkey. Peixoto, Gonçalves, and da Silva (2023) discuss the applicability of FaceReader and the ISIE Framework to measure emotions in marketing research focused on sustainable consumption. Andreoli, de Britto, and Kawano (2023) address counterintuitive marketing communication in the social realm. Camargo (2023) analyzes the influence of human faces on attention and perception of reliability in virtual environments. Louro and Barboza (2023) explore the unconscious side of consumption and propose the model of emotional availability in consumption. Pereira et al., (2023) present a systematic literature review on Eye-Tracking as a physiological correlate of consumer behavior. Lastly, Pagan et al., (2023) propose a model for the experimental process in neuromarketing research using EEG.

The aim of this editorial comment is to highlight the emerging frontiers of research in the field of Consumer Neuroscience, presenting the advances and opportunities this promising area offers. To support our discussion, we conducted a bibliometric analysis on two renowned databases, resulting in a final sample of 177 relevant articles.

The use of neuroscientific tools in Neuromarketing has the potential to reveal consumers' unconscious reactions, allowing for a deeper understanding of cognitive constructs such as attention and emotion (García-Madariaga et al., 2019). By combining these tools with other research methodologies, it is possible to develop marketing theories and models with a solid biological foundation, benefiting both the academic world and the market (Semmelmann & Weigelt, 2018).

Various research in Applied Social Sciences have already used advanced techniques to study consumer behavior. The accessibility and cost reduction of these tools, along with technological advancements, have encouraged researchers to adopt these innovative approaches (Dimoka, Pavlou, & Davis, 2011). In particular, in Marketing, there has been a trend to combine different neuroscientific tools for a more holistic analysis of phenomena (Berčík et al., 2016; Christoforou, 2017; García-Madariaga et al., 2019).

Consumer Neuroscience represents an emerging frontier in Marketing research, offering unique opportunities to understand human behavior through the analysis of physiological data. The integration of technological advancements and neuroscientific tools promises to revolutionize the way we understand and approach the consumer in the world of Marketing. We invite readers to explore this special issue and delve into the contributions that neuroscience can bring to the field of marketing.

But, what are the possible emerging frontiers in Consumer Neuroscience?

 To answer the proposed question, we conducted a bibliometric analysis using the pairing technique. The databases consulted were Web of Science and Scopus, and the search expression used focused on terms related to neuromarketing and consumer neuroscience ("neuro market*" OR "neuro-market*" OR neuromarket* OR "consumer neuroscience"). We restricted our search to peer-reviewed articles in the areas of Administration, Neuroscience, Economics, and Management, which were published in journals specialized in Marketing. After analyzing the articles common to both databases, we identified a sample of 177 articles.

For data analysis, we adopted the statistical criteria defined by Quevedo-Silva et al., (2016). Principal Component Analysis was performed, and the three main emerging frontiers were identified resulting from the underlying relationships between the articles in the sample, as illustrated in Figure 1 and Appendix A, 71 articles.

 Figure 1

Bibliographic Coupling Network

Legend: Frontier 1 - Yellow, Frontier 2 - Blue, Frontier 3 - Red. References available in Appendix A.

The advancement of research in Neuromarketing is enriching our understanding of behavior in marketing and also in the organizational environment. With the aid of neurophysiological techniques, we have a deeper insight into how people make decisions and how this is reflected in business (Smidts et al., 2014; Karmarkar & Plassmann, 2019). In this editorial comment, we outline three emerging frontiers in Consumer Neuroscience:

1. Frontier 1 - Decision-making: neural responses and cognitive processes that consumers employ when making purchasing decisions and evaluating brands.
2. Frontier 2 - Academic and methodological rigor: using behavioral and neural evidence in a complementary manner to assess the influence of stimuli on consumers.
3. Frontier 3 - Mitigating the impact of research: the importance of ethics, regulation, and consideration of consumer vulnerability in research.

Research in Neuromarketing has broadened our horizons regarding behavior in marketing and the organizational environment. Neurophysiological techniques have proven valuable in uncovering how people make decisions, directly influencing businesses (Smidts et al., 2014; Karmarkar & Plassmann, 2019). It became evident in our analysis that Frontier 2 is the most recent and has connections with the works of Frontier 1. On the other hand, the studies of Frontier 3 address topics that distinguish themselves from the other two frontiers. Below, we present the Frontiers considering the order of relationship.

Frontier 1 - Decision-making, investigates the neural responses and cognitive processes that consumers use when making purchasing decisions and evaluating brands. Decision-making is a complex process, influenced by various factors, from psychological to economic aspects. Consumer Neuroscience has been dedicated to understanding these underlying neural mechanisms, providing valuable insights into how consumers perceive value and make decisions (Karmarkar & Plassmann, 2019). Moreover, the interdisciplinarity of the field, which ranges from Neuroeconomics to Neurostrategy, has allowed for a broader and integrated understanding of human behavior, considering cognitive, emotional, and social aspects (Caneppele et al., 2021).

The evolution from Frontier 1 to Frontier 2 can be seen as a natural progression in research. While the first one seems to focus on understanding decision-making processes and neural responses, the second one aims to enhance methodology and academic rigor, using both behavioral and neural evidence to assess the influence of stimuli. This evolution reflects the need for a more robust and rigorous approach in research, ensuring that findings are not only interesting but also methodologically sound.

Frontier 2 - Academic and methodological rigor, indicates that research in Consumer Neuroscience, although promising, still faces methodological challenges. The fragmentation of studies and the lack of clear guidelines have been barriers for researchers (Lee, Chamberlain & Brandes, 2018). However, by integrating behavioral and neural evidence, it is possible to achieve a deeper and more rigorous understanding of stimuli and their influences. The combination of different methods and tools, as well as the integration of existing theories, can help overcome these challenges, providing more accurate insights applicable to the real world (Zhang, Thaichon & Shao, 2023).

In summary, research in Consumer Neuroscience is constantly evolving. The transition from Frontier 1 to Frontier 2 reflects the ongoing pursuit of rigor and precision, ensuring that findings are not only relevant but also methodologically robust. As the field continues to grow and develop, it is essential that researchers remain committed to academic and methodological excellence.

Frontier 3 - Mitigating the impact of research, clearly distinguishes itself from Frontiers 1 and 2. While the other frontiers focus on consumer decision-making and methodological rigor, Frontier 3 emphasizes the protection and well-being of the consumer, as well as the ethical integrity of Neuromarketing research.

The rapid spread of Consumer Neuroscience and Neuromarketing has raised questions about the ethics and legal compliance of its application. There is a growing need to ensure that research is conducted ethically, protecting the rights and well-being of participants. The lack of regulation and clear standards can lead to unethical and irresponsible practices. Therefore, this last frontier emphasizes the need to establish clear guidelines and standards for conducting Neuromarketing research.

Furthermore, Frontier 3 addresses the concern about consumer vulnerability, especially in relation to the possibility of manipulation and influence through subliminal advertising and other techniques that exploit the neuroscientific understanding of consumer behavior. To overcome these ethical concerns, it is essential to provide educational and informative efforts directed at marketing professionals, advertisers, and the general public.

Organizations like the Neuromarketing Science and Business Association (NMSBA) play a vital role in establishing codes of ethics and guidelines to ensure the integrity of research and protect the interests of consumers. In summary, Frontier 3 serves as a crucial reminder of the inherent responsibility in applying these findings to the real world. It highlights the need to proactively address ethical and regulatory concerns to ensure that Neuromarketing research is conducted responsibly and with the utmost respect for the rights and well-being of consumers.

Exploring the research frontiers in Consumer Neuromarketing

 Frontier 1 - Decision-making

The influence of research in Consumer Neuroscience goes beyond the theoretical scope, impacting the way companies formulate their strategies, establish connections, and design their products to meet consumer needs, i.e., Neuromarketing. The discussion is no longer centered on whether Neuroscience and its tools have something valuable to contribute to understanding the market, but rather on how physiological factors influence human decision-making (Smidts et al., 2014).

However, it's important to emphasize that neuroscientific tools are not omnipotent on their own, but rather more effective when used as a complement to existing investigations. They provide data, constructs, models, theories, and analyses that can be synergistically integrated into ongoing research in the social sciences (Karmarkar & Plassmann, 2019). Despite the challenges associated with integrating neuroscientific tools into investigations about consumer decision-making processes, their application will promote a deeper understanding of decision-making, potentially resulting in the development of more effective decision support interventions and tools (Yoon et al., 2012).

In this factor, we identified that the emerging frontier is related to the ability to predict behavior at the market level across a range of decision types. We start from the assumption that consumers' decision-making processes play a fundamental role in understanding behavioral outcomes (Hubert et al., 2018). However, we understand that this prediction should rely on the support of other areas, allowing for a faster pace in research. 

Neuroeconomics, for example, has advanced frameworks on the neural mechanisms underlying decision-making processes and individual perceptions of value (Karmarkar & Plassmann, 2019). Neurostrategy, on the other hand, highlights in the literature studies on mental, cognitive, and neural activities, in addition to strategic decision-making being ethical and considering the social environment of respondents for the processing of emotions and information (Caneppele et al., 2021).

The main challenge faced by the subfields of Administration that make use of Neuroscience and that adopt a multidisciplinary and multimodal perspective to address their research questions (Yoon et al., 2012), lies in the continuous expansion and validation of the results obtained, along with the development of an increasingly deductive approach, capable of questioning, adjusting, or expanding existing economic theories. These research subfields, when coming together, are based on the positivist assumption that understanding the underlying neural and physiological processes is fundamental to explain human behavior. However, it's important to recognize that forthcoming findings from Consumer Neuroscience have the potential to unfold new significant implications for research in Neuroeconomics, Neuromarketing, and Neurostrategy (Hubert, 2010).

The main challenge faced by the subfields of Administration that make use of Neuroscience and that adopt a multidisciplinary and multimodal perspective to address their research questions (Yoon et al., 2012), lies in the continuous expansion and validation of the results obtained, along with the development of an increasingly deductive approach, capable of questioning, adjusting, or expanding existing economic theories. These research subfields, when coming together, are based on the positivist assumption that understanding the underlying neural and physiological processes is fundamental to explain human behavior. However, it's important to recognize that forthcoming findings from Consumer Neuroscience have the potential to unfold new significant implications for research in Neuroeconomics, Neuromarketing, and Neurostrategy (Hubert, 2010).

Seeking assistance from fields beyond psychology to understand neural responses and mental processes related to purchasing decisions and brand evaluations will allow for an understanding of individual or state-dependent differences in consumer behavior. The individual differences that influence decision-making are psychological or demographic, while the differences related to behavioral states present the possibility of discovering measurable individual differences in the brain and translating them into individual psychological or socioeconomic aspects (Karmarkar & Plassmann, 2019).

The application of neuroscientific tools in Marketing research can be seen as a source of theory generation, complementing traditional theories (Yoon et al., 2012). Furthermore, they can be considered as an innovative methodological tool to examine mental processes without the need to directly question consumers about their thoughts, memories, evaluations, or decision-making strategies. Thus, it allows access to information that would otherwise remain hidden (Plassmann, Ramsøy, & Milosavljevic, 2012).

They can also demonstrate how the neural correlates of price memory, both explicitly and implicitly, can provide insights into the processes that influence consumer choices (Linzmajer, Hubert, & Hubert, 2021), establishing a connection between theory and business application, encouraging managers to develop features that are not only functionally valuable but also psychologically impactful and aligned with cultural trends, inspiring, for example, the creation of culturally relevant brands (Schmitt, 2012). The research focus is evolving from an approach centered on cataloging the brain regions involved in responses to marketing stimuli to a broader direction, which involves the evaluation and refinement of fundamental constructs related to consumer behavior theories. A notable example is the study of brand personality traits (Chen, Nelson, & Hsu, 2015).

As Consumer Neuroscience gains prominence, there is a need to advance in the creation of publication standards. The field should enthusiastically address the exciting research questions that have become feasible with the new tools at our disposal. Adopting a multidisciplinary perspective on decision-making, which incorporates biological approaches, paves the way for unprecedented research opportunities (Yoon et al., 2012), considering that the structure of the mind is flexible and adjustable, and that cognition can be shaped through repeated bodily actions and modal simulations, resulting in its physical incorporation at the brain level (Reimann, 2018).

Frontier 2 - Academic and methodological rigor

 Current research in Consumer Neuroscience often presents itself in a fragmented manner, making it difficult for newcomers to gain a comprehensive understanding. This is justified by the scarcity of accessible and high-quality methodological guides (Lee, Chamberlain & Brandes, 2018). By clearly establishing the roles that neuroscientific tools play in marketing research, understanding how they contribute to the progress of current theories and the refinement of strategies (Lim, 2018), it is possible to introduce more academic rigor when addressing complementary behavioral and neural evidence to assess the influence of stimuli.

To gather the fragmented data from this promising field, differentiating basic, translational, and applied research, as well as defining concepts and establishing a framework for the validation of metrics grounded in Neuroscience, can prevent methodological discrepancies, conceptual incongruities, lack of systematic metric validation, and questions about business practices, highlighting the need to refine the discipline, seeking greater rigor and maturity (Ramsøy, 2019).

The use of neuroscientific tools allows linking behavioral and neural aspects to study the decision-making process that can lead to a purchase, thus improving existing marketing theories. Decision-making is a process in which a logical option is chosen from the available alternatives. This process involves analyzing information and evaluating costs, also encompassing psychological aspects, economic factors, and personal preferences that play a considerably relevant role in decision-making (Schoen et al., 2018). However, there are still emerging frontiers in this field of decision-making and consumer choices that need attention. Experiments seem to simplify the complexity of the decision-making process because the interactions between participants and stimuli are not considered (Alvino et al., 2019).

Exploring the neural mechanisms involved in the consumer experience can provide insights for researchers, especially when developing highly accurate behavior models that can be applied in real-world scenarios (Alvino et al., 2019) through a programmatic and integrative approach (Lee, Chamberlain, & Brandes, 2018). This is a challenge for research in Consumer Neuroscience and traditional methods, due to questioning the use of monolithic measurements that serve the same predictive purpose (Gier, Strelow & Krampe, 2020; Kolar et al., 2021; Baldo et al., 2022). Adopting an approach that combines multiple methods and tools, or that uses Neuroscience tools as a complement to traditional methods, would help avoid conclusions based on existing studies that are often restricted and repetitive, conducted in controlled environments with predetermined stimuli. It could also result in biased results due to the inherent limitations of the chosen method(s) (Zhang, Thaichon, & Shao, 2023). Relevant factors about research in this subarea of knowledge are also related to ethical concerns, research subjects, scientific reliability, validity, and transparency. Solutions seem to be related to the formulation of policies and the establishment of ethics committees that engage in responsible learning and practice (Shigaki, Gonçalves, & Santos, 2017; Lim, 2018a).

In addition to focusing on the choice of methods and tools, the incorporation of existing theories should be considered, as studies that use neuroscience tools heavily rely on the discovery of neurological and psychophysiological evidence, while theories play a fundamental role in marketing research (Casado-Aranda et al., 2020; Zhang, Thaichon, & Shao, 2023). Without this combination, there may be problems in terms of generalization, suitability, and validity of research data, resulting in biased results (Zhang, Thaichon, & Shao, 2023).

Studies in Consumer Neuroscience and its application through Neuromarketing have emerging frontiers in various aspects, such as promotions, pricing design, prediction of purchase-related activities, new product development, transmission of a message that would lead to a change in consumers' mindset, emotional and behavioral, among others beyond the methodological aspects and neuroscience tools (Ćirović et al., 2022; Panda et al., 2023). In this sense, looking at the sample of this factor and the research and results they present, we identified that most marketing research has focused on exchanges and strategies in Business-to-Consumer (B2C) contexts. Therefore, there is the possibility of using neuroscience tools to enhance the positioning and promotion of Business-to-Business (B2B) solutions, opening new frontiers for marketing theory and practice with significant innovation and value potential for the industry (Lim, 2018b).

 Frontier 3 - Mitigating the Impact of Research

 Due to technological advancement and the widespread availability of information, we have observed a rapid spread of Consumer Neuroscience and Neuromarketing, triggering discussions among legal and marketing experts regarding ethics, feasibility, and legal compliance of its application (Spence, 2019; Skriabin et al., 2021). Brazil, in terms of conceptual, methodological, and market advancement in this subfield of knowledge, is not among the countries with the most publications and contributions, ranking 20th, led by the United States of America, followed by Spain, Italy, the United Kingdom, and India. In this sense, we reflect on the role of scientific events and Brazilian academic journals in promoting research and publishing studies on emerging topics, considering that many can go beyond the hype.

Currently, the practice of identifying opportunities has been the target of criticism due to the application of neuromarketing, with a commercial predominance, often lacking safeguards to protect the participants involved in its studies (Garczarek-Bąk et al., 2021). For this reason, we consider an emerging frontier the need to mitigate the impact of research or actions aimed at ethics, regulation, and consumer vulnerability.

It is concerning to know that neuroscientific details, which have no logical connection to the argument in question, confer an appearance of official scientific authority, and neuroscience becomes a public domain (Spence, 2019). In this context, the restriction of consumers' attention, which represents one of the scarce resources for companies in the information age, means that people are not clear about their preferences until options are presented to them (Hsu & Chen, 2020).

Unlike the factor analyzed previously that addressed academic and methodological rigor, this factor aims to provide insights for the academic community and its researchers, but also for companies that are using neuroscientific tools to understand or persuade consumers. It's not enough to develop studies focused on understanding the consumption behaviors of vulnerable populations, using the argument that it's possible to help them protect themselves from exposure to harmful marketing influences, or to use them only as an opportunity to understand the effect of environmental signals on dependency behaviors and decision-making (Luna-Nevarez, 2021). It's necessary to understand the neural mechanisms of decision-making to enhance the ability of marketing professionals to effectively market their products (Venkatraman et al., 2012).

In this context, possible emerging frontiers may be related to safeguarding research participants, ensuring both internal and external scientific validity, disseminating the purposes, potential risks, and benefits comprehensively, and advocating for vulnerable populations against exploitation in the field of marketing (Baron, Zaltman, & Olson, 2017; Hensel, et al., 2017; Hensel, Wolter, & Znanewitz, 2017). Therefore, the choice of partnerships, key players, or actors in neuromarketing, considering that research in this area involves the interaction between various organizations, consumers, and researchers to study consumers' brain activity when exposed to stimuli (Luna-Nevarez, 2021), is a strategic factor.

However, regulatory deficiencies (Skriabin et al., 2021) or even the lack of regulation and standards are leading this subarea of knowledge towards unethical and irresponsible practices, favoring a trend of using findings to manipulate and influence consumers into purchasing products through subliminal advertising, even considering that the results are found in small samples, which makes the generalization of results problematic (Luna-Nevarez, 2021). 

Ethical concerns related to regulation and consumer vulnerability are associated with the limitations of the neuroscientific technologies and tools used (Mileti, Guido, & Prete, 2016). Overcoming ethical concerns is feasible through educational and informative efforts aimed at marketing professionals, advertisers, and the general population. A comprehensive approach to addressing ethical and legal issues related to the use of neuroscientific tools will significantly contribute to the advancement of Consumer Neuroscience (Spence, 2019; Skriabin et al., 2021). Understanding consumer perspectives becomes increasingly crucial in the pursuit of creating lasting value, something that can be experienced and shared in this highly connected context. Therefore, emerging frontiers are related to increasing sample sizes to ensure reliability and generalizability of results, as well as preserving consumer autonomy (Spence, 2019; Sung et al., 2020).

Some actions have already been developed to prevent Neuromarketing research from being devalued. For example, the Neuromarketing Science and Business Association (NMSBA) has played a significant role in promoting the development of the field, addressing ethical issues, and fostering the social interests of research projects. The NMSBA has developed an ethical code called EGNM (Ethical Guidelines in Neuromarketing). 

The minds of consumers are shaped not only by present events but also by their expectations and memories. These temporal factors play a central role in how our brains, and on a more abstract level, our mindsets, function (Sung et al., 2020). Understanding the workings of the human mind, including the unconscious, can enhance the integrated marketing communication process (Michael et al., 2019), and more effective interventions can be devised (Spence, 2019).

 The research boundaries and the articles of this special edition

In an attempt to frame each article in this special edition within a frontier, we observe that all of them contribute, in a way, to each one (Table 1). This is because these studies inherently have an interdisciplinary approach that combines elements from the Applied Social Sciences and Neuroscience.

 Table 1

Research Frontiers of the Articles in the Special Edition
(PDF)

Final considerations

In this special edition, we have the privilege of presenting eight articles that explore the frontiers of Neuroscience applied to different subfields of Administration. This field involves the analysis of physiological and cognitive processes to understand human characteristics related to personality, with the aim of elucidating individuals' behavioral strategies. The intention is to integrate principles and techniques from neuroscience with concepts and approaches from areas such as marketing, economics, and psychology. The goal is to establish robust neuroscientific foundations for understanding how marketing influences customer behavior (Lim, 2018a,b).

Consumer Neuroscience research, despite its growth, is often perceived as fragmented. This highlights the need for clear methodological guidelines. Challenges include the integration of methods and the need for robust theories. Furthermore, research can expand from B2C to B2B, bringing innovation and value. An integrative approach is crucial, combining different approaches and tools (Lim, 2018ab; Lee, Chamberlain & Brandes, 2018; and others).

The rapid expansion in research in this subarea of knowledge brings with it ethical and regulatory challenges. The application of neuroscientific tools in marketing raises concerns about potential consumer manipulations. Organizations like NMSBA are working on ethical codes and guidelines to address these challenges (Venkatraman et al., 2012; Mileti, Guido & Prete, 2016; and others).

Research is also adapting to enhance fundamental theories of consumer behavior, such as brand personality traits. As Consumer Neuroscience and Neuromarketing gain prominence, it is vital to establish publication standards and address new research questions, harnessing new tools and adopting a multidisciplinary perspective (Hubert, 2010; Plassmann, Ramsøy, & Milosavljevic, 2012; and others).

Given the evolution of emerging frontiers and technological advancements, there is growing concern about potential deception of consumers. We hope that research practices are guided by ethics and regulations, both in academia and in the business sector, ensuring responsible data collection and a genuine understanding of the consumer decision-making process.

Note of appreciation

 We would like to express our gratitude for the support and attention provided by Editor-in-Chief Prof. Dr. Julio Carneiro da Cunha. We are thankful to the reviewers, who contributed in an organized manner to our special edition.