Research Topic

Neuromarketing and Organizational Cognitive Neuroscience

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One of the main criticisms of the neuroscience application in understanding the social behavior in organizations context has been the lack of its utilization in the real environment, beyond the limits of a laboratory. However, several factors have given a new boost to neuroscience and neuromarketing in ...

One of the main criticisms of the neuroscience application in understanding the social behavior in organizations context has been the lack of its utilization in the real environment, beyond the limits of a laboratory. However, several factors have given a new boost to neuroscience and neuromarketing in understanding the relationship between the behavior of organizations and the public’s cognitive perception. These factors include: the development of technology; the shift from product brands to corporate brands; the rise of corporate reputation and the communication of corporate social responsibility; the search for brands with an emotional connection to its audience; and finally, the urgent need to optimize advertising effectiveness when confronted with audience fragmentation that has occurred since the eruption of social and digital media.

In short, these questions imply a growing concern about how to connect organizations with their public through the study of their perceptions, emotions, and experiences. To this date, researchers have been recording the audiences’ unconscious responses to organizations, which influence perceptions, human behavior, and interactions. They use a combination of neuroscience techniques, such as EEG, Galvanic Skin Response (GSR) or Electrodermal Activity (EDA), facial expressions of emotion or facial coding, and eye-tracking. However, previous research has scarcely focused on the development of organizations with regard to their relationship with the public, having focused instead on the effects of their promotional activities on consumers while forgetting their structure as corporate brands and purpose-driven companies. Specifically, at least four key research issues have been identified as follows:

Firstly, the evolution of organizational culture toward a purpose-driven structure has fostered a situation, in which corporate values become one of the cornerstones in the relationship between companies and their stakeholders.

Secondly, brand communication now goes beyond advertising and public relations, as organizations have begun to demonstrate social, political, and economic activism for issues unrelated to their own activity. This strategy was unknown in earlier times, and it began with the participation on social networks of their Presidents and CEOs. In the past years, this activism extends to boycotting actions that their audience boycotts as well because otherwise, their own brand reputation might be in danger.

Thirdly, brands are currently practicing emotional advertising and promotion. They seek to awaken the affection of audiences toward them and achieve an emotional connection that seamlessly integrates the brands into their daily lives, a reality to which social networks have contributed.

Finally, the technology applied to the study of organizations and their public has raised ethical questions related to the brands‘ ability to appeal to the unconscious reactions of audiences who may be especially vulnerable, such as children and young adults. On the other hand, neuroscience research can contribute positively to the posterior effectiveness of actions that promote behavior that is healthy, sociable, or related to environmental protection.

This Research Topic is not limited to previous themes of a similar nature. Our aim is to gain knowledge about all questions related to the cognitive perception of the public, both internal and external, with regard to the behavior of organizations and their capacity to achieve the objective of becoming well-known, recognized, and above all connected emotionally to their consumers and public.

For this Research Topic, we welcome original submissions, including empirical papers, theoretical papers, literature reviews, and conceptual papers.


Keywords: Neuroscience, Neuromarketing, Brands, Corporate, Communication


Important Note: All contributions to this Research Topic must be within the scope of the section and journal to which they are submitted, as defined in their mission statements. Frontiers reserves the right to guide an out-of-scope manuscript to a more suitable section or journal at any stage of peer review.

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