About this Research Topic
In the last decade, the development of neuroscience knowledge and tools allowed a growing interest in research linking neuroscience techniques to psychology, marketing, management, economics, and sociology. In 2006, Prof. Qingguo Ma, from Zhejiang University in China, proposed the concept of "neuromanagement", applying cognitive neurosciences issues and techniques to managerial and economic subjects.
Neuromanagement development offers a new perspective in the techniques and theories in management issues, referring particularly to the cognitive characteristics of the brain and providing important new insights regarding human behaviour. Neuromanagement is a scientific approach to management that explores managerial, behavioural, and economic issues through the lens of mental processes and brain activity. Neuromanagement focuses on human brain and mental processes of individuals facing economics or management issues. Furthermore, it advances the understanding of the effect of communication and how individuals behave in organizational and work situations. Indeed, neuromanagement involves, among others, decision neuroscience, industrial issues, neuromarketing and social behaviours.
As the interest in applying neuroscience to consumer behaviour has increased, neuromarketing as a discipline became crucial for marketing, as it focuses on discovering and identifying consumers' emotions and behaviours. It is important to understand the emotional and non-verbal side of consumers’ responses, with the help of neuromarketing and consumers neuroscience tools, which comprise: eye tracking measures (to detect the visual attention and exploration patterns), electroencephalography (EEG, to measure moment-to-moment brain changes), skin conductance (to detect physiological activation), or facial coding (to measure, through human face, the experimented feelings). Thus, neuroscience tools add a new value to traditional research methods based on self-report measures to detect emotions, which may not capture the complexity of emotional experience. Indeed, self-report measurement captures only the conscious side of emotions and it is subjected to cognitive bias or social desirability. Neuroscience approaches, therefore, allow for a different interpretation between consumers’ experienced emotions and their awareness. According to studies on consumers’ behaviours and decision processes, measurements based on the registration of neuro-physiological parameters result in objective data, neuroscience applied to marketing can reveal what is happening in the brain in response to stimuli from advertising increasing our understanding of the neural mechanisms involved in buying decisions, and the relevant emotional processes.
This Research Topic aims to disseminate knowledge on neuromanagement and neuromarketing to advance research in these fields and to explore the connections with the main theories and approaches of research on the field of the Organizational Psychology.
Authors are encouraged to submit manuscripts in the area of:
• Measurement of organizational and management dimensions through neuroscience tools and application to neuromanagement issues;
• Human resources management and dynamics, and application around neuromanagement;
• Neuro-coaching, Neuro-entrepreneurship, Neuro-leadership and Neuro-selling, and application to neuromanagement issues;
• Neuromarketing measurement of consumer behaviour and considerations on marketing dynamics in this area;
• Neuromarketing, Decision Making and Neuroeconomics;
• Artificial Intelligence and measurement through neuroscience techniques and applications to neuromanagement and neuromarketing;
• Detection, measurement and implications of Virtual Reality and Augmented Reality using neuroscience tools;
• Neuromarketing techniques applied to marketing tools;
• Neuromarketing techniques of advertising;
• Neuromarketing techniques applied to social advertising;
• Media, social media, and media mix modelling: theories, measurements, and applications of neuromarketing techniques
Keywords: Neuromarketing, neuromanagement, decision making, emotion, consumer neuroscience
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