About this Research Topic
Everyday we are exposed to hundreds of commercial and marketing messages and we encounter hundreds of products, but we buy just a few of them. How do such stimuli influence our behaviour? What makes us choose one or another good? What occurs in our brain when we look at, or use, or taste, or try one of them?
Neuromarketing aims at addressing such kind of questions from a neural activity perspective, in fact it has been defined as “the application of neuroscientific methods to analyse and understand human behaviour in relation to markets and marketing exchanges” (N. Lee, A. J. Broderick, and L. Chamberlain, “What is ‘neuromarketing’? A discussion and agenda for future research,” International Journal of Psychophysiology, vol. 63, no. 2, pp. 199–204, 2007).
Research concerning the study of the mechanisms of consumers’ decisions has been pursued for decades, but a relatively novel approach to such issue is represented by the “consumer neuroscience”, that has rapidly developed and which aims is to deepen the understanding of consumer behaviour using insights and methods from neuroscience.
For this Research Topic we encourage the submission of high quality reviews and original research articles focusing on neurophysiological (e.g. EEG, fMRI, MEG, autonomic responses studies) responses to:
• Products, for instance technological, food and beverage
• Commercial messages and the contribution of their features on their impact and decision making related processes
• Packaging options (texture, colors, shape, hedonic features, ergonomic features) and brand identity
• Environmental (e.g. light, sound, smell characteristics) influence on the intention to buy/use digital interface solutions
Authors should discuss the limitations of their approach, they are encouraged to discuss, or even demonstrate, how exactly value can or cannot be added over cheaper, more convenient methods such as questionnaires.
Keywords: neuromarketing, neuroergonomics, neuroaesthetic
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.