NeuroJourney: decoding customer behavior through brain pathways

Understanding the nuances of consumer behavior throughout the customer journey is a fundamental step in marketing. Traditional analysis marketing methods often do not capture the complexity of the customer decision-making processes. The growing field of Consumer Neuroscience, or Neuromarketing, bridges this gap by employing neuroscience tools to examine consumer decisions' neuropsychological underpinnings.
Recent studies have shown the potential of tools like electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) in revealing the cognitive and emotional dynamics that guide consumer preferences.
However, while these tools have provided valuable insights, there remains a need for a more integrated approach that combines these advanced techniques with traditional marketing research methods.

This integration is crucial for a comprehensive understanding of consumer interactions with marketing stimuli across both digital and physical spaces, and for addressing the existing gaps in knowledge regarding the emotional and cognitive aspects of consumer behavior.

This Research Topic aims to explore the efficacy of integrating decision neuroscience tools to assess decision-making processes, enhancing our understanding at every stage of the customer journey—from pre-purchase anticipation to post-purchase satisfaction.

By merging these tools with traditional research methods, this collection seeks to offer a comprehensive overview of how consumers interact with various marketing stimuli. The research will focus on specific questions such as how cognitive and emotional dynamics influence consumer preferences, the role of psychophysiological responses in predicting purchase decisions, and the factors affecting customer satisfaction and loyalty post-purchase.

To gather further insights in the integration of neuroscience tools with traditional marketing methods, we welcome articles addressing, but not limited to, the following themes:

- Customer experience
- Customer engagement
- Customer satisfaction and loyalty
- Customer centricity and customer focus
- Service quality

We encourage transdisciplinary submissions adopting cognitive and behavioral indices to measure consumer interactions at various touchpoints to enhance customer experience and business performance. We welcome insights from fields such as marketing, psychology, neuroscience, and human-computer interaction, fostering a deeper understanding of the dynamic consumer landscape.

Keywords: decision-making, neuromarketing, psychology, consumer neuroscience, customer behavior, fMRI, HRV, GSR, FEA, cognitive indices, human-computer interaction

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.