Special Issue "Consumer Neurosciences"

A special issue of Behavioral Sciences (ISSN 2076-328X).

Deadline for manuscript submissions: closed (31 May 2019).

Special Issue Editor

Prof. Dr. Joseph Ciorciari
E-Mail Website
Guest Editor
Director Brain & Psychological Sciences Research Centre Applied Neuroscience, Swinburne University of Technology, Hawthorn, VIC 3122, Australia
Interests: cognitive and behavioural neuroscience; neuroimaging; electrophysiology; psychophysiology; biology of personality; consumer neuroscience; mental health and public health communication; consumer neuroscience

Special Issue Information

Dear Colleagues,

Predicting consumer behaviour has proven difficult despite well designed traditional market research measures. Advances in the neurosciences have not only demonstrated the inner workings of the brain, but have been able to demonstrate and quantify emotional and cognitive processes associated with decision making. In particular they have been able to highlight the role of emotion and unconscious processes in decision-making and consumer choice. Nonetheless, consumer neuroscience is still an emerging field but with limited sound methodological research and design guidelines spanning the fields of social psychology, marketing and cognitive neuroscience.

Also, applications of neuromarketing to improve the quality of like for the community have been scarce. Areas such as community welfare, the effects of sports fanaticism, drink driving, impact of social media, understanding conservation & charitable behaviors and community health have not been explored fully. As such, the use of traditional marketing techniques and the inclusion of consumer neuroscience in improving health communications has been limited. The developing field of consumer neuroscience may be useful in developing the correct approach and research, to design better health communications, which may help to save a life, while reducing expenditure on unsuccessful campaigns.

This special issue provides a an opportunity to report current neuroscience studies that aim to identify the potential use of neuroscience tools to analyze public health and social cause marketing campaigns.

Assoc. Prof. Joseph Ciorciari
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Behavioral Sciences is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Consumer Neuroscience
  • Public health communications
  • Community issues
  • Neuromarketing
  • Decision making
  • Consumer personality
  • Social Causes
  • Research Design

Published Papers (5 papers)

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Research

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Article
A Neuroimaging Study of Personality Traits and Self-Reflection
Behav. Sci. 2019, 9(11), 112; https://doi.org/10.3390/bs9110112 - 05 Nov 2019
Viewed by 2656
Abstract
This study examines the blood-oxygen level dependent (BOLD) activation of the brain associated with the four distinctive thinking styles associated with the four personality orientations of the Gountas Personality Orientations (GPO) survey: Emotion/Feeling-Action, Material/Pragmatic, Intuitive/Imaginative, and Thinking/Logical. The theoretical postulation is that each [...] Read more.
This study examines the blood-oxygen level dependent (BOLD) activation of the brain associated with the four distinctive thinking styles associated with the four personality orientations of the Gountas Personality Orientations (GPO) survey: Emotion/Feeling-Action, Material/Pragmatic, Intuitive/Imaginative, and Thinking/Logical. The theoretical postulation is that each of the four personality orientations has a dominant (primary) thinking style and a shadow (secondary) thinking style/trait. The participants (N = 40) were initially surveyed to determine their dominant (primary) and secondary thinking styles. Based on participant responses, equal numbers of each dominant thinking style were selected for neuroimaging using a unique fMRI cognitive activation paradigm. The neuroimaging data support the general theoretical hypothesis of the existence of four different BOLD activation patterns, associated with each of the four thinking styles. The fMRI data analysis suggests that each thinking style may have its own cognitive activation system, involving the frontal ventromedial, posterior medial, parietal, motor, and orbitofrontal cortex. The data also suggest that there is a left hemisphere relationship for the Material/Pragmatic and Thinking/Logical styles and a right activation relationship for Emotional/Feeling and Intuitive/Imaginative styles. Additionally, the unique self-reflection paradigm demonstrated that perception of self or self-image, may be influenced by personality type; a finding of potentially far-reaching implications. Full article
(This article belongs to the Special Issue Consumer Neurosciences)
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Article
Providing Excellent Customer Service Is Therapeutic: Insights from an Implicit Association Neuromarketing Study
Behav. Sci. 2019, 9(10), 109; https://doi.org/10.3390/bs9100109 - 14 Oct 2019
Cited by 3 | Viewed by 2158
Abstract
This paper reports the results of a combined biometric and implicit affective priming study of the emotional consequences of being the provider or receiver of either positive or negative customer service experiences. The study was conducted in two stages. Study 1 captured the [...] Read more.
This paper reports the results of a combined biometric and implicit affective priming study of the emotional consequences of being the provider or receiver of either positive or negative customer service experiences. The study was conducted in two stages. Study 1 captured the moment-by-moment implicit emotional and physiological responses associated with receiving and providing good customer service. Study 2 employed an affective priming task to evaluate the implicit associations with good and poor customer service in a large sample of 1200 respondents across three Western countries. Our results show that both giving and receiving good customer service was perceived as pleasurable (Study 1) and at the same time, was implicitly associated with positive feelings (Study 2). The authors discuss the implications of the research for service providers in terms of the impact of these interactions on employee wellbeing, staff retention rates and customer satisfaction. Full article
(This article belongs to the Special Issue Consumer Neurosciences)
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Article
Investigating Consumer Preferences for Production Process Labeling Using Visual Attention Data
Behav. Sci. 2019, 9(7), 71; https://doi.org/10.3390/bs9070071 - 01 Jul 2019
Cited by 1 | Viewed by 2346
Abstract
A second-price auction with eye movement recordings was used to investigate consumer preferences for labels disclosing the presence and absence of specific types of insecticides and to explore the relationship between visual attention and consumer purchasing behaviors. Findings contribute to the literature in [...] Read more.
A second-price auction with eye movement recordings was used to investigate consumer preferences for labels disclosing the presence and absence of specific types of insecticides and to explore the relationship between visual attention and consumer purchasing behaviors. Findings contribute to the literature in the following ways. First, visual attention pattern was endogenously determined by personal knowledge and pollinator conservation activities. Less knowledgeable or less engaged participants fixated more and for longer durations on the product as a whole rather than other information. Secondly, the first and last gaze cascade effect was confirmed by identifying a significant negative impact of participants’ first and last gaze visits on neonicotinoid labels on their bid values. Third, new evidence was added to the existing literature that the link between visual attention and consumer valuation and preference may be weak. Our results suggest that visual attention could provide useful information toward understanding participants’ bidding behaviors; however, evidence indicates that visual attention measures may not be directly linked with decision making. Full article
(This article belongs to the Special Issue Consumer Neurosciences)
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Article
Consumer Neuroscience and Digital/Social Media Health/Social Cause Advertisement Effectiveness
Behav. Sci. 2019, 9(4), 42; https://doi.org/10.3390/bs9040042 - 18 Apr 2019
Cited by 11 | Viewed by 4752
Abstract
This research investigated the use of consumer neuroscience to improve and determine the effectiveness of action/emotion-based public health and social cause (HSC) advertisements. Action-based advertisements ask individuals to ‘do something’ such as ‘act’, ‘share’, make a ‘pledge’ or complete a ‘challenge’ on behalf [...] Read more.
This research investigated the use of consumer neuroscience to improve and determine the effectiveness of action/emotion-based public health and social cause (HSC) advertisements. Action-based advertisements ask individuals to ‘do something’ such as ‘act’, ‘share’, make a ‘pledge’ or complete a ‘challenge’ on behalf of a brand, such as doing ‘something good, somewhere, for someone else’. Public health messages as noncommercial advertisements attempt to positively change behavioural intent or increase awareness. Australian health expenditure was $180.7 billion AUD (Australian dollars) in 2016/17 with $17 million AUD spent on government health campaigns. However, evaluation of health advertisement effectiveness has been difficult to determine. Few studies use neuroscience techniques with traditional market research methods. A 2-part study with an exploratory design was conducted using (1) electroencephalography (EEG) using a 64 channel EEG wet cap (n = 47); and (2) a Qualtrics online psychometric survey (n = 256). Participants were asked to make a donation before and after viewing 7 HSC digital/social media advertisements and logos (6 action/emotion-based; 1 control) to measure changes in behavioural intent. Attention is considered a key factor in determining advertising effectiveness. EEG results showed theta synchronisation (increase)/alpha desynchronisation (decrease) indicating attention with episodic memory encoding. sLORETA results displayed approach responses to action/emotion-based advertisements with left prefrontal and right parietal cortex activation. EEG and survey results showed the greatest liking for the ManUp action/emotion-based advertisement which used male facial expressions of raw emotion and vulnerability. ManUp also had the highest increased amount donated after viewing. Lower theta amplitude results for the International Fund for Animal Welfare (IFAW) action/emotion-based advertisement indicated that novel (possessing distinct features) rather than attractive/conventional faces were more appealing, while the rapid presentation of faces was less effective. None of the highest peak amplitudes for each ad occurred when viewing brand logos within the advertisement. This research contributes to the academic consumer neuroscience, advertising effectiveness, and social media literature with the use of action/challenge/emotion-based marketing strategies, which remains limited, while demonstrating the value in combining EEG and neuroscientific techniques with traditional market research methods. The research provides a greater understanding of advertising effectiveness and changes in behavioural intent with managerial implications regarding the effective use of action/challenge/emotion-based HSC communications to potentially help save a life and reduce expenditure on ineffectual HSC marketing campaigns. Full article
(This article belongs to the Special Issue Consumer Neurosciences)
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Review

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Review
Perception and Deception: Human Beauty and the Brain
Behav. Sci. 2019, 9(4), 34; https://doi.org/10.3390/bs9040034 - 29 Mar 2019
Cited by 9 | Viewed by 4774
Abstract
Human physical characteristics and their perception by the brain are under pressure by natural selection to optimize reproductive success. Men and women have different strategies to appear attractive and have different interests in identifying beauty in people. Nevertheless, men and women from all [...] Read more.
Human physical characteristics and their perception by the brain are under pressure by natural selection to optimize reproductive success. Men and women have different strategies to appear attractive and have different interests in identifying beauty in people. Nevertheless, men and women from all cultures agree on who is and who is not attractive, and throughout the world attractive people show greater acquisition of resources and greater reproductive success than others. The brain employs at least three modules, composed of interconnected brain regions, to judge facial attractiveness: one for identification, one for interpretation and one for valuing. Key elements that go into the judgment are age and health, as well as symmetry, averageness, face and body proportions, facial color and texture. These elements are all Costly Signals of reproductive fitness because they are difficult to fake. However, people deceive others using tricks such as coloring hair, cosmetics and clothing styles, while at the same time they also focus on detecting fakes. People may also deceive themselves, especially about their own attractiveness, and use self-signally actions to demonstrate to themselves their own true value. The neuroscience of beauty is best understood by considering the evolutionary pressures to maximize reproductive fitness. Full article
(This article belongs to the Special Issue Consumer Neurosciences)
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