Neuromarketing and Sensory Experience in the Age of Emerging Technologies

Topic Information

Dear Colleagues,

In the rapidly evolving digital landscape, integrating advanced technologies such as artificial intelligence (AI), virtual reality (VR), augmented reality (AR), and the metaverse is reshaping consumer interactions and experiences. These innovations offer unprecedented opportunities to understand and influence consumer behavior through neuromarketing and sensory marketing strategies. This Topic will delve into the intersection of emerging technologies, sensory experiences, and neuromarketing, providing a platform for research that explores how these advancements impact consumer cognition, emotion, and decision-making processes.

Topics of interest for this Topic include, but are not limited to, the following:

• Neuromarketing Applications in Digital Environments: Investigating how AI, VR, AR, and other emerging technologies can be utilized to assess and influence consumer behavior through neural and physiological responses;
• Sensory Experiences in Virtual Spaces: Exploring the design and impact of multisensory experiences within virtual and augmented environments, as well as their effects on consumer engagement and satisfaction;
• Consumer Neuroscience in the Metaverse: Examining how immersive virtual worlds affect neural responses related to brand perception, advertising effectiveness, and purchasing decisions;
• AI-Driven Personalization and Consumer Response: Analyzing the neurological and psychological impacts of AI-driven personalized marketing strategies on consumer behavior;
• Ethical Considerations in Neuromarketing Technologies: Addressing the ethical implications and consumer privacy concerns associated with the use of neuroimaging and biometric data in marketing within technologically advanced contexts;
• Cross-Cultural Sensory Marketing Strategies: Investigating how sensory marketing tactics, enhanced by emerging technologies, vary across cultural contexts and influence global consumer behavior.

We invite researchers and practitioners from fields such as marketing, neuroscience, psychology, information technology, and related disciplines to contribute original research articles, reviews, and case studies. Submissions should provide novel insights into how emerging technologies are transforming neuromarketing practices and sensory consumer experiences.

Dr. Yushi Jiang
Dr. Qiang Yang
Dr. Chao Feng
Dr. Fu Liu
Topic Editors

Keywords

Participating Journals

Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Behavioral Sciences behavsci	3.2	4.1	2011	27.7 Days	CHF 2400	Submit
Big Data and Cognitive Computing BDCC	5.3	11.4	2017	23.3 Days	CHF 1800	Submit
Brain Sciences brainsci	3.4	6.0	2011	16.8 Days	CHF 2400	Submit
Digital digital	-	6.7	2021	25.6 Days	CHF 1200	Submit
Informatics informatics	5.1	9.1	2014	32.7 Days	CHF 1800	Submit

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Published Papers (2 papers)

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Open AccessReview

Responsible Stimulus Selection in Neuromarketing: A Critical Narrative Review and Normative Framework for Ethical, Sustainable, and Replicable Consumer Research

by Alberto Ruiz-Osta, Casandra I. Montoro and Eduard Cristobal-Fransi

Behav. Sci. 2026, 16(7), 1115; https://doi.org/10.3390/bs16071115 - 3 Jul 2026

Viewed by 194

Abstract

Neuromarketing has emerged as a prominent methodological approach for investigating the implicit cognitive and affective processes underlying consumer decision making. By employing neuroscientific and psychophysiological techniques, it enables researchers to move beyond self-report measures and capture responses that consumers cannot always articulate explicitly. [...] Read more.

Neuromarketing has emerged as a prominent methodological approach for investigating the implicit cognitive and affective processes underlying consumer decision making. By employing neuroscientific and psychophysiological techniques, it enables researchers to move beyond self-report measures and capture responses that consumers cannot always articulate explicitly. Despite these advances, a fundamental component of experimental design—the selection of affective stimuli—remains conceptually underexamined within neuromarketing research. This article adopts a structured narrative review to examine how affective stimuli are selected, documented, and justified in neuromarketing research. It develops a conceptual and normative framework that reconceptualizes stimulus selection as a decision with ethical, scientific, and sustainability implications rather than a purely technical methodological choice. The review critically examines the widespread reliance on ad hoc stimuli, discusses the potential and limitations of standardized affective databases and related resources, and highlights the need for marketing-specific stimulus repositories. By reframing stimulus selection as a core component of responsible research practice, this study contributes to emerging debates on responsible neuromarketing and provides guidance for more transparent, replicable, ethical, and sustainable neuromarketing research in academic and applied contexts. Full article

(This article belongs to the Topic Neuromarketing and Sensory Experience in the Age of Emerging Technologies)

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18 pages, 850 KB  

Open AccessArticle

Research on the Influence Mechanism of AI Sound Cues on Decision Outcomes from the Perspective of Perceptual Contagion Theory

by Xintao Yu, Qing Gu and Xiaochen Liu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 243; https://doi.org/10.3390/jtaer20030243 - 5 Sep 2025

Cited by 2 | Viewed by 3127

Abstract

As AI recommendation systems become increasingly important in consumer decision-making, leveraging sound cues to optimize user interaction experience has become a key research topic. Grounded in the theory of perceptual contagion, this study centers on sound cues in AI recommendation scenarios, systematically examining [...] Read more.

As AI recommendation systems become increasingly important in consumer decision-making, leveraging sound cues to optimize user interaction experience has become a key research topic. Grounded in the theory of perceptual contagion, this study centers on sound cues in AI recommendation scenarios, systematically examining their impact on consumer choice and choice satisfaction, as well as the underlying psychological mechanisms. Study 1 (hotel recommendation, N = 155) demonstrated that embedding sound cues into recommendation interfaces significantly increased consumer choice and choice satisfaction. Study 2 (laptop recommendation, N = 155) further revealed that this effect was mediated by preference fluency. Contrary to expectations, AI literacy did not moderate these effects, suggesting that sound cues exert influence across different user groups regardless of technological expertise. Theoretically, this study (1) introduces the theory of perceptual contagion into AI-human interaction research; (2) identifies preference fluency as the core mediating mechanism; and (3) challenges the traditional assumptions about the role of AI literacy. Practically, this study proposes a low-cost and highly adaptable design strategy, providing a new direction for recommendation systems to shift from content-driven to experience-driven. These findings enrich the understanding of sensory influences in digital contexts and offer practical insights for optimizing the design of AI platforms. Full article

(This article belongs to the Topic Neuromarketing and Sensory Experience in the Age of Emerging Technologies)

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