... the potential of EEG for the first time in assessing consumer engagement behaviors in SVAs. Additionally, it provides a data-analytic paradigm for SVA research and offers actionable insights for advertisers crafting impactful SVA content. The neuromarketing framework established herein bridges cognitive...

... 2024 Emerald Publishing Limited Licensed re-use rights only Naming rights Stadium sponsorship Consumer behavior Neuromarketing Eye-tracking In recent decades, sponsorship has shown consistent growth, making a notable impact globally (Alonso Dos Santos et al., 2021a , b...

... is the corresponding author and can be contacted at: mjhoyos@unizar.es 02 02 2022 23 06 2022 05 08 2022 05 08 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Flow SOR Interactivity Heart rate variability Neuromarketing Social...

...Behzad Izadi; Ali Ghaedi; Mohammadreza Ghasemian Purpose Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion strategies and the decision to buy sports products, in order...

... comparison. Design/methodology/approach Through the utilization of neuromarketing tools and protocols (quantitative and qualitative), the study explores facial eltromyography (EMG) capabilities and skin conductance responses (SCR) measuring consumers’ emotional responses. Findings The findings show...

... selected from two different platforms: Scopus and Science Direct. We used the following keywords to select the papers: neuromarketing, consumer neuroscience, decision-making process, product experience, food, beverage and wine. We identified six most relevant studies that use neuroimaging tools to study...

... for big data analytics. The purpose of this paper is to identify new opportunities and challenges for neuromarketing as an applied neuroscience. Design/methodology/approach The authors discuss conceptual and methodological contributions of neuromarketing based on studies that have employed neural...

... Neuromarketing Digital music Young consumers Optimal stimulation Music is the essence of culture, but how it has been recorded and shared has evolved over time, from vinyl to eight-track to cassette tape to CD, and now to online digital. In the last decade, digital technologies have radically affected...