scholarly journals Neuromarketing: The New Dawn and Disruption in Marketing Research

2021 ◽  
Author(s):  
Kovvali Bhanu Prakash ◽  
Appidi Adi Sesha Reddy
Keyword(s):  
Marketing Research ◽  
Behavioral Changes ◽  
Brain Wave ◽  
Point Of Sale ◽  
Brain Responses ◽  
Product Service ◽  
Making Choices ◽  
Tools And Techniques ◽  
The Brain

The 21st Century is termed as the ‘Century of the Brain’ and the ‘Human Brain’ has 100 billion neurons and each neuron is connected to 10000 other neurons. ‘Meme’ is a unit of information that is stored in the brain and these units are effective at influencing a person who is making choices and decisions within 2.6 seconds. The ‘Neuromarketing’ is emerged from the realms of ‘Neuro Science’ as a new dawn and digi-driven disruption in the arena of ‘Marketing Research’ that studies the cognitive and emotional brain responses to marketing stimuli. The ‘Consumer Neuro Science’ by instigating brain wave tools figuring out what customers’ thoughts and brain responses are towards a product, service, advertisement, or even packaging. Neuromarketing mapping the activities in specific regional strata of the brain, capturing and predicting the psychological as well as physiological behavioral changes of buyers and/or consumers at a point-of-sale. The chapter intends to present the conceptual focus of ‘Buying Brain’ viz., Neuro Marketing, the role of ‘Memes’ in buying decisions, besides the tools and techniques adopted in persuading Buyers as Consumers and/or Prosumers that remain unearthed and unexplored.

The views and perceptions of managers on the role of marketing research in decision making

2018 ◽  
Vol 60 (1) ◽  
pp. 67-87 ◽  
Author(s):  
Piotr Tarka
Keyword(s):  
Decision Making ◽  
Marketing Research ◽  
Decision Makers ◽  
Irrational Thinking ◽  
Analytical Thinking ◽  
Making Choices ◽  
Decision Making Processes ◽  
Specific Factors ◽  
Views And Perceptions

In this article, the author conducts an empirical diagnosis of managers’ views and perceptions in the context of use of information obtained from marketing research in decision-making processes. It is argued that decision makers who take charge of management, despite their strong declarations and beliefs about the potential and usefulness of information in decisions, in reality prefer solutions based on intuition and irrational thinking. Therefore, the objective of the conducted study is to explore mechanisms of such paradoxes. However, through empirical research, the author endeavored to find the answers associated with the specific factors that are likely to favor such an unreasonable thinking and activities undertaken by managers in decision-making processes. Based on the sample ( N = 213), which contained mainly information users, it was confirmed that managers, faced with a difficulty of information processing (e.g., due to information overloading problems and requirements of analytical thinking), or narrow cognitive capacities, limited memory, and strong reliance on personal experience, look for much simpler solutions in decision making. They preferably move toward the irrational sphere of making choices. Thus, the information, obtained from research, that is available to managers is rather neglected instead of being closely inspected (scrutinized). Moreover, the greater the surprise in information derived from marketing research (i.e., the wider is the discrepancy between the value of information provided by analysts and managers’ expectations), the greater their inclination to reject any information and much greater exposure toward irrational thinking in decision making. As a matter of fact, the problems associated with information adaptation in decisions, as well as the problems of analytical thinking, put the question mark over the entire usefulness of information and further deliberate conducting of the marketing research.

scholarly journals Witness and Silence in Neuromarketing: Managing the Gap between Science and Its Application

2019 ◽  
Vol 45 (1) ◽  
pp. 62-86 ◽  
Author(s):  
Jonna Brenninkmeijer ◽  
Tanja Schneider ◽  
Steve Woolgar
Keyword(s):  
Science And Technology Studies ◽  
Test Subject ◽  
Ethnographic Study ◽  
Commercial Application ◽  
Research Fields ◽  
Brain Responses ◽  
Self Reports ◽  
Commercial Research ◽  
The Brain

Over the past decades commercial and academic market(ing) researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ (brain) responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies (STS). Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application.

scholarly journals Cortical responses to natural speech reflect probabilistic phonotactics

2018 ◽  
Author(s):  
Giovanni M. Di Liberto ◽  
Daniel Wong ◽  
Gerda Ana Melnik ◽  
Alain de Cheveigné
Keyword(s):  
Low Frequency ◽  
English Word ◽  
Natural Speech ◽  
Neural Encoding ◽  
Individual Subject ◽  
Brain Responses ◽  
Learning Development ◽  
The Individual ◽  
The Brain

AbstractHumans comprehend speech despite the various challenges of real-world environments, such as loud noise and mispronunciation. Our auditory system is robust to these thanks to the integration of the upcoming sensory input with prior knowledge and expectations built on language-specific regularities. One such regularity regards the permissible phoneme sequences, which determine the likelihood that a word belongs to a given language (phonotactic probability; “blick” is more likely to be an English word than “bnick”). Previous research suggested that violations of these rules modulate brain evoked responses such as the N400 and the late positive complex. Yet several fundamental questions remain unresolved, especially regarding the neural encoding and integration strategy of phonotactic information. Here, we used linear modelling approaches to assess the influence of phonotactic probabilities on the brain responses to narrative speech measured with non-invasive EEG. We found that the relationship between continuous speech and EEG responses is best described when the speech descriptor includes phonotactic probabilities. This provides us with a methodology to isolate and measure the brain responses to phonotactics using natural speech at the individual subject-level. Furthermore, such low-frequency signals showed the strongest speech-EEG interactions at latencies of 100-400 ms, supporting a pre-lexical role of phonotactic information.Significance StatementSpeech is composed of basic units, called phonemes, whose combinations comply with language-specific regularities determining whether a sequence “sounds” as a plausible word. Our ability to detect irregular combinations requires matching incoming sequences with our internal expectations, a process that supports speech segmentation and learning. However, the neural mechanisms underlying this phenomenon have not yet been established. Here, we examine this in the human brain using narrative speech. We identified a brain signal reflecting the likelihood that a word belongs to the language, which may offer new opportunities to investigate speech perception, learning, development, and impairment. Our data also suggest a pre-lexical role of this phenomenon, thus supporting and extending current mechanistic perspectives.

Changing Behavior and Renewing the Brain

2018 ◽  
Vol 15 (1) ◽  
pp. 6-20
Author(s):  
Mark Maddix ◽  
Glena Andrews
Keyword(s):  
Spiritual Formation ◽  
Physiological Activity ◽  
Behavioral Changes ◽  
Physiological Measures ◽  
Religious Experiences ◽  
Brain Wave ◽  
Neuropsychological Measures ◽  
Skin Response ◽  
Time Changes ◽  
The Brain

The field of neuroscience and religion continues to explode as researchers seek to understand religious experiences in the brain. Studies in religious experience, called neurotheology, attempt to draw conclusions about the truth of these religious experiences from the study of biological brain events. Given the substantial research on the science of religion, this article explores the physiological changes of college students engaged in regular spiritual practices. Students were asked to engage in intentional spiritual formational practices, such as prayer, meditation, Scripture reading, and contemplation, to see if these practices impacted their physiological activities, including brain wave, heart rate, skin response (sweat), and reaction time changes. A variety of neuropsychological measures such as the Beck Depression Inventory, State/Trait Anxiety Scale, heart beats per minute, galvanic skin response, and electrophysiological encephalography measures were gathered at the beginning and the end of the course to measure physiological activity. The purpose was to discover whether students’ physiological measures changed as a result of spiritual formation practices. This study has implications for Christian educators: As persons engage in regular contemplative practices, this can result in behavioral changes in the brain.

scholarly journals A hierarchy of linguistic predictions during natural language comprehension

2020 ◽  
Author(s):  
Micha Heilbron ◽  
Kristijan Armeni ◽  
Jan-Mathijs Schoffelen ◽  
Peter Hagoort ◽  
Floris P. de Lange
Keyword(s):  
Language Processing ◽  
Predictive Processing ◽  
Language Understanding ◽  
Fine Grained ◽  
Brain Responses ◽  
Incoming Information ◽  
High Level ◽  
The Brain ◽  
Language Network

AbstractUnderstanding spoken language requires transforming ambiguous stimulus streams into a hierarchy of increasingly abstract representations, ranging from speech sounds to meaning. It has been suggested that the brain uses predictive computations to guide the interpretation of incoming information. However, the exact role of prediction in language understanding remains unclear, with widespread disagreement about both the ubiquity of prediction, and the level of representation at which predictions unfold. Here, we address both issues by analysing brain recordings of participants listening to audiobooks, and using a state-of-the-art deep neural network (GPT-2) to quantify predictions in a fine-grained, contextual fashion. First, we establish clear evidence for predictive processing, confirming that brain responses to words are modulated by probabilistic predictions. Next, we factorised the model-based predictions into distinct linguistic dimensions, revealing dissociable neural signatures of syntactic, phonemic and semantic predictions. Finally, we show that high-level (word) predictions inform low-level (phoneme) predictions, supporting theories of hierarchical predictive processing. Together, these results underscore the ubiquity of prediction in language processing, and demonstrate that linguistic prediction is not implemented by a single system but occurs throughout the language network, forming a hierarchy of linguistic predictions across all levels of analysis.

The Role of Mitochondria in the Genesis of Neuroaxonal Dystrophy in the Brains of Aging Mice

1975 ◽  
Vol 33 ◽  
pp. 372-373
Author(s):  
J.E. Johnson
Keyword(s):  
Electron Microscopy ◽  
Present Report ◽  
Light And Electron Microscopy ◽  
Dorsal Column ◽  
Neuroaxonal Dystrophy ◽  
Nucleus Gracilis ◽  
Dystrophic Axons ◽  
The Brain ◽  
Nucleus Cuneatus

Although neuroaxonal dystrophy (NAD) has been examined by light and electron microscopy for years, the nature of the components in the dystrophic axons is not well understood. The present report examines nucleus gracilis and cuneatus (the dorsal column nuclei) in the brain stem of aging mice.Mice (C57BL/6J) were sacrificed by aldehyde perfusion at ages ranging from 3 months to 23 months. Several brain areas and parts of other organs were processed for electron microscopy.At 3 months of age, very little evidence of NAD can be discerned by light microscopy. At the EM level, a few axons are found to contain dystrophic material. By 23 months of age, the entire nucleus gracilis is filled with dystrophic axons. Much less NAD is seen in nucleus cuneatus by comparison. The most recurrent pattern of NAD is an enlarged profile, in the center of which is a mass of reticulated material (reticulated portion; or RP).

Fibrinolytic Activity of Cerebro-Spinal Fluid and the Development of Artificial Cerebral Haematomas in Dogs

1969 ◽  
Vol 21 (02) ◽  
pp. 294-303 ◽  
Author(s):  
H Mihara ◽  
T Fujii ◽  
S Okamoto
Keyword(s):  
Cerebrospinal Fluid ◽  
Carboxylic Acid ◽  
Fibrinolytic Activity ◽  
Clinical Implications ◽  
Trans Form ◽  
Plate Method ◽  
Blood Samples ◽  
Fibrin Plate ◽  
The Brain

SummaryBlood was injected into the brains of dogs to produce artificial haematomas, and paraffin injected to produce intracerebral paraffin masses. Cerebrospinal fluid (CSF) and peripheral blood samples were withdrawn at regular intervals and their fibrinolytic activities estimated by the fibrin plate method. Trans-form aminomethylcyclohexane-carboxylic acid (t-AMCHA) was administered to some individuals. Genera] relationships were found between changes in CSF fibrinolytic activity, area of tissue damage and survival time. t-AMCHA was clearly beneficial to those animals given a programme of administration. Tissue activator was extracted from the brain tissue after death or sacrifice for haematoma examination. The possible role of tissue activator in relation to haematoma development, and clinical implications of the results, are discussed.

Neuromyelitis optica spectrum: novel concept of pathogenesis, diagnosis and treatment of Devic’s disease

2009 ◽  
Vol 150 (46) ◽  
pp. 2101-2109 ◽  
Author(s):  
Péter Csécsei ◽  
Anita Trauninger ◽  
Sámuel Komoly ◽  
Zsolt Illés
Keyword(s):  
Neuromyelitis Optica ◽  
Water Channel ◽  
Diagnostic Procedures ◽  
Diagnosis And Treatment ◽  
Clinical Settings ◽  
Permanent Disability ◽  
Therapeutic Decisions ◽  
Novel Concept ◽  
The Brain

The identification of autoantibodies generated against the brain isoform water channel aquaporin4 in the sera of patients, changed the current diagnostic guidelines and concept of neuromyelitis optica (NMO). In a number of cases, clinical manifestation is spatially limited to myelitis or relapsing optic neuritis creating a diverse. NMO spectrum. Since prevention of relapses provides the only possibility to reduce permanent disability, early diagnosis and treatment is mandatory. In the present study, we discuss the potential role of neuroimaging and laboratory tests in differentiating the NMO spectrum from other diseases, as well as the diagnostic procedures and therapeutic options. We also present clinical cases, to provide examples of different clinical settings, diagnostic procedures and therapeutic decisions.

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