Insights and innovations in consumer neuroscience, Volume II

In a time characterized by rapid technological advancement, the domain of consumer neuroscience has established itself as an effective set of techniques capable of detecting subconscious and spontaneous psychological dynamics, not explorable by conventional methods of data collection (e.g. questionnaires, focus groups).Depending on whether the insights this method produces are intended for commercial or academic use, different terms have been coined - 'neuromarketing' and 'consumer neuroscience'. Despite this terminological difference, these words convey the same meaning, consisting of the application of tools and theories from neuroscience to better comprehend decision making and related processes. Over time, the tools employed by consumer neuroscience have expanded to include fRMI, eye-tracking, EEG, heart rate, skin conductance, speech analysis, respiratory rate, facial coding, and electromyography, among others.As mental functions such as perception, emotion and cognition, have correlates that occur beneath the awareness threshold, shedding light on these psychological aspects becomes crucial. In this vein, neuroscientific techniques stand out for their capacity to surmount several of the constraints inherent to conventional methodologies, including phenomena such as social desirability bias and consumers’ limited introspective capacity. By leveraging neuroscientific techniques, researchers can unveil automatic and implicit responses as well as capture real-time reactions in a non-invasive, continuous manner.Two decades after the birth of consumer neuroscience, this methodology has been proving to be a powerful approach to gain a more accurate and authentic understanding of consumer behaviour. This interest is echoed by the rapid growth of publications employing neuroscientific techniques, which has seen a marked surge in recent years. In light of this, it is important to monitor the current state of research using these techniques, taking a snapshot of the topics and the modalities in which they are implemented.To this end, the aim of this Research Topic is to provide an up-to-date overview of the utilization of consumer neuroscience approach, delving into its ability to inform marketing strategies. From this standpoint, contributions focusing on methodology, product, service, and communication aspects related to marketing field are accepted. We encourage both academics and practitioners from a variety of disciplines who are interested in advancing the body of knowledge in consumer neuroscience to submit manuscripts.Potential research topics within the special issue may concern the investigation of (but are not limited to):• Comparing explicit (questionnaires) and implicit (consumer neuroscience) measures for marketing purposes.• Integrating multi-method research designs based on diversified neuroscientific techniques.• How neuromarketing techniques can enhance and predict marketing strategies effectiveness and ROI.• The role played by attentional, perceptual (e.g., sight, hearing, touch, smell, and taste), emotional, and cognitive dynamics in response to marketing stimuli.• Retail, services, and consumer experience (e.g. sales interactions and negotiation practices).• Digital marketing (e.g., mobile marketing, social media marketing, and social media influencer marketing).• Branding (e.g., brand image, brand reputation, brand equity, and co-branding).• Virtual reality (e.g., metaverse) and augmented reality.• Implicit responses to advertisements generated by artificial intelligence.• Segmentation differences (e.g., personality and cultural differences).• Meta-analysis and systematic review of consumer neuroscience.• Issues and ethical considerations in consumer neuroscience research and practice.• Insights and innovations in consumer neuroscience Topic editors: Margherita Zito, Riccardo Valesi, Vincenzo Russo Source: https://www.frontiersin.org/research-topics/84701/insights-and-innovations-in-consumer-neuroscience-volume-ii