Accelerat ing t he world's research.

The Impact of Eye Tracking on

Neuromarketing for Genuine Value-
Added Applications
GBMR Journal

Global Business and Management Research: An International Journal

Cite this paper Downloaded from Academia.edu 

Get the citation in MLA, APA, or Chicago styles

Related papers Download a PDF Pack of t he best relat ed papers 

A Review of St udies on Neuromarket ing: Pract ical Result s, Techniques, Cont ribut ions and Li…
Rozan Fort unat o, Forzaplay jee

Neuromarket ing: T he New Science of Advert ising

sunit a Kumar

Int ernat ional Journal of Commerce and Management Research A st udy on neuro market ing: A unique …
nt shuxeko sybil
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

The Impact of Eye Tracking on Neuromarketing for

Genuine Value-Added Applications
Aida Azlina Bt. Mansor
Faculty of Business and Management, Universiti Teknologi MARA Selangor, Malaysia

Salmi Mohd Isa*

Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia
Email: salmi.mohd.isa@usm.my

*Corresponding author

Abstract
Purpose: Rapid advances in business technology contribute to continued growth of our
understanding of consumer decision-making. Although many emerging technologies have yet
to be tested, many of them have already shown their usefulness. The neurosciences tools now
provide old, boring marketing concepts to the mix of ingredients including new marketing–
mix variables that require integration. This study, utilising eye trackers, attempts to examine
consumers’ response towards the four component of the marketing mix (product, price, place
and promotion) during decision-making process.
Design/methodology/approach: Thirty-one volunteers participated in the experiments to
measure eye movement to the different stimuli. A mobile SMI Eye Tracking Glasses 2 Wireless
and Be Gaze software was used to identify the primary area of interest.
Findings: The application from neuroscience tools helps to explore consumer brain responses
towards marketing stimuli on consumers’ decision-making processes. Eye movements are
possible to gain deeper understanding of the consumers’ decision making.
Practical implications: In traditional marketing studies, measures for the four marketing mix
elements tend to focus on a particular advertisement that is sometimes difficult to measure, as
a viewer may hold a cognitive bias. Businesses can add value to existing products, adapting to
changes in the marketplace and making advertising more effective. The present study, which
focuses on the role of neuromarketing, can assist marketers to better understand the consumers’
behaviour.
Originality: The application of neuroscience in neuromarketing studies in emerging markets
like Malaysia is very limited because the application and concept is new in such contexts.

Keywords: Neuromarketing, Consumer Behaviour, Decision Making, Neuroscience Tools,

Eye Tracking

Introduction
Marketing today is a critical business function that works in an environment that is frequently
changing. Marketing managers today must concern themselves with concepts such as branding,
integrated marketing communications, marketing mix, and control systems for their sales
forces (Kilian 2014). Marketing activities, particularly the concept of the 4Ps (product, place,
price and promotion) involve a series of marketing instruments that a company uses to achieve
its marketing aims in the target market (Alizade et al. 2014). Most of the time, the marketing
mix has been widely adopted from many areas of research and marketing strategies (Mccarthy

1
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

1964). Marketing mix is the most fundamental concept of marketing and this is supported by
Khan (2014), who opined that the marketing mix is essentially a set of tools that a company
uses to create a desired response in the targeted market. According to Heding, Knudtzen, &
Bjerre (2009), if a company develops the right mix in its marketing strategy, product that it is
selling will be successful and strong.
However, Neurosense (2015) reported that 80% of all new products fail within the first year of
launching due to the firm’s failure to fully understand the decision-making process that happens
in the subconscious minds of the consumers. Therefore, it is essential for marketers to
comprehend the consumer decision-making process in order to reduce product failures and
increase consumer loyalty as well as profits (Goode, 2008; and Mehta & Panda, 2015). A
deeper understanding of consumers’ decision-making process will generate informed business
decisions in order to raise revenues, lower consumer acquisition costs, and increase consumer
retention and profitability. Marketers can strategize marketing messages that provide more
value and market the products in ways that the consumers are aware of.
These are the reasons why consumers’ decision-making cannot be understood simply by
studying their final decisions (Chae & Lee 2013). The core process between the final decisions
is crucial to understand the consumers better. It is difficult to gather a consumer’s subconscious
information using traditional research methods (Kolar 2014). The drawback of this traditional
marketing method is that it fails to focus on the consumer’s subconscious minds (Calvert &
Brammer 2012; Spanjaard et al. 2014) and it leads to poor prediction of consumer behaviour.
For that reason, Lowenstein (2014) argued that it is imperative to know what is inside the
consumer’s mind so that marketers can shape, modify, and communicate the messages to the
wider consumer base more successfully.
For decades, in order to understand consumer response and the trigger behind marketing mix
instruments towards purchasing, companies have depended on traditional marketing tools such
as self-report surveys, experiments and focus groups (McDowell & Dick 2013), to understand
consumers‘ responses and draw conclusions about consumer response, and use the information
to make marketing decisions for building a better brand.
In order to close the gap, researchers have shown an interest in applying neuroscience
technology in marketing researches. The field of neuroscience has lately been referred to as,
the new tools. New neuroscience technologies have enabled companies to connect with their
consumers, respond more quickly and effectively to consumer needs, and become more
solutions oriented (Thorp 2006). Therefore, the combination between neuroscience and
marketing exist the term neuromarketing. Neuromarketing helps to understand the consumers’
behaviour better than traditional market research (Ciprian-Marcel et al. 2009).
The combination of neuro and marketing denotes the term of neuromarketing. Neuromarketing
is a research area that evolved from the combination of neuroscience concepts and classical
marketing research theories which examines the consumer’s decision making process from the
brain perspective. the start of neuromarketing tools have been available for decades for
example in the early Krugman in 1960 who started to use pupil meters tools that measure
spontaneous pupil enlargement as an indicator of consumers’ interest while looking at packages
or print advertisements; and Galvanic Skin Response (GSR) as a signal of consumer’s
emotional response to advertisements (Sutherland 2007).
Overall, Asian country is still in the emerging process in applying neuromarketing concept. It
is a developing field which combines three main areas of research. It is built on three basic
areas which are; neuroscience; marketing and psychology (Genco et al., 2013; (Javor et al.
2013; Khushaba et al. 2013 and Smidts 2013). The field of neuroscience is predicated on the
study of the structure and function of the brain (Perrachione & Perrachione 2008). Marketing
is the social process by which individuals and organizations obtain what they need and want
through creating and exchanging value with others (Kotler & Armstrong 2011). Psychology is

2
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

an area of knowledge used in the studies of consumer behaviour to understand how consumers
think, act and interact with products and services, the similarities and differences in their
selective processes, their desires and the factors that influence their consumption decisions
(Colaferro & Crescitelli 2014). Therefore, to understand the core concept of neuromarketing,
it is necessary to have an idea that it is composed of three main disciplines.
The main concept of neuromarketing is totally related with understanding the consumer
subconscious mind, explaining consumer's preferences, motivations and expectations, and
predicting consumer behaviour (Bercea 2012; Dapkevičius & Melnikas, 2009; Colaferro &
Crescitelli 2014 and Fugate 2007). Thus, the concept of neuromarketing has been the reason
of new research in marketing. Neuromarketing goes beyond traditional marketing methods,
such as focus groups and questionnaires that are unable to investigate the subconscious minds
of the consumers (Eser et al. 2011). For that reason, neuroscientific technologies can support
businesses in consumer decisions on product placement and contributes in optimizing the
traditional marketing mix instruments such as product, price, communication, and distribution
policies, as well as brand research” (Kenning & Linzmajer 2011). It is expected that with this
method, a more effective customer segmentation can be carried out, which in turn leads to
improved marketing products by considering individual product and brand preferences as well
as consumer behaviour in general (Venkatraman et al. 2014). Marketing professional can use
different neuromarketing techniques to familiarise with consumers’ behaviour to purchase
marketers desired product (Rehman et al. 2016). In addition, it will also provide a clear
framework to show marketers can achieve sustainability by applying this new concept.
The application of neuroscience in neuromarketing study in Malaysia is very limited because
the application and concept is new in the Malaysian context, although neuromarketing is
nothing new in other parts of the world. More research should be done to fill the knowledge
gap. Marketers and researcher should learn the techniques of reading basic human behaviour,
and apply science to understand the ways consumers react to marketing campaigns. Thus, this
study attempts to fill up this gap by examining Malaysian consumers’ response towards basic
marketing functions during decision-making process using the neuroscience tools. Towards the
end of this study, marketers will be more alert and educated of consumers’ decision-making to
build better products for them. The implementation of neuromarketing will reduce marketing
failures and increase marketing sustainability. Neuromarketing tools can be used to help
researchers and companies to further develop effective approaches, providing better and
efficient services to consumers.

Literature Review
The concept of neuromarketing
There is a growing body of literature that recognizes the importance of neuromarketing. The
interest on neuromarketing topic over time is increasing (Google Trends, 2017). Figure 1
illustrates the trends of neuromarketing topics searched from all over the world over the past
10 years. As the subject of neuromarketing continues to grow, the findings are becoming
increasingly important in delivering meaningful data to marketing industry.

3
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

Neuromarketing interest over time

120

100

80

60

40

20

0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Source: Google Trends (2017)

Figure 1: Neuromarketing interest from 2007 – 2017

A considerable amount of literature has been published on neuromarketing throughout the

years. Researchers have proposed different definitions of neuromarketing. Therefore, for a
clear and universal definition of neuromarketing from various definitions, Table 1, authors
have categorized the definition based on two (2) main categories.

Table 1: Compilation of neuromarketing definitions

Author Business category Academic category
Neuromarketing is a branch of the
general field of neuroeconomics,
Kenning & which is an interdisciplinary field
Plassmann that combines economics,
(20050 neuroscience and also psychology,
to study the brain function in
decision-making situations.
Neuromarketing as the application
of neuroscientific methods to
Lee, analyse and understand human
Broderick, & behaviour in relation to marketing
Chamberlain exchanges, and it is an academic
(2007) area instead of the use of
neuroimaging techniques to sell
products or services.
Neuromarketing in combination
with classical marketing research
theories can add crucial insights in
the human’s decision making
process as “functional brain
Kenning &
imaging techniques allow real-time
Plassmann
observation of the underlying brain
(2008)
processes during pre-purchasing,
purchasing, and post purchasing
stages of the consumer decision-
making process in a laboratory
environment”.

4
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

Hubert & Neuromarketing as a business

Kenning activity rather than an academic
(2008) area.
Neuromarketing is to understand
Ciprian- the way the brain determines the
Marcel, consumers’ behaviour and it
Lăcrămioara, supposes the study of the process of
Ioana, & choosing different brands, as well
Maria (2009) as the identification of the factors
determining the choice
Source: Author’s own

Overall, it can be concluded that the fundamental definition of neuromarketing is the

application of neuroscience tools to understand consumer behaviour better and to investigate
the effectiveness of the marketing functions from the subconscious and emotion response from
the marketing stimulation. The application of neuromarketing can be used both by business
activity and academic area depending on the objectives of the investigation. Neuromarketing
brings powerful insights and techniques into consumer research especially in consumer
behaviour study (Genco, Pohlmann, & Steidl, 2013). This is supported Colaferro & Crescitelli
(2014) who mentioned that neuromarketing delivers wide-ranging range of knowledge,
aggregating to behavioural information in the subconscious mind that guide consumer in their
process of decision making. Therefore, Sebastian (2014) and Genco, Pohlmann, & Steidl
(2013), mentioned that neuromarketing study can measure such as emotional engagement,
memory retention, purchase intention, novelty, awareness and attention of the consumers,
branding, product design and innovation, advertising effectiveness, consumer decision making,
online experiences, and entertainment effectiveness.

Early application of neuromarketing

In early examples of neuromarketing, in an unpublished experiment by Read Montague; the
classic and legendary application of neuromarketing in the early days was the taste challenge
between Coke and Pepsi (McClure et al. 2004). In the challenge, respondents were asked to
blind taste on both Coke and Pepsi. The experiments were carried out using a neuroscientific
tool known as ‘Functional Magnetic Resonance Imaging’ (fMRI), to scan the respondents’
brain to understand their preference in Coke over Pepsi. Before the test began, the respondents
claimed that they favoured Coke over Pepsi, however during the blind-test taste, they preferred
Pepsi over Coke. McClure et al. (2004) found the Coke advertising campaign was far more
advanced than Pepsi, and it inevitably tricked the consumers thinking they preferred Coke
more. Nearly all the participants said they preferred Coca-Cola (Anon 2004). The result from
the study proves that consumers would always express something else although subconsciously
they have a different expression in mind (Babu & Vidyasagar 2012).
Another famous study, conducted between 2008 and 2010, Campbell Soup Company focuses
on the ways consumers react to Campbell soup’s advertisements and their influence on
purchase decisions of the consumers. The results showed that all Campbell Soup’s
advertisement failed and never worked out especially in generating sales. They found out that
consumers are not interested whenever they catch a glimpse of a Campbell product at the
supermarket. Thus, the Campbell team decided to use neuromarketing to study neurological
and physiological responses to study consumers’ purchase decisions. The Campbell soup’s
campaign, among other classic neuromarketing studies, relies on the conclusion that what
consumers think is located in the brain, and as a result the brain identifies the consumers’ wants
and needs (Glaenzer, 2016).

5
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

This proven that the concept of neuroscience can be applied in marketing study to explore
consumers’ response to the stimuli effectively. These masterpiece studies proves that by
combining neuroscientific advanced tools and marketing concepts to study the consumers’
brain, marketers could further understand what the consumer wants. Therefore, the emerging
studies on neuromarketing it has created attention among companies and researchers from all
over the world.

Discoveries of neuromarketing
One major finding in neuromarketing studies is the high level impact of emotions and effect
on customers’ decision-making processes (Stoll et al. 2008). In particular , neuroscience helps
to understand the role of consumer inner emotional responses, which play an important part in
the decision making process (Solnais et al. 2013). This evidence is supported by Perrachione
& Perrachione (2008), neuroscience seeks to understand the underlying of complex thoughts,
such as reasoning, decision making, object representation, emotion, and memory and consumer
responses to marketing. Neuroscience is also associated with the basis for understanding how
consumers create, store, recall, and relate to information such as brands in everyday life
(Ahmad 2010). The results gathered from neuromarketing studies provide insight into the
consumer’s mind-set that traditional marketing test methods cannot offer.
The results from the neuromarketing study give a big impact and help to understand consumer
better. Hence, the important of neuromarketing is signifies because when combined
neuromarketing results with other qualitative data, it can be a powerful tool in predicting
consumer habits. Neuromarketing is helping marketers to have a better understanding of
consumer preferences, by supporting traditional research method (Rehman et al. 2016).The
future of neuromarketing is bright and by applying neuromarketing, marketers can strategize
and create smarter marketing that will boost the effectiveness of their marketing effort.

Methods
Since the tools from neuroscience that available are in high technology plus high in cost,
researcher and marketers are advised to study and understand their marketing objectives before
they proceed with the tools. Based from authors’ observation and literature, it is advisable for
researchers to understand the functions each of the tools, how it works, how to analyse the data
and how to apply the data into the marketing.
There are growing numbers of research focus in using eye tracking to study human behaviour.
Eye tracking according to Santos et al. (2015), is a tool for the analysis of visual attention and
it seeks to associate visual attention with the rational and emotional responses of consumers.
Eye tracking is part of neuroscience techniques, which measure respondent’s responses
indirectly rather than directly (Connell et al., 2011; Huang & Kuo, 2011). Connell et al. (2011),
reports a study that confirms that eye tracking provides more accurate information than self-
report, and can be useful in advertisements development and assessment, concept testing, logo
and package design, online usability and micro-site development or in-store marketing.
Whereas, Santos et al., (2015), stated that the results of eye tracking research is practical in
marketing applications, such as brand equity, segmentation, new product development, pricing
decisions, place decisions, promotion decisions, and social marketing studies.
The stimulus of the study is designed to explore respondents’ eye movements on the marketing
messages of green and non-green products. For the purpose of the study, the researcher
developed images of two types of products; commercial body wash (non-green) and green body
wash products, and the manipulated the information on marketing information elements (price,
product, place and promotion). The objectives of the activities were to explore consumers’
visions of green and non-green products on their consumption behaviour. The body wash were
selected from previous research (Lin & Huang, 2012; Honabarger, 2011; Young, Hwang,

6
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

McDonald, & Oates, 2008; Lin & Chang, 2012; Giovanna & Luca, 2012; and Rahbar & Wahid,
2011). The body wash is chosen because the respondents had a moderate level of product
engagement and also due to the fact that the product was neutral regarding the sex of the
respondents. It is also a product that consumers frequently buy and use immediately; which are
mainly sold in retail stores and having a short useful life (Morel & Kwakye 2013).
This study employed 31 numbers of the volunteers who willingly to take part in the study. All
the respondents were given a sufficient introduction about this experiment, time duration, the
purpose of experimentation and consent forms before entering into the experiment. A
laboratory experiment was conducted in order to investigate the consumer behaviour in
decision making towards green and non-green product choices with the presence of marketing
mix elements. If the volunteers agreed, then they were given a consent form which was
approved by Human Ethical Committee of Universiti Sains Malaysia (USM) with the reference
number USM/JePeM/16080255 before starting the experiment. The purpose of informed
consent form was to assure that the respondents understand what they were signing up for. For
the purpose of this study, the eye movements were recorded with the mobile SMI Eye Tracking
Glasses 2 Wireless.

Results
Areas of Interest (AOI) is average fixation duration of participants, which shown in Table 2
which summarize the results of AOI for both green and non-green products. For the purpose
of the study, (Be Gaze) was used for the analysis of area of interest (AOI). Visual attention to
the AOIs was estimated by the fixation time (the sum of all fixation durations) in seconds
within the AOI; a fixation was measured when a participant’s eyes stayed at a particular point
(Boerman et al. 2015). Accordingly, as shown in Figure 3, five (5) areas of interest (AOI) were
set by the analysing (Be Gaze) software.

Table 2: AOI results

Item Brand A
(non-green Price Product 1 Product 2 Promotion Place
product)
Average fixation 426.1 ms 389.8 ms 460.1 ms 443.9 ms 326.9 ms

Item Brand B
Price Product 1 Product 2 Promotion Place
(green product)
Average fixation 447.0 ms 403.1 ms 438.9 ms 440.1 ms 311.2 ms

7
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

Figure 2: Heat map of green and non-green body wash

Based from the results, average fixation for non-green product is the product itself where it
shows 460.1ms eye fixation of respondents on the item. However, on the other side for green
product the average fixation is more on price (447.0ms). Price was important element when
making the decision to buy the green products. This is because not all consumers are willing to
pay a higher price for green products (Gan et al., 2008). This is because consumers are very
sensitive to price changes and it easily affects consumers purchasing decision (Morel &
Kwakye, 2012). Norazah Mohd Suki (2013) suggested the price on the green products should
be affordable to encourage consumer to purchase, since price is the main factors in decision
making process. Based from the results marketers should aware on the pricing strategy when
they want to promote green products in order to attract consumer attention and choice on the
products. When the price is higher compare to the non-green products it will remain the barrier
to consumer to consume green products. It goes back to basic marketing concept when the
demand is low; therefore the supply for the product is getting low.

Conclusion
Owing to technological advancements, analysing consumer eye movements is now possible,
which means marketers and marketing scholars are able to gain an increasingly thorough
understanding of consumer behaviour. These advanced technologies from neuroscience
smoothen the finding through neuroimaging which traditional marketing method were unable
to do. Thus, eye tracking opens the door to a bright future in consumer research. Advanced
cooperation from neuroscientific techniques will improve the content and application of
traditional market research techniques. Neuromarketing will reveal information about
consumer preferences that is unobtainable through conventional and traditional methods
(Ariely & Berns 2010).
In order to gain a 360-degree understanding of the consumer, researchers must go straight to
the source: the consumer’s brain. With this being said, neuromarketing is able to confirm,
reconfigure, and improve conventional theories of marketing theory (Fugate, 2007). Data
gained from neuromarketing will provide strategic advertising campaigns, designing new
products or shopping environments towards consumer preferences for the products and brands
(Neurosense, 2015). This study has found that current customers who are familiar with green
products are concerned about the price. Therefore, businesses might want to integrate the
market potential and price position of the green product. Perhaps eye trackers in
neuromarketing may go on to discover new benefits that might trump the traditional marketing
research tools and can be used as the foundation for more effective marketing campaigns.
Given that perspective, by applying neuromarketing, marketers can strategize and leverage on

8
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

technologies to overcome the severely limited view that marketing primarily concerns itself
only with consumer perceptions.

Acknowledgment
This work was supported by Universiti Sains Malaysia (USM) Bridging Grant
(PPAMC/6316066).

References
Ahmad, Z.A., 2010. Brain in business: The economics of neuroscience. Malaysian Journal of
Medical Sciences, 17(2), pp.1–3.
Alizade, R., Mehrani, H. & Didekhani, H., 2014. A Study on the Effect of Selected Marketing
Mix Elements on Brand Equity with Mediating Role of Brand Equity in Etka Chain
Stores-Golestan Province. Kuwait Chapter of Arabian Journal of Business and
Management Review, 3(July).
Ariely, D. & Berns, G.S., 2010. Neuromarketing: the hope and hype of neuroimaging in
business. Nature reviews. Neuroscience, 11(4), pp.284–292.
Babu, S.S. & Vidyasagar, T.P., 2012. Neuromarketing: Is Campbell in Soup? The IUP Journal
of Marketing Management, XI (2), pp.76–100.
Bercea, M.D., 2012. Anatomy of methodologies for measuring consumer behavior in
neuromarketing research, Proceedings of the LCBR European Marketing Conference,
pp.1-14.
Boerman, S.C., van Reijmersdal, E.A. & Neijens, P.C., 2015. Using Eye Tracking to
Understand the Effects of Brand Placement Disclosure Types in Television Programs.
Journal of Advertising, 44(3), pp.196–207.
Calvert, B.G.A. & Brammer, M.J., 2012. Review Predicting Consumer Behavior. IEEE
PULSE, (June), pp.38–41.
Chae, S.W. & Lee, K.C., 2013. Exploring the effect of the human brand on consumers; decision
quality in online shopping: An eye-tracking approach. Online Information Review, 37(1),
pp.83–100.
Ciprian-Marcel, P. et al., 2009. Neuromarketing – Getting Inside the Customer’s Mind. Annals
of Faculty of Economics, 18(1), pp.804–808.
Colaferro, C.A. & Crescitelli, E., 2014. The Contribution of Neuromarketing to the Study of
Consumer Behavior. Brazilian Business Review, 11(3), pp.123–143.
Connell, B.O., Walden, S. & Pohlmann, A., 2011. Marketing and Neuroscience What Drives
Customer Decisions ?, pp.1–20.
Dapkevičius, A. & Melnikas, B., 2009. Influence of Price and Quality to Customer
Satisfaction : Neuromarketing Approach. Mokslas – Lietuvos Ateitis Science – Future of
Lithuania, 1(3), pp.17–20.
Editorial, 2004. Neuromarketing: Beyond branding. The Lancet Neurology, 3, 71.
Eser, Z., Isin, F.B. & Tolon, M., 2011. Perceptions of marketing academics, neurologists, and
marketing professionals about neuromarketing. Journal of Marketing Management,
27(July), pp.854–868.
Fugate, D.L., 2007. Neuromarketing: a layman’s look at neuroscience and its potential
application to marketing practice. Journal of Consumer Marketing, 24(7), pp.385–394.
Gan, C., Wee, Y.H, Ozanne, L., and Kao, H. T., 2008. Consumers’ purchasing behavior
towards green products in New Zealand. Innovative Marketing, 4(1), pp.93–102.
Genco, S., Pohlmann, A. & Steidl, P., 2013. Neuromarketing for Dummies, Mississauga: John
Wiley & Sons, Inc.
Giovanna, P. & Luca, P. de, 2012. Can implicit and explicit attitudes predict green product
choice under time pressure ? An experimental research, Conference Proceedings 5th

9
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

Biennial Conference of the Academy of World Business Marketing and

Management,Managing, Marketing and Financing Organizations in an Era of Economic
Uncertainty. 5th Biennial Conference of the Academy of World Business Marketing,
Volume: Volume 5, No. 1, 2012. pp.131-147.
Glaenzer, E., 2016. Are the Brain and the Mind One ? Neuromarketing and How Consumers
Make Decisions Are the Brain and the Mind One ? Colby College.
Goode, A., 2008. Book review: How Customers Think: Essential Insights into the Mind of the
Market. International Journal of Advertising, 27(3), p.480.
Heding, T., Knudtzen, C.F. & Bjerre, M., 2009. Brand Management - Research, theory and
practice, New York.
Honabarger, D., 2011. Bridging the Gap: The Connection between Environmental Awareness,
Past Environmental Behavior, and Green Purchasing.
Huang, Y. & Kuo, F., 2011. An eye-tracking investigation of internet consumers’ decision
deliberateness. Internet Research, 21(5), pp.541–561.
Hubert, M. & Kenning, P., 2008. A current overview of consumer neuroscience. Journal of
Consumer Behaviour, 7(October), pp.272–292.
Javor, A. et al., 2013. Neuromarketing and consumer neuroscience: contributions to neurology.
BMC Neurology, 13, pp.1–13.
Kenning, P. & Linzmajer, M., 2011. Consumer neuroscience: An overview of an emerging
discipline with implications for consumer policy. Journal fur Verbraucherschutz und
Lebensmittelsicherheit.
Khan, M.T., 2014. The Concept of ‘Marketing Mix’ and its Elements (A Conceptual Review
Paper). International Journal of Information, Business and Management, 6(2), pp.95–
107.
Khushaba, R.N. et al., 2013. Consumer neuroscience: Assessing the brain response to
marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Systems
with Applications, 40(9), pp.3803–3812.
Kilian, P.K., 2014. Marketing Management. Research Starters.
Kolar, E., 2014. Neuromarketing and Marketing Management : Contributions of Neuroscience
for the traditional Marketing Mix, Netherlands.
Kotler, P. & Armstrong, G., 2011. Principles of Marketing, (14th ed.) Prentice Hall.
Lin, P.C. & Huang, Y.H., 2012. The influence factors on choice behavior regarding green
products based on the theory of consumption values. Journal of Cleaner Production,
22(1), pp.11–18.
Lin, Y.-C. & Chang, C.A., 2012. Double Standard: The Role of Environmental Consciousness
in Green Product Usage. Journal of Marketing, 76(5), pp.125–134.
Lowenstein, M., 2014. Feelings and Emotional Underpinnings. What Are Their Real
Implications in the B2B and B2C Customer Experience Journey? Beyond Philosophy.
Mccarthy, E.J., 1964. Basic Marketing: A Managerial Approach,
McClure, S.M. et al., 2004. Neural correlates of behavioural preference for culturally familiar
drinks. Neuron, 44(2), pp.379–387.
McDowell, W.S. & Dick, S.J., 2013. The marketing of neuromarketing: Brand differentiation
strategies employed by prominent neuromarketing firms to attract media clients. Journal
of Media Business Studies, 10(1), pp.25–40.
Mehta, B. & Panda, R., 2015. Neuromarketing - Contour between the Proximate and the
Ultimate level of Consumer Decision Making. IFRSA Business Review, 5(1), pp.1–5.
Morel, M. & Kwakye, F., 2013. Green Marketing: Consumers’ Attitudes towards Eco-Friendly
Products and Purchase Intention in Pune.
Neurosense, 2015. Can neuromarketing help predict food purchase & preference?
Norazah Mohd Suki, 2013. Green awareness effects on consumers’ purchasing decision: Some

10
 Global Business and Management Research: An International Journal
Vol. 10, No. 1 (2018, Special Issue)

insights from Malaysia. International Journal of Asia-Pacific Studies, 9(2), pp.49–63.

Perrachione, T.K. & Perrachione, J.R., 2008. Brains and brands : Developing mutually
informative research in neuroscience and marketing. Journal of Consumer Behaviour,
318(October), pp.303–318.
Rahbar, E. & Wahid, N.A., 2011. Investigation of green marketing tools’ effect on consumers’
purchase behavior. Business Strategy Series, 12(2), pp.73–83.
Rehman, S.M. Ur et al., 2016. Neuro Marketing: A Qualitative Analysis of a Manager’s
Perception in Pakistan. ELK Asia Pacific Journal of Marketing and Retail Management,
7(3).
Santos, R.D.O.J. Dos et al., 2015. Eye Tracking in Neuromarketing: A Research Agenda for
Marketing Studies. International Journal of Psychological Studies, 7(1), pp.32–42.
Sebastian, V., 2014. Neuromarketing and Evaluation of Cognitive and Emotional Responses
of Consumers to Marketing Stimuli. Procedia - Social and Behavioural Sciences, 127.
Solnais, C. et al., 2013. The contribution of neuroscience to consumer research: A conceptual
framework and empirical review. Journal of Economic Psychology, 36, pp.68–81.
Spanjaard, D., Young, L. & Freeman, L., 2014. Emotions in supermarket brand choice.
Qualitative Market Research: An International Journal, 17, pp.209–224.
Stoll, M., Baecke, S. & Kenning, P., 2008. What they see is what they get? An fMRI-study on
neural correlates of attractive packaging. Journal of Consumer Behaviour, 359(October),
pp.342–359.
Sutherland, M., 2007. Neuromarketing: What’s it all about? Magnetic Resonance Imaging,
(February), pp.1–5.
Thorp, D., 2006. Brave new world: Technology and marketing. The Chartered Institute of
Marketing, 44(10).
Venkatraman, V. et al., 2014. Predicting Advertising Success beyond Traditional Measures:
New Insights from Neurophysiological Methods and Market Response Modelling.
Journal of Marketing Research, LII (August), p.141218074858006.
Young, W. et al., 2008. Sustainable consumption: green consumer behaviour when purchasing
products. Sustainable Development, (July).

11