CALL FOR PAPERS - Special Issue 2022

Brazilian Journal of Marketing — Revista Brasileira de Marketing — ReMARK

CALL FOR PAPERS

Special Issue – v. 22

Applications of neurosciences to the marketing field

Guest Editors

Prof.ª Dr.ª Nairana Radtke Caneppele Bussler

Centro Universitário Unihorizontes, Belo Horizonte, Brazil

Prof.ª Dr.ª Helena Belintani Shigaki

Centro Universitário Unihorizontes, Belo Horizonte, Brazil

Prof. Dr. Fernando Antonio Ribeiro Serra

Universidade Nove de Julho – Uninove, São Paulo, Brazil

Prof. Dr. Luis Hernan Contreras Pinochet

Universidade Federal de São Paulo – Unifesp, São Paulo, Brazil

Prof. Dr. Renato Hübner Barcelos

Université du Québec à Montréal, Montréal, Canadá

Deadline for full article submissions: December 31^st, 2022 - Submissions closed

Submissions click here

This special edition of the Brazilian Journal of Marketing (Revista Brasileira de Marketing – ReMark) invites articles on the application of neuroscientific theories, methods, and techniques in the development of marketing theory and practice. Neuroscientific tools have been helping researchers understand how implicit attitudes and emotions, automatic bodily responses, and unconscious brain processes shape an individual’s thinking, feelings, and behaviors, thus providing innovative findings to enrich knowledge in consumer behavior, executive decision-making, and strategic management. Moreover, by allowing researchers to analyze the neural processing of individuals, neuroscientific tools bring light to mechanisms that would be otherwise unobservable through traditional methods and provide a new solid ground for the development of theories and constructs.

The study of neurosciences and their interfaces may have begun in 1979 with the study by Appel, Weinstein, and Weinstein entitled “Brain activity and recall of TV advertising” (Shigaki, Gonçalves, & Santos, 2017). However, the idea of a field “neuro + area of knowledge” actually gained notoriety in the 2000s with the application of a patent for “Neuroimaging as a Marketing tool” by the researchers Gerald Zaltman and Stephen Kosslyn from Harvard University (Fisher, Chin, & Klitzman, 2010). Since then, this new field has received considerable attention from academic circles, market entrepreneurs, and the media (Lee et al., 2007; Ariely & Berns, 2010; Smidts et al., 2014). The number of publications on the application of neurosciences in marketing has also grown continuously, mainly with the objective of deepening the current understanding of consumer behavior, decision-making, and behavioral economics. More general applications outside the marketing field include behavioral sciences, computer sciences, psychiatry, neurology, psychology, engineering, communication, health care, environmental sciences, life sciences, and strategy.

As of today, neuroscientific approaches in marketing include a vast number of techniques, among which: eye-tracking, heart-rate, galvanic skin response (GSR), functional magnetic resonance imaging (fMRI), electroencephalography (EEG), quantitative electroencephalography (QEEG), magnetoencephalography (MEG), transcranial direct current stimulation (TDCS), transcranial magnetic stimulation (TMS), near-infrared spectroscopy (NIRS), physiological dominance, neuroendocrine assessment, facial electromyography, face reading, computational neuroscience, and metabolic activity. These techniques may be used on their own, in a triangulation of each other, or combined with more traditional techniques such as surveys, interviews, focus groups, panels, and experiments. Newer techniques have become increasingly more accurate and less invasive, which has guaranteed the attention of many researchers and led to the development of many different studies and applications based on biometric and physiological data. At the same time, questions have been raised regarding the possible ethical issues and capabilities of these techniques, which may limit or at least challenge their potential to support studies in the marketing field.

From a theoretical perspective, the field of neurosciences has been essentially interdisciplinary and covered a wide range of topics of interest to marketing researchers: branding and no-name products, brand impressions, cognitive research systems, conscious and unconscious responses, contagion, decision making, evoked potential, implicit association, impulsiveness and materialism, status and reputation, theory of mind, affection, humor and emotion, campaign measurement and analysis, culture and communication, information processing theories, engagement, environment and the brain, attention, memory, nudging, packaging design, perception, performance and efficacy, preference, priming effect, sensory experiences, studies with neurosciences technologies, and several others.

Hence, given the current state of development of marketing studies based on neuroscience techniques and their potential to further improve our knowledge in the field, we propose this special edition of the Brazilian Journal of Marketing. We welcome submissions of theoretical and empirical studies focused on the following thematic axes:

Theoretical essays on the application of different neuroscientific methods to the advancement of knowledge in marketing.
Theoretical essays on the investigation of the role of brain areas in the marketing field.
Empirical studies such as laboratory and field experiments, simulations, and others using neuroscientific theories or techniques in the marketing field.
Tutorials for the use of neuroscientific theories, methods, and techniques for marketing research.
Development of new neuroscientific methods and tools for marketing applications.

Timeline for the Special Issue

Requests for full papers provided: April 30^th, 2022
Deadline for full article submissions: December 31^st, 2022
Reviews of full papers provided: March 31^st, 2023
Deadline for revised submissions: May 31^st, 2023
Additional subsequent revisions (if necessary): July 15^th, 2023
Final versions due: August 15^th, 2023
Special issue publication: October 2023

References and recommended bibliography

Appel, V., Weinstein, S., & Weinstein, C. (1979). Brain activity and recall of TV advertising. Journal of Advertising Research, [S.I.], 19(4), 7-15.

Ariely, D., & Berns, G.S. (2010). Neuromarketing the hope and hype of neuroimaging in business. Nature Review Neuroscience, 11(4), 284-292. 10.1038/nrn2795

Arussy, L. (2019). Neuromarketing Isn’t Marketing. Customer Relationship Management, 13(1).

Balconi, M., & Sansone, M. (2021). Neuroscience and Consumer Behavior: Where to Now? Frontiers in Psychology, 12. 10.3389/fpsyg.2021.705850

Barcelos, R.H., Dantas, D.C., & Sénécal, S. (2019). The tone of voice of tourism brands on social media: Does it matter? Tourism Management, 74, 173-189. 10.1016/j.tourman.2019.03.008

Biener, L., Ji, M., Gilpin, E.A., & Albers, A.B. (2004). The impact of emotional tone, message, and broadcast parameters in youth anti-smoking advertisements. Journal of Health Communication: International Perspectives, 9(3), 259-274. 10.1080/10810730490447084

Brierley, G., Ozuem, W., & Lancaster, G. (2020). Subconscious marketing communication techniques and legal implications. Journal of Decision Systems, 29(2), 69-78. 10.1080/12460125.2020.1752047

Çakir; M.P., Çakar, T., Girisken, Y., Yurdakul, D. (2018). An investigation of the neural correlates of purchase behavior throught fNIRS. European Journal of Marketing, 52(1-2), 224-243. https://doi.org/10.1108/EJM-12-2016-0864

Caneppele, N. R., Serra, F. A. R., Pinochet, L. H. C. and Ribeiro, I. M. R.(2022), Potential and challenges for using neuroscientific tools in strategic management studies. RAUSP Management Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/RAUSP-01-2021-0014

Cao, C.C., & Reimann, M. (2020). Data Triangulation in Consumer Neuroscience: Integrating Functional Neuroimaging With Meta-Analyses, Psychometrics, and Behavioral Data. Frontiers in Psychology, 22. 10.3389/fpsyg.2020.550204

Colaferro, C.A., & Crescitelli, E. (2014). A contribuição do NeuroMarketing para o estudo do comportamento do consumidor. Brazilian Business Review, 11(3), 130-153.

Crespo-Pereira, V., Legeren-Lago, B., Arregui-McGullion, J. (2020). Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations. Frontiers in Communication, 5. 10.3389/fcomm.2020.576789

Damásio, A.R. (2012). O Erro de descartes: Emoção, razão e o Cérebro Humano. São Paulo: Companhia das Letras, 360 p.

Daugherty, T., Hoffman, E., Kennedy, K., & Nolan, M. (2018). Measuring consumer neural activation to differentiate cognite processing of advertising. European Journal of Marketing, 52(1-2), 182-198. 10.1108/EJM-10-2017-0657

Fisher, C.E., Chin, L., & Klitzman, R. (2010). Pharmaceutical company influence on nonsteroidal anti-inflammatory drug prescribing behaviors. Harvard Review Psychiatry, 18(4), 230-237. 10.3109/10673229.2010.496623

Fugate, D.L. (2007). Neuromarketing: a layman’s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), 385-394. 10.1108/07363760710834807

Fugate, D.L. (2008). Marketing services more effectively with neuromarketing research: a look into the future. Journal of Services Marketing, 22(2), 170-173. 10.1108/08876040810862903

García-Madariaga, J., López, M-F.B., Burgos, I.M., & Virto, N.R. (2018). Do isolated packaging variable influence consumers’ attention and preferences? Physiology & Behavior, 200, 96-103. 10.1016/j.physbeh.2018.04.030

García-Madariaga, J., Moya, I., Recuero, N., & Blasco, M-F. (2020). Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2020.00760

Golnar-Nik, P., Farashi, S., & Safari, M.S. (2019). The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study. Psychology & Behavior, 207, 90-98. 10.1016/j.physbeh.2019.04.025

Gountas, J., Gountas, S., Ciorciari, J., Sharma, P. (2019). Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages. Journal of Business Research, 105, 121-135. 10.1016/j.jbusres.2019.07.011

Hamelin, N., Thaichon, P., Abraham, C., Driver, N., Lipscombe, J., & Pillai, J. (2020). Storytelling, the scale of persuasion and retention: A neuromarketing approach. Journal of Retailing and Consumer Services, 55. 10.1016/j.jretconser.2020.102099

Hasford, J., Hardesty, D.M., & Kidwell, B. (2015). More than a feeling: emotional contagion effects in persuasive communication. Journal of Marketing Research, 52(6), 836-847. 10.1509/jmr.13.0081

Karmakar, U.R., & Plassmann, H. (2019). Consumer Neuroscience: Past, Present, and Future. Organizational Research Methods, 22(1), 174-195. 10.1177/1094428117730598

Labban, A., Ma, Y., & Dube, L. (2021). A neurobehavioral account of differential consumer responses to price and in-store display between un/healthy food. European Journal of Marketing, 55(11), 2988-3009. 10.1108/EJM-07-2020-0565

Lee, N., Broderick, A.J., & Chamberlain, L. (2007). What is “neuromarketing”? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199-204, https://doi.org/10.1016/j.ijpsycho.2006.03.007

Mengual-Recuerda, A., Tur-Vines, V., Juarez-Varon, D. (2020). Neuromarketing in Haute Cuisine Gastronomic Experiences. Frontiers in Psychology, 11. 10.3389/fpsyg.2020.01772

Meyerding, S.G.H., & Hehlhose, C.M. (2020). Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS). Journal of Business Research, 172-185. 10.1016/j.jbusres.2018.10.052

Murphy, E.R., Illes, J., & Reiner, P.B. (2008). Neuroethics of neuromarketing Emily. Journal of Consumer Behaviour, 7(2), 293-302. https://doi.org/10.1002/cb.252

Pozharliev, R., Rossi, D., De Angelis, M. (2022). A picture says more than a thousand words: Using consumer neuroscience to study instagram users' responses to influencer advertising. Psychology & Marketing, press release. 10.1002/mar.21659

Pozharliev, R., Rossi, D., De Angelis, M. (2022). Consumers' self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality. European Journal of Marketing, press release. 10.1108/EJM-09-2020-0719

Ramsoy, T.Z. (2019). Building a Foundation for Neuromarketing And Consumer Neuroscience Research How Researchers Can Apply Academic Rigor To the Neuroscientific Study of Advertising Effects. Journal of Advertising Research, 59(3), 281-294. 10.2501/JAR-2019-034

Rangel, A., Camerer, C., Montague, P.R. (2008). A framework for studying the neurobiology of value-based decision making. Nature Reviews, 9, 545-556. https://doi.org/10.1038/nrn2357

Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431-441. https://doi.org/10.1016/j.jcps.2010.06.009

Rossiter, J.R., Silberstein, R.B., Harris, P.G., Nield, G. (2001). Brain-Imaging detection of visual scene encoding in long-term memory for TV commercials. Journal of Advertising Research, 41(2), 13-21. 10.2501/JAR-41-2-13-21

Rotfeld, H.J. (2007). Mistaking a Marketing Perspective for Ethical Analysis: When Consumers Can’t Know That They Should Want. Journal of Consumer Marketing, 24(7), 383-384. 10.1108/07363760710834799

Santos, M. F., Gonçalves, C. A., Monteiro, P. R. R., & Gonçalves Filho, C. (2014). Refletindo sobre a ética na prática do neuromarketing: a neuroética. Revista brasileira de marketing, 13(3), 49-62. https://doi.org/10.5585/remark.v13i3.2689

Senior, C., & Lee, N. (2008). Editorial: A manifesto for neuroMarketing science. Journal of Consumer Behavior, 7, 263-271. https://doi.org/10.1002/cb.250

Shigaki, H.B., Gonçalves, C.A., & Santos, C.P.V. (2017). Neurociênia do consumidor e Neuromarketing: potencial de adoção teórica com a aplicação dos métodos e técnicas em Neurociência. Revista Brasileira de Marketing, 16(4), 1-15, https://doi.org/10.5585/remark.v16i4.3427

Smidts, A., Hsu, M., Sanfey, A.G., Boksem, M.A.S., Ebstein, R.B., Huettel, S.A., … & Yoon, C. (2014). Advancing consumer neuroscience. Marketing Letters, 25(3), 257-267. 10.1007/s11002-014-9306-1

Stillman, P., Lee, H., Deng, X.Y., Unnava, H.R., Fugita, K. (2020). Examining consumers' sensory experiences with color: A consumer neuroscience approach. Psychology & Marketing, 37(7), 995-1007. 10.1002/mar.21360

Ulman, Y. I., Cakar, T., & Yildiz, G. (2015). Ethical Issues in Neuromarketing: “I Consume, Therefore I am!”. Science and Engineering Ethics, 21(5), 1271-1284. 10.1007/s11948-014-9581-5

Zhang, Y.N., Thaichon, P. & Shao, W. (2022). Neuroscientific Research Methods and Techniques in Consumer Research. Australian Marketing Journal, press release. 10.1177/14413582221085321

Zito, M., Fici, A., Bilucaglia, M., Ambrogetti, F.S., Russo, V. (2021). Frontiers in Psychology, 12. 10.3389/fpsyg.2021.625570

Brazilian Journal of Marketing — Revista Brasileira de Marketing — ReMARK

CHAMADA DE ARTIGOS

Edição Especial – v. 22

Aplicação das Neurociências para o campo do Marketing

Editores convidados

Prof.ª Dr.ª Nairana Radtke Caneppele Bussler

Centro Universitário Unihorizontes, Belo Horizonte, Brasil

Prof.ª Dr.ª Helena Belintani Shigaki

Centro Universitário Unihorizontes, Belo Horizonte, Brasil

Prof. Dr. Fernando Antonio Ribeiro Serra

Universidade Nove de Julho – Uninove, São Paulo, Brasil

Prof. Dr. Luis Hernan Contreras Pinochet

Universidade Federal de São Paulo – Unifesp, São Paulo, Brasil

Prof. Dr. Renato Hübner Barcelos

Université du Québec à Montréal, Montréal, Canadá

Prazo final para submissão de artigos completos: 31 de dezembro de 2022 - Submissões encerradas

Submissões clique aqui

Esta edição especial da Revista Brasileira de Marketing (ReMark) convida a comunidade acadêmica a submeter artigos sobre a aplicação de teorias, métodos e técnicas neurocientíficas no desenvolvimento da teoria e prática de marketing. Ferramentas neurocientíficas têm ajudado os pesquisadores a entender como atitudes e emoções implícitas, respostas corporais automáticas e processos cerebrais inconscientes moldam o pensamento, os sentimentos e os comportamentos de um indivíduo, fornecendo descobertas inovadoras para enriquecer o conhecimento sobre comportamento do consumidor, tomada de decisão executiva e gestão estratégica. Além disso, ao permitir que os pesquisadores analisem o processamento neural dos indivíduos, as ferramentas neurocientíficas trazem luz a mecanismos que de outra forma seriam inobserváveis por meio de métodos tradicionais e fornecem uma nova base sólida para o desenvolvimento de teorias e construtos.

O estudo das neurociências e suas interfaces teve seu início em 1979 com o estudo de Appel, Weinstein, e Weinstein intitulado “Brain activity and recall of TV advertising” (Shigaki, Gonçalves, & Santos, 2017). No entanto, a ideia de um campo “neuro + área do conhecimento” ganhou notoriedade, de fato, nos anos 2000 com o pedido de patente para “Neuroimagem como ferramenta de marketing” pelos pesquisadores Gerald Zaltman e Stephen Kosslyn da Universidade de Harvard (Fisher, Chin, & Klitzman, 2010). Desde então, esse novo campo tem recebido considerável atenção dos meios acadêmico, empresarial e midiático (Lee et al., 2007; Ariely & Berns, 2010; Smidts et al., 2014).

O número de publicações sobre a aplicação das neurociências em marketing também tem crescido continuamente, principalmente com o objetivo de aprofundar o entendimento atual sobre comportamento do consumidor, tomada de decisão e economia comportamental. Aplicações fora do campo de marketing incluem ciências comportamentais, ciências da computação, psiquiatria, neurologia, psicologia, engenharia, comunicação, saúde, ciências ambientais, ciências da vida e estratégia.

Nas últimas duas décadas, as abordagens neurocientíficas em marketing incluem um número considerável de ferramentas, entre as quais: rastreamento ocular, frequência cardíaca, resposta galvânica da pele (GSR), Imagem de ressonância magnética funcional (fMRI), eletroencefalografia (EEG), eletroencefalografia quantitativa (QEEG), magnetoencefalografia (MEG), estimulação transcraniana por corrente contínua (TDCS), estimulação magnética transcraniana (TMS), espectroscopia no infravermelho próximo (NIRS), dominância fisiológica, avaliação neuroendócrina, eletromiografia facial, leitura facial, neurociência computacional e atividades metabólicas.

Essas ferramentas podem ser utilizadas isoladamente, em triangulação de dados, ou combinadas com técnicas mais tradicionais, como pesquisas, entrevistas, grupos focais, painéis e experimentos. Ferramentas mais recentes têm se tornado cada vez mais precisas e menos invasivas, o que tem garantido a atenção de muitos pesquisadores e levado ao desenvolvimento de diversos estudos e aplicações baseadas em dados biométricos e fisiológicos. Ao mesmo tempo, são levantados questionamentos sobre as possíveis questões éticas e capacidades dessas técnicas, que podem limitar ou pelo menos desafiar seu potencial para subsidiar estudos na área de marketing.

Do ponto de vista teórico, o campo das neurociências tem sido interdisciplinar e abrange uma ampla gama de tópicos de interesse dos pesquisadores de marketing: gestão de marcas e de produtos sem marca, impressões de marca, sistemas de pesquisa cognitiva, respostas conscientes e inconscientes, contágio, tomada de decisão, potencial evocado, associação implícita, impulsividade e materialismo. Além disso, é possível analisar status e reputação, teoria da mente, afeto, humor e emoção, métricas e análise de campanha, cultura e comunicação, teorias de processamento de informações, engajamento, ambiente e cérebro, atenção, memória, nudging, design de embalagem, percepção, desempenho e eficácia, preferência, efeito priming, experiências sensoriais, estudos com tecnologias de neurociências, entre outros.

Dado o atual estado de desenvolvimento dos estudos de marketing baseados em ferramentas advindas das neurociências e seu potencial para aprimorar ainda mais nosso conhecimento na área, propomos esta edição especial para a Revista Brasileira de Marketing (ReMark). Aceitamos submissões de estudos teóricos e teóricos-empíricos focados nos seguintes eixos temáticos:

Ensaios teóricos sobre a aplicação de diferentes métodos neurocientíficos ao avanço do conhecimento em marketing.
Ensaios teóricos sobre a investigação do papel das áreas cerebrais no campo do marketing.
Estudos empíricos, como experimentos de laboratório e de campo, simulações e outros utilizando teorias ou técnicas neurocientíficas no campo do marketing.
Tutoriais para o uso de teorias, métodos e ferramentas neurocientíficas para pesquisas em marketing.
Desenvolvimento de novos métodos e ferramentas neurocientíficas para aplicações no campo do marketing.

Cronograma da Edição Especial

Publicação da chamada para publicação de artigos: 30 de abril de 2022
Prazo final para submissão de artigos completos: 31 de dezembro de 2022
Prazo final dos avaliadores para revisão dos artigos submetidos: 31 de março de 2023
Prazo final dos autores para revisão dos artigos: 31 de maio de 2023
Prazo final para revisões adicionais (se necessário): 15 de julho de 2023
Prazo final dos autores para envio da versão final do artigo: 15 de agosto de 2023
Publicação da Edição Especial: outubro de 2023

Referências utilizadas e recomendadas