The neuroscience in consumer decision making
(A2025-126038)

AUTHORS

Enrique Bigné, Universitat of Valencia; Jesus Garcia-Madariaga, Complutense University

ABSTRACT

The objective of the special session is to comprehensive overview of developments in consumer neuroscience in recent years. To achieve these goals, the special session is divided into two core themes. (a) To provide discussion on the commonly used as well as scarcely used neurophysiological tools and (b) This session is a blend of both empirical and conceptual papers to provide insights. Broadening our perspectives, this special session includes four paper covering essential consumer neuroscience tools with relevant marketing applications. The first paper titled Guidelines and a theoretical framework for studying eye movements during decision by Michel Wedel, provides review of multi-decade developments in capturing eye movements during consumer decision making whilst providing guidelines and recommendation for further research. In the second paper, titled The impact of transhumanism on the future of neuromarketing by João Guerreiro and Sandra Loureiro explores the topic of transhumanism and its transformative effects on neuromarketing toolkit such as brain-computer interfaces. The third paper titled as Exploring the ‘heart’ in consumer neuroscience: Framework, guidelines and research avenues, by Shobhit Kakaria and Enrique Bigne discusses the usability of heart rate variability, embedded within a consumer-centric framework, as an integral part of neuro-toolkit for marketing researchers. The fourth paper, titled Breaking the mold: exploring consumer reactions to gender roles in advertising through neuromarketing, researchers Jesús García-Madariaga, Ingrit Moya Burgos, and Pamela Simón Sandoval explores the confluence of gender, stereotypes, brands, and advertisement in an experimental set up using various neuromarketing toolkit.