دانلود رایگان مقاله انگلیسی رویکردهای تجربی بازاریابی عصبی و انتخاب غذا: یک بررسی اصولی - الزویر 2018

ABSTRACT

Consumers' food choices are often driven by reasons of which consumers are not fully aware. Decision-making about food is influenced by a complex set of emotions, feelings, attitudes, and values that are impossible to assess simply by asking consumers their opinions. Indeed, traditional techniques, such as self-reports or interviews, mainly allow the measurement of conscious and rational reactions to a product or advertising. Recently, there has been a rapidly growing interest in the multidisciplinary field of “neuromarketing,” which takes advantage of neuroscientific techniques to study consumer behavior. This discipline applies neuroscientific methods and tools that allow the measurement of consumers' emotional and spontaneous reactions in a more objective and observable way. The aim of this paper is (a) to describe neuromarketing's underlying assumptions, techniques, and the advantages of this perspective, examining the scientific literature on the use of neuromarketing in food studies; and (b) to suggest best practices to apply this novel approach in the food marketing domain, with a specific focus on non-invasive methods. Finally, although the perception of nutritional elements has already been explored, the health content of labels, the presence of additives, and the evaluation of the information conveyed by food packaging remain other possible elements of interest in future food neuromarketing research.

6. Discussion

On the basis of an extensive literature review, we propose food choice and neuro-marketing as increasingly integrated tools to increase consumers' data variance into economic studies focused on preference analysis and prediction. The present paper, by gathering together the food studies using neuromarketing techniques through an examination of non-invasive techniques, offers new knowledge by presenting a methodological reference point for all the scholars working in this field.

Specifically, neuromarketing techniques enable researchers to take advantage of results from consumer neuroscience thanks to the use of fMRI, MEG or PET techniques, which allow the identification of the brain structures that are enrolled during decision making about food products. On the other hand, to reduce the impact of the presence of the recording system that fMRI, MEG and PET techniques, the methods described in the present paper should be implemented, as they allow the monitoring of the brain structure in a less invasive and less expensive way. Indeed, scholars worldwide are developing a growing number of empirical applications of neuromarketing techniques on food issues.

Meanwhile, the industry could develop a deeper interest in the application of those techniques to validate and improve product developments. We propose two main elements of evolution for this empirical discipline. First is the possibility that neuro-marketing tools will evolve to cheaper and faster applications; and second is the hope that neuromarketing will provide the industry with information that cannot be obtained through other traditional marketing methods. Such a trend could enable rapid developments of the techniques reviewed here. The ICT industry, connected with bio-engineering, could have strong incentives to work on those improvements in this regard.