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Research Interests:
To date, it has been a little agreement on what is called `neuromarketing´ and its practitioners, the `neuromarketers´. This is part of a field in which neurosciences and other disciplines converge, like marketing and subsidiary social... more
To date, it has been a little agreement on what is called `neuromarketing´ and its practitioners, the `neuromarketers´. This is part of a field in which neurosciences and other disciplines converge, like marketing and subsidiary social sciences and economics. Central to this discipline is the professional profile of its developers. No research has been found that gives account of the profile of what is called neuromarketers. Which is the academic background and work experience that can respond to the neuromarketing intersection? Who are these professionals capable to face traditional market research studies and analyse fMRI results? This paper was designed to determine the professional background, education and work experience of the most influential professionals on neuromarketing from the academia and the industry. It examines the neuromarketers' education background, their work experiences and publications to describe regularities and differences in their expertise and the pa...
Research Interests:
Neuromarketing has emerged as a powerful perspective and a set of techniques which provides marketing studies what is consider a more objective approach than the given by traditional methods. In this context, neuroeconomics plays a vital... more
Neuromarketing has emerged as a powerful perspective and a set of techniques which provides marketing studies what is consider a more objective approach than the given by traditional methods. In this context, neuroeconomics plays a vital role in neuromarketing since it is founded in the first studies which challenge the rational choice theory and the conception of homo economicus, as already did behavioral and experimental economics. As there is little published data on the common results of neuromarketing and neuroeconomics experiments, this investigation provides new insights into the brain activation areas found in the studies connected with economical, cognitive, emotional and marketing proceedings. We revise the previous applied research in neuromarketing, consumer neuroscience and neuroeconomics, to present a trustful revision of the most cited first analysis in the mentioned disciplines. Our investigation facilitates a rigorous state of the art, which would be useful for read...
Research Interests:
Introducción. Se analizan cinco sitios Web de empresas españolas dedicadas al neuromárketing para conocer la información que difunden sobre sus métodos de trabajo, evaluar si los contenidos que facilitan son completos y accesibles tanto... more
Introducción. Se analizan cinco sitios Web de empresas españolas dedicadas al neuromárketing para conocer la información que difunden sobre sus métodos de trabajo, evaluar si los contenidos que facilitan son completos y accesibles tanto para un público experto como para uno novel, y para evidenciar patrones comunes en sus imágenes corporativas online. Metodología. Se procede a efectuar un análisis semiótico desde la Teoría de los Discursos Sociales atendiendo a aspectos retóricos, temáticos y enunciativos de los sitios Web. Asimismo, se diseñan categorías ad hoc para este estudio. Resultados. Se demuestra que las cinco empresas dedicadas al neuromárketing facilitan datos imprecisos y exiguos sobre las limitaciones de sus tecnologías, de sus campos de desempeño, validaciones y proyecciones, en discursos en los que se observan regularidades temáticas y retóricas que construyen efectos de cientificidad. Discusión. Visto lo anterior, se comprueba que la calidad de la información es insu...
The online reviews have a pivotal role in electronic purchasing decision making, both from the perspective of consumers and commercial players. A corpus of 700 reviews under the categories "Electronics" and "Clothing"... more
The online reviews have a pivotal role in electronic purchasing decision making, both from the perspective of consumers and commercial players. A corpus of 700 reviews under the categories "Electronics" and "Clothing" extracted from Amazon.com from January 2010 to July 2014 was analyzed to construct online reviews as a genre, both for its application in future studies and for its commercial use in the industry. The current study found that the online reviews of the corpus are predominantly positive testimonies which are built as general truths. They focus on positive aspects, such as the advantages and the reaffirmation of the buying decision made and are able to reinforce online reviews users' purchase intention. They are the projected experience of an enunciated self and their personal story with the products. They have spontaneous effects and transfer informal aspects of close and conversational spaces to an unknown larger audience. This instantaneous effect, which results in spontaneity, pretends that there are no interests involved, that the poster contributes to the community with statements that are not formal or professional. That is, they reduce the perceived risk of the users by migrating from a seller discourse to an altruistic peer-to-peer guidance, reinforced by not directly interpellating the figure of the enunciatee. In addition, the words and expressions of numerosity operated like deictics, and generated experience anchors with their neutral references. The terms of numerosity apart from turning tangible objects and have a high descriptive potential, they were e-commerce pointers of experience, precise affirmations, and reduced the risk of trusting on online reviews. This combination of findings provides some support for the conceptual premise that online reviews operate as social markers of e-commerce interfaces. The online reviews have a pivotal role in electronic purchasing decision making, both from the perspective of consumers and commercial players. A corpus of 700 reviews under the categories "Electronics" and "Clothing" extracted from Amazon.com from January 2010 to July 2014 was analyzed to construct online reviews as a genre, both for its application in future studies and for its commercial use in the industry. The current study found that the online reviews of the corpus are predominantly positive testimonies which are built as general truths. They focus on positive aspects, such as the advantages and the reaffirmation of the buying decision made and are able to reinforce online reviews users' purchase intention. They are the projected experience of an enunciated self and their personal story with the products. They have spontaneous effects and transfer informal aspects of close and conversational spaces to an unknown larger audience. This instantaneous effect, which results in spontaneity, pretends that there are no interests involved, that the poster contributes to the community with statements that are not formal or professional. That is, they reduce the perceived risk of the users by migrating from a seller discourse to an altruistic peer-to-peer guidance, reinforced by not directly interpellating the figure of the enunciatee. In addition, the words and expressions of numerosity operated like deictics, and generated experience anchors with their neutral references. The terms of numerosity apart from turning tangible objects and have a high descriptive potential, they were e-commerce pointers of experience, precise affirmations, and reduced the risk of trusting on online reviews. This combination of findings provides some support for the conceptual premise that online reviews operate as social markers of e-commerce interfaces.
Research Interests:
In this paper, it is purposed that Neuromarketing could increase its discipline stability through triangulated methodologies, especially in multidisciplinary teams. Since learning and interactions are embodied and environmental, Social... more
In this paper, it is purposed that Neuromarketing could increase its discipline stability through triangulated methodologies, especially in multidisciplinary teams. Since learning and interactions are embodied and environmental, Social Sciences, and Anthropology could play a central role to avoid cultural biases and errors. Considering not only demographics differences, but in consumptions such as media, culture, and in customs, traditions and cosmovisions contribute to recruiting better samples, more homogeneous and replicable. An experimental design, which has been developed with methodologies from Communication, Neuroeconomics, Psychology, Sociology, and a projected second phase from a Brain-Computer Interface perspective, is referred to as a case. In the mentioned research, an aleatory selection of Amazon.com 1996-2014 reviews under the categories of ‘Books’, ‘Clothing and accessories’ and ‘Electronics’ was implemented to assess the accumulation of evidence to trust, and the willingness to purchase a product online. Questionnaires measuring, demographics, online behaviour, and tests on impulsivity, economic behaviour (regarding risk and trust) and interpersonal trust were conducted. The results were triangulated with the Electroencephalography, Electrooculogram, Electrocardiogram, and Electromyography data of the subjects. The contribution of this study is to expand our understanding of how triangulated methodologies contribute to design more robust Neuromarketing experiments.
Research Interests:
It is advocated augmented indexicality as a trust anchor on the Internet ecosystem, particularly on online reviews. Comments on product and services are discourses compounded of a diversity of significant substances(linguistic text,... more
It is advocated augmented indexicality as a trust anchor on the Internet ecosystem, particularly on online reviews. Comments on product and services are discourses compounded of a diversity of significant substances(linguistic text, sounds, images in motion or fixed). They influence opinions, preferences, attitudes and behaviours, and act as social markers in purchase decisions, especially in choices associated with buying on the Internet and in brick–and–mortar stores. They are testimonial statements, whose argumentative strength is based on augmented indexicality referring to a specific time, a self, and, in some cases, a place (given by geolocation, the website interface, the dialect or any other marks in the language). Furthermore, the augmented indexes appear in the texts of the online reviews as deictics or shifters. In this paper, first, the concept of “indexicality” is expanded to include linguistic elements. Second, the concept of truth on the Internet, on social networks, and in the news, conjointly with indexicality marks, and testimonial discourses, are described. Third, online reviews are affirmed to be social markers constituted on indexes. Fourth, the conclusions summarize the aspects previously addressed.
One common definition of premiumness is as a higher quality and more expensive variant of a product than other members of the category or reference class. Brand associations, such as premiumness, can effectively be conveyed by means of... more
One common definition of premiumness is as a higher quality and more expensive variant of a product than other members of the category or reference class. Brand associations, such as premiumness, can effectively be conveyed by means of different sensory cues or brand touchpoints (e.g., colours, sounds, weight). However, to date, research linking the sound of a product’s packaging with premiumness is sparse. In the present study, we demonstrate for the first time that consumers associate different levels of beer premiumness with the sounds of opening and pouring of bottles and cans. We report the results of two online experiments. Experiment 1 explored the effect of two sound properties associated with beer can and bottle opening and pouring (sound pressure and frequency) on the perception of premiumness. Experiment 2 used semantic differentials (e.g., good-bad, passive-active) to evaluate the meanings people tend to associate with different auditory cues. The analyses revealed that participants perceived: 1) bottle opening sounds to be more premium overall than can opening sounds, and 2) higher pressure sounds (both opening and pouring) as more premium than lower pressure sounds. Additionally, premiumness was positively correlated with semantic differentials of dead-alive, and the evaluative terms of sad-happy, awful-nice, and bad-good, which highlights the perceived quality and premium character of a beer when conveyed auditorily.
Research Interests:
Introducción. Se analizan cinco sitios Web de empresas españolas dedicadas al neuromárketing para conocer la información que difunden sobre sus métodos de trabajo, evaluar si los contenidos que facilitan son completos y accesibles tanto... more
Introducción. Se analizan cinco sitios Web de empresas españolas dedicadas al neuromárketing para conocer la información que difunden sobre sus métodos de trabajo, evaluar si los contenidos que facilitan son completos y accesibles tanto para un público experto como para uno novel, y para evidenciar patrones comunes en sus imágenes corporativas online. Metodología. Se procede a efectuar un análisis semiótico desde la Teoría de los Discursos Sociales atendiendo a aspectos retóricos, temáticos y enunciativos de los sitios Web. Asimismo, se diseñan categorías ad hoc para este estudio. Resultados. Se demuestra que las cinco empresas dedicadas al neuromárketing facilitan datos imprecisos y exiguos sobre las limitaciones de sus tecnologías, de sus campos de desempeño, validaciones y proyecciones, en discursos en los que se observan regularidades temáticas y retóricas que construyen efectos de cientificidad. Discusión. Visto lo anterior, se comprueba que la calidad de la información es insuficiente y engañosa tanto para una audiencia especializada como una que se introduce en el área. Conclusiones. Las empresas españolas de neuromárketing deberían proporcionar información concreta, veraz y contrastable sobre sus metodologías y sus limitaciones.
Palabras clave: neuromárketing; consumer neuroscience; Internet; imagen corporativa; ética.
Palabras clave: neuromárketing; consumer neuroscience; Internet; imagen corporativa; ética.
Research Interests:
The online reviews have a pivotal role in electronic purchasing decision making, both from the perspective of consumers and commercial players. A corpus of 700 reviews under the categories "Electronics" and "Clothing" extracted from... more
The online reviews have a pivotal role in electronic purchasing decision making, both from the perspective of consumers and commercial players. A corpus of 700 reviews under the categories "Electronics" and "Clothing" extracted from Amazon.com from January 2010 to July 2014 was analyzed to construct online reviews as a genre, both for its application in future studies and for its commercial use in the industry. The current study found that the online reviews of the corpus are predominantly positive testimonies which are built as general truths. They focus on positive aspects, such as the advantages and the reaffirmation of the buying decision made and are able to reinforce online reviews users' purchase intention. They are the projected experience of an enunciated self and their personal story with the products. They have spontaneous effects and transfer informal aspects of close and conversational spaces to an unknown larger audience. This instantaneous effect, which results in spontaneity, pretends that there are no interests involved, that the poster contributes to the community with statements that are not formal or professional. That is, they reduce the perceived risk of the users by migrating from a seller discourse to an altruistic peer-to-peer guidance, reinforced by not directly interpellating the figure of the enunciatee. In addition, the words and expressions of numerosity operated like deictics, and generated experience anchors with their neutral references. The terms of numerosity apart from turning tangible objects and have a high descriptive potential, they were e-commerce pointers of experience, precise affirmations, and reduced the risk of trusting on online reviews. This combination of findings provides some support for the conceptual premise that online reviews operate as social markers of e-commerce interfaces. The online reviews have a pivotal role in electronic purchasing decision making, both from the perspective of consumers and commercial players. A corpus of 700 reviews under the categories "Electronics" and "Clothing" extracted from Amazon.com from January 2010 to July 2014 was analyzed to construct online reviews as a genre, both for its application in future studies and for its commercial use in the industry. The current study found that the online reviews of the corpus are predominantly positive testimonies which are built as general truths. They focus on positive aspects, such as the advantages and the reaffirmation of the buying decision made and are able to reinforce online reviews users' purchase intention. They are the projected experience of an enunciated self and their personal story with the products. They have spontaneous effects and transfer informal aspects of close and conversational spaces to an unknown larger audience. This instantaneous effect, which results in spontaneity, pretends that there are no interests involved, that the poster contributes to the community with statements that are not formal or professional. That is, they reduce the perceived risk of the users by migrating from a seller discourse to an altruistic peer-to-peer guidance, reinforced by not directly interpellating the figure of the enunciatee. In addition, the words and expressions of numerosity operated like deictics, and generated experience anchors with their neutral references. The terms of numerosity apart from turning tangible objects and have a high descriptive potential, they were e-commerce pointers of experience, precise affirmations, and reduced the risk of trusting on online reviews. This combination of findings provides some support for the conceptual premise that online reviews operate as social markers of e-commerce interfaces.
Research Interests:
Neuromarketing has emerged as a powerful perspective and a set of techniques which provides marketing studies what is consider a more objective approach than the given by traditional methods. In this context, neuroeconomics plays a vital... more
Neuromarketing has emerged as a powerful perspective and a set of techniques which provides
marketing studies what is consider a more objective approach than the given by traditional
methods. In this context, neuroeconomics plays a vital role in neuromarketing since it is founded
in the first studies which challenge the rational choice theory and the conception of homo
economicus, as already did behavioral and experimental economics. As there is little published
data on the common results of neuromarketing and neuroeconomics experiments, this
investigation provides new insights into the brain activation areas found in the studies connected
with economical, cognitive, emotional and marketing proceedings. We revise the previous
applied research in neuromarketing, consumer neuroscience and neuroeconomics, to present a
trustful revision of the most cited first analysis in the mentioned disciplines. Our investigation
facilitates a rigorous state of the art, which would be useful for readers who are interested in
these fields and are introducing themselves to them.
marketing studies what is consider a more objective approach than the given by traditional
methods. In this context, neuroeconomics plays a vital role in neuromarketing since it is founded
in the first studies which challenge the rational choice theory and the conception of homo
economicus, as already did behavioral and experimental economics. As there is little published
data on the common results of neuromarketing and neuroeconomics experiments, this
investigation provides new insights into the brain activation areas found in the studies connected
with economical, cognitive, emotional and marketing proceedings. We revise the previous
applied research in neuromarketing, consumer neuroscience and neuroeconomics, to present a
trustful revision of the most cited first analysis in the mentioned disciplines. Our investigation
facilitates a rigorous state of the art, which would be useful for readers who are interested in
these fields and are introducing themselves to them.
Research Interests:
To date, it has been a little agreement on what is called `neuromarketing´ and its practitioners, the `neuromarketers´. This is part of a field in which neurosciences and other disciplines converge, like marketing and subsidiary social... more
To date, it has been a little agreement on what is called `neuromarketing´ and its practitioners, the `neuromarketers´. This is part of a field in which neurosciences and other disciplines converge, like marketing and subsidiary social sciences and economics. Central to this discipline is the professional profile of its developers. No research has been found that gives account of the profile of what is called neuromarketers. Which is the academic background and work experience that can respond to the neuromarketing intersection? Who are these professionals capable to face traditional market research studies and analyse fMRI results? This paper was designed to determine the professional background, education and work experience of the most influential professionals on neuromarketing from the academia and the industry. It examines the neuromarketers’ education background, their work experiences and publications to describe regularities and differences in their expertise
and the particularities of it as a group.
and the particularities of it as a group.