Neuromarketing and Consumer Behavior: An Annotated Bibliography

This annotated bibliography explores the influence of neuromarketing on consumer behavior, referencing key articles and research. It covers topics such as conscious awareness in consumer behavior, the application of neuroimaging in marketing, and the use of neuromarketing to understand unconscious consumer experiences. The bibliography includes summaries and critical analyses of studies using methods like fMRI and qualitative research to investigate consumer preferences, brand perception, and the effectiveness of marketing strategies. The included studies collectively suggest that neuromarketing offers valuable insights into consumer psychology, though challenges remain in data interpretation and practical application. Desklib is a great platform to find similar solved assignments and past papers.

Running Head: ANNOTATED BIBLIOGRAPHY
Annotated Bibliography
Name of Student
Name of University
Author note

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ANNOTATED BIBLIOGRAPHY
Chartrand, T.L., 2005. The role of conscious awareness in consumer behavior. Journal of
Consumer Psychology, 15(3), pp.203-210
Author Chartrand’s purpose behind writing the article was to determine how consumer
behavior can be influenced by certain psychological processes occurring outside the conscious,
aware mind. The author identifies three different types of awareness that affect their behavior:
one is the environmental factors that trigger the automation, another is the process of automation
itself and the last is the outcome of that automation. The work draws on the theoretical lenses of
Dijekserhuis et al who defined awareness in terms of a dichotomy between the conscious and
unconscious mind. The empirical section of the paper is based on a series of personal interviews
and observations based on qualitative research. The research is conducted by testing participants
to observe a pattern in their consumer behavior. During the interview, the participants
demonstrated consequences of Behavioral Mimicry. A follow up study was additionally
conducted for testing whether the role of the confederate influences consumer preference. The
collected information is first hand and observation based. The latter half of the article discusses
the automatic activation of a goal triggered by the non-conscious mind. To concretize the
ambiguity of the first study, the authors primed participants with a brand image or a value goal
through SST. The research activity and the findings are an extension of the studies conducted by
Dalton et al who investigated the effect of non-conscious exposure to the names of significant
others on the reactant motivational state. The results suggested that the behavior tends to be
opposite to what the significant other would like to observe. Consciousness of the automatic
process weakens its effects on consumer behavior whereas unconscious consumers tend to
behave just the way marketers would want them to.

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ANNOTATED BIBLIOGRAPHY
Ariely, D. and Berns, G.S., 2010. Neuromarketing: the hope and hype of neuroimaging in
business. Nature reviews neuroscience, 11(4), p.284.
The central subject of the article is the application of neuroimagining methods to marketing
products. The discussions is divided into two primary conjectures: one is that neuroimagining
will be becoming faster and cheaper than any other methods of marketing, the other is that the
scope of neuroimagining will enable marketers to obtain information about products and
consumers that are otherwise unobtainable via conventional methods of marketing. The
methodology used for the research is based on MRI studies and the BrainMap database for
analyzing the qualitative perspectives. The research extends the existing concepts of
neuromarketing by elaborating how it can be used as a powerful tool for marketing activities like
advertisements and promotions. The authors of the paper are of the opinion that neuromarketing
in the future will help organizations identify new and desirable products that people find exciting
and useful. The study concludes with the idea that neuromarketing is both cost-effective and
increases the marketer’s efficiency to identify market trends accurately. Despite the unique
observations and the accurate findings, the study suffers from certain drawbacks. The paper does
not make it clear whether neuromarketing provides better statistical data than other traditional
methods of marketing. The most notable aspect about the study is the finding that even though
there cannot be any reliable evidence to the assumption that neuroimaging is a cheap marketing
technique, there is evidence enough to assert that the method provides hidden information about
the consumer’s experience.
Cruz, C., Medeiros, J., Hermes, L., Marcon, A. and Marcon, É. (2016). Neuromarketing
and the advances in the consumer behaviour studies: a systematic review of the literature.
International Journal of Business and Globalisation, 17(3), p.330.

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ANNOTATED BIBLIOGRAPHY
The study aims to perform a systematic literature review of market conditions for
identifying the advances neuromaketing has made in the research of consumer behavior. In many
ways, the research is an extension of the studies relating to brain science. The paper suggests
how neuromarketing as marketing technique helps a company to understand the unconscious
experiences of the consumer better. The works draws from the earlier findings of Solomon in the
area of consumer neuroscience. It also refers to Perarchione to verify the effective application of
neuroscience in marketing strategies. The literature review is based on a methodology that is
divided into two primary steps: selecting and analyzing. The data collection method followed a
qualitative approach for analyzing the different conditions of consumer behavior. After the
journals that dealt with the concerning area of study was selected, a systematic review was
conducted for identifying the advances in the research of consumer behavior by using
neuromarketing. The conclusion of the study identifies the Innervision method as the most
effective ways of applying neuromarketing. The inference reasserts the idea that neuromarketing
makes strategic use of neuroscientific methods for understanding and analyzing human behavior
with respect to marketing and market trends. While the paper suggests ways to expand the use of
neuroscience techniques, it lacks reliable and in-depth for driving home the arguments presented
in the abstract. The lack of authentic statistical data in the research makes some areas of the
discussion rather abstract and perceptive.
Kenning, P., Plassmann, H. and Ahlert, D., 2007. Applications of functional magnetic
resonance imaging for market research. Qualitative Market Research: An International
Journal, 10(2), pp.135-152.
The paper aims to present a thorough overview of the methodologies concerned with the
techniques in brain imagining (fMRI specifically) for assessing its potential implications in

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ANNOTATED BIBLIOGRAPHY
marketing researches. Through the study, the authors imply that marketing activities like
advertising strategy, pricing and even brand positioning are based on social constructs such as
trends, emotions and culture. Based on this notion, the authors aim to infer the idea that
neuropsychological findings and methods play significant roles for practitioners in the fields of
advertisement and brand management. Data acquisition for conducting the research is made via
experimental procedures based on qualitative research. The paper is exclusive in its findings in
the sense that it is the first in the academic literature of marketing to present a methodological
overview of fmri along with a discussion of potential implications of market research. The study
has retained its originality by providing a methodological overview of fmri as a research method
and suggesting its potential implications on further market research. Like most researches
conducted in the field of neuroimagining, this study follows a qualitative approach for collecting
and analyzing the data. The findings in the study have made considerable contributions to the
learning and understanding of neuromarketing. While the previous studies relating to the area
have focused on the consciousness of the consumers, the authors of this article, imply through
their discussion, that fmri has the potential to shed light on the subconscious of the consumer and
anticipate their behavior better. The findings of the research suggest that fMRI, although at its
early stages, appears to be an effective and favorable tool for researchers in the marketing
industry. The implications of the paper is that marketing activities like advertising strategies,
pricing, and even brand positioning are heavily dependent on constructs such as
neuropsychological methods and emotions. Additionally, fMRI also has the potential to
illuminate the subconscious processes that help determine the factors that affects consumer
behavior.

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ANNOTATED BIBLIOGRAPHY
Butler, M.J., 2008. Neuromarketing and the perception of knowledge. Journal of Consumer
Behaviour: An International Research Review, 7(4‐5), pp.415-419.
Through the research, Butler aims to prove that the knowledge of neuromarketing as
plasticity. It draws on the theoretical lenses of resource-based theory for identifying the
interconnections between the perceptions that are beneficial to creating and diffusing knowledge.
The paper identifies the research practice gap in neuromarketing in the works of Fugate (2007)
and extends the theoretical frameworks of Lee et al. The empirical section of the article is based
on a wide range of archival sources and research reports. A variety of previously conducted
research outcomes has been cited to as evidence to the claims made by the author. The results
indicate that researches on neurmarketing needs to be put to practice for establishing its
academic relevance in the learning of marketing theory. Understanding of the interconnecting
frames of interpreting research findings in neuromarting would lead to a better understanding of
consumer behavior. Despite the relevant citations and the bold arguments made in the paper, it
suffers from a major drawback in the sense that it lack in-depth data and personal interviews that
is integral to qualitative research.

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ANNOTATED BIBLIOGRAPHY
Bibliography:
Ariely, D. and Berns, G.S., 2010. Neuromarketing: the hope and hype of neuroimaging in
business. Nature reviews neuroscience, 11(4), p.284.
Butler, M.J., 2008. Neuromarketing and the perception of knowledge. Journal of Consumer
Behaviour: An International Research Review, 7(4‐5), pp.415-419.
Chartrand, T.L., 2005. The role of conscious awareness in consumer behavior. Journal of
Consumer Psychology, 15(3), pp.203-210.
Kenning, P., Plassmann, H. and Ahlert, D., 2007. Applications of functional magnetic resonance
imaging for market research. Qualitative Market Research: An International Journal, 10(2),
pp.135-152.