Dataset Information

The Application of Mobile fNIRS in Marketing Research-Detecting the "First-Choice-Brand" Effect.

ABSTRACT: Recent research in the field of "neuro-marketing" shows promise to substantially increase knowledge on marketing issues for example price-perception, advertising efficiency, branding and shopper behaviour. Recently, an innovative and mobile applicable neuroimaging method has been proposed, namely functional near-infrared spectroscopy (fNIRS). However, this method is, in the research field of marketing, still in its infancy and is, consequently, lacking substantial validity. Against this background, this research work applied a convergent validity approach to challenge the validity of (mobile) fNIRS in the field of "neuro-marketing" and consumer neuroscience. More precisely, we aim to replicate a robust and well-investigated neural effect previously detected with fMRI-namely the "first-choice-brand" effect-by using mobile fNIRS. The research findings show that mobile fNIRS appears to be an appropriate neuroimaging method for research in the field of "neuro-marketing" and consumer neuroscience. Additionally, this research work presents guidelines, enabling marketing scholars to utilise mobile fNIRS in their research work.

SUBMITTER: Krampe C

PROVIDER: S-EPMC6222120 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature

ACCESS DATA

Publications

The Application of Mobile fNIRS in Marketing Research-Detecting the "<i>First-Choice-Brand"</i> Effect.

Krampe Caspar C Gier Nadine Ruth NR Kenning Peter P

Frontiers in human neuroscience 20181101

Recent research in the field of "neuro-marketing" shows promise to substantially increase knowledge on marketing issues for example price-perception, advertising efficiency, branding and shopper behaviour. Recently, an innovative and mobile applicable neuroimaging method has been proposed, namely functional near-infrared spectroscopy (fNIRS). However, this method is, in the research field of marketing, still in its infancy and is, consequently, lacking substantial validity. Against this backgrou ...[more]

PMID: 30443210

Similar Datasets

Project description:Despite recent interest in individual differences in psychological meanings of consumer brands, the concept of psychological employer brand as a factor independent of particular brands has not been examined. Drawing on an instrumental-symbolic framework, person-organization fit literature, and theory and research on salary and materialism, and combining consumer brand approaches with motivated identity construction theory, we examine the role of materialism and identity-motives-based inclination for the self-employer brand relationship in the situation of a dilemma between two job offers: one proposed by a strong employer brand with an unattractive salary and one from a subjectively weak brand with an attractive salary. A homogenous sample of 101 university students in academic fields related to financial careers participated in a quasi-experimental study. We found that participants preferred the offer from the weak employer brand with an attractive salary compared to the strong employer brand with an unattractive salary; however, supporting our hypothesis, those who preferred this offer anticipated lower job satisfaction. Following expectations, materialism negatively and inclination for self-employer brand relationship positively predicted preferences and evaluations of the unattractive salary offer proposed by the strong employer brand. However, materialism negatively predicted anticipated job satisfaction regarding this offer, as well as positively predicting evaluation of the weak brand with attractive salary job offer. Despite all the detailed hypotheses not being supported, the findings confirm the role of materialism in job offer preference and introduce the inclination to develop an identity-motives-based relationship with an employer brand as an important factor in reactions toward different employer branding recruitment strategies. We discuss the results in light of previous theories and research on person-organization fit, materialism, and brand effects, and consider potential short- and long-term outcomes of recruitment strategies.

Dataset Information

The Application of Mobile fNIRS in Marketing Research-Detecting the "First-Choice-Brand" Effect.

Publications

The Application of Mobile fNIRS in Marketing Research-Detecting the "<i>First-Choice-Brand"</i> Effect.

Similar Datasets

OmicsDI is part of the ELIXIR infrastructure

Tweets