Adhikari Koushik
Department of Food Science and Technology, University of Georgia, Griffin, Georgia, USA.
J Food Sci. 2023 Mar;88(S1):53-64. doi: 10.1111/1750-3841.16526. Epub 2023 Mar 13.
Neuromarketing or consumer neuroscience is a relatively new market research subdiscipline that has gained popularity among consumer behavior scientists in the past two decades or so. It combines neurobiology with behavioral psychology to understand consumer behavior, more specifically about their decisions related to choices/preferences and purchase. The purpose of this review is to explore the potential of using neuroscientific methods for consumer sensory science research. By no means, this is an exhaustive review hindered by the fact that there are countless articles on neuromarketing and consumer neuroscience in the literature. The author has tried to show the applicability of neuroscientific methods in consumer sensory sciences, specifically electroencephalography and eye tracking, which could potentially "complement" the sensory methodologies to gain better consumer insight. Both these techniques are relatively inexpensive, portable, and minimally invasive techniques that are already being used by some sensory scientists. They could be incorporated with ease in the research portfolio of consumer sensory researchers who would like to use them to study consumer affect. It is recommended that the researchers use proper experimental design that takes into consideration the confounding variables as much as possible. The two methods mentioned before have been proven to be relatively reliable and repeatable. Lastly, these methods would also require ethical oversight because of the involvement of human subjects.
神经营销学或消费者神经科学是一个相对较新的市场研究子学科，在过去二十年左右的时间里受到了消费者行为科学家的欢迎。它将神经生物学与行为心理学相结合，以理解消费者行为，更具体地说是他们与选择/偏好及购买相关的决策。本综述的目的是探讨将神经科学方法用于消费者感官科学研究的潜力。鉴于文献中有无数关于神经营销学和消费者神经科学的文章，这绝不是一篇详尽无遗的综述。作者试图展示神经科学方法在消费者感官科学中的适用性，特别是脑电图和眼动追踪，它们有可能“补充”感官方法，以更好地洞察消费者。这两种技术相对便宜、便于携带且微创，一些感官科学家已经在使用。它们可以轻松地纳入希望利用它们研究消费者情感的消费者感官研究人员的研究组合中。建议研究人员采用适当的实验设计，尽可能考虑到混杂变量。前面提到的两种方法已被证明相对可靠且可重复。最后，由于涉及人类受试者，这些方法也需要伦理监督。
