About this Research Topic
Understanding the nuances of consumer behavior throughout the customer journey is a fundamental step in marketing. Traditional analysis marketing methods often do not capture the complexity of the customer decision-making processes.
The growing field of Consumer Neuroscience, or Neuromarketing, bridges this gap by employing neuroscience tools to examine consumer decisions' neuropsychological underpinnings.
This Research Topic explores the efficacy of integrating decision neuroscience tools to assess decision-making processes, enhancing our understanding at every stage of the customer journey—from pre-purchase anticipation to post-purchase satisfaction. By merging these tools with traditional research methods, this collection seeks to offer a comprehensive overview of how consumers interact with various marketing stimuli across both digital and physical spaces.
Pre-purchase Phase: Neuroscience tools, like electroencephalography (EEG) and functional magnetic resonance imaging (fMRI), can provide insights into the cognitive and emotional dynamics that guide consumer preferences and help identify key influences on product consideration.
Purchase Phase: Techniques like heart rate monitoring (HRV), galvanic skin response (GSR), and facial expression analysis (FEA) reveal the psychophysiological responses that can predict purchase decisions. This phase focuses on how different touchpoints affect buyer behaviour and the role of emotional and cognitive engagement in these interactions.
Post-purchase Phase: Evaluation after the purchase using consumer neuroscience tools can shed light on factors like customer satisfaction and loyalty. This means understanding the emotional and cognitive aspects of consumer interactions with brands and services after the purchase, aiding in optimising customer retention strategies.
Contributions to this Research Topic may include empirical research, case studies, or theoretical models that combine neuroscience tools with traditional methods to map out the customer journey informing on customers’ decision-making process referring to, but not limited to, the following:
● customer experience
● customer engagement
● customer satisfaction and loyalty
● customer centricity and customer focus
● service quality
We encourage transdisciplinary submissions adopting cognitive and behavioral indices to measure consumer interactions at various touchpoints to enhance customer experience and business performance. We welcome insights from fields such as marketing, psychology, neuroscience, and human-computer interaction, fostering a deeper understanding of the dynamic consumer landscape.
The growing field of Consumer Neuroscience, or Neuromarketing, bridges this gap by employing neuroscience tools to examine consumer decisions' neuropsychological underpinnings.
This Research Topic explores the efficacy of integrating decision neuroscience tools to assess decision-making processes, enhancing our understanding at every stage of the customer journey—from pre-purchase anticipation to post-purchase satisfaction. By merging these tools with traditional research methods, this collection seeks to offer a comprehensive overview of how consumers interact with various marketing stimuli across both digital and physical spaces.
Pre-purchase Phase: Neuroscience tools, like electroencephalography (EEG) and functional magnetic resonance imaging (fMRI), can provide insights into the cognitive and emotional dynamics that guide consumer preferences and help identify key influences on product consideration.
Purchase Phase: Techniques like heart rate monitoring (HRV), galvanic skin response (GSR), and facial expression analysis (FEA) reveal the psychophysiological responses that can predict purchase decisions. This phase focuses on how different touchpoints affect buyer behaviour and the role of emotional and cognitive engagement in these interactions.
Post-purchase Phase: Evaluation after the purchase using consumer neuroscience tools can shed light on factors like customer satisfaction and loyalty. This means understanding the emotional and cognitive aspects of consumer interactions with brands and services after the purchase, aiding in optimising customer retention strategies.
Contributions to this Research Topic may include empirical research, case studies, or theoretical models that combine neuroscience tools with traditional methods to map out the customer journey informing on customers’ decision-making process referring to, but not limited to, the following:
● customer experience
● customer engagement
● customer satisfaction and loyalty
● customer centricity and customer focus
● service quality
We encourage transdisciplinary submissions adopting cognitive and behavioral indices to measure consumer interactions at various touchpoints to enhance customer experience and business performance. We welcome insights from fields such as marketing, psychology, neuroscience, and human-computer interaction, fostering a deeper understanding of the dynamic consumer landscape.
Keywords: decision-making, neuromarketing, psychology, consumer neuroscience, customer behavior, fMRI, HRV, GSR, FEA, cognitive indices, human-computer interaction
Important Note: All contributions to this Research Topic must be within the scope of the section and journal to which they are submitted, as defined in their mission statements. Frontiers reserves the right to guide an out-of-scope manuscript to a more suitable section or journal at any stage of peer review.
