Culture Differences, Difficulties, and Challenges of the Neurophysiological Methods in Marketing Research

REFERENCES

• Achrol, R., and P. Kotler. 2012. Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science 40 (1): 35–43.
   Web of Science ®Google Scholar
• Ariely, D., and G. Berns. 2010. Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience 11 (4): 284–292.
   PubMed Web of Science ®Google Scholar
• Bose, M., and L. Ye. 2013. Antecedents of situated learning in stressful service experience: A cross-cultural study. Journal of International Consumer Marketing 25:219–233.
   Google Scholar
• Burgess, S. M., and J. E. M. Steenkamp. 2006. Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing 23:337–356.
   Web of Science ®Google Scholar
• Cambria, E., B. Schuller, Y. Xia, and C. Havasi. 2013. New avenues in opinion mining and sentiment analysis. IEEE Intelligent Systems 28 (2): 15–21.
   Web of Science ®Google Scholar
• Camerer, C., G. Loewenstein, and D. Prelec. 2005. Neuroeconomics: How neuroscience can inform economics. Journal of Economic Literature 43 (1): 9–64.
   Web of Science ®Google Scholar
• Chamberlain, L., and A. Broderick. 2007. The application of physiological observation methods to emotion research. Qualitative Market Research: An International Journal 10 (2): 199–216.
   Google Scholar
• Chattopadhyay, A., D. Dahl, R. Ritchie, and K. Shahin. 2003. Hearing voices: The impact of announcer speech characteristics on consumer response to broadcast advertising. Journal of Consumer Psychology 13 (3): 198–204.
   Web of Science ®Google Scholar
• Chiao, J. Y., T. Harada, H. Komeda, Z. Li, Y. Mano, D. Saito, T. B. Parrish, N. Sadato, and T. Iidaka. 2009. Neural basis of individualistic and collectivistic views of self. Human Brain Mapping 30 (9): 2813–2820.
   PubMed Web of Science ®Google Scholar
• Cooke, L. 2005. How it works and how it relates to usability. Technical Communication 52 (4): 456–463.
   Web of Science ®Google Scholar
• Cossio, E. G., C. Fernández, M. E. Gaviria, C. Palacio, L. Alvarán, and R. A. Villa. 2011. P300 based brain computer interface for alternative communication: A case study with two teenagers with motor disabilities. Revista Faculdad de Ingeniería de Antioquia 60:9–19.
   Google Scholar
• Cowley, E. 2002. East–West consumer confidence and accuracy in memory for product information. Journal of Business Research 55 (11): 915–921.
   Web of Science ®Google Scholar
• Dimoka, A. 2012. How to conduct a functional magnetic resonance (fMRI) study in social science research. MIS Quarterly 36 (3): 811–840.
   Web of Science ®Google Scholar
• Dimoka, A., R. D. Banker, I. D. Benbasat, F. D. Davis, A. R. Dennis, D. Gefen, A. Gupta, et al. 2012. On the use of neurophysiological tools in is research: Developing a research agenda for NeuroIS. MIS Quarterly 36 (3):679–702.
   Web of Science ®Google Scholar
• Ernst, M., K. Bolla, M. Mouratidis, C. Contoreggi, J. A. Matochik, V. Kurian, J. L. Cadet, A. S. Kimes, and E. D. London. 2002. Decision-making in a risk-taking task: A PET study. Neuropsychopharmacology 26 (5): 682–691.
   PubMed Web of Science ®Google Scholar
• Eser, Z., F. Isin, and M. Tolon. 2011. Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Journal of Marketing Management 27 (7–8): 854–868.
   Google Scholar
• Fenner, Y., S. M. Garland, E. E. Moore, Y. Jayasinghe, A. Fletcher, S. N. Tabrizi, B. Gunasekaran, and J. D. Wark. 2012. Web-based recruiting for health research using a social networking site: An exploratory study. Journal of Medical Internet Research 14 (1): e20.
   PubMed Web of Science ®Google Scholar
• Fortunato, V., J. Giraldi, and J. Oliveira. 2014. A review of studies on neuromarketing: Practical results, techniques, contributions and limitations. Journal of Management Research 6 (2): 201–220.
   Google Scholar
• Freeman, J., N. Rule, and N. Ambady. 2009. The cultural neuroscience of person perception. Progress in Brain Research 178:191–201.
   PubMed Web of Science ®Google Scholar
• Fugate, D. L. 2007. Neuromarketing: A layman's look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing 24 (7): 385–394.
   Google Scholar
• González, J., M. Sarria-Paja, and G. Domínguez. 2010. On classification improvement by using an approximate discriminative hidden Markov model. Revista Faculdad de Ingeniería de Antioquia 55:174–183.
   Google Scholar
• Gutchess, A., and A. Indeck. 2009. Cultural influences on memory. Progress in Brain Research 178:137–150.
   PubMed Web of Science ®Google Scholar
• Gutchess, A., R. Welsh, A. Boduroglu, and D. C. Park. 2006. Cultural differences in neural function associated with object processing. Cognitive, Affective & Behavioral Neuroscience 6:102–109.
   PubMed Web of Science ®Google Scholar
• Hafner, B. M., J. Zanatta, G. S. Rolim, A. B. A. Moraes, and A. M. B. Zeferino. 2013. Efficacy of audiovisual information on anxiety for patients undergoing tooth extraction. Psicologia em Pesquisa UFJF 7 (2): 164–170.
   Google Scholar
• Hanna, P. (2012). Using internet technologies (such as Skype) as a research medium: A research note. Qualitative Research 12 (2): 239–242.
   Web of Science ®Google Scholar
• Harada, T., Z. Li, and J. Y. Chiao. 2010. Differential dorsal and ventral medial prefrontal representations of the implicit self modulated by individualism and collectivism: An fMRI study. Social Neuroscience 5 (3): 257–271.
   PubMed Web of Science ®Google Scholar
• Hedgcock, W., and A. R. Rao. 2009. Trade-off aversion as an explanation for the attraction effect: A functional magnetic resonance imaging study. Journal of Marketing Research 46 (1): 1–13.
   Web of Science ®Google Scholar
• Hofstede, G. 2001. Culture's consequences: Comparing values, behaviors, institutions, and organizations across nations. 2nd ed. Thousand Oaks, CA: Sage.
   Google Scholar
• Hong, Y. I. 2013. Advances in culture and psychology, vol. 4, 384. New York: Oxford University Press.
   Google Scholar
• Huettel, S., and J. Payne. 2009. Commentaries and rejoinder to trade off aversion as an explanation for the attraction effect: A functional magnetic resonance imaging study. Journal of Marketing Research 46 (1): 14–24.
   Google Scholar
• Hui, S. K., Y. Huang, J. Suher, and J. J. Inman. 2013. Deconstructing the “first moment of truth”: Understanding unplanned consideration and purchase conversion using in-store video tracking. Journal of Marketing Research 50 (4): 445–462.
   Web of Science ®Google Scholar
• Hutchins, E., N. Weibel, C. Emmenegger, A. Fouse, and B. Holder. 2013. An integrative approach to understanding flight crew activity. Journal of Cognitive Engineering and Decision Making 7 (4): 353–376.
   Google Scholar
• Kenning, P., and M. Linzmajer. 2011. Consumer neuroscience: An overview of an emerging discipline with implications for consumer policy. Journal Fur Verbraucherschutz Und Lebensmittelsicherheit 6 (1): 111–125.
   Web of Science ®Google Scholar
• Kenning, P., and H. Plassmann. 2005. Neuroeconomics: An overview from an economic perspective. Brain Research Bulletin 67 (5): 343–354.
   PubMed Web of Science ®Google Scholar
• Kenning, P., H. Plassmann, and D. Ahlert. 2007. Applications of functional magnetic resonance imaging for market research. Qualitative Market Research: An International Journal 10 (2): 135–152.
   Google Scholar
• Kitayama, S., and J Park. 2010. Cultural neuroscience of the self: Understanding the social grounding of the brain. Social Cognitive and Affective Neuroscience 5 (2–3): 111–129.
   PubMed Web of Science ®Google Scholar
• Knight, J. 2014. The role and challenges of consumer research in the dynamic economic and social environment of Latin America. In Handbook of research on economic growth and technological change in Latin America, ed. B. Christiansen, 174. Hershey, PA: Business Science Reference.
   Google Scholar
• Krippendorff, K. 2012. Content analysis: An introduction to its methodology, 456. New York: Sage.
   Google Scholar
• Lee, N., A. Broderick, and L. Chamberlain. 2007. What is “neuromarketing”? A discussion and agenda for future research. International Journal of Psychophysiology 63 (2): 199–204.
   PubMed Web of Science ®Google Scholar
• Levy, N. 2011. Neuroethics: A new way of doing ethics. AJOB Neuroscience 2 (2): 3–9.
   PubMedGoogle Scholar
• Liang, B., and J. Cherian. 2010. Cross-cultural differences in the effects of abstract and concrete thinking on imagery generation and ad persuasion. Journal of International Consumer Marketing 22 (2): 187–198.
   Google Scholar
• Lipp, M. E. N., C. Pinho, A. C. Castelli, M. G. Santos, and A. T. Fujita. 2009. Anger control: The effectiveness of cognitive anger control training in coronary artery disease. Estudo de Psicologia 26 (4): 505–513.
   Google Scholar
• Liu, J. 2010. Cultural variation in the visual aspects of television commercials: Comparing the use and effect of field information in Chinese and U.S. television commercials. Master's thesis, Paper 896, Clemson University. http://tigerprints.clemson.edu/all_theses/896 (accessed July 18, 2014).
   Google Scholar
• Lorigo, L., M. Haridasan, H. Brynjarsd, L. Xia, T. Joachims, G. Gay, L. Granka, F. Pellacini, and B. Pan. 2008. Eye tracking and online search: Lessons learned and challenges ahead. Journal of the American Society for Information Science and Technology 59 (7): 1041–1052.
   Web of Science ®Google Scholar
• Ma-Kellams, C., J. Blascovich, and C. McCall. 2012. Culture and the body: East–West differences in visceral perception. Journal of Personality and Social Psychology 102 (4): 718–728.
   Google Scholar
• Mazzon, J., and J. Hernández. 2013. Brazilian scientific production in marketing in the period 2000–2009. Revista de Administração de Empresas 53 (1): 67–80.
   Google Scholar
• Miyamoto, Y., Y. Uchida, and P. Ellsworth. 2010. Culture and mixed emotions: Co-occurrence of positive and negative emotions in Japan and the United States. Emotion 10 (3): 404.
   PubMed Web of Science ®Google Scholar
• Mooij, M. de, and G. Hofstede. 2011. Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing 23 (3–4): 181–192.
   Google Scholar
• Morin, C. 2011. Neuromarketing: The new science of consumer behavior. Society 48 (2): 131–135.
   Web of Science ®Google Scholar
• Mrazek, A. J., T. Harada, and J. Y. Chiao. 2014. 26: Cultural neuroscience of identity development. In The Oxford handbook of identity development, ed. K. C. McLean, and Moin Syed, 423. New York: Oxford University Press.
   Google Scholar
• Muggleton, N., and M. Banissy. 2014. Culture and cognition. Cognitive Neuroscience 5 (1): 1–2.
   PubMed Web of Science ®Google Scholar
• Pereira, F. M., and A. Pereira Neto. 2003. Psychologists in Brazil: Notes about their professionalization process. Psicologia em Estudo 8 (2): 19–27.
   Google Scholar
• Perrachiome, T., and J. Perrachione. 2008. Brains and brands: Developing mutually informative research in neuroscience and marketing. Journal of Consumer Behavior 7 (4–5): 303–318.
   Google Scholar
• Pieters, R., M. Wedel, and R. Batra. 2010. The stopping power of advertising: Measures and effects of visual complexity. Journal of Marketing 74 (5): 48–60.
   Web of Science ®Google Scholar
• Puccinelli, N., R. Goodstein, D. Grewal, R. Price, P. Raghubir, and D. Stewart. 2009. Customer experience management in retailing: Understanding the buying process. Journal of Retailing 85 (1): 15–30.
   Web of Science ®Google Scholar
• Ramo, D. E., and J. J. Prochaska. 2012. Broad reach and targeted recruitment using Facebook for an online survey of young adult substance use. Journal of Medical Internet Research 14 (1): e28.
   PubMed Web of Science ®Google Scholar
• Schwartz, A., A. Boduroglu, and A. H. Gutchess. 2014. Cross cultural differences in categorical memory errors. Cognitive Science 38:997–1007.
   PubMed Web of Science ®Google Scholar
• Sheth, J. 2011. Impact of emerging markets on marketing: Rethink existing perspectives and practices. Journal of Marketing 75 (4): 166–182.
   Web of Science ®Google Scholar
• Stanley, J., X. Zhang, H. Fung, and D. Isaacowitz. 2013. Cultural differences in gaze and emotion recognition: Americans contrast more than Chinese. Emotion 13 (1): 36–46.
   PubMed Web of Science ®Google Scholar
• Suomala, J., L. Palokangas, S. Leminen, M. Westerlund, J. Heinonen, and J. Numminen. 2012. Neuromarketing: Understanding customers' subconscious responses to marketing. Technology Innovation Management Review 2 (12): 12–21.
   Google Scholar
• Townsend, C., and B. E. Kahn. 2004. The “visual preference heuristic”: The influence of visual versus verbal depiction on assortment processing, perceived variety, and choice overload. Journal of Consumer Research 40 (5): 993–1015.
   Web of Science ®Google Scholar
• Venkatraman, V., J. A Clithero, G. J. Fitzsimons, and S. Huettel. 2012. New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences. Journal of Consumer Psychology 22:143–153.
   Web of Science ®Google Scholar
• Venkatraman, V., A. Dimoka, P. Pavlou, K. Vo, W. Hampton, B. Bollinger, H. Hershfield, M. Ishihara, and R. Winer. 2015. Predicting advertising auccess: New insights from neuroscience and market response modeling. Journal of Marketing Research forthcoming. doi:10.1509/jmr.13.0593
   Web of Science ®Google Scholar
• Wang, Y., and M. Minor. 2008. Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychology & Marketing 25 (2): 197–U113.
   Web of Science ®Google Scholar
• Ward, J. 2013. The student's guide to social neuroscience, 352. New York: Psychology Press.
   Google Scholar
• Westbrook, R. A., and R. L. Oliver. 1991. The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research 18 (1): 84–91.
   Web of Science ®Google Scholar
• Wu, N., H. Jiang, and G. Yang. 2012. Emotion recognition based on physiological signals. Advances in Brain Inspired Cognitive Systems Lecture Notes in Computer Science 7366:311–320.
   Google Scholar
• Zurawicki, L. 2010. Applying neuroscience and biometrics to the practice of marketing. In Neuromarketing: Exploring the brain of the consumers, 211–242. Berlin, Heidelberg: Springer.
   Google Scholar