Neuromarketing's contribution to responsible marketing strategies

Éditeurs invités

• Ko De Ruyter, King's College London
• Olivia Petit, Kedge Business School
• Enav Friedmann, Ben Gurion University
• Tim Hilken, Maastricht University
• Jorge Matute, Ramon Llull University
• Jan-Hinrich Meyer, Ramon Llull University

Synthèse

This special issue aims to advance research at the intersection of neuromarketing and responsible marketing strategies. While marketing scholarship increasingly focuses on sustainability and responsibility across dimensions like environmental impact, mental health, and social care, efforts to promote sustainable consumer choices often fail due to cognitive biases and emotional resistance. The challenge stems from the difficulty consumers face in articulating their thoughts about ethical consumption and personal well-being, as such topics are subject to strong social desirability bias.

Neuromarketing methods based on sensors and algorithms offer objective measures of consumer affective and cognitive states, capturing implicit and unconscious processes that shape decision-making. These approaches can reveal and help address biases and stereotypes, thereby supporting more effective responsible marketing strategies. The special issue invites contributions that integrate neuromarketing techniques with responsible marketing to address consumer decision-making challenges and develop innovative solutions in evolving marketing landscapes.

Thèmes proposés

• Implicit Biases: Understanding implicit biases preventing sustainable consumer behavior (e.g., gender or product stereotypes)
• Better Understanding of Individual Differences for Inclusive Marketing: Neuromarketing could provide valuable insights into how individual differences, such as personality, cognitive styles, or even neurophysiological responses, influence consumer behavior.
• Moral & Ethical Dilemmas: Understanding the cognitive and affective factors impacting moral and ethical dilemmas for consumers.
• Nudges: Behavioral Nudges can be useful remedies for Biases and Research on Nudges informed by neuroscience could add an innovative angle to the discussion.
• Digitization & Innovative Technology: Using neuroscientific methods, as well built-in sensors in wearable devices, to better understand the effects of new digital environments (e.g. VR, AR, social media, metaverse) on consumption, decision-making, and consumer well-being.
• Sensory Marketing: Neuromarketing can improve our understanding of how sensory inputs influence perception and behavior, thereby facilitating mindful and embodied self-regulation among consumers.
• Methods: Innovative methodologies to show objective consumer measurements related to responsible marketing