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22대 대한민국 국회 국회정보길라잡이 국회의원검색
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Consumer neuroscience methods have become prevalent in marketing research. Despite their proven significance, very little marketing research has addressed their applications in Asia. Thus, this review aims to introduce practical integrations with consumer neuroscience and marketing research and how they can be carefully applied to these fields, with some identified caveats. Specifically, I review the recent literature from top marketing and science journals to (1) highlight substantial applications of updated neuroscientific methods to marketing research and neuroforecasting approaches, (2) discuss the additional potential of computational models in these applications, and (3) offer a simple framework that adopts a multi-method approach intended to enhance both the external and ecological validity of neuroscientific findings. Along with the need for embracing scientific rigor and marketing theory, more guidelines are also needed to improve the validity issues of neuroimaging uses and highlight practical directions in the nascent field of consumer neuroscience.

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Understanding the continuance intention to use Chatbot services Jeeyeon Kim, Yiling Li, Jeonghye Choi p. [1], 99-110

Updated reviews and trends in consumer neuroscience Jin Ho Yun p. [1], 111-125

(The) effects of self-development, self-therapy, and self-presentation motivations on quality of life, visitor loyalty, and omnivorous cultural engagement through visitor satisfaction in art museums : examining the moderation effect of age and attitude toward SNS posting Minyeong Yi, Suna La p. [1], 126-147

Winning back attendance : effects of winning performance, online search, and the MLB rule changes for more dynamic games Rhino Kim, Sue Ryung Chang p. [1], 148-159

Gift sharing on social media : what drives it? Mira Lee, Yoon-Hee Kang p. 160-172

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