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Consumer Science
NEUROPHYSIOLOGICAL STUDY OF CONSUMER EMOTIONAL REACTIONS IN A SIMULATED MULTISENSORY RETAIL ENVIRONMENT
Nov. 2025 Julia Eremenko Vladimir Kosonogov Vladislav Aksiotis Victoria Moiseeva Anastasia Obukhova Alisa Godovanets Oksana Zinchenko Vasily Klucharev Anna Shestakova Introduction: Emotions play a crucial role in shaping consumer experiences and decisions. Neurophysiological tools offer objective markers of emotional reactions in multisensory environments, where positive valence promotes approach behavior and negative valence fosters avoidance. Methods: We applied the Osgoo
CONSUMPTION, RELATIVE DEPRIVATION AND MENTAL HEALTH: EVIDENCE FROM HEDONIC CONSUMPTION
Aug. 2025 Hao Li Weihong Zeng Introduction: In recent years, relative deprivation related to consumption has sparked intense debate,...
THE NEUROMARKETING: BRIDGING NEUROSCIENCE AND MARKETING FOR ENHANCED CONSUMER ENGAGEMENT
Aug. 26, 2025 This review paper examines the influence of neuromarketing on consumer behavior research, emphasizing its origins,...
SPENDCEPTION: THE PSYCHOLOGICAL IMPACT OF DIGITAL PAYMENTS ON CONSUMER PURCHASE BEHAVIOR AND IMPULSE BUYING
Aug. 26, 2025 This study introduces a novel construct, Spendception, which conceptualizes the psychological impact of digital payment...
AI AND NEUROMARKETING – UNDERSTANDING CONSUMER DECISION MAKING WITH ARTIFICIAL INTELLIGENCE – SYSTEMATIC REVIEW
Aug. 26, 2025 Neuromarketing studies human behavior through artificial intelligence (AI) technologies, which allow scientists to use...
GENERATIVE AI FOR CONSUMER BEHAVIOR PREDICTION: TECHNIQUES AND APPLICATIONS
Aug., 24, 2025 Generative AI techniques, such as Generative Adversarial Networks (GANs), Variational Autoencoders (VAEs), and...
THE SYNERGY OF NEUROMARKETING AND ARTIFICIAL INTELLIGENCE: A COMPREHENSIVE LITERATURE REVIEW IN THE LAST DECADE
Aug. 24, 2025 This paper conducts a systematic literature analysis on "artificial intelligence, ethical artificial intelligence,...
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