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Digital Marketing Dissertation Topics
November 16, 2022
Neuromarketing is an application of neuroscience and cognitive science that revolves around the relationship between human ‘nerves’ and ‘marketing’. Unlike traditional methods, neuromarketing goes for market search by monitoring customers’ brainwave activity. In short, it is the study of the human brain to analyse decision-making behaviour for marketing purposes. Research in neuromarketing is among the leading academic studies. Thus, students must look for appealing and extraordinary neuromarketing research topics.
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New Neuromarketing Research Topics 2023
Topic 1: Impact of Audio Branding on Brand Recognition and Recall : A Systematic Review
Research Aim: The brand identity is based on abstract traits and connections that a company wants to express and distinguish itself with. With the development of internet streaming and new audio-first platforms, businesses are being pushed to extend into the sound domain by developing their audio branding standards. This study aims to evaluate the concept of audio branding, and it has helped several businesses or brands with their recognition and recall among customers. For this purpose, this study performs an extensive systematic literature review to collect evidence.
Topic 2: Critical Evaluation of the Ethical Considerations in Political Neuromarketing
Research Aim: Some suggested that the application of neuroscience in marketing has exposed firms to a "buy button" that could read potential consumers' minds and affect their purchasing decisions. Furthermore, many who oppose neuromarketing argue that reading consumers' minds to improve corporate services is immoral and should not be employed. This study, which is one of the neuromarketing thesis topics, aims to discuss typical ethical difficulties with neuromarketing. This study also explains how potentially major ethical difficulties may arise from the industry's unique neuromarketing techniques. Furthermore, this study highlights techniques businesses might employ to lessen consumer risks.
Topic 3: How Brands Use Facial Coding as a Neuromarketng Technique: A Systematic Literature Review
Research Aim: Due to the properties of microexpressions, which are spontaneous and hence unpredictable, facial coding remains the only affordable technology that offers real-time and reliable data. This study aims to present an overview of the face coding tool, which, like biometrics, is a less-researched approach having applications in the neuromarketing sector.
In this study, the technique and some of the difficulties presented by automated micro-expression analysis were discussed, as well as an overview of facial coding used in neuromarketing research.
Topic 4: An Introduction to Neuromarketing: Revolution in the Marketing Industry
Research Aim: Neuroimaging technology has advanced so that neuroscientists can now investigate the frequency, location, and timing of neural activity in unprecedented detail. However, marketing science has generally been oblivious to such advancements and their enormous potential. In reality, the use of neuroimaging to market research, dubbed "neuromarketing," has recently sparked substantial debate in neuroscience circles. This research attempts to broaden the scope of neuromarketing beyond commercial brand and consumer behaviour applications to encompass a broader understanding of marketing science. This study observes neuromarketing topics and aims to describe neuromarketing as an area of study and also recommends some future research avenues using general neuroscience and neuroeconomics.
Topic 5: Application of EEG-based Neuromarketing Approach for Predicting and Interpreting Consumer Preference
Research Aim: Due to its simplicity, accessibility, cheap cost, and informativeness, EEG has been frequently employed for this study. Certain components of consumers' cognitive and emotional responses to commercial messages may be successfully tracked and defined in real-time, according to EEG studies. This study examines customer preferences from the standpoint of neurology while choosing between several products. Consumer neuroscience advances systematic knowledge of the underlying information processing and cognitions involved in product selection or preference. This study aims to see if neural metrics derived indirectly from brain activity may be trustworthy or compatible with self-reported measures such as preference or like.
Topic 6: Analysing the Persuasion Power of Olfactory Marketing Approach in Influencing Consumer Behavior
Research Aim: Olfactory perception makes it possible for people to communicate subtly with their surroundings since the olfactory system is directly linked to our emotional centre. Scent marketing, or smell-supported advertising, is based on the neuropsychological effects of olfactory stimuli, such as emotionalization and memory by smell. This study explores the concept of “Olfactory marketing” and its characteristics. The study presents a detailed overview of the key term and their contribution to neuromarketing to persuade customers.
Topic 7: Discovery of Mirror Neurons System: Analyzing the Technique of Mirroring Approach in Marketing
Research Aim: Mirroring is a powerful sales tactic because it might subconsciously convey to your prospect that you are similar to them. Mirroring is a technique that salespeople may use to build connection, understanding, and empathy with their prospects and facilitate sales. The link cultivated to improve client connections and give personalised information, goods, or services is the mirror approach used in sales and marketing. This study aims to evaluate how using this mirroring technique improves a person’s communications' coherence, readability, and approachability. The study starts by focusing on the mirror neuron system and associates it with the neuromarketing sales approach.
Topic 8: Using FMRI Brain Imaging Technique in Neuromarketing to Optimize the Effectiveness of Advertisements
Research Aim: For the objective of better understanding situations and processes connected to the marketing and consumer sectors, fMRI is an appealing technology for several reasons. It enables the simultaneous evaluation of participants' psychological processes and can be used to augment self-reports, which can contain skewed information. This study aims to investigate the functioning of the FMRI brain imaging technology and how it is used to make more effective brand advertisements.
Topic 9: Investigating the Effectiveness of Ben Franklin Effect in Boosting Customer Loyalty
Research Aim: According to the Ben Franklin Effect, people are more inclined to assist you again if you ask them to aid you in some manner, and they do. This effect has been the subject of research, and the dominant school of thinking explains it as an attempt to overcome cognitive dissonance brought on by a perceived discrepancy between behaviour and motivation. Our acts are typically motivated by complicated, instinctual, and perhaps arbitrary causes, even though we often believe we have clear, logical reasoning for them. Then, to justify our actions in the past, we develop logical arguments. This study aims to evaluate the logical reasoning associated with how Ben Franklin's effects work among customers and how it s used specifically to increase brand royalty among customers.
Topic 10: Analysing the Effectiveness of Super Bowl Commercials in Attracting Customers: An Insight To Primacy and Recency Effect
Research Aim: Higher levels of effects associated with Super Bowl Commercials include promoting products instead of services, avoiding direct announcements as a communication format, incorporating animal visuals, avoiding quality promises and employing emotional appeals. Additionally, it has been shown that there are several differences between the sample's highest and lowest-rated advertising. The content of ads is rarely linked to their impact on consumers. The purpose of this study is to investigate how Super Bowl advertising affects customer behaviour. This research is among the top neuromarketing case studies, which aims to evaluate the importance and recency effects in advertisements and which one is more closely associated with Super Bowl commercials.
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